As manufacturers well know, as independent businesses, dealers don’t always have to do what the manufacturer wants them to. While they want to grow their business, they look to manufacturers to provide them with the necessary products and programs.
Compounding this is an even bigger challenge. Today’s buyers do extensive online research before engaging dealer salespeople. This means dealers have fewer face-to-face sales opportunities.
In my work with manufacturers, here are six ways they can strengthen their dealer networks and at the same time enhance customer buying experiences:
- Create High-Quality, Shareable Content
Since buyers are increasingly independent in their research, manufacturers need to create content that dealers can easily share with potential customers. This includes product guides, how-to videos, case studies, and customer testimonials.
With access to well-prepared resources, dealers can offer valuable insights that resonate with buyers even before formal contact is made.
- Provide Digital Lead Management Tools
A system that tracks customer interactions on the manufacturer’s website—such as visited pages or content engagement—can provide dealers with valuable insights.
By understanding buyer behavior early in the process, dealers can personalize their approach when reaching out, fostering smoother transitions from online research to in-person sales.
- Offer Training on Digital Engagement
Many dealers excel at in-person sales but may need guidance on effectively engaging online. Manufacturers can offer training in digital engagement, leveraging social media, email follow-ups, and virtual sales techniques.
With this support, dealers are better equipped to communicate with customers across all channels, improving their chances of converting informed leads into sales.
- Launch Co-Branded Digital Campaigns
A campaign featuring both the manufacturer’s brand and the dealer’s name can raise visibility for dealers and build customer trust.
These campaigns can boost lead generation by highlighting the expertise of local dealers within the broader brand’s reputation. Targeted ads, email newsletters, and joint social media campaigns create a direct path for customers from initial interest to dealer engagement.
- Host Virtual Product Demos and Q&A Sessions
These regular sessions allow manufacturers to showcase new products while inviting customers and dealers. Dealers can invite their prospects to join, introducing them to products in an interactive format where they can ask questions and see real-time demonstrations.
This strategy helps nurture leads. It also sends qualified, interested customers directly to dealers, giving them a head start on conversion.
- Develop Interactive Sales Tools
Manufacturers can enhance the buyer experience by offering tools like product configurators or augmented reality (AR) experiences. These tools allow customers to explore customization options, visualize products in natural settings, and experience features virtually.
Dealers benefit by gaining insights into customer preferences through tool usage data, enabling them to provide more tailored follow-ups.
These six approaches strengthen the manufacturer’s communications and relationships with their dealer network, drive revenue growth, and increase dealer engagement.
By supporting dealers with shareable content, digital tools, and training, manufacturers ensure their networks quickly respond to customer needs and stand out in a competitive market.