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Gene's Journal - Thoughts from the Road

Friends,

Forest River has given me the unique opportunity to travel across America and spend time with many of you in your home towns. I've always said there are no nicer people than RV people. So I've decided to write a few articles and share some thoughts about our industry. I hope you'll find these words useful, and that they'll help you succeed in your goals for your dealership.

Thanks for all you do,

Gene and Katie




July Price Increase/Program

Let me start by thanking you for all you do for Flagstaff/Millersburg. It has been a challenge over the past 6 months, but most of you have done very well with Flag tents and trailers so far this year. I see the spiffs and warranty registrations, so I know that many of you are low on inventory.

Starting Friday, August 1, 2008, there will be a surcharge added to each invoice due to the rising cost of everything: wood, plastic, transportation etc. Flagstaff is telling us to expect a 2% to 3% increase in the base price of every unit.

However, I have a program to beat this price increase. Orders placed for new inventory between July 28 and July 31, 2008 will qualify for the old prices. That means you have four days to get your orders to me. In addition, the more units you order, the more months of paid interest you qualify for.

It's a two-part savings for you: you’ll avoid the price increase, and we’ll pay your interest.

The best part of this program is that your order will be for all new units with 2009 colors and 2009 graphics. We also have 14 great new floor plans to choose from. You can see them all at rvgene.com.

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Two New Floorplans Added are Proven Winners

We have two new floor plans available, and I encourage you to take a long look at both of them. The 18FBRS with the slide is our sister company Palomino's #1 seller. The 829FLBDS is the old 827FLS which was a proven winner - updated with a slide. Both are currently available.

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Additional 12-Month Optional Protection Plan Available

Forest River is offering an additional 12-month optional Protection Plan for travel trailers and fifth wheels. For Flagstaff customers, this $150 optional plan effectively doubles the initial 1-year warranty against manufacturing defects on many of the unit's components. Download the protection plan form to give to your customers (requires Adobe Acrobat).

I see this as a great marketing opportunity for dealers. For example, you could:

  • Put signs in all units that read "Ask me about the Double Warranty"
  • Offer to double the warranty for your next show special.
  • Offer a "double warranty" to convince a reluctant customer to take a unit you purchased last fall off the lot this spring (read my article about inventory control).

No matter how you use it, this additional 12-Month Optional Protection Plan is a great value and benefit for both you and your customers. I encourage you to take advantage of it.

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Turbocharge Trade Shows with "Five for Five" Sales System

Over the years, I have shown thousands of tent campers and trailers to potential customers at trade shows. When I help out a dealer on the show floor, I am often one of their top salespeople. I do not say this to brag, but to tell you I have a system I call "5 for 5". If you are willing to memorize my system, I guarantee you will have better sales at trade shows.

The system is simple. When I show a unit to a customer, I point at five features, but describe the five benefits a Flagstaff trailer has over their competitors. Show features - describe benefits. I literally walk them through the unit, point and describe...and only five. Most folks won't remember more than five anyway, and it saves both of us time. I use that time to talk to the next customer. They use that time to see that my competitors don't have those features. And they will still have time to come back and purchase a Flagstaff.

5 for 5: Trailers and Fifth Wheels

  1. Window in front - our quality is so good we are the only lite manufacturer not afraid to offer it
  2. Lots of Windows that open (walk through and count them out loud) - Bright & cheerful good light, cross ventilation on hot day
  3. Lots of lights (walk back and count them out loud) Not every day is bright. Imagine a rainy day when you're shut inside with the kids
  4. Window in bathroom (most units) - nobody else does it. Daylight in every room makes even the smallest room bright, open, and airy
  5. TorFlex suspension - Stability and handling when towing

5 for 5: Tents - All Models

  1. Five piece tent - Easy to repair
  2. Powder-coated bed supports and arms - no aluminum stains on tent, keeps unit looking great for years, improves resale value
  3. Fiberglass roof - straight, no seams, easy cleaning, looks great for resale
  4. Built-in struts for air conditioner - no metal rods on inside of roof
  5. One cable / one pulley - simple system requires less maintenance

