how to grow dealer relationships
Growing strong dealer relationships isn’t just about increasing shelf space, it’s about building trust, removing friction, and aligning your goals with theirs. When dealers feel seen, supported, and empowered, your product becomes their product of choice.
rethink the role of the dealer
Dealers aren’t middlemen. They’re brand builders, influencers, and customer-facing experts. Whether they’re running a showroom, a lumberyard, or an in-home sales operation, their recommendation often determines what ends up in the project.
The smartest brands treat dealers like long-term partners, not just another sales channel.
A better way to sell dealers is to do a little homework before the sales call. Clear your mind of everything you thought you knew about dealers and this dealer in particular.
what it takes to build brand loyalty
Dealer loyalty isn’t bought with price breaks or flashy promotions. It’s earned through consistency, relevance, and genuine support.
To grow loyalty, manufacturers must:
- Understand the dealer’s world — their customers, their operational pressures, their competition.
- Offer more than product — bring tools, insights, and marketing that help dealers grow their own business.
- Follow through — support doesn’t stop after onboarding. Loyalty grows with ongoing engagement and adaptability.
be their partner in growth
If a dealer sees you as a true partner, someone who’s committed to helping them succeed, they’ll make room for your product and push it to their customers.
Here’s what partnership can look like:
- Joint marketing initiatives tailored to local audiences
- Training that empowers their sales team to confidently pitch your product
- Lead sharing or co-branded outreach that drives foot traffic to their location
- Responsive support when challenges arise
You don’t need to do everything. Just do more than your competitors.
put on your thinking cap
Get ready for some challenging, inspiring and all-around fun experiences at the Interrupt HQ when you take part in one of our custom workshops.
make your brand easy to work with
From onboarding to ongoing sales, your internal processes can either create loyalty or cause friction.
Ask yourself:
- Is our onboarding experience simple and helpful?
- Are we responsive when dealers need help or have feedback?
- Do we proactively offer new ways to support their sales and marketing?
- Are we clear and fair when it comes to pricing, inventory, and communication?
If the answer is no, you’re leaving room for someone else to win their business.
strong relationships require ongoing attention
Even the best dealer relationships can fade without consistent engagement. Show your commitment by:
- Checking in regularly — not just when there’s a promotion to push
- Celebrating shared wins — especially when your support helped move the needle
- Offering fresh ideas — be the brand that brings solutions, not just asks for space
This is how relationships evolve from transactional to transformational.
from relationship to brand advocacy
When you consistently help a dealer win, you do more than grow a relationship, you create an advocate.
Advocates will:
- Recommend your brand without being asked
- Prioritize your products even in competitive bids
- Share feedback that helps you improve
- Stick with you even when new players enter the market
Growing dealer relationships isn’t just about getting in. It’s about staying in and standing out.
want more tactical dealer sales strategies?
If you're ready to go beyond relationship building and focus on the tactical side — like how to get on the shelf, overcome objections, and engage the right gatekeepers — check out our guide.
A 3 Step Process to Successful Dealer Sales →
