Launching a new product is a big deal. Expectations are high. Manufacturers are eager to get it out there. As soon it’s ready, a message like this is sent to their channel partners.
“Hey, the new excavator we have been working on for the past three years is now available. Send us a tech for service training, and we’ll send you the video and brochures.”
Mission accomplished. They’ve done everything necessary. Then they sit back and wait for the orders to roll in.
But orders don’t roll in—at least not right away. That’s when the blame game starts in.
What most manufacturers don’t realize is that they could be doing so much more to educate the dealer salespeople, get them ready to interact with customers and excited about selling it.
Plus, potential customers might want to do their own research on the new product before talking to a dealer rep. But all they see on the website is the specs. They want their questions answered now … in real time. They leave, frustrated.
How about this approach as a do-over?
“Attention dealers! The new excavator your customers have been asking for will be available soon`. Our launch events start in two weeks include an introductory webinar followed by video sales workshops for your salespeople. Micro-learning modules with quizzes will follow sales training. Prizes for the top performers!
“After the training is complete, our online community will have information sessions for your customers. All pertinent media will be on your sales app. Sales leads will be accompanied by appropriate materials personalized for each customer.”
Which scenario do you think will generate the biggest ROI? All these capabilities are available today—and the final scenario is what I strongly recommend.