Without a dealer network, expanding the reach to endemic markets is not an easy proposition for ergonomic furniture manufacturers. Most importantly, a trade network simplifies the prospects of better customer service
Dealer networks or channel partners pave the foundation for any company’s success in the retail arena. And it’s no different in the case of ergonomic furniture as well. Though the share of online customers is on the rise across different industries including ergonomic furniture, a sound dealer network is absolutely essential. The reason is quite fathomable, dealers or channel partners know the pulse of the market in which they operate. And an ergonomic furniture manufacturer needs them to make endemic inroads. Secondly, an ergonomic furniture manufacturing company can better serve its clients in the form of post-sales-assistance through trade partners.
Now the point is, why should a dealer or a channel partner associate with an ergonomic furniture company? And from the company’s point of view, why should a trade channel be established? The answer is simple, to earn market goodwill and register more profits. For a dealer, the tag of a renowned ergonomic furniture brand is the culmination of their efforts and endeavors. On the other hand, an ergonomic furniture company will be assured of higher sales and more orders. Therefore, it will ramp up production. In a market as competitive as furniture, volume holds the key. Only then will an ergonomic furniture manufacturer be in a position to give discounts and good offers to clients.
Here’s why ergonomic furniture companies should appoint dealers
Better endemic reach
Having spent a fortune on setting up the manufacturing infrastructure, every ergonomic furniture company would like to see its reach spread across different geographies. Setting up company-owned-company-operated retail outlets is plausible but not economically viable always. So, the better option is to appoint channel partners that are already present in a particular market. In fact, an ergonomic furniture company can earn remarkable market goodwill by tying up with a renowned furniture trading company in a particular area.
Assuredness of sales
Furniture dealers that have a good standing in particular endemic markets register high sales revenues on a regular basis. They have gained fondness of clients and many of them have sales teams that are constantly wooing new buyers. An ergonomic furniture manufacturer needs high sales as well. Only then will it be able to justify the investment incurred in setting up the production facilities. So, a trade association can work wonders here for both the players. When operating on new turf, it’s always sane to have a market expert as your ally. The same can be said about ergonomic furniture manufacturers and their potential dealers or channel partners.
Without robust customer service, no ergonomic furniture company can survive for a long time. And a dealer network opens up the possibility of after-sales-support in a holistic way. Most furniture dealers have a delivery and assembly team, and that makes the task quite easy. Ergonomic furniture is counted among highly sophisticated products and has an elite clientele; therefore, the customer service has to be excellent. All that’s required from the ergonomic furniture manufacturing company is training of their channel partners on the technicalities of the products. This goes a long way in better serving the clients as well.
Opens up customer education vistas
Customer education is of paramount importance when it comes to ergonomic furniture. That’s because office ergonomics is a category such as standing desks, sit and stand desks, ergonomic chair, etc. that continues to evolve with each passing day. The new additions and technologies need to be propagated through the right channels. The best way to provide a touch and feel experience to customers is through a dealer network. Ergonomic furniture companies can set up educational workshops at dealer outlets in different cities to impart education to their potential clients. This will also enable them to save costs that would have been incurred had they set up independent workshops.
Ergonomic furniture manufacturers can benefit a lot by appointing channel partners in different geographies. The advantages are enormous, as we have seen, and the demerits are hardly any. So, it’s the best way to go about it.