5 for 5: Difference between Mac and Classic

  1. Mac has aluminum sides - Classic uses fiberglass, easier to clean, better resale value
  2. Mac has leaf springs - Classis uses TorFlex for improved handling
  3. Mac has hollow-core doors - Classic uses solid oak for better looks, durability
  4. Mac has a 1.9 cu.ft. refrigerator - Classic has a 2.5 cu.ft. model for more storage
  5. Mac has foam mattresses - Classic has innerspring mattresses for better sleep comfort

I encourage each of you to have your salespeople to memorize this list. You will be amazed at the results.

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Control Desk Critical to Trade Show Success

Three things great dealers have at a trade show are 1) a well-organized display, 2) trained salespeople, and 3) a control desk. I've written before about displays (click here) and training (click here), but I want to describe the importance of a control desk.

A control desk is where "everything happens." It is the only place anyone in the booth needs to go to find a piece of literature or a form. The control desk is where supplies are kept, and where salespeople check in and out during the show. It should be staffed by someone (not a salesperson) who will be there from before the show starts until the last person leaves.

Below is a control desk checklist:

Sales Tools - Make a poster or a printout listing every unit in inventory, and check off each unit as it is sold. Make two 3-ring binders with one piece of literature for every product you sell. The salespeople can borrow these to sell units not on the show floor, or as a backup in case you run out of literature (display literature inside each model instead of on racks so that only interested customers will take it).

Sales Log - In a binder keep a sheet with columns listing the date, customer, make and model of each unit sold, and the salesperson. At the beginning and end of each show day, the dealer should hold a meeting at the control desk to announce the total units sold for each sales person, and the total unit goals for the show.

Trade-In Log - In the sales log binder, keep a sheet with the year, make, and model of any trade-ins taken during the show. During the control desk meetings the dealer should remind the salespeople that these trade-ins are also available to be sold.

Customer Folders - When a deal is closed, the salesperson should give the purchase order, credit application, deposit and receipt to the control desk. The control desk should write the customer name and unit make and model on top of a manila folder, and staple the paperwork inside. Put the deposit in a locked box. Finally, the control desk should mark the unit sold on the poster and/or inventory printout, and fill out the sales and trade-in logs.

Salesperson Check Out Log - Each salesperson leaving the booth should sign this sheet, when they left, and when they will return. If they will be gone for more than a few minutes, they should include their cell phone number. This is critical when a customer returns to the booth ready to make a deal with their salesperson.

Blank Forms - Receipt book, credit applications and purchase orders for at least double the number of units you plan to sell.

Supplies - Scissors, scotch tape, clear packing tape, stapler, tape measure, Kleenex, box of pens, legal pads, manila folders, NADA books, and each salesperson's business cards. The control desk should start the day with at least two of everything. If something is missing at night, replace it by the next morning.

Food and Water - Bottled water and/or soda, power bars, granola bars, cookies, candy, fruit and nuts should be available to the sales staff at all times. Free, individually wrapped, non-messy food available at the booth will encourage salespeople to stay in the booth instead of leaving for lunch, and will provide an important "pick-me-up" in the middle of the day. In addition, a bowl of individually wrapped breath mints should always be available for customers and staff.

Secure Storage - The control desk should have a locked cabinet or trailer storage locker where purses, laptops, and deposits can be safely stored. The locked area should be within easy reach without leaving the control desk. Only one control desk manager and the dealer should have a key. If a second control desk manager takes over, they should verify the items in storage.

Pre-Show Control Desk Check List - The person responsible for the control desk should have all the items above collected and stored in two or three plastic tubs before the show. I've attached a spreadsheet here with a check list and example forms to make it easy to get started. After the show, you can store the tubs and use them over again.

Pay attention to your display, your salespeople, and your control desk, and you will move more units at every trade show.

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High-End Tent Camper Sales Strong at Spring 2008 Trade Shows

I have been on the floor at several shows across the country in the last few weeks, and I see a trend. Customers are buying more high-end tents. In my experience, the high-end models of popular products are sold during shows. Therefore, I believe tents may be the hot seller this year.

