PEER TO PEER
Dealership Business: Relationship Building Beyond Value
The Problem: “I am having trouble marketing to car, boat, and motorcycle dealerships, who disregard our great products at the expense of perceived price difference. How do I get my foot in the door and actually get them to work with me, successfully?”
Possible Solutions:
“I am a little different than most. If the dealer is not honest with me, they can go somewhere else. I’ve heard over many years that dealers have taken advantage of the small guys. There’s a reason I don’t take American Express or Discover. If the dealer wants good work, good prices and good service, they can get it from us. We have a couple of dealers, they appreciate me and I appreciate them.”
— Eddie Aguilar, Audio Express, San Antonio, Texas
“For dealerships, it definitely comes down to price. The biggest thing is, as far they are concerned is, to never say no. If our schedule is packed, it’s still about them. They’re about the money. Price is important but even more important is always being available available. There’s only 300,000 people in Anchorage and there are 20 shops here.” - John Schwartz, Perfectionist Auto Sound, Anchorage, Alaska
“The main thing is customer service. I used to have a whole bunch of dealerships and then I kicked them out for non-payment.
I’d really like to do business with higher-end ones, and sell Bluetooth, navigation, tint and audio integration. Every time I go into a dealership, I’ll have a printout on everything we have. I look it up first to make sure we can actually install the product. — David Stein, Harvey’s Tint Alarm and Stereo, Lake Worth, Florida
“I went to dealerships and worked with the right people. It’s about what customers want but also about going in there and talking to the right people, meeting them face-to-face. One way to convince them is to demonstrate how you install keyless entry upgrades, for instance. Go in there and do the first one for a slightly lower price? I’ve managed to secure a couple of accounts at dealerships doing that, but they do pay you late, sometimes at the end of the month or after several months. Depending on size the dealership, however, it may add up. Also keep in mind that the service department is not the one who cuts the check.” — Andrea Pitron-Gonzales, Certified Autosound & Design, Montclair, Calif.
66 Mobile Electronics December | January 2012
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