This transcript was generated with the help of AI and may contain some errors.

[00:00:00] Ron Luttrell: I think dealers are looking to the OEM to solve the solution because they’re really trying hard to maximize their marketing dollar to drive traffic through their store.

[00:00:10] Ron Luttrell: So I think they look at the OEM to solve that problem. And maybe it’s more of a collective thing where we pull the dealer network into that, onto those solutions as well. Whether you’re going to market through dealers, distributors, or some other partner channel, the mediated sale is complex.
[00:00:30] We call it B2B2X. But the leaders in the industry are the ones who are making it look simple. I’m John Goff. And I’m Kyler Mason. And this is Why You Win, presented by Element3.

[00:01:28] Kyler Mason: Ron, it’s really great to have you on the show. Thanks for coming on today.

[00:01:31] Ron Luttrell: Thanks for having me. It’s gonna be a real pleasure.

[00:01:35] Kyler Mason: we connected a couple months ago at AIM Expo and um, that, that’s a power sports show that I’m sure you’ve been going to for years and years. But what I wanna hear from you first is what’s happening right now in power sports and motorcycles in particular that’s just like the most interesting thing to you.

[00:01:53] Ron Luttrell: I think there’s a couple of things that are pretty pressing in the motorcycle space right now. First of all, tariffs have got everybody kind of freaked out. How are we gonna navigate this landscape? Right? And none of us know the answer to that because it’s not landed yet. We have no idea what this is gonna end up.

[00:02:11] Ron Luttrell: And then number two, and probably the most important that’s been happening in the industry for a long time is the decline of ridership, right? Our, our writers are aging out of the market. And how do we grow that market? We collectively kind of talked about this at aim that we, we need to get together to help grow that pie.

[00:02:33] Ron Luttrell: and it’s time for us to take action instead of just talking about it. ’cause through the course of my career since 2008, I’ve been sitting in conference rooms having that various conversation about how do we grow ridership. I. As a community, we’ve not been a good steward of the business and led that growth yet collectively.

[00:02:54] Kyler Mason: Interesting. Those are today problems and tomorrow problems that you’re talking about. Right? Tariffs and the industry kinda shrinkage as a whole. But since 2008 is interesting and we’ll, we will like get to the B2B, the X part of that in a second. But like why is that problem getting solved now over the course of almost 20 years? What’s happening? I.

[00:03:18] Ron Luttrell: Feels like to me as an industry, you know, we, by nature, we we’re competitive, we race, we do all of those things. So instead of looking at my competitor, another fellow OEM, and going, how can I help you? How can you help me grow the pie? I’m just out fighting for another percent of market share from you. So we’re not collectively working together.

[00:03:42] Ron Luttrell: I think it’s pretty simple if we just realize tide rises all ships, right? That’s where we need to get to as an industry. I’m glad to see the conversations have started at aim and I just hope that we can pull that together into real action. I’m super passionate about that.

[00:03:59] Kyler Mason: thinking about business performance and limited resources, and you’ve gotta choose between invest a dollar and. Competitive advantage versus, you know, rising the tide. I can, I can see the pressure. So it makes sense that that’s been the battle that’s been going on, uh, in the way that you described it. Well, in the conference rooms that you, that you are in when you’re having those conversations, where are those, those are inside the oe, right?

[00:04:24] Ron Luttrell: They are. Yes.

[00:04:26] Kyler Mason: So what’s the, I mean, what are the vibes? What are the counterpoints? Everybody understands the problem, but, but what?

[00:04:33] Ron Luttrell: I don’t think we ever saw the value in like the dairy industry. Did the Got milk or the go rv? to Kyle’s point, you know, budgets are limited, so where do you spend that? I’ve never seen an OEM have an abundance of a marketing budget, so that is one challenge that we must overcome.

[00:04:53] Ron Luttrell: Right? How do we,

[00:04:54] Kyler Mason: we wish?

[00:04:55] Ron Luttrell: don’t we?