It makes sense. Customers are worried about the economy and gas prices, but are still looking for an inexpensive vacation for the family. A tent that can be towed with the old car, minivan or SUV makes perfect sense.

I cannot guarantee you will sell more tents in 2008, even thought the sales numbers from each new show support my theory. What I can strongly suggest is that you should make sure you have new tents in the front lot and in your showroom. Tents may be the secret to profitability in 2008.



SubPrime Lender Contact

Here is a contact for sub-prime lending that may be useful:

Scott F. Anderson
Vice President Marketing Manager - Merrick Bank
Recreational Lending
10705 South Jordan Gateway
Suite 200
South Jordan Utah 84095

801/545-6614 (Direct Line)
Phone - 888/545-3888
Fax - 801/545-6123

scott.anderson@merrickbank
www.merrickbank.com

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New Products introduced at Louisville Show

Here is a quick run-through of the Flagstaff model changes for 2008:

  • Three new V-Lite Travel Trailers in 26, 28 and 30 foot lengths combine an aerodynamic front-end with great new floor plans.
  • The Super Lite trailer line has been revised to dovetail with the Micro Lite trailer line. Now you can offer customers a light-weight model from 16 to 32 foot long with similar popular options. For example, all Micro and Super Lite trailers are 8’ wide, fully laminated on all 6 sides, and include torsion axles and 4 stabilizer jacks as standard equipment. To consolidate the lines the 21FB, 23FB, 23LB, 25D, 26RGS, 27BH Super Lite models have been discontinued.
  • We have added four new Micro Lite models: 21FB, 23FB, 23LB, and 25D. These units give your customers the option to step up from a tent to a 21 to 25 foot travel trailer while still keeping the dry weight under 3,500 lbs.
  • Two new Classic Super Lite 5th Wheel models - the 8528CKWS and 8528RKWS – feature the new slide-out wardrobe closet option in the front bedroom. This full-size closet in a towable was a big hit at the show.
  • Three new Classic Super Lite models 829FKSS, 831FKBS and 831FLSS featuring full trailer width center baths and have been added to our lineup. The 831FLSS model also features a very popular floorplan including: rear queen bed slide, twin swivel chairs in front, bar with stools, and wall-to-wall linoleum flooring throughout the high-traffic and kitchen areas.
  • Our new HW29S/C high-wall Tent Trailer with a 16’ box gives it an additional 2 foot of interior floor space making it one of the largest tent trailers on the market. Now you can offer the size and affordability of a tent with sleeping for up to 8 adults.
  • While the 8526BHSS Super-Slide Classic Super Lite 5th Wheel with bunk sleeping is no longer available, customers can still purchase the 8528BHSS.
  • To simplify our product lines, the Super Lite 5th Wheel models are no longer available.

This list is just the highlights: there are many new additional With the addition of these new models and our proven value, I’m convinced Flagstaff has a product that will satisfy every light-weight towable customer that comes into your dealership this year.

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Increase your Sex Appeal this Fall

I attended two dealer open houses this summer that had something in common: neither had any Flagstaff units left in inventory.

It makes sense to me. Nobody can match our combination of value, lightweight, the right look, colors, fabrics, and floor plans. Customers quickly learn that a $25 thousand dollar Flagstaff looks and feels like everyone else’s $40 thousand dollar trailer.

I call it sex appeal. Every year someone tries to duplicate it, and every year they fail. I understand that.

But what I don't understand is why dealers continue to order models that don’t turn as quickly as a Flagstaff. A dealer will complain to me that they need a complete line on the lot - from pop-ups the size of a bathtub to fifth wheels bigger than the Queen Mary. And yet they always end up selling the Flagstaffs first and sitting on everything else.

Want to know a secret? A smart dealer can build a profitable business just selling the most popular Flagstaff models. I have seen it done, and the dealers who believe me are making some real money this year.

