December '19

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50 • RV PRO • December 2019 rv-pro.com A F T E R M A R K E T Sea show kicked off in 2016 and has grown ever since. Conners said the company has actively recruited dealers with the idea of service being the differentiator. "Anything you see (at the show) you can buy somewhere else," he said. "To me, it's all about relationships and part- nerships. If we can prove to the dealers we want to be partners with them and we want to have relationships, then we're able to sell more products together. That's really the key for us. "On the RV side, because we're the new guy, we have some people who have given us an opportunity, or we have dealers who just haven't been here before. They're coming in and they're very impressed." RV & Marine Together Starting with last year's show, the event has combined RV product and marine products at one venue. This has led to some unforeseen opportunities, both for the distributor and its partners. "We see marine dealers looking at RV products who never would have thought of opening an RV shop in their area, and vice versa," Conner said. "We also have several products that fit in both lines. We're definitely seeing the benefit. That's our plan, to be national. I don't want to launch something and not be able to satisfy the dealer needs. We've been taking it step by step and doing exactly what we said in the Midwest; Florida; Houston, Texas; California, and then the Northeast will be our next spot." "I actually kind of like it," said Dennis Grossenbacher of Fun N Sun RV, with two locations in Michigan. "It opened my eyes to some potential for crossover." Grossenbacher said Land 'N' Sea is his primary distributor for parts because in his dealership location he is able to receive daily deliveries during the week. Another dealer who was speculating about crossover products said he could see pairing one of the many rugged inflat- able boats on display at the show with an inexpensive electric outboard motor from marine supplier Torqeedo in his RV dealership. "We want to invest in growth," said Director of Marketing Aimee Vera. "Mike has been looking at what do we need to do to expand ourselves to sup- port that market." Conners said one of the things the com- pany is working on to educate the vendors and benefit dealers is channel pricing. "Many of the vendors will sell direct to Amazon, but what they do is they don't control their channel pricing, so it locks the dealer out," he said. "But when the vendor understands and really manages channel pricing, the consumer can buy that product anywhere and he's going to pay the same price. We're also seeing vendors who are controlling online pricing through a contract. "What they have to do is make sure that anybody who sells their product online has to get approved ahead of time," he added. "If they violate the policy that has been agreed to, they have the right to shut them off. We are seeing a lot of that with the electronics vendors. I think you'll see more and more of that on the RV and marine side. That's the one thing that is starting to be able to control what happens online. At the end of the day, when the factories enforce that policy, Amazon and Walmart have to play by the rules or they get shut off." Ve n d o r s t h ro u g h o u t t h e s h ow floor reported being consistently busy throughout both days of the show. John Giegerich, account executive for power generation with Cummins, said he was extremely pleased with the number of products he sold during the show, par- ticularly of the three new models of the Onan Digital Inverter Generator. Dealers drop in entry cards for prize drawings at the Land 'N' Sea booth.

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