Having been in the HVACR industry for more than four decades, I’ve seen much change. One philosophy that never changes is when a dealer starts selling your product(s), jump on and enjoy the ride. At mta360, we provide marketing and advertising services for dozens of distributors and hundreds of dealers across the U.S. and Canada. Having attended many Heating, Air-conditioning & Refrigeration Distributors International (HARDI) events over the years, one thing rings clear: HARDI brings smart and knowledgeable speakers that present useful real-world information. Hopefully you’re able to implement some of their strategies, processes, tactics, and ideas to enhance your business.
However, at a recent HARDI meeting, I asked myself if the information that was being conveyed is relevant to both the distributor and the dealer, or if we are so focused on building great distributorships that we’re missing the greater level of opportunity. Broadening the scope of what’s being presented by providing information to help distributors help their customers/dealers grow their businesses is the No. 1 way to build dealer loyalty.
It’s harder today than ever for distributors to differentiate themselves. It’s no different for manufacturers, since there is an arguable level of parity among HVACR unitary manufacturers’ product offerings.
To differentiate your business, try the following:
1) Train, coach, and mentor your training managers on how to be business consultants to their dealers;
2) Ensure that your dealers utilize a turnkey kitchen table sales process;
3) Introduce your dealers to a digital marketing provider with a proven track record in organic internet lead generation. A successful search engine optimization (SEO) campaign consistently provides HVACR’s most inexpensive leads in any market.
4) Track return on investment (ROI) on all advertising to ensure you’re spending your money wisely. Trim anything that isn’t generating a positive ROI.
These items will increase the dealer’s cash flow. Helping your dealers grow is a sure-fire way to grow your business.
For more information, visit www.mta360.com.
Publication date: 02/16/18