Which leads to my second point: it's time to get in your order for the fall program. You need to decide today what will be on the lot in 60 days. Deliveries of 2008 models start on September 1st.

With a little planning, some common sense, and the new plant coming on line this fall - their isn’t any reason for you to run out of Flagstaffs again. If you give your customers what they really want and make lots of money I guarantee you'll have sex appeal too.

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Include Floorplans with Inventory Photos Online

Many RV dealers have an up-to-date inventory of floor stock online. Customers on the Internet want to know what you have to sell. But the best dealers include several interior and exterior photos of each unit online.

If you think about it for a moment, It only makes sense. Like houses and cars, no customer today expects to drive more than a few minutes to look at a big-ticket item for sale when they can see it online first. If you're not putting your entire floor stock online with photographs, you're missing an important group of customers that can afford your product.

So you've already got photos online? One more photo you should always include is the floor plan. TheFloorplan floor plan makes it easy for customers to visualize how the rest of the photographs fit together. Fortunately, it’s also the easiest photo to include, since Forest River makes it available online. Here's how:

  1. Go to the www.rvgene.com home page
  2. Click on any of the products under "Model Specifications" in the left column
  3. At the top of the Specifications table, click on the underlined model number
  4. Right-click on the photo of the floor plan
  5. Left-click on the "Save Picture As" pop-up menu item
  6. Save the picture of the floor plan to your hard drive
  7. Repeat for all the units you have in stock.

The entire process shouldn’t take you more than a minute. The floor plans are already the right file type and size for you to include on your website, and they will make it even easier for your Internet customers to see what you have to offer.

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Thoughts from the Louiseville Show

I spent the last week of November at the Louisville, Kentucky RV Trade show. Katie and I were happy to see so many of our old friends, and to meet some new ones too. But for those of you that could not attend, I have a few impressions to share with you: 

  • The show floor was littered with new lightweight towable models designed to be pulled by small SUVs, pickups and minivans. In fact, I'd argue that lightweights are going to be the key to a successful season in 2007. If you don't have a full selection of tents, lightweight towables and expendables on your lot, you'll miss out on this trend. 
  • Most of the other manufacturers had what I can only describe as "lackluster" displays - no customers, and no enthusiasm. A couple of my friends who market services to dealers walked the show floor, and they told me it was rare to meet an enthusiastic salesperson. I can't imagine why a manufacturer would spend all that money without lighting a fire under their people. I guess they've already decided 2007 is going to be a bad year. 
  • Unlike everyone else, the Forest River display was one of busiest at the show. We were literally packed with dealers every day of the event. It wasn't hard to figure out why. No other brands had a complete line of product that matched ours. Sure, there were folks showing a few good quality products at higher prices, and others showing junk at the low-end too. But since this show I'm convinced more than ever that only Forest River offers you the best value for your customer. 

All-in-all, it was a great show, and a great start to the new season. I hope you had a good year, and I look forward to spending more time with you in 2007.

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Fall Ordering Tips for the Spring Season

Several of you have get asked questions about ordering for the new season so I thought I might share the answers here for everyone:

1. Only stock what you will sell - this seems obvious, but sometimes we need to be reminded. Being the buyer for your business means you're responsible to know what your customers are shopping for and to make sure you have it in stock. This includes specific models and the most commonly requested options.

2. Stock deep, not wide - Having "one of everything" available on the lot may feel good when the first customer walks in next spring, but it doesn't make sense at the end of the season when the less popular units are left unsold. Again, know what your customers are looking for, and make sure to have more than one of those units in stock.

3. Call me and I'll let you know what's selling - If you're not sure which models were the most popular in your region - or what's new next year- give me a call and I'll be happy to help.

4. Plan show dates now for spring - Get out your wall calendar for next year right now. Make sure every show for next year is on it. Then work backwards and make sure orders are placed with enough lead time to insure the units delivered. If you feel like you can wait to place your order for next season, think about the fact that Christmas stock at the mall gets ordered in June.  And once you have your calendar set, let me know your show dates so I can put them on my calendar.

5. Retails go to the head of the list. If you order 30 units and one is retail and you don't mention it, it won't go to the head of the list. You must contact me to fix this - calling the plant won't help.

6. DPU (dealer pick-up): DPUs must be removed from the factory storage yard within 15 calendar days of notification or Forest River will automatically ship the unit(s) and bill you. Units can be picked up Monday through Friday during normal business hours, or other times by appointment.

7. Currently I process orders as follows: you fax the order to me, I enter it into a spreadsheet, compute the final price, and fax the order back to you for confirmation. While typing in your order I sometimes find a configuration problem or have a suggestion to add a popular option. In those cases, I always talk to you before I make the changes and complete the order. This process has worked for many years, and I'll continue to use it for the foreseeable future. However, some of you have asked me to e-mail the spreadsheet so you can compute the final price immediately. While this saves time, I don't review these orders line-by-line. In other words, be careful what you order - you'll get exactly what you enter on the form whether you meant to order it or not. The choice is yours.

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Do You Create a Good First Impression on the Phone?

I talk to a dozen businesses on the phone every day. Some of the people who answer the phone are great: they make me feel like my business is important and that I've called a professional who can get things done. Or as my friend says, "they give good phone." Some phone calls make me so angry I want to bang the receiver on the table and hang up. But the ones that make me sad are the RV dealers who don't take the time to train their staff on the phone. It's simple courtesy, and it gets results. First impressions are important, and many of your customer's first impressions are made on the telephone.

At some dealerships, the problem starts before they ever answer the phone. If I have to wait more than three rings I just hang up. The longer I wait the angrier I get, so I figure I might as well not talk to them anyway. Smart dealers always answer the phone before the third ring, and don't ever depend on an answering machine during business hours.

Smart dealers also know the importance of a professional greeting. It's easy to learn and to remember. For example, when I call a dealer, I should hear "Good Afternoon, ABC Campers. Ted speaking; how may I help you?" Four parts, always in order, always said with a smile I can hear through the phone line. Simple. Professional. Very nice.

Usually I want to speak to someone besides the person who answered the phone, which means I get put on hold and transferred. When I say, "This is Gene Cronin. Can I talk to Bob?" and Bob comes to the phone, I expect him to say "Hi Gene, this is Bob." If I hear "Can I help you?" I figure the person who transferred the call didn't think it was important to remember my name. Your customers will think the same thing.

Which leads to my next frustration: If you're going to put me on hold, ask my permission first. Over time the polite question "Can you hold please?" has somehow changed to the command "Hold please" followed by the click of the hold button. Maybe I can hold, but it would be nice to be asked. If I can't wait, take my name and number and promise to call me right back.

Here's another pet peeve: after being on hold for a while, someone will get on the line and say "I don't know where he is," or "He's at lunch," or my favorite "He's in the bathroom." Too much information, and it makes you sound unprofessional. Instead, I just want a simple "He has stepped out of the office. Can I take a message?"

On a final note, most people end a phone call with "goodbye" or "Have a nice day". But at the end of a call the other day the person said "Thank you for calling. Is there anything else I can do for you?" Then they waited until I hung up. They made me feel like I was important to their business. Very Nice.

These are some of the things that make me crazy on the phone, but I'm sure you have your own list too. The point is, it doesn't take long to train everyone at your dealership to "give good phone" and you'll find it translating straight to your bottom line.

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Marketing to Minorities

I recently read an article in RV Business describing how more African-Americans were purchasing RVs. I was less surprised by the news and more surprised by the fact that the writer believed he had discovered a new trend. For years smart RV dealers have known that the desire to own an RV crosses every racial, social, and economic boundary. If you only market RVs to someone who looks like you, you're missing sales right in your own home town.

For example, I've heard dealers talk about two women purchasing an RV together. No one really believed that they were both conveniently widowed at the same time, but it was easier than admitting that they were probably a couple. And like any retired couple, these ladies would need service, supplies, and would look to upgrade to a larger RV in two or three years.

