[et_pb_section fb_built=”1″ _builder_version=”4.17.1″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.17.1″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.17.1″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.17.1″ _module_preset=”default” header_2_font_size=”34px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
The automotive industry is changing faster than ever, and with that comes a rise in consumer expectations. To better meet consumer expectations, dealers and manufacturers must be on the same page and collaborate to provide consumers with the best experience possible during every interaction. Not just during the buying process, but throughout the life of their vehicle.\u00a0<\/span><\/p>\n To provide the best experience possible for customers, manufacturers often provide their dealers with the ability to adopt OEM parts programs in the parts department. When dealers adopt OEM programs en masse, it can provide customers with a unified experience and help strengthen brand loyalty. It can also help standardize operations between dealerships.\u00a0<\/span><\/p>\n For OEM parts programs to successfully create a better customer experience, manufacturers must first get their dealers to adopt their program and then effectively use it. Effective communication is vital to getting more dealers to adopt an OEM program. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.17.1″ _module_preset=”default” header_2_font_size=”34px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.17.1″ _module_preset=”default” header_2_font_size=”34px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n RevolutionParts recently <\/span>surveyed over 100 General Managers<\/span><\/a> in new car dealerships throughout the US. When asked what manufacturers needed to work on, 50% of respondents said that communication around OEM programs was something they wanted.\u00a0<\/span><\/p>\n When manufacturers effectively communicate the benefits and success of the programs they\u2019ve created for their dealers, adoption rates rise. The more dealers use official programs, the better the experience for customers and the more profitable the program will be.\u00a0<\/span><\/p>\n Here are some ways OEMs should be communicating with their dealers: <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.17.1″ _module_preset=”default” header_2_font_size=”34px” custom_padding=”|||43px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.17.1″ _module_preset=”default” header_2_font_size=”34px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.17.1″ _module_preset=”default” header_2_font_size=”34px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Promote Program Benefits\u00a0<\/b><\/p>\n In the previously mentioned survey, RevolutionParts found that 68% of dealers were unclear on how OEM programs could benefit their dealership. If the dealers don\u2019t see the benefits of the parts program and what it could do for their dealership\u2019s overall parts business, they have little incentive to adopt it.<\/span><\/p>\n To get dealers interested in adopting a program, you need to sell them on the benefits and solutions the program provides.\u00a0<\/span><\/p>\n For dealers to really understand the benefits of a program, they must first understand that there is a problem that needs to be solved or an issue that can be improved. Illustrate what the problem is and how your program can solve it.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.17.1″ _module_preset=”default” header_2_font_size=”34px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Communicate Dealer Incentives<\/b><\/p>\n Along with benefits, manufacturers should be communicating the incentives provided to dealers who use their parts program. How will the manufacturers help support the dealer to be successful? Will the OEM make it easier for the dealer to purchase the program? Will the OEM provide marketing support?\u00a0<\/span><\/p>\nWhy Effective Communication Matters<\/span><\/h2>\n
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What OEMs Should Be Communicating About Programs<\/span><\/h2>\n
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