Start with training.
The first step of the process was to train the dealers and sales team about the new product offering and the systems that have been put in place to avoid the delivery issues.
An important component of the training was designed to equip dealer service advisors and parts counter sales staff to have conversations about the value of Mack Genuine radiators to avoid customers evaluating the options on price.
Equip the sales team.
Once the training was complete we were ready to equip the sales team with the support tools they need to pass the story along to customers. This included a full complement of collateral material with technical information, POS materials for the service areas and parts counter, as well as direct mail and digital assets to get the message to fleet and owner/operator customers.