State of the equipment sales process
Black Ink Technologies report finds present sales and marketing methods are fragmented and inefficient.
Black Ink Technologies, the leading SaaS-based customer and sales intelligence analytics platform for durable goods industry, has released its Independent Dealer Development Report and Guidance that features findings and insights from their recent study on the challenges and opportunities concerning the durable goods manufacturing industry that sell through independent, authorized retailers.
In June of 2018, Black Ink Technologies worked in conjunction with EPG Media’s leading industry Power Group’s publications representing the outdoor power equipment (OPE), powersports and boating industries to conduct the online, blind survey. The respondents were OEMs, distributors and independent sales representatives.
The study shows that the majority of respondents are well-behind the curve of adopting even the most basic sales enablement tools to help mitigate human capital waste, create greater customer-centric value and engage in more fact-based conversations with dealers about market growth opportunity. Some of the major obstacles include data fidelity and access, automated reporting, and a general mind-set of being product-centric versus market-centric.
“I fully recognize that many OEMs and distributors don’t sell through traditional channels or even through Big Box, but there are lessons to be learned from them that can be applied to their business model,” says Jeff Winsper, president at Black Ink Technologies. “The irony lies within which type of retailer/dealer truly has the competitive advantage at the local level. Big Box or the independent dealer? The Big Box has very little understanding of its end-user customer who buys their product but is armed with real-time retail analytics. The independent dealer is much more customer-centric, even on a personal level, yet they are woefully lagging with analytics and digital presence to take smart actions to grow the business. And guess who is growing more these days? The Big Box stores. I believe it is time for the OEM, distributor and independent dealer supply chain to break away from the 1990’s status quo of inertia to grow key consumer/pro segments at a pace it deserves.”
“Inventory planning, driving incremental profit, and creating precise end-user demand are just the beginning steps for empowering field sales people to have more meaningful independent dealer discussions,” said Bill Brunelle, co-founder of Independent We Stand. “This report shows the opportunities and shortcomings of OEMs, and distributors.
The findings from Black Ink Technologies’ Independent Dealer Development Report and Guidance are available for download at: http://blackinktech.com/developmentreport
PRO CONTRACTOR RENTALS MAGAZINE
Pro Contractor Rentals provides information of value to rental centers who focus time, resources and attention on meeting the demands of construction contractors and other equipment rental customers.
