Ian Bevis explained Kia‘s incredible growth in the auto industry and shared some humorous ads, but the more interesting story is the way they treat their relationship with dealers. Kia needs to understand their dealers in addition to understanding their end customers because if the dealers don’t sell their products, neither the Kia nor the dealers make money. How do they build their relationships with dealers? First, they understand dealers’ primary motivation: they’re smart business people who want to make money. Second, they leverage Kia’s Web site: e-leads are up, total traffic is up, and no surprise, sales are up, too. Third, they shift employees around between the sales and marketing groups. B2B marketing, like B2C marketing, needs to be an emotional proposition and needs grounding in knowledge of the customer.
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