Company Uniforms and the Aftermarket
BY DANA NELSEN
While at a recent distributor show, I met a dealer from Montana who told me of a really interesting new program he has implemented regarding company uniforms at his dealership.
The dealer contacted a variety of aftermarket companies and asked them to sponsor a particular day of the week by supplying employee shirts for that day. Each day’s shirt features both the aftermarket company’s logo and the dealership’s logo embroidered on the shirt. Each weekday a different colored shirt with a different aftermarket logo is worn by employees. A weekly schedule was given to the employees to explain what shirt should be worn on what day to ensure everyone matches.
Not only do the employees look professional with an ever-changing but matching uniform, but the dealer saves on the expense of providing uniforms. The aftermarket companies that supply the shirts get high-value advertising at a next-to-nothing price. It appears to be a win/win situation for everybody.
I am sure there are a number of companies that may do this with RV manufacturer’s brands, but this is the first time I have heard of this for the aftermarket. Can you image walking up to an RV parts employee to ask a question about hitches and prominently seeing a “Roadmaster,” “Robin Industries” or “Husky” logo on his, and every other employee at the dealership’s, shirt? Would that influence your buying decision? What about the employees? Would they be more apt to steer customers to a particular brand if they were wearing that brand on their clothing? I think so. It would be hard to recommend “Brand A” when “Brand B” is on your left front shirt pocket.
Customers would naturally ask questions about the brand and employees would learn a great deal of product knowledge about that company merely out of necessity.
My question for dealers this week is do you see this as a positive and innovative idea or are there downsides to it? Would wearing the logo of a single company cause problems with distributors that offer competing brands? Would having more than one brand on a single shirt be appropriate? What are the pros and cons of a program like this?
March 6th, 2008 at 7:48 pm
Well it looks like some think this is a good idea and others disagree. For those who asked for more information, basically, the dealer just looked at his turn ratio on parts and determined which aftermarket products he sells the most of, paired that information with the aftermarket companies he had the best relationship with and then called those companies out of the blue. He pitched each company on the idea and before long they had a shirt sponsor for all seven days of the week. I imagine they probably ordered enough shirts so they had plenty for any new employees hired for the next couple of months.
The dealer and aftermarket manufacturer will probably look at the program’s sucess in a couple months and determine if it worked as they had planned and if they want to continue.
In my opinion, there is nothing to stop other dealers from calling their favorite aftermarket sales reps and pitching them on a similar pilot program. Heck you wouldn’t even have to have one for every day. You could try it for just a single day. We have all heard of casual Fridays. How about Carefree Wednesdays, Bank of America Mondays or Onan Thursday?
March 5th, 2008 at 10:45 am
I’ve seen the other comments, but if the idea works and it allows your staff to look more professional, why not?
especially if the vendors want to help out. I’d sure like to find out more about this program. thanks for the tips.
March 4th, 2008 at 6:09 pm
Who wants to wear “Rodeo” shirts. This industry is about fun, not walking bilboards.
March 4th, 2008 at 4:35 pm
Oh my…Dana, you need to get out more my friend. Are these really the issues we need to discuss?
And I agree with Gene…
March 4th, 2008 at 4:24 pm
I would not like to be the Dealer who on a certain day, has a visit from one of his favorite suppliers and finds all of his Sales folks wearing shirts with a competitors logo, etc.
That would be a major boo-boo.
Gene
March 4th, 2008 at 4:20 pm
One of my favorite mentors was fond of telling me “What Ever Works, Works….”. More power to the them.
Gene
March 4th, 2008 at 2:27 pm
Dana
While I appreciate any money or time saving ideas you can pass along, I think you should start a “Tip” area for these items. I read your blogs so that I can read or add to ,a lively discussion of the pressing and sometimes controversial issues facing me and my peers.
I know we may have slapped you around some on your first couple of articles but come on! you’re a big boy. Lets get back to the nitty gritty.I doubt that any contributers here on this site will be considered for the Pulitzer but we can do a lot better than this.
March 4th, 2008 at 1:56 pm
I think this is a good idea. Company clothes indicate professionalism. Our team has the same kind of shirts in all different colors. We don’t require any specific color on any specific day, but the ones we chose are comfortable, dry quickly on hot days, don’t wrinkle, and look quite nice. We have tried not using company shirts only to find that some people don’t care how they look. We do. Each member of our team represents what we stand for. Our customers have given many compliments to the appearance of our team. As for other’s logo’s, I’m not sure that I would do that. Not sure that I wouldn’t. I would like more information as to the procedures taken to develop this plan.
March 4th, 2008 at 1:24 pm
What is the cost of this program and do you contact the company’s again when you have new employees?
March 4th, 2008 at 1:09 pm
Never was a fan of company clothes. I dont want to wear a Keystone shirt when i like Heartland , plus , I sell the parts and RV’s ….not my clothes, the signs, or the big showrooms.