Dealers distort marketing plans for manufacturers, claims consultancy
publication date: Jan 27, 2012
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author/source: Robin Roberts
Franchised dealers are producing "fictional" marketing plans to appease their manufacturers, says Coachworks Consulting.
The specialist consultancy also says there is a the high instance of poor enquiry management in the franchised sector and lost sales as a result.
"Too many retailers create a marketing plan that is a work of fiction to pacify their manufacturer partners, and it bears almost no resemblance to the financial plan," said managing director Karl Davis.
Dealers should have made a New Year's resolution to create a fact-based marketing plan that shows how they are going to generate sufficient sales opportunities to achieve the net performance figure required, he said.
"In addition, there is a shameful burn rate of enquiries in too many businesses, born out of the fact that too many leaders are too far away from the sales floor," he said.