So how do you get started marketing to minority communities? The easiest way is simply to ask. For example, if I regularly ate at an Asian-owned restaurant, I would have no problem introducing myself to the owner and asking "I'm interested in marketing RVs to the local Asian community. Are there any local newspapers or radio stations you can recommend?" Chances are that if I approach him with the respect - one small business owner to another - he would not only answer my question, he might even become a prospective customer.

Here's another idea: in my town we have a large Hispanic community based around the Our Lady of Guadalupe Catholic church. I'll bet an ad in the weekly church bulletin wouldn't have any competition, and can be purchased for $200 dollars a month.

But marketing is only half the battle. When a minority customer walks into your dealership, are they treated with the same respect and courtesy as anyone else? Here's a tip: if your salespeople are telling racist jokes around the water cooler, you can be sure they won't treat a minority customer with dignity. As a business owner you have to set an example by demanding that any racist (or sexist) comments stop immediately. They can and will hurt your business.

If you start expanding your idea of what a typical customer looks like, you may find a whole new group of customers walking into your dealership. They face of America is changing, and smart dealers are changing with it.

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ABC's of Inventory Control

A friend recently told me a story about walking down to a little "Mom & Pop" store next to a campground where he was staying. He needed some ketchup, and figured that although the store was small, they must sell a lot of it to the campers. After several minutes of searching, my friend said he found several dusty bottles on the bottom shelf. He picked one up, checked the expiration date, and took it up to the cashier.

"I thought you should know that this bottle of ketchup is past its expiration date," he said.

"I don't know," said the clerk. "We don't sell many of them."

The story made me think about inventory control, and how critical it is to the success of your business. Inventory control is measured by a number called the "turns ratio" or how many times you completely turned over your inventory in a year. In our industry a good turns ratio is four, meaning that on average, a unit is sold in 90 days (360/4=90). If your inventory turns ratio is less than two, you are losing money. Period.

You can figure out your inventory turns ratio by dividing last year's costs of goods sold by your average inventory value, but that only tells you how you did last year. Interesting, but useless. Instead, I suggest you use my simple ABC formula:

A: 4 turns / 0-90 days - you're making lots of money
B: 3 turns / 91-120 days - you're making some money
C: 2 turns / 121-180 days - you're breaking even
D: 1.5 turns / 181-360 days - you're loosing money
E: 1 turn or less / 365+ days - take the loss, and move on

How can this help you? Start by getting a giant whiteboard and 4 different colored markers. Divide the board into 4 parts horizontally. List all your D units in red at the top of the board with the name, model, and the number of days in inventory. Put your C units under the D's in orange, then B's in blue, with the green A units at the bottom of the list.

Next, focus on moving the D units. Get them detailed, put them in the front of the lot, and make them the center of attention of your sales efforts. Remind your sales people about the D units daily. Create competitions. Every customer should walk through the D units even if they are looking for something else. Put balloons on them, whatever it takes to move them off the lot.

If you don't have any D units, concentrate on the C units. Once they're gone, you've crossed the line into profitability, and you should start moving the B's. Each time a unit moves from A to B, B to C, etc. you should erase it and rewrite it in a different color higher on the list.

What about the E units? Either buy them, put them on the used lot, or sell them at auction. You will never make enough profit on a year-old unit to pay the floor plan interest, insurance and sales commission. Your best loss is your first loss. Take the loss, and consider it a lesson learned when it's time to order next year's inventory.

If you follow my simple ABC formula and keep an eye on overhead expenses, you will make a profit. I guarantee it.

I asked my friend if he ever got the ketchup. He said he drove 20 minutes away to a larger grocery store, where he stood in line with dozens of other campers buying ketchup. He also mentioned that the little store is now closed. I didn't need to ask why.

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Learning about RV Forums

It's a reoccurring problem in business: most unhappy customers don't tell you, they just tell a dozen of their friends. With the Internet, the problem becomes even worse - one unfortunate incident can be broadcast to hundreds or even thousands of potential customers. I learned about this while browsing through several RV forums the other day. If you haven't ever read the forums, you're in for a real eye-opener.

