In the win-win situation the vendor or program initiator expects to receive additional distribution, system installation and service capability, use of excess monitoring capacity, spread of brand name, rigid or fanatical devotion to the corporate identity or to close a territory option to a competitor. The dealer hopes to receive lower cost product, better quality of monitoring, the recognition of a brand name for credibility, access to training, leads that result in sales, financing of sold contracts, and the intangible aspect of belonging.
When neither side gets what they want the program is a total failure. The dealer must consider prioritization of no more than two or three factors that are essential in a contractual relationship with an expected business result and the initiator should reduce their expectations to the two or three issues of greatest benefit to focus their attention upon as well. The dealer must be prepared to follow the program rules if they wish to remain a member. This is quite often the most difficult challenge for the independent entrepreneurial dealer. The program initiator must be willing to listen to what dealers are presenting or requesting, which might require modifying the initial priorities. For the program to be successful, both sides must feel they are reaching some of their objectives and be willing to concede a portion to compromise for mutual benefit.
My advice for dealers considering joining a dealer program is: