Manufacturers must learn to do business the "Amazon way" to continue to garner 2

"As oncologists, we work effectively at treating our patients, however how would we assist people with getting analyzed and how would we help forestall disease? How are we considering survivorship for patients in less fortunate networks? There is a chance for malignant growth places to put resources into patient route and to put resources into associations with neighborhood suppliers and local area centers. There should be an enhancing of what malignant growth survivorship can mean for our underrepresented patient populaces," Lathan said. "The oncology local area should change the manner in which it considers enrolling for clinical preliminaries and furthermore center around differentiating the people who work in the oncology field."

Have you ever asked your dealers and their employees how easy your company is to do business with? The answers probably range from "you could do better" to "it's hard and it's getting worse." But how can this be with all of the new technology designed to make things simpler? All manufacturers compete for the mindshare of their customers and do a reasonable job or they wouldn't be in business. But manufacturers also compete for the mindshare of their dealers' employees too, and it's becoming increasingly important to win this competition to achieve a good ROI.

Pre-Portal Days

Before the Internet, manufacturers had large computer systems that processed dealer orders and information, but communication had to be mailed or faxed and inputted into the "system," and the results sent back to the dealer. There was no connection. When the Internet emerged, companies started launching dealer support applications, usually through their own extranet. These discrete dealer support applications made it simpler to do things like send in orders, check inventory and obtain financial data. Their success spawned more of the same. Suddenly, manufacturers were deploying extranet dealer support applications everywhere-for equipment ordering, parts purchasing and warranty processing. It was getting very complicated for dealers even as these unconnected applications were making it simpler for each task. These extranet applications were now becoming a "tangled web" of confusion and frustration.

As helpful as these portals are, they only provide a "veneer" of usability. Individuals still end up with links to many disparate applications and technologies. They are not unified. But there is a next step. There are PRM solution providers that offer a unified suite of applications. A unified PRM combines all disparate applications into a single platform. This type of dealer portal is "contextual," so users get what they need quickly and easily. It is role-based so it unifies all assets that relate to that job role, whether it's sales, parts, service or finance. For example, a sales person only sees training related to his job. He/she sees messages that are specific to salespeople for products his/her dealership sells. Further, one of many "widgets" located right on the home page of his dealer portal can show his own certification status. These widgets are dynamic in nature in that they pass information back and forth between applications and don't just link to the other applications.

A Tangled Web of Useful Products

Remember the days when you carried a cell phone for phone calls, a PDA to keep track of your contacts, a camera to take pictures and a computer to get to the net and connect to your company? You carried a lot of "stuff". Although each "thing" was great and you couldn't live without it, they were beginning to get cumbersome and tangled (like a dealer support extranet).

Now what do you carry? A smartphone. All of the important functions and applications are in one place (like a portal). On a smartphone you can call, email, snap a photo, get to the web, and launch an application. But do you know what else a smartphone does? It "unifies" these functions. They are all connected. You can look up a contact, find them, and one moment later you can email or call them. You can dial a number, save it to your Contacts, and proceed with the call. You can get an email with a web link, click on it and go to that site. It's Nirvana! And this Nirvana, which we call unification, has been developed for the next generation of dealer support portals.

Your Dealers Want Unification

Today, do you arm your sales force with a flip phone, PDA, laptop, camera and pencil and paper? No, of course not. But many companies today are still arming their dealers with similar kinds of dis-jointed systems and applications. Dealer employees don't want to have to work like that anymore. They want their manufacturer to provide them a unified dealer support approach, just like you provide your sales force with unified technology.

Amazon.com knows who you are as soon as you log in. They have your payment and shipping information stored when you're ready to make a purchase. But they go way beyond that. They show you things you might like based on your history of purchases and the things you've looked at before, even if you didn't buy. And they show these to you when you're shopping. The whole buying process on their site is one tight "unified" application. Amazon is so easy to do business with it's frightening!

Manufacturers must learn to do business the "Amazon way" to continue to garner the mindshare of dealer employees and increase their own ROI. As dealer individuals continue to use these unified technologies all around them, and they experience how much simpler it makes their lives, they will "expect" to see this same unification technology from their manufacturer. If they don't, they will become more and more frustrated. Their thought-"Why should I invest time and effort selling the products of this company when I don't see them invest in the technology to make it easy for me to do it?" Perhaps they have a point!

"As oncologists, we work effectively at treating our patients, however how would we assist people with getting analyzed and how would we help forestall disease? How are we considering survivorship for patients in less fortunate networks? There is a chance for malignant growth places to put resources into patient route and to put resources into associations with neighborhood suppliers and local area centers. There should be an enhancing of what malignant growth survivorship can mean for our underrepresented patient populaces," Lathan said. "The oncology local area should change the manner in which it considers enrolling for clinical preliminaries and furthermore center around differentiating the people who work in the oncology field."

