From John Reynolds, Defenderworx

Marketing is a great tool to help any business grow sales. As a manufacturer, we try to listen to our direct and indirect customers’ ideas as to how they can sell more products.

In the past six months, Defenderworx has listened, and we launched two programs that are helping sell product in many different distribution channels.

Our first program tool we use is a countertop hitch cover display. It holds a small quantity of items and we offer the display for free with a very small purchase at jobber price. I bet other suppliers have similar programs. Our second program tool is a display, a folding banner that is screenprinted; this is another eye-catching item that we provide at no charge for a particular purchase amount.

Our theory behind this type of marketing is simple: The customers demanded it. We have many accounts that simply do not have floor space to fit a 4’ gondola or full “plan-o-gram” set. So, listening to our customers, we developed tools that could fit in a 10’ x 10’ showroom or in a 50,000-sq.-ft. showroom. We also produced these with cash in mind and developed the attainability of these displays at a price point that will not break the jobbers’ or dealers’ bank accounts.

My suggestion to any restyling shop out there is to ask your supplier sales representative if there are any programs to obtain displays for your showroom.

The best way to improve sales is to show consumers what you can sell them. Whether it is special order or in stock, growing sales happens only when the consumer knows the product exists and you carry it.