Monday, May 9, 2011

Thinly veiled

A large manufacturer wants its dealers to sell more units. That's the goal because the parent company has made it clear it must reach those numbers or it's the end of the world as they know it.

So, the manufacturer is now offering to "help" dealers run their businesses better by providing assessments and consulting. Sound good? It probably won't work unless they take the veil off this "opportunity."

The truth is the manufacturer wants more sales. Period. The dealer feels pressured to sell more units and will not be responsive to the message of "sell more." But it won't take long for the dealer to realize that this new program is a thinly veiled approach to selling more units no matter how it's positioned.

The only viable option is to deal with the invisible elephant in the room: the manufacturer is desperate for more sales. If both parties can face this and create an environment where they both get what they want, there can be hope. Otherwise, it's just an exercise.

Barry LaBov
LaBov & Beyond

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