In a highly competitive, multi-brand sales environment, keeping your products top of mind is a challenge – especially when sales teams have multiple options to recommend. One multibillion-dollar tire manufacturer found itself struggling with exactly that issue. While their tires were high quality, they were just one choice among many for dealers and their sales teams. Without a structured way to reinforce their brand’s value, they risked losing ground to competitors.
To create long-term loyalty relationships with dealers and sales reps, they needed a strategy that would build engagement, improve product knowledge, and make their brand the first choice at the point of sale. That’s where Marketing Support Services (MSS) stepped in.
How MSS Tackled the Challenge
MSS approached the challenge with a data-driven and strategic methodology, ensuring the solution was not just effective in the short term but sustainable for long-term loyalty building.
Step 1: Understanding the Sales Influence
MSS conducted a controlled study to analyze how sales professionals make product recommendations. The research revealed a key insight:
When salespeople are given thorough training, they recommend that product 77% of the time.
This insight confirmed what MSS already knew – product knowledge drives sales, and education is a cornerstone of brand loyalty.
Step 2: Developing a Targeted Online Training Program
With this data in hand, MSS designed a comprehensive online training platform tailored to the manufacturer’s needs. This program ensured that:
- Sales teams received in-depth training on the brand’s products, features, and benefits.
- Dealers had access to structured learning modules to increase engagement.
- The training was interactive, easy to use, and accessible on demand, making it convenient for busy sales professionals.
Step 3: Creating an Incentive-Based Loyalty Program
Knowing that education alone wasn’t enough to change behaviors long-term, MSS integrated a loyalty incentive program within the training platform. The program:
- Rewarded participants for completing training modules.
- Provided ongoing engagement opportunities to reinforce learning.
- Motivated sales teams to actively choose the brand’s products over competitors.
Step 4: Delivering a Scalable, All-in-One Platform
MSS didn’t just design the program—it also developed and managed the entire platform, ensuring it remained effective and up to date. This streamlined system:
- Allowed the manufacturer to track dealer engagement and progress.
- Provided real-time data on training effectiveness.
- Ensured that the platform evolved with new products, industry trends, and dealer needs.
Results: Stronger Relationships, Higher Sales, Lasting Loyalty
By implementing this customized training and loyalty solution, MSS helped the tire manufacturer:
- Increase dealer engagement, strengthening relationships with sales teams.
- Improve brand recall, ensuring their tires remained the top recommendation.
- Boost sales of higher-margin products, leading to increased profitability.
- Create a long-term strategy for sustained loyalty and growth.
Rather than a one-time solution, MSS built an ongoing loyalty ecosystem – ensuring that every new dealer and salesperson would receive the same level of training and incentives, continuously reinforcing brand preference.
MSS: Your Partner in Long-Term Loyalty
Loyalty isn’t about a single transaction—it’s about building meaningful, ongoing relationships with the people who sell your product. MSS specializes in creating solutions that drive engagement, deepen brand loyalty, and increase sales.
Are you ready to build long-term loyalty relationships that set your brand apart? Let’s talk! 🚀