Tina Bauman May 2005 University of St. Thomas Waking Up Dormant Dealers

Situation Interest: Need to generate sales volume Issue: Approx. 20% of dealers never activate Reason for lack of business is unknown

“Companies can become like a bucket with a hole in the bottom: their customers drain away but the company managers, instead of concentrating on fixing the hole, devote resources to pouring more and more new customers into the top.” (Hill & Alexander, 2000)

Research Question Do dealers become dormant because they are dissatisfied with GE’s services?

Methodology Mailed a survey to 218 dormant dealers –Enrolled but have not submitted business –23 Likert scale & open-ended questions –Incentive: drawing for one of ten $25 Gift Cheques Response rate 24%

Possible Reasons for Dormancy –Enrollment process –Marketing materials –Sales interaction –Customer service –Training –Method of communication –Financing program

Sample Survey Questions How satisfied were you with the length of the enrollment process? How satisfied were you with the amount of contact made by your GE Salesperson?

Satisfaction Results

Why Dealers Are Not Using GE

Training Results Will training influence program participation? No 32% No Answer 16% Yes 52%

Training Results Preferred Methods of Training Training Handbook InternetSession w/ Sales CD RomVideoPhone Methods of Training Responses

Do dealers become dormant because they are dissatisfied with GE’s services? YES

Recommendations Develop a dealer training program Increase contacts/information by sales team Compare GE and competitors’ financing programs

Questions? Waking Up Dormant DealersTina Bauman