Agricultural machinery in agricultural fair

Benchmarking Dealer Programs for an Agriculture Equipment Manufacturer

The Challenge: Our client, a leading agriculture equipment manufacturer, faced an
intense marketplace, confronting prominent competitors with expertly managed distribution channels. To grow its business and improve its customer relationships, the client planned to develop a new dealer program. Prior to launching the program, the client sought to properly position their initiative by benchmarking competitor programs.

Assessment: Blue Canyon outlined best practices in distribution, drawing on extensive previous experiences working with distributors as well as new research efforts. Our team visited a variety of leading companies to conduct interviews seeking to understand how to best manage and reward customers through distribution channels.

Strategic Solution: By directly comparing our client’s program to competitor programs, Blue Canyon was able to identify critical gaps in our client’s strategy and define specific actions to improve their efforts. One takeaway was to structure dealers in tiers that provided good-better-best service offerings depending on the demands of the market the dealer served.

Results: Our client has successfully launched a new dealer program. Revenues and customer feedback scores are both climbing as dealers are more motivated by new incentive programs and customers have a better service offering available to them.

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