Manufacturers, in their quest to increase the brand loyalty and mind share of dealer employees, look for ways to increase dealer engagement and collaboration. It’s almost counter-intuitive, but today technology can make it easier to encourage engagement with your channel partner employees. Technology can make your company more “human-like,” it can provide more touch points to your brand, and generate more brand loyalty, not less.
A brief article by John Panaccione, CEO of LogicBay Corporation, describes how this can be done. Here are some highlights:
- Use a Partner Relationship Management (PRM) System - Adopting a Partner Relationship Management (PRM) system to connect with your dealers is the most important first-step to take. PRM systems give companies an integrated system to market, sell and service their products more effectively than traditional sales applications. It’s a best practice that should be integrated into any company selling through a channel today.
- Integrate the PRM with Your CRM - As more companies adopt a PRM to manage the activities of their dealers, it’s becoming clear that linking these two separate tools can enhance the effectiveness of each. Combining information from both a CRM and PRM can provide a more global view of the entire channel, from dealer to customer, yet preserve the individual value that each system provides.
- “Go Mobile” with Tablets and Applications - More and more companies are pushing some of their training, product presentations, online libraries and ordering applications to a dealer mobile or tablet environment. While still a new way to interact with dealers and customers, manufacturers are seeing that tablets and mobile apps can significantly increase engagement with their dealers and customers.
Successful companies work to connect all of these technology advancements together to the benefit of both the company and its dealers. That’s how they create real engagement and an improved ROI. Click here to read John’s article. He offers suggestions and ideas that you can use to incorporate these new technologies into your own dealer channel.