Maytag Distributors Learn About Brand
The company entered into a contractual relationship with Maytag in 2002 to market a line of “high end” air conditioning and heating systems. Distributors were introduced to the new stainless steel condensing unit product line and several new programs, including a five-year “Dependability Promise,” standard 10-year parts and labor warranty, and a national advertising campaign featuring the Maytag repairmen.
Distributors were provided with research information to substantiate the value of the Maytag brand with the consumer. Nordyne is marketing the Maytag brand of products to a select group of distributors and dealers.
Some distributors in attendance indicated the Maytag brand and product line represented a new opportunity to grow their businesses by targeting their sales efforts at large replacement/add-on dealers in a market.
Dave LaGrand, president and CEO of Nordyne, told the group, “With Maytag, we’ve given you a product that is clearly different by design. If you’re looking for the finest, the leader, the most dependable, you’ve found it.”
LaGrand emphasized the company’s commitment to independent distribution for its brands. Each Maytag distributor will have its own distinct territory and growth plan.
The company also recommended an “exclusivity” program for dealers. Dennis Kloster, vice president of marketing, said the Maytag line is targeted to a very select group of marketing-oriented dealers that recognize the value of the Maytag brand and are willing to represent and sell a premium product. Kloster gave specific examples of distributors that attracted new dealers because of Maytag brand’s reputation for dependability and then “closed the deal” with an exclusive territory arrangement.
Kloster also introduced a Maytag dealer “value proposition,” which included specially negotiated offerings from several key vendors. Excellence Alliance Inc. (EAI) offered membership to Maytag dealers at a reduced rate. Eric Koons, vice president of sales and marketing for EAI, assured the group, “We will help your dealers sell.” As EAI members, the Maytag dealers benefit from a host of sales development tools, business networking, a custom business analysis program, and performance rewards.
Meanwhile, Equiguard unveiled a custom extended warranty program. Triton Capital Management offered a custom financial planning package. And, Presidion Solutions revealed a business administration outsourcing program at a reduced rate.
Distributors also learned about custom training packages including video training from Ruth King at hvacchannel.TV and sales training from Jim Hinshaw of Sales Improvement Professionals.
Publication date: 06/09/2003