For those of you who haven't heard about them, forums are places where groups of people with common interests write questions, answers and opinions about virtually any subject. There are thousands of forums. I took the time to find four of the most popular and up-to-date forums for RVs:

http://www.rv.net/forum/

http://www.rvusa.com/forum/main/

http://www.rvforums.com/

http://www.rvforum.net/SMF_forum/index.php

If you think your customers aren't visiting one or more of these forums, you're mistaken. For example, while at the rv.net forum I experimented by entering some words into the search box. My searches returned over 4,000 references to "Forest River", 2,000 references to "Flagstaff", and over 400 references to "Shamrock". You bet our customers (and competitors) are there!

Forums are free to read if you don't want to register. My computer friend told me that's called "lurking" and it's really the best way to learn about forums. I quickly figured out which forums are full of genuinely helpful people with good information, which ones are out-of-date, and which ones are really worth my time.

After reading a few dozen messages, you're sure to come across a question that you can answer like "What's the recommended tire size on a 176LTD?" To answer the question, you have to register first. There's nothing wrong with registering, and it's free. Just don't lie about who you are, don't get into arguments and don't EVER try to sell product on a forum. The other users expect helpful answers and opinions -- not a sales job. Simply reply to the question and sign it with your full name, title, and dealership web address at the bottom of the reply. If you give good, unbiased answers to questions without a sales pitch, it won't take long before the other readers see you as an expert to be trusted. Eventually one of them will buy a trailer from you.

Looking forward to reading your posts on the web,

Gene.


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Great Show Dealers

The RV show season is in full swing, and from the early shows I've attended the results look encouraging. I'm confident 2006 will be a good year for RV shows and sales nationwide.

As I attend each new show, I'm reminded of the hundreds of RV shows I've seen. Even with all the changes in our industry, the one thing that never changes is the 'great' dealership owned and managed by a great dealer. These are the dealerships who consistently sells more units, no matter how good or bad the economy is. And I've noticed that all the great dealers follow a few simple but important rules. Most of you already know them, but I thought I'd share them with you again this season:

  • Great dealers are prepared for the show before it begins. They have lots of current business cards. They have clear handouts with dealer contact information for every model unit they sell. The dealership's name and logo is prominently displayed on a spotless banner that can be seen by everyone walking past the booth. The booth is stocked with bottled water and a big bowl of hard candies to offer potential customers (also keeps the staff's breath clean). All the booth staff can be easily identified by logo shirts or name tags, and are pre-trained by the salespeople to answer the most common customer questions.
  • Great dealers understand the importance of having professional salespeople in the booth every minute that customers are on the show floor. Professional salespeople close sales. RV shows are a marathon, and salespeople who can't take the physical challenge won't win it. They must be standing while talking to customers or sitting to write paper. Everything else is a waste of time.
  • Great dealers understand that everyone in the booth who isn't a salesperson has a single job: collecting leads for the salespeople. This happens in two ways: first, by making sure they get the name, address, and phone number of EVERY potential customer who walks into the booth, and second, by lining up prospects to talk to the next available salesperson. If they aren't doing one of these two jobs, staff should not be in the booth. Great dealers know that staff sitting around or chatting with each other looks unprofessional to potential customers.
  • Great dealers don't talk to other dealers or product salespeople during the show. Instead, they set appointments before the show floor opens to the public. Other great dealers and product salespeople know this is how professionals do it, and they respect great dealers for it.
  • Great dealers will accept an offer that makes a profit, no matter how small. The great dealer sees a new customer as a long-term relationship that will lead to additional parts, service, and often a new RV in 2-3 years.
  • Great dealers understand that at the end of the day, the success of a trade show is measured in units sold, not how many old friends you visited with, or how many competitor's products you see. All that can be done another time, and none of it will matter if the show didn't generate sales.

While there are many things that separate good dealers from great ones, if your dealership does each of these I'm confident you'll have a successful show. As always, if Katie and I can be of any help to you, please call us at (810) 635-3682.

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