Are you interested in seeking a dealership opportunity with a brand, but aren’t sure what to expect? Whether you’re interested in becoming a swing set dealer or a car dealer, we’re going to break down the ins and outs of dealer-to-manufacturer relationships.
We’ll start by defining what a dealer is and how they conduct business with the product manufacturer. We’ll also outline some perks you can expect if you’re interested in becoming a swing set dealer!
What Is a Swing Set Dealer?
By definition, a dealer is a person involved in buying items from a distributor to sell to end consumers. Therefore, a swing set dealer is a company that purchases playsets from swing set distributors or manufacturers to sell to customers.
The Dealer & Manufacturer Relationship
The relationship between dealers and manufacturers is important to understand, both for legal purposes and to get an idea of how business is conducted between the two. Simply put, a dealership is a legal partnership between two participants: the dealer and the manufacturer.
When describing the dealer-to-manufacturer relationship, dealers are often described as the “franchises” of manufacturers. In a franchise relationship, the franchisee has legal permission to use the trademarked name (and more) in their own marketing.
The same is true with dealers. When you become a dealer, you are entering into a partnership where you have the legal rights to market and sell another brand’s product.
What makes dealers unique from franchises, however, is that they aren’t required to represent a single product line. Since they’re selling directly to the customer, most dealers will carry multiple — sometimes even competing — brands to give buyers more variety to shop from.
You might be asking, how does this help the manufacturer? Most manufacturers don’t spend much time selling their products to consumers, but dealers do. As the dealer, you can relay customer feedback back to the manufacturer to help them gauge public opinion.
If they choose to, the manufacturer can then use this information to improve their product or to produce a new product. In that example, it’s easy to see how the relationship is mutually beneficial.
5 Benefits of Becoming a Dealer
There are plenty of benefits to consider if you’re looking to venture into the business of becoming a dealer.
1. Gain Exclusive Rights
When it comes to location, most manufacturers are selective in who they choose to enter into a relationship with. Too many dealers selling the same product too close in proximity could actually cannibalize business, hurting both the dealer and the manufacturer.
To avoid this, dealers are given exclusive rights to sell the manufacturer’s product in their area. Therefore, your business could attract buyers looking to invest in the specific brand you carry, giving you an edge over your competitors.
2. Boost Your Reputation
Becoming a dealer gives your business an opportunity to represent well-known brands. As we’ve mentioned before, your business can use the product manufacturer’s name in your marketing.
If you’re a small business selling a highly-rated brand, your business reputation could benefit. Consumers might find your brand more trustworthy if they are confident in the quality of the manufacturer, making your brand more reputable as a result.
3. Business Support
One of the best perks of becoming a dealer, especially for smaller businesses or startups, is the ability to receive business support. As a dealer of the larger brand, you’re essentially an extension of their marketing plan.
If the manufacturer is hosting a national sale or advertising campaign, your business can enjoy the effects of the national coverage if you choose to participate.
Some manufacturers also offer training or other incentive programs for their dealers throughout the year. If you participate, you’re strengthening your relationship with the manufacturer and gaining some industry insights that can help strengthen your business.
4. Prime Access to New Products & Announcements
Who doesn’t love to be the first to know about something new? Dealers are always the first to know about happenings within the manufacturing company, whether it be the announcement of a new product, sale, or marketing promotion.
Similarly, dealers are often first in line to receive new products from the manufacturer when something new launches or there’s a shortage of products.
5. Mutual Business Relationship
All-in-all, a dealer’s relationship with its manufacturer is mutual. On one hand, the dealer is helping the manufacturer’s products break geographical barriers and reach a wider audience. On the other hand, the dealer is gaining a reputable business partner who can help them gain product and industry knowledge.
However, in order for the relationship to be mutually beneficial, both parties must be active participants. If it’s nurtured right, you’ll find that dealers and manufacturers can build long-term relationships and a loyal customer base.
Can I Become a Swing Kingdom Playset Dealer?
You can become a Swing Kingdom dealer! Our main warehouse headquarters is located in Leola, Pennsylvania, but we service a large list of dealers across the United States. Here’s what you can expect when you become a Swing Kingdom dealer:
1. Personal Customer Service
Our phones are manned by real people. If you contact our customer service team, you can expect to chat with a real, knowledgeable person, not an automated system.
2. High-Quality Swing Sets
We take pride in our work, so our dealers can expect an excellent warranty program. All Swing Kingdom playsets are manufactured using high-quality materials like structural PVC and vinyl. They won’t splinter or weather over time, making them virtually maintenance-free.
We produce some of the highest-quality vinyl swing sets in the nation, making our brand a well-known, reputable company to work with.
3. Co-op Advertising Programs
Swing Kingdom offers cooperative (co-op) advertising for our dealers. That means you don’t have to break the bank marketing our product. We create social campaigns that target areas where our dealers are located, helping boost the exposure of your brand in our marketing.
Each lead we get in your exclusive marketing area is forwarded to you so you can chat with the customer and make the final sale.
4. Dealer Appreciation & Support
Each year, we invite our dealers to our warehouse for a Dealer Day Summit. Here dealers can learn about our new business initiatives, get a sneak peek of new product designs, and receive free marketing brochures and merchandise. Dealers who can’t make the trip to our location are given the opportunity to join virtually.
Increase swing set sales by becoming a Swing Kingdom dealer. Contact us to learn about our dealer program.