|
||||
In Pursuit of Perfection By Bob Zagami In every industry there are the little things that companies can do to set themselves apart from the crowd. Why doesn't this apply to the RV industry or at least to many of its dealers? Two issues surfaced at the Louisville show that really baffle me. I spoke with an old friend, Joe Walsh, at the Forest River booth during the show. Joe, and his brother Ray, are the reasons I'm so involved in the RV industry today. They sold me my first motorhome, a Rockwood, way back in 1978 and I fell in love with the lifestyle and the industry. Joe mentioned that the article I wrote last year about manufacturer's reps really got a lot of attention at Forest River. Some people agreed with what I wrote, and others were strongly opposed to it. The article apparently was well distributed throughout the company and several people said they were going to respond. Joe was surprised when I told him we did not receive one comment on that article -- none that agreed with it and none that didn't agree with it. None from Forest River. As an aside, I would like to remind readers that if we write something that you don't agree with, you have every right to protest and let us know an opposing view. In fact, I'd go farther and say that you have an obligation to your peers in the RV industry. We don't have all the answers, and we certainly are not right on all the issues we write about each month in this magazine. We're going to continue writing, and can only hope that more of you will take the time to let us know if you agree or disagree with the things we write about or the positions we take on industry issues. Back to those two things that really are baffling to me after this year's show. It's that blasted $125 investment in the Go RVing campaign. Why should Mike Molino have to just about beg dealers to get involved in such a worthwhile campaign? Why would only 1,600 dealers be involved in such a dynamic program? Where are the other 1400-plus dealers out there? As I said last year, if I worked for a dealership that didn't participate in this program I would pay the $125 and take all the leads myself. I've changed my position this year -- instead of paying the $125, I'd just leave the dealership and go where they appreciate what the campaign can do for consumers, suppliers, dealers, manufacturers and the industry. I want to hear from somebody who has decided not to participate in this program because I just can't see any reason for not putting up the $125 and reaping the benefits the campaign delivers on a consistent basis. Let me know what I'm missing on this one. I'd also love to hear from any manufacturer who is not insisting that their dealers "get involved." If you have dealers who are not involved in this campaign, what does that say about their investment in their own industry? Dealers! Why don't you call Mike Molino today and get signed up for this program -- that way, I won't have to write about it again next year! The second item that really stuck out this year was one that doesn't even cost the dealer any money at all. It's a free program and they still don't participate. I'm really baffled on this one. I was walking downstairs to see the supplier exhibits when I saw this big sign above the Outdoor Resorts of America display. The word "Dealers" was very prominent on the signage and I was curious to find out how this developer of high-end RV resorts worked with the dealer community in the RV industry. It doesn't. Well it does, but barely. Seems they can't get a pulse out of many dealers either. Maybe they should have a drink with Mike Molino and try to figure this dilemma out. I spent some time with David McMillin of Outdoor Resorts and he showed me how a dealer could participate in their program. Dealers can provide their customers with a "Guest Certificate" that will provide the guest the second and third night free when they vacation at an Outdoor Resorts location anywhere in the country. I asked Dave how much it cost the dealer to participate in this program. I was shocked when he said, "Nothing." Did you say nothing, I repeated.
I said, "Wow, this must be a great program for RV dealers -- they have to love this." "Nope," he responded, "they don't use it." Let me see if I understand this -- you can give your customers a free gift certificate that does not cost the dealership any money, and dealers do not use the program? What's wrong with this picture? Why wouldn't a dealer want to provide this certificate to a customer who has just purchased a new motorhome from their dealership? Just think, when they come to pick up the unit you present them with this free guest certificate and thank them again for choosing your dealership for their new RV. Why wouldn't a dealer want to use this program to improve their customer service operations? Let's say you have an irate customer who is unhappy with some department in your dealership. Once you resolve the problem, why not mail them a free guest certificate and thank them for being patient while you resolved the issues at hand? Why wouldn't a dealer want to use this program just to get people in the showroom? The certificates are free. Customers who use the certificates are not pressured in any way at the resort, and don't even have to take a tour of the property. There appears to be no obligation whatsoever, so why wouldn't a dealer use the program? A dealer could offer a free certificate to anyone attending a showing of a new product and it doesn't cost him or her anything. Why wouldn't a dealer want to use this program to boost accessory and supply sales? A dealer could offer a free certificate to anyone purchasing over $50 or $100 dollars at the dealer's store on a given day. It wouldn't cost you anything to participate in the program and it would actually generate additional profits for your dealership. Why not give David McMillin a call and ask him for yourself. I'm not going to try to tell you how to run your dealership, but this sure sounds like a win-win situation if I ever saw one. It's your call. His number is 1-800-541-2582. Good luck and good selling. RVN
|
