The Importance Of Being Up To Date

It shouldn’t take this much searching to find a local dealer

This may seem like a small thing, and perhaps it is, but many pet peeves are like that: just because they’re small doesn’t mean they don’t mater.

My point is this: brand websites need to keep their dealer finder up to date.

At one of my old jobs, I would regularly get phone calls from people who’d gotten our number from the website of a TV manufacturer that had us listed as a dealer.

We hadn’t sold their brand in ten years.

As annoying as it is as a dealer to be listed on a manufacturer’s website when you’re not one of their dealers it’s even worse to not be listed on their website when you are!

A couple of years ago one of the brands I rep for rolled out a dealer locator widget on their website.

Sounds great, right?

Except that in their initial iteration, they only included big box retailers.

Consequently, for months I had my dealers calling me and yelling “Why is CANADIAN TIRE on their website but not me!?”

It took a couple of months to get that straightened out.

Most vendors understand that end users turn to the Internet to inform their purchasing decisions. In order to get the business, it’s not only important to answer the What, Why, and How questions, but also the Where?