Have you ever asked your dealers and their employees how easy your company is to do business with? The answers probably range from "you could do better" to "it's hard and it's getting worse." But how can this be with all of the new technology designed to make things simpler? All manufacturers compete for the mindshare of their customers and do a reasonable job or they wouldn't be in business. But manufacturers also compete for the mindshare of their dealers' employees too, and it's becoming increasingly important to win this competition to achieve a good ROI.

Pre-Portal Days

Before the Internet, manufacturers had large computer systems that processed dealer orders and information, but communication had to be mailed or faxed and inputted into the "system," and the results sent back to the dealer. There was no connection. When the Internet emerged, companies started launching dealer support applications, usually through their own extranet. These discrete dealer support applications made it simpler to do things like send in orders, check inventory and obtain financial data. Their success spawned more of the same. Suddenly, manufacturers were deploying extranet dealer support applications everywhere-for equipment ordering, parts purchasing and warranty processing. It was getting very complicated for dealers even as these unconnected applications were making it simpler for each task. These extranet applications were now becoming a "tangled web" of confusion and frustration.

As helpful as these portals are, they only provide a "veneer" of usability. Individuals still end up with links to many disparate applications and technologies. They are not unified. But there is a next step. There are PRM solution providers that offer a unified suite of applications. A unified PRM combines all disparate applications into a single platform. This type of dealer portal is "contextual," so users get what they need quickly and easily. It is role-based so it unifies all assets that relate to that job role, whether it's sales, parts, service or finance. For example, a sales person only sees training related to his job. He/she sees messages that are specific to salespeople for products his/her dealership sells. Further, one of many "widgets" located right on the home page of his dealer portal can show his own certification status. These widgets are dynamic in nature in that they pass information back and forth between applications and don't just link to the other applications.

A Tangled Web of Useful Products

Remember the days when you carried a cell phone for phone calls, a PDA to keep track of your contacts, a camera to take pictures and a computer to get to the net and connect to your company? You carried a lot of "stuff". Although each "thing" was great and you couldn't live without it, they were beginning to get cumbersome and tangled (like a dealer support extranet).

Now what do you carry? A smartphone. All of the important functions and applications are in one place (like a portal). On a smartphone you can call, email, snap a photo, get to the web, and launch an application. But do you know what else a smartphone does? It "unifies" these functions. They are all connected. You can look up a contact, find them, and one moment later you can email or call them. You can dial a number, save it to your Contacts, and proceed with the call. You can get an email with a web link, click on it and go to that site. It's Nirvana! And this Nirvana, which we call unification, has been developed for the next generation of dealer support portals.

Your Dealers Want Unification

Today, do you arm your sales force with a flip phone, PDA, laptop, camera and pencil and paper? No, of course not. But many companies today are still arming their dealers with similar kinds of dis-jointed systems and applications. Dealer employees don't want to have to work like that anymore. They want their manufacturer to provide them a unified dealer support approach, just like you provide your sales force with unified technology.

Amazon.com knows who you are as soon as you log in. They have your payment and shipping information stored when you're ready to make a purchase. But they go way beyond that. They show you things you might like based on your history of purchases and the things you've looked at before, even if you didn't buy. And they show these to you when you're shopping. The whole buying process on their site is one tight "unified" application. Amazon is so easy to do business with it's frightening!

Manufacturers must learn to do business the "Amazon way" to continue to garner the mindshare of dealer employees and increase their own ROI. As dealer individuals continue to use these unified technologies all around them, and they experience how much simpler it makes their lives, they will "expect" to see this same unification technology from their manufacturer. If they don't, they will become more and more frustrated. Their thought-"Why should I invest time and effort selling the products of this company when I don't see them invest in the technology to make it easy for me to do it?" Perhaps they have a point!

Today, do you arm your sales force with a flip phone, PDA, laptop, camera and pencil and paper? No, of course not. But many companies today are still arming their dealers with similar kinds of dis-jointed systems and applications. Dealer employees don't want to have to work like that anymore. They want their manufacturer to provide them a unified dealer support approach, just like you provide your sales force with unified technology.

Amazon.com knows who you are as soon as you log in. They have your payment and shipping information stored when you're ready to make a purchase. But they go way beyond that. They show you things you might like based on your history of purchases and the things you've looked at before, even if you didn't buy. And they show these to you when you're shopping. The whole buying process on their site is one tight "unified" application. Amazon is so easy to do business with it's frightening!

Manufacturers must learn to do business the "Amazon way" to continue to garner the mindshare of dealer employees and increase their own ROI. As dealer individuals continue to use these unified technologies all around them, and they experience how much simpler it makes their lives, they will "expect" to see this same unification technology from their manufacturer. If they don't, they will become more and more frustrated. Their thought-"Why should I invest time and effort selling the products of this company when I don't see them invest in the technology to make it easy for me to do it?" Perhaps they have a point!

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