|A Partnership Between
and Local Dealers
Choppy Wicker, speaking to national dealer convention, telling them of the selling
power of “all this mail”.
At first, the dealers hated the factory,
seeing it as a competitor that swiped their sales. But soon they
became rabid enthusiasts, once they learned that so many more prospects
came through their doors already pre-sold by the factory. The key
for the company was to balance the two channels for maximum profit.
|Need A Spokesman?
Wicker, president of Sherwood Marketing, has presented
hundreds of motivational, sales, and training sessions
across the country. Whether live or on video, he can
fire up your troops and attract many new customers.
And if you already are your own spokesman, Choppy can
help you enhance your presentation skills and effectiveness.
Need Solar Customers?
Click here to learn more about how I
can help you market and sell to a targeted audience that is right
Company Revamps Strategy, Doubles In Size!
Dealers: a good idea... or a or bad idea?
In the late-1970’s, Garden Way had been
growing like a skyrocket! Its popular Troy-Bilt Roto Tiller had
been sold almost exclusively direct from the factory via mail
order, so as to maximize
profits and avoid the margins and hassles of using local dealers.
with their talented staff, I had helped them refine and expand
this mail-order miracle, but now competitors (who sold ONLY through
local dealers, usually with up to 2,000-5,000 dealers each) were
to take market share. Question: how to protect and expand market
share without giving up margins and playing the game by the other
What I Did
I looked at every possible sales and distribution channel, from
dealers to traveling reps to retail stores and beyond. I analyzed
and brainstormed the SWOT (Strengths, Weaknesses, Opportunities,
and Threats) until I came up with a unique plan. I set up
a few hundred dealers, so as to catch prospects who might have
otherwise bought from the competition. Then I trained the dealers
them how they could make money, even in the face of substantial
consumer-direct discounts. They were pleased, the consumers
happy, and the company achieved its goals.
How The Client Benefited
Marketing had always been one of the company’s strengths,
primarily due to it’s unique mail-order direct
marketing method of selling big, expensive garden
tillers. With the new, equally
of combining Factory-direct with a limited dealer network, the
company was able to expand its sales to $100 million per year.
more, this experience and financial success put the company
position to double its sales a few years later by acquiring a major
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channels gave away nearly all the control and profits
Our Unique Solution
channels kept prices low for consumers and profits
high for company and dealers.
Dealers In A
Regardless of your product or service,
it's important that all the members in your channel or "food
chain" have a good value proposition.
Click here to see how I helped an
Internet company to identify, train, and motivate their dealer
network and ultimately provide
a marketing concept that was more than twice as effective.