Mack Trucks Radiator Campaign gets 98% Dealer Approval

Fixing radiators is easy. Fixing dealer relationships, now that’s hard.

Challenge

Mack Trucks had to repair more than radiators. They needed to repair relationships with their dealers, too. Due to some supply chain issues, dealers had experienced delays in radiator shipments that made business challenging. Though the issues were quickly resolved, the trust was still a little damaged and more work needed to be done.
Pure Mack: Refuse Radiators

Solution

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.

The Pure Mack Radiator Program

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.

Result

Post-launch surveys of dealer participants showed that 98% of dealers said the program will help them increase their Pure Mack Radiator sales. And getting that many dealers to agree on anything is no small accomplishment.