1. The Role
of
The Small Manufacturer
Dennis Mason
Mason Consulting

2. Made for Each Other!
Small Manufacturers
and
Small Dealers

3. Shared Attributes
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Business Size and Complexity
Lack of Bureaucracy
Relationships with Customers
Flexibility
Need to Differentiate

4. Small Manufacturers Need
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Dedication to Brand
All Orders
End User Feedback
Dealer Loyalty
Local Promotion

5. Small Dealers Need
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Proprietary Products
Attention to Orders
The Ear of the Manufacturer
Manufacturer Loyalty
Local Promotion

6. Possible Collaboration
Private Label
For a small dealer, a private brand may
only involve designing labels and buying
in slightly larger lots.

7. Possible Collaboration
Joint Promotion
Small manufacturers do not have large
advertising budgets, but they may be
receptive to sharing the costs of a
specific promotion in a dealer area.

8. Possible Collaboration
Test Marketing
A small manufacturer with a new
product idea may find it advantageous to
work with a small dealer to find beta
sites and obtain confidential customer
reactions to product use.

9. Possible Collaboration
Case Studies
Small manufacturers have difficulty
getting user stories at large end users.
But small dealers know the owners of
small users, which often make excellent
case studies.

10. Possible Collaboration
Testimonials
Large printers rarely provide
manufacturers (even large ones) with
testimonials. But small dealers can
make them happen.

11. Dealers Beware
Small Manufacturers Rarely Have:
• Lots of staff.
• Big advertising or public relations budgets.

12. But Dealers Note
Small Manufacturers Often Have:
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Intense product focus.
Accessibility to top management.
Willingness to work with small dealers.
The ability to make quick decisions.

13. Manufacturers Beware
Small Dealers Rarely Have:
• Lots of staff.
• Big advertising or public relations budgets.

14. But Manufacturers Note
Small Dealers Often Have:
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Intense geographic or process focus.
Accessibility to top management.
Willingness to work with manufacturers.
The ability to make quick decisions.

15. Advice for
Small Manufacturers
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Don’t Overlook Small Dealers.
Don’t Ignore Smaller Cities and the Burbs.
Don’t Expect Love From Large Dealers.
Don’t Expect to Compete with Large
Manufacturer Prices or Programs.

16. Advice for
Small Dealers
• Don’t Overlook Small Manufacturers.
• Don’t Apologize for Your Presence in Smaller
Cities and the Burbs.
• Don’t Expect Love From Large
Manufacturers.
• Work with Small Manufacturers to Your
Mutual Benefit.

17. And Now a Word
From Your Sponsor
For more than 20 years, Mason Consulting
has worked with small manufacturers to
increase their market penetration, introduce
new products, and solve distribution
problems. All referrals are gratefully
accepted.

18. Thank You!
Dennis Mason
Mason Consulting Inc.
708-246-7786
Skype: masonconsulting
dennis@masonconsulting
www.masonconsulting.com