Relationships Forged One of Biggest Intangibles for Dealer Advisory Council Members

If you’ve been asked to join your OEM’s dealer advisory council (DAC) or the equivalent, there are many obvious reasons to jump at the opportunity. You get a sneak peek at what’s coming down the pike. There’s the chance to provide input regarding existing and upcoming products and solutions. You’ll also be privy to strategy before it becomes reality.

Take the word of the people who serve on these committees. As part of this month’s State of the Industry report on DACs, we’ve queried our dealer panel to learn more about other intangibles that provide value. They share the issues they find most compelling that make participating in these exclusive groups worthy of your commitment.

Membership in the DAC is a participatory sport, in the eyes of Nauticon Office Solutions President Carter Hertzberg. Reaping value only comes from “putting yourself out there and engaging with the group,” which makes deeper dives more meaningful, benefiting both the OEM and fellow dealer execs. It also goes beyond being a litmus test for manufacturers, given the peer group format.

“You have these diverse opinions from diverse geographies that gives you a wider point of view,” he said. “When you put something out there, you never know what you’ll get back; sometimes it’s something new or unusual that you didn’t consider. There’s a lot of value in that.

“I’ve been going to these events and the peer groups for 15 or 20 years now, and while a lot of it can be repetitive, sometimes you come home with three or four nuggets. Sometimes, it’s one big nugget. But you won’t get it unless you engage.”

Logging meaningful time with manufacturer leadership and fellow dealer execs goes a long way toward making future conversations much easier, according to Robert Woodhull, president of Woodhull LLC in Springboro, Ohio. He’s been able to gain a better understanding of the rationale behind decision-making, while the OEM enjoys a more granular take from those in the business trenches day after day.

“There is also tremendous value in the dealer-to-dealer conversations,” he said. “You’re surrounded by successful business owners and leaders who are dealing with many of the same challenges you are. Some of the best ideas and takeaways can come from conversations outside of the formal agenda.”

Not all of the intangibles take the form of information and ideas. Dawn Abbuhl, president of Repeat Business Systems in Albany, New York, encourages those who are offered the chance to join a group to consider the short- and long-term benefits that are gleaned from relationship-building. As someone who has served on Ricoh’s DAC, connections with key executives such as Jim Coriddi and Jennifer Healy have built a foundation of respect and trust that has cemented the bond between dealer and manufacturer.

“When you speak openly with people over months and years, that level of respect, trust and commitment grows. I am hard-core Ricoh,” Abbuhl said. “I can call them and always count on them to get an answer that’s going to be honest, whether I like it or not. That was one intangible I never expected, but I’m certainly grateful for it.”

The power of connectivity between dealer and OEM brass was echoed by Dean Swenson, CEO of The Swenson Group in Livermore, California. He likes knowing he can reach out to Konica Minolta leaders such as Sam Errigo and Laura Blackmer anytime, if needed. He’s content to tap his regional vice president with questions, out of respect to the higher-ups’ time, but that avenue is available.

“Being on the council and being a single-line dealer, they realize every investment they make in The Swenson Group is 100% going to Konica Minolta,” he noted. “We don’t divide our business among other OEMs, so we get additional attention and support, maybe more than our revenue would dictate.”