[00:04:59] Kyler Mason: Yes, I have all the money. What do you wanna do with it? Uh, got milk is a great example of that. All right, so Go rv, is one that I think power Sports likes to look at because it’s sort of an adjacent industry. And they say, you know, the RV companies came together. Rvo OES came together a couple years ago. Especially kind of before and like in the middle of Covid and decided that, you know, post 2008, 2009 recession, we’re gonna like build the industry. We’re going to have a dealer’s association, we’re gonna build the industry, we’re gonna have these industry growth campaigns. And it, and it kind of worked and it sort of is in some ways the gold standard and outdoor rec dealer groups coming together and, making these campaigns work. know that Maureen looked at those organizations later on and thought. Okay. Yeah, good idea. We should do that too. And it seems like power sports might be waking up to that moment as well. but the lobbying that goes into Got milk or like the other kind of industry work that has to go into both legislation and promotion and advertising and brand awareness on all these things.

[00:06:03] Kyler Mason: It’s, it’s very multifaceted. if you could believe your magic wand and fix that problem. What does that?

[00:06:12] Ron Luttrell: if we got all of the OEMs to the table with that plan to move that forward, and we’re all gonna have to step up and sponsor that in some way.

[00:06:22] Kyler Mason: you guys seen the, the recent campaign from rv? I think it’s just like ride in line with, moving the industry forward. there’s, I think, different vignettes of, the pains in travel when you, like you’re going through the airport and you’ve got your kids on the plane.

[00:06:38] Kyler Mason: I have seen this. And then it’s just, yeah, they, they do a really good job. kids are complaining, they’re like, iPads are dying. They are, you know, they’re being kids. remember how they pay off the, um, the ad, but it’s. It’s obviously like, why would you do this? You should go RVing or go camping. so it’s, it’s a nice play on pains of the alternative. Ron, why aren’t people riding? Why, why has it been in slogan decline for 20 years? I.

[00:07:05] Ron Luttrell: You know, I saw a survey about why youth aren’t riding motorcycles. I, I think it was specifically slanted at millennials and they gave the top 10 answers.

[00:07:16] Kyler Mason: But I think this goes on to, gen Z as well. The top 10 answers really weren’t 10. There were two, and it was safety and convenience. I think there’s another place that as an industry, we could, if you look at how safety gear has improved over the last 10 years, last five years has been really significant.

[00:07:39] Ron Luttrell: And we don’t talk about how safety gear has improved and that motorcycling is significantly safer than it was 20 years ago.

[00:07:47] Ron Luttrell: the.

[00:07:48] Kyler Mason: I, it keeps me from it to be honest. Safety. I had a, I had a bad crash on a moped when I was a kid. And now, you know, adult family, kids, just, even that memory is like, scares the shit outta me. idea about.

[00:08:02] Kyler Mason: The safety gear is improving like significantly.

[00:08:05] Ron Luttrell: Yeah, I mean, you could even buy a full air suit today. So in within nanoseconds, if you’re ejected from your motorcycle, it blows up and it reduces broken bones, if you will, and severe injuries. So we don’t talk about that as a, as an improvement. And then if you look at motorcycles themselves with all of the traction control and a BS and how that’s improved, it’s significantly safer on both sides of that, both from the motorcycle itself and the gear.

[00:08:35] Kyler Mason: increased safety, uh, and convenience is the other thing, like not, not convenient to get around, not convenient to carry your stuff around. Is that the idea?

[00:08:43] Ron Luttrell: Yeah, it’s convenience of how do I get my laptop to work with me? Well, we also don’t talk about all the accessories and how convenient you can make a motorcycle with pan years and top boxes and those kind of things. I think the convenience part is, probably significantly the lesser concern other than over the safety.

[00:09:04] Kyler Mason: that break down between like a daily driver versus like a. Weekend enthusiast versus like a, you know, offroad kind of thing. do you have a sense of where that market is changing or is it just across the board?

