July '20

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90 • RV PRO • July 2020 rv-pro.com RV A F T E R M A R K E T I t's a story Scott Later has heard too many times to count. The story starts optimistically, with a customer coming into a dealership expressing an interest in buying a partic- ular hitch to tow their new fifth wheel. The parts manager dutifully leads the customer through the parts department to the hitch section, spends several min- utes detailing the product's features and benefits, takes time to fully answer all of customer's many questions, and then asks if the customer would like to have the service department schedule an install. At that point, pointing to the hitch's posted price, the customer pulls out his smartphone, locates the same product from an online e-tailer and says, "I can get this same product online for XXX dol- lars cheaper than you are offering. Why should I pay your retail price?" In the age of e-tailers, suppliers say minimum advertised price policies help them support their brick-and-mortar dealer partners while also retaining the inherent value of the products they make. By K. Schipper "A lot of our brick-and-mortar places were getting upset because people would come to their locations for their expertise, then pull out their phones and say, 'I can get it for this price.' They were spending their time and effort, but not getting the sale," says Jim Betournay, vice president of sales for Timbren Industries. Betournay is pictured above right speaking to customers at a SEMA show. RoadMAP to Retail Success PHOTOS COURTESY OF DEMCO, MORRYDE, PULLRITE AND TIMBREN

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