The worst competition comes from your own retailers. Surely this sounds very provocative and maybe you question if it really is so. However let me put forward the following arguments and we`ll see if you agree – or not.
The dealer is a free shopkeeper that normally sells more than just your brand. Often he has several types of similar products.
The dealer`s independence is based upon the fact that he represents more than one, well-known, brand.
The customer comes to the dealer?s shop – the Marketplace – and the dealer often becomes the Technical Expert that influences the consumer-customers (villa-customers etc) choice of brand and model.
The dealer’s willingness to sell a certain brand in a certain situation is influenced not only by what the customer needs but also by his own profit, his stock-situation, his relation to the customer and his relations to his deliverers and their representatives.
The dealer can many times manoeuvre the customers choice by his way of presentation, his willingness to give a discount in a certain situation etc
The dealer aims towards a complete shop with an all round assortment of brands and models.
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