Conveying to Processing: Powered by Dealers

Leaving No Stone Unturned

The next chapter for Superior and its dealers is continuing to build market awareness.

Superior has grown so much in such a short time that some end users simply aren’t aware of the breadth and depth of the company’s product offering.

“Today we’ve got a wide range of new products and we market them heavily every way we know how,” John Garrison says. “Yet, it’s not uncommon for a producer to walk through our doors and say, I didn’t know you made that.”

In marketing, the “Rule of Seven” specifies that end users must have at least seven experiences with a message before acting on it. Superior has so many products to promote that reaching end users with messaging requires strong consistency, unyielding tenacity, and bold creativity again and again and again (and again).

“The lack of awareness can be frustrating at times,” Garrison admits. "But if it takes at least seven well-timed touches, then we must stay the course."

Every touchpoint with end users is a chance to highlight more of what Superior offers. Too often, sales conversations stick to one or two immediate needs while missing the opportunity to show the bigger picture.

“An end user’s most pressing needs should always come first, but those visits are also a chance to highlight what’s new or what’s coming,” says Gray. “Nothing matches the impact of face-to-face conversations.”

And dealers don't have to do it alone!

“One proven example is product overview meetings, which give us the chance to slow down and showcase our entire portfolio to a captive audience," says Gray.

Maximizing Every Channel

The more product overview meetings dealers organize, the more likely end users are to discover solutions they didn’t know Superior offered.

In addition to teaming up with sales, many dealers have found success customizing a local campaign with Superior's marketing team. Recent examples include:

• Emails to Kemper Equipment's territory comparing Patriot® Cones to Metso 
• Site visits with Rock Machinery for photos, videos, and case studies
• Training event for an untapped market in General Equipment’s territory
• End users in Power Equipment’s territory targeted with stock promotions
• Raising awareness of TEC partnership among Deep South producers

“I really like what General Equipment and Supplies has been doing lately on LinkedIn,” says Garrison. “They’re constantly posting—walking around products, flying drones, sharing photos—and doing so much of it from the personal profiles of employees.”

As showcased in the very first print edition of The Orange Edge, posting personally on LinkedIn has significantly more reach than using your company's corporate account.

Knowledge Will Drive Growth

Superior has doubled down and significantly expanded educational resources for dealers, inviting you to take full advantage of new ways to expand your knowledge and strengthen your impact with end users.

• OptimizeU: On-demand learning platform available anytime. Learn at your own pace and strengthen your awareness of Superior’s products. 🔗
  
  
• Sales & Service Schools: Build product confidence, ask questions, network with dealer peers, and take knowledge back to your customers via these in-person events. 🔗
  
  
• The Orange Edge: A monthly e-newsletter and bi-annual magazine just for dealers. Our editorial team meets regularly and takes time to generate content ideas that matter to you. 🔗
  
  
• Resource Library: You’re the first to know we’re working on a new website that will launch before CONEXPO-CON/AGG. It will include an easier-to-use Resource Library full of case studies and free best practice articles. 🔗
  
  
• Custom Training: These under-the-radar events are happening week after week throughout dealer territories. They're personalized training events covering topics you select and led by our product and territory managers.