Dealers and integrators entered 2025 with tighter timelines, leaner teams and end users who expect frictionless, integrated solutions across AV and security. In this environment, price and product specs still matter—but they’re no longer enough to win loyalty. Working between manufacturers and dealers at Keller & Associates, we get a firsthand look at what demands are being made from the front lines, and one thing that has been revealed time and time again is that dealers want to work with manufacturers: Manufacturers who make it easier to sell, install, and support real projects.
That’s the request in a nutshell, however, we’re going to break it down into more specific themes below while offering some suggestions as to how manufacturers might be able to address these issues and win big with dealers.
Dealers don’t want another generic inbox—they want a responsive human who understands regional realities—AHJ (Authority Having Jurisdiction) preferences, common site conditions, and distributor stock patterns.
The most effective manufacturers provide:
Example: A manufacturer builds a simple “Jobsite Assist” workflow: If a dealer texts a dedicated number, the system logs the case, routes to the correct regional contact, and promises a first response within two business hours. It’s basic, but it earns trust because it’s reliable.
The fastest way to lose dealer mindshare is to let training lag behind the product roadmap. The fastest way to gain it is to make training short, practical, and repeatable.
Example: A quarterly webinar series that alternates between sales use-cases (“How to position small-site access control”) and hands-on installer sessions (“Wiring, addressing, and first power-up”). Attendance grows when topics map to current demand rather than generic feature tours.
Discounts move inventory, but programs build businesses. Dealers respond to campaigns that help them win projects and expand accounts.
Example: A manufacturer pairs a limited-time demo program with a two-email nurture template the dealer can send to its own list, plus rep follow-up cadences.
The lift is minimal for the dealer, but the outreach is professional and timely—so it gets used.
Even small jobs now touch multiple ecosystems. Dealers prioritize manufacturers who reduce integration risk:
Example: A device maker publishes a lightweight “Starter Kit” repo with three common integrations and a 10-minute video walkthrough. Dealers can prototype in an afternoon, which de-risks the sale and installation.
Dealers will work around long lead times if they get credible visibility. What erodes trust is surprise. If manufacturers practice these policies, they will gain trust with dealers:
Example: A monthly “Availability Snapshot” email that lists top SKUs with color-coded status (In Stock / Tight / Allocated) plus recommended alternates. It’s simple, but it keeps projects moving.
Many dealers lack bandwidth to produce polished collateral or campaigns. The winning approach is to provide assets that are 90% done:
Example: A manufacturer ships a “Campaign-in-a-Box:” three emails, four social posts, a landing page mock, one case study, and a rep follow-up script. Dealers personalize the logo and phone number and go live in a day.
Dealers value manufacturers who help them stay in the account after the install. To accomplish this, the rep says manufacturers should provide:
Example: Ninety days after activation, the dealer automatically receives a “Usage & Health” snapshot they can share with the end user. It’s a natural conversation opener for add-ons or a service plan.
Every touchpoint should be easy to act on:
Example: A “Monthly Four” update: 1) New/updated products, 2) Program/promotions, 3) Training dates, 4) Inventory notes—with links to deeper content. Dealers know exactly where to look, every month.
In today’s smart home market, the manufacturers that champion dealers share a pattern: They reduce friction before, during, and after the sale. They answer questions quickly, train practically, design programs that build pipelines, document integrations clearly, communicate inventory realities early, and equip partners with ready-to-deploy sales tools.
Matt Dagoc is marketing coordinator for Keller & Associates.
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