September 29, 2020

Get Your Tire Dealer Program Some Traction!

To get traction with distributors and dealers that run your promotions, you need to ensure that you provide the right tools, training, communication and rewards to drive new sales revenue with an easy to use and scalable program that will always keep your tires at the top of the heap.

Brooke Friendly

channel partner loyalty

The challenge for all tire manufacturers is to stay top of mind and empower Associate Dealers to sell their brand over the competition. They want dealer reps to lead with their tires, however reps want two things:

1.   Reps want to makegood money selling the tires.

2.   Reps want to sell tires that they can competently present and be confident they will meet or exceed a customer’s expectations.

So… Is it the manufacturer’s incentive that motivates dealer reps to recommend a certain brand or is it the knowledge of the product?

Could it be both?

To get traction with distributors and dealers that run your promotions, you need to ensure that you provide the right tools, training, communication and rewards to drive new sales revenue with an easy to use and scalable program that will always keep your tires at the top of the heap.

Engage, Empower & Manage Incentive Program Performance

You can structure a dealer program to create loyalty to the tire manufacturer by incenting individual tire sales, bonus rewards for volume sales, and MDFs that build brand awareness about your product. Maximize revenue with sales incentives that offer exciting experiences, merchandise and cash SPIF’s to appeal to today’s multi-generational workforce and keep sales momentum high and engagement optimized.

You also need to ensure your sales incentive program allow you to deliver content quickly and easily while measuring its impact. This ensures your Reps are engaged and keeping your brand top of mind. We believe that to engage a sales rep you must continually run a combination of new and innovative promotions combined with standard promotions to get and maintain the level of engagement that consistently drives revenue.  

No single incentive solution has the power to motivate all. In today’s multi-demographic workforce, you need to spur reps toward higher achievement by addressing all engagement needs, from experiences to merchandise to rewards cards and even non-monetary rewards. Reps are competitive by nature and a gamified leaderboard and peer encouragement on your incentive program’s social platform can be more motivating than cash or a cheque.

How should you incent dealer reps?

If you’re going to incent your indirect sales force, it must align with your business strategy. Simplify the claiming process so that dealer reps receive instant gratification. This will do as much for motivation as the type of reward you’re offering. The easier it is to claim, the more sales reps will use your program.

And pay quickly.

As soon as a claim comes in, process it right away. Don’t wait until the end of the month or the end of the quarter. This will build confidence in your program and encourage reps to get their claims in quickly, rather than holding onto them and forgetting what the reward was for. Your strategy is to keep it fresh in their minds, making sure that they know who the reward has come from and why. And as a bonus, it will increase your visibility.

Sales enablement through training and communication.

Have you provided your dealers with the right product knowledge required to drive additional growth for your organization? You can employ fun, gamified learning strategies to increase product understanding and create confident sales reps who lead with your tire brand and rewarded upon successful completion. Training should include online learning, testing and certification with prescriptive learning modules that are measured and tracked to understand the impact on sales results.

Self-study modules are also valuable that contain learning objectives, additional resources, and a quiz to ensure they learn about your product on their time. Andin todays competitive landscape we also recommend a personalized and branded training site where you can host a multitude of your product overview videos with interactive content fully managed by a customer success team.

Get 1-1 communication.

You need to distribute information dealer wide with reps selling to the end-user customers with product announcements, exciting promotions, and new sales tools.

Ensure you have a platform so you can communicate with your sales people regularly and easily. Messages can be targeted to specific audiences, via email, social channels and newsletters which ensures relevancy and makes it possible to see and measure delivery, open rates, and CTR.

You want to eliminate communication barriers by developing 1-to-1 relationship through personalized dealer communications with all your reps and get your mission critical communications out quickly.

Dealer reps have much more on their plates than just your brands. There are a multitude of manufacturers vying for their attention, so you need to provide a level of communication sales reps need, from upcoming events to sales follow up, to maintain a high level of engagement and drive sales upwards.

Take your Dealer Program to the next level.

We are here to help and support your organization with sales incentive programs and managed dealer solutions that empower your dealer sales reps. Increase revenue and sales rep engagement quickly with targeted training, dynamic promotions, sales claim management and rewards.

Get your tire Dealer Program some traction and book a demo today!

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Knowledge = Money.
Join the ChannelAssist community and make more money in the channel.

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Knowledge = Money.
Join the ChannelAssist community and make more money in the channel.

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