Platforms for Progress
Dealerscope: What are the marketing and sales strategy messages you will deliver to your membership this year?
Richard Glikes, President, Azione Unlimited: Three things: People, process and presentation. We want to help them acquire, develop and retain clients, and we think they need help with process. So we’re trying to have them emulate best practices of others. For those whose presentations are rather weak when it comes to marketing, we’re helping them with web sites. And then there will be some activities based on follow-up with existing customers that we’ll implement at our spring conference. These problems are almost endemic. People [personnel] wasn’t a problem when business was bad, but business is good. It’s very difficult to add people now—and to retain them. Process has always been a problem, especially with smaller, newer dealers. Many of these dealers, because they work on referral or word of mouth, don’t really have a good external face. We’d like to help them with that.
Bob Hana, Managing Director, HTSA (Home Technology Specialists of America): Four words: “Think big. Think together.” Our overall goals are to think at a bigger level, but also to think in terms of HTSA being a much larger group, and a much larger part of our vendors’ business. The “together” part is our DNA, which is to work as a unified group and focus on vendors who support us,
and think of ways we can lean on and help one
another. Underlying that is, as this industry continues to change, we need to make sure we adapt and stay flexible.
We believe we can expand into some major markets where we were not in a position to have too many more members in, but we’ve got programs and marketing tools flexible enough where we can have multiple members in markets and not have them be in competition with each other. And we’ve always had our eye on underserved markets. As HTSA has continued to drive that interest, we have a tremendous amount of conversations going on with potential new members. So we’re looking at some growth in this year.