[00:09:19] Kyler Mason: I think the decline is most significant in the the road going piece. Right. And I. So within that, there are several segments that break down. Dirt bike saw, uh, an off-road motorcycle, saw a big surge. especially during Covid, you know, families for a change. Were out riding motorcycles together. another trend I’ve seen is the A DV market has really grown, but it, it was growing at the same time.

[00:09:45] Ron Luttrell: The sport bike market was starting to decline. And what I think happened is. That customer got to a point where I can’t ride in that position anymore. My back hurts, I’m getting old. Whatever it is, I’m not comfortable. So they gravitated to a DV bikes. The good news is in 24, the sport bike segment started growing a little bit.

[00:10:08] Ron Luttrell: that does mean we are starting to attract a, a younger rider. I think that’s what that means.

[00:10:13] Kyler Mason: do you have, um, data, do the OE have data about those age, the age of those rider as they’re coming in?

[00:10:20] Ron Luttrell: OEMs have the data right from registrations, that kind of thing. But again, we don’t share that. So we don’t know what it looks like as a total industry thing. That’s the challenge, right.

[00:10:30] Kyler Mason: you, you know, you’ve been working in sales and dealer development for over 10 years, a long time. In that position at the, at the OE level, when you’re working through the dealer and you’re consulting with them on these questions that you’ve had for a long time and you’ve been working on, what’s the relationship like within your own dealer channel?

[00:10:49] Kyler Mason: I think dealers are looking to the OEM to solve the solution because if we, we talked about the marketing budget size for an OEM. Think about I. Two steps back at the dealer level and you know, their budgets are even smaller. So they’re really trying hard to maximize their marketing dollar to drive traffic through their store.

[00:11:09] Ron Luttrell: So I think they look at the OEM to solve that problem. And maybe it’s more of a, a collective thing where we pull the dealer network into that, onto those solutions as well. And if we extrapolate that across OES and the dealer network, now we’ve got a much larger budget to work. With,

[00:11:28] Kyler Mason: I gotta imagine like, to your point of, collective effort and spend that as a percentage of revenue. this could be totally off, but I would imagine that dealers are spending more on and marketing as a percentage of revenue than the OEMs are, as by nature of the. The machine that they are sales and marketing engines. And if you could, if you could pull off what you’re talking about, you could maybe have some, some substantial impact.

[00:11:53] Ron Luttrell: I do agree with you. I think percentage wise, it is probably higher for the dealer network.

[00:11:58] Kyler Mason: there’s also like a lifestyle component of this in a way that exists, certainly in other parts of outdoor rec. But I, I mean, I used to ride and I think. that community, part of Motorcycling has, has been way stronger group rides, uh, on the weekends or the rallies or those kinds of things like, there’s a really essential part of community that happens there. And I, and it, it occurs to me that there’s probably a carryover from a franchise model. So if you think about like. funds regional marketing for, for their franchisees. they have regional marketing funds that the individual locations around a city, for example, like Fund up into and corporate will like, help manage those funds and provide agencies and, assets and all those kinds of things, That fund is managed at that kind of regional level. Imagine that there are dealer groups that maybe, you know, all royal infield dealer groups in a certain region into, or frankly just all power sports dealers in a region, whatever OE they represent, fund into and say, we may not be able to grow power sports nationwide, but we can grow power sports in Indianapolis and we can have our rallies and we can do these things.

[00:13:13] Kyler Mason: And it becomes. Tribal in its own way because like people like to sort themselves by, I’m a Harley rider and I’m an infield rider. it just becomes like, I’m a biker, you know, and we’re gonna go be bikers together.

[00:13:27] Ron Luttrell: I like that idea a lot actually. Uh, I think the challenges we’ve addressed how OEMs are competitive with each other. Well, that’s even worse at the dealer level.

