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Who Does This Guy Think He Is?

Successful strategies for dealing with the factory rep.

When I'm training, one of the first questions I'm often asked by sales people is "have you ever sold a car"? It's an understandable question which, fortunately, I'm able to answer in the affirmative. At issue is the fact that I'm presenting myself as an expert, and/or offering recommendations on how participants can improve themselves or their careers. The question suggests that if I hadn't sold a car, I couldn't speak to them because I had never walked in their shoes. Of course there is the old adage that says, "You don't have to take poison to know it kills you!"

Now consider the plight of the factory representative. Many begin their careers with a bachelor's degree in marketing, communications or business. They answer a recruiting call from a manufacturer, accept a trainee position, and enter into an intense manufacturer's indoctrination program. Once their training is complete, they're given their marching orders: "Wholesale, wholesale, wholesale". But unlike the salesperson who questions the trainer about their sales experience, the Dealer knows that the factory rep is in over his head.

Some Dealers use this power to belittle the factory rep or manipulate the relationship. This is a bad idea. If you want to make the best of the situation, we recommend you take this "newbie" under your wing and teach them about your business. While they may not be able to provide you with much advice today, they are a tremendous resource for helping you build a positive relationship with the factory.

Many manufacturers are currently investing in resources that help their Dealerships identify key areas of opportunity for growth and improvement. Some of these resources include advances in technology, such as real time SSI and CSI data, and improved profit strategies through customer relationship management. And the people responsible for implementing those programs at the dealership are the factory representatives!

So before you decide to ignore their calls, or choose to take an adversarial approach with the factory rep; consider the benefits of opening up your business to them. Allowing them to learn from you will help them to provide you with factory strategies and programs that are best suited for your dealership. And remember, they really are there to help you succeed.