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My primary goal as a PR Professional is to assist my clients in achieving the most exposure possible and build top-of-mind brand awareness among their potential customers, namely auto dealers. To help better understand how to best position my clients for success, last year, I did a little research into how dealers perceive vendors and their practices.
I reached out to Bobbie Herron, Digital Sales and Marketing Manager for the Garber Automotive Group. Herron was named to Automotive News’ “Retail 40 under 40” list last year, and she was kind enough to share a few things with me that vendors do to irritate her, causing them to potentially lose her business. She also shared some best practice tips on how vendors can better approach dealers.
The blog generated a lot of attention and received many responses, varying from agreement to complete irritation. In an effort to balance the scales, Bobbie agreed to a second interview in which she shares some of the things that she feels vendors do right -- that help catch her interest and earn and keep her business.
Here is what she had to say on the matter:
“Manage my expectations by providing good data: I want a vendor who sets and manages expectations for results and is clear on what those results are based on. I don’t want some vague reports where I have to attempt to gauge the ROI of their product or service. I want data that will give me a realistic ROI based on the areas that matter to me – not what their bosses tell them to share. I expect my vendors to ask me what data or reports matter to me. If they throw in a few additional reports that they think I should see, that’s fine. This is a collaboration; a partnership. By asking me what’s important, then providing that data, it shows me that they recognize that what I think is important is relevant.”
I think Bobbie makes some excellent points and hope this serves in some way as useful information.
Comment
TY Sara for taking the time to do this....it IS very helpful and a great reminder to me.
I would change just one word......Vendor to Partner......Vendors sell their stuff and move on ...Partners are accountable to their Dealer Partners and show it by all the about...great post !!
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