In Podcast 233, Brenner tells how Rollick uses tech to help connect dealers to buyers

Technology has been changing rapidly over the past two decades since fax machines revolutionized the RV industry in the late 1990.

However, the pace of growth seems to be accelerating as the internet evolves from a digital encyclopedia into a vibrant marketing platform.

Still, the fundamentals of business remain the same in that smart dealers will find ways to serve a customer through the entire lifecycle, not just a single transaction.

This week’s guest is Bernie Brenner, the CEO of Rollick. It is a company that merges technology with core business practices to help dealers close more sales and better understand what really motivates their customers and prospects.

The company started in the automotive industry and has expanded its services into the RV industry to help connect more consumers to RV retailers.

He said the RV industry has been slower to embrace some concepts and it has resulted in RV dealers spending money less efficiently than auto dealers to attract and retain customers, and to close sales.

Consumers have been trained to look for a certain type of shopping experience, and often reward companies that can deliver on that expectation.

But because each consumer is different, how is it possible to know what they expect?

That’s where companies like Rollick can help by aiding RV dealers in taking advantage of data to know who their customers are, and then using that knowledge to build trust early in a relationship.

Bernie outlines the result of a recent survey that shows how effective dealers are in responding to customer expectations.

We also explore the issue of lead quality vs. lead quantity, and why quality leads are generally better at forging stronger relationships with prospects.

Rollick helps generate more customers and increases the quality of prospects by partnering with brands that have a high-trust perception among consumers and then leveraging those relationships through a unique branding strategy.

Bernie explains how that type of strategy can help dealers focus more attention on products rather than price and establish a higher level of trust early in the relationship.

He also offers advice on what dealers can do this year that will have a significant impact on their businesses – especially as it pertains to ways dealers are spending money to reach prospects.

Rollick can help RV dealers shorten that buying cycle and ensure more success in the process.

For more information about available options, visit www.rollick.com.

Greg Gerber

Greg Gerber

A journalist who has covered the recreation vehicle industry since January 2000, Greg Gerber founded RV Daily Report on April Fool's Day in 2009. He also serves as the editor of the publication and website. As an Eagle Scout, he has enjoyed camping for decades and has visited every state except Hawaii. A DODO -- Dad of Daughters Only -- to three young women, he has two grandchildren as well. He currently splits his time between Wisconsin, Texas and Arizona. Greg can be reached at editor@rvdailyreport.com.

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