How Rockford Fosgate Grew Its Dealer Network Without a Price War

Industry

Consumer Electronics, Car Audio & Powersports

Challenge

Rockford Fosgate's dealers, while passionate about the products, exhibited inconsistent selling skills. The existing training programs were heavily focused on product knowledge but did not adequately cover fundamental customer interaction skills. This gap led to varying sales performance across the network.

Results

The introduction of SalesRX+ was met with immediate acceptance by dealers, leading to enhanced consistency in customer engagement, rapport-building, and qualification practices. Dealers reported positive qualitative benefits and a strong personal connection with the training content.

Key Product

SalesRX+

rockfordfosgate.com

Diamond Collective Locations

11-16%

Dealer Growth

"We could teach them about the gear and all the benefits of Rockford, but we couldn't teach them how to have that rapport, how to greet, how to qualify, and ultimately how to close and make more money."

Zach Luke

Vice President of Sales and Marketing

"I found something that I think really will resonate with our retailers and resonate with us because it's kind of the next level steps we need to take."

Bill Jackson

CEO

"One dealer said: 'Went through the SalesRX program — was something I needed, hadn't heard any type of sales training in quite some time. It resonated with everything I did, it resonated with my sales floor, and it actually made a difference.'"

Theresa Anthony

VP of Sales

Rockford Fosgate

Rockford Fosgate is a world leader in audio technology, providing premium audio solutions for vehicles and powersports. With a global dealer network, the company focuses on delivering exceptional audio experiences that resonate with its consumers' lifestyles.

The Challenge

Rockford Fosgate's dealer network faced competitors extending larger and larger wholesale discounts, giving away vacations for hitting purchase goals, and funding everything from displays to football tickets, driving profits toward zero across the category.

The Solution

Rockford Fosgate built a dealer incentive program wrapped around SalesRX training, combining training, support running retail events to drive traffic, and a purchase program that stayed profitable for both sides, rather than competing purely on discounting.

The Results

According to Vice President of Sales Theresa Anthony, many dealer stores saw sales growth ranging from 11% to 16% year over year, and many expanded into additional Rockford Fosgate product categories. The program was renewed on the strength of the dealer relationship and long-term growth.

"We created a dealer incentive program that was wrapped around our training package with you. It gave them training, support with retail events to drive traffic, as well as a purchase program that was profitable for both of us. The savvy dealers realized that our approach was the best choice for both short term sales and long term growth." - Theresa Anthony, Vice President of Sales, Rockford Fosgate