DEALER RELATIONSHIP MANAGEMENT

Background

An animal healthcare company with a team of technical directors managing a widespread global network of dealers was concerned that there was no consistency of approach across their many global markets.

Methods

An initial audit established that there was a lack of understanding about how the manufacturer/dealer/end user relationship should operate coupled with some motivational issues which were preventing the technical directors focusing on the best way to add and retain high value customers.

Approach/method

A series of individual seminars followed by an international conference based on a problem solving methodology not only got the buy-in of the whole team, but also pointed to potential solutions.

Outcomes

- A structured business planning procedure with the dealers
- A results oriented incentive package
- A truly up to date database of marketing and sales information
- Increased market share and profitability