[00:13:38] Kyler Mason: why, like, I mean, I get, I get why, right? Like I have the, you know, I have my inventory and I wanna move it, and I don’t wanna move it for you. Uh, but when we’re talking about growing the industry, when we’re talking about growing enthusiasm for an activity, and we’re back in this, like rising tide lifts all boats, I just can’t help but think people that we’re talking about are people on motorcycles. People who are motorcycle aware and motorcycle curious you know, they’ll see the ad campaign and ad campaigns are great, but what’s even greater is seeing your neighbors out, having fun driving by a big rally and feeling welcome at that rally. And it’s not like, rallies were, you know, 30 or 40 years ago that were scary and. industry grows by attracting people like, you know, Kyler and I who have kids and are afraid to put ’em on a motorcycle ’cause they’re gonna want to grow up riding a motorcycle. How do you like convince us that, that that can be a safe and fun and that different kind of thing than what’s in our imagination?

[00:14:40] Ron Luttrell: I mean, I, I think part of it is that, like I said, that safety gear education, I think it’s just having these conversations. Both of you have concerns about your children riding motorcycles ’cause they’ll grow up riding them. you get good training right, and you have your children trained on motorcycles at a a training school, you know you significantly reduce any of those potential outcomes that are your possible fears, right?

[00:15:09] Kyler Mason: But I have boys and they are dumb. I was a teenage boy. I remember how dumb we were.

[00:15:18] Kyler Mason: I think there’s a component of this too, that I think you’re hitting at John too, is like, to rise the tide. Something cultural has to change too. And it’s probably addressing fears and issues and opportunities, but there’s, there’s trends that I think can be and manufactured by way of, collective brainstorming and thinking.

[00:15:37] Kyler Mason: That I do think could help on that front too. what will be cool, what is cool, what will continue to be cool. I think those things can overcome challenges and. I imagine that’s a big part of what needs to, be in place to help solve this problem too.

[00:15:52] Ron Luttrell: the industry. We’ve solved this once before. Um, I’m, I’m kind of a, a data geek in some ways, so I went back and plotted motorcycle cells for a hundred years in the North American market. And if you look at where motorcycling was in 1959, I. We were terrified of motorcyclists, right? They were the bikers.

[00:16:14] Ron Luttrell: It was Hollister, uh, the wild one. So there was the perception that motorcyclists were all those bad biker Hell’s Angel types. And, there were about 3000 motorcycle dealerships in the US at that time. Most of them were part-time dealers and they were kind of more basically a repair shop. Or just to hang out for the biker gang is what they really were.

[00:16:40] Ron Luttrell: Everybody went there and drank beer and told war stories and that had a horrible perception. And if you look what happened in 1960 with Honda and they created meet the nicest people on a Honda, and then Sears and Robot got back into the motorcycle business and had motorcycles in their stores. All of a sudden, college kids are riding motorcycles, my neighbor’s riding them right?

[00:17:05] Ron Luttrell: These are people in my community, so overcame that once before. I don’t know if we’ll ever come up with another campaign like that one, but I think we can solve the problem.

[00:17:16] Kyler Mason: back on your experience, working with dealers, working through the channel, a place of friction across all of the industries that we think about and, and talk about and, How do you get a dealer to represent the product that I’m trying to sell in an effective way, in a well positioned way, effectively against the other maybe competitive, products that are on there a lot or in their store?

[00:17:41] Kyler Mason: How do I, how do I get them to behave a certain way, frankly, like ultimately, at the end of the day, I’m gonna try and enable my channel. gonna try and drive a certain type of behavior. is the same thing that we’re doing at a consumer level. I’m trying to drive a certain type of behavior and produce an incentive to get somebody to do a thing that, hopefully isn’t their best interest, something they wanna do anyway, but just pick me to do it for you instead of somebody else. There’s gotta be a good corollary here, right, about the things that. That we are good at in terms of professional communications and sales through the channel into the consumer that has a direct application here. So I’m wondering really, Ron, like looking back over your experience doing that, what has been the most effective thing tool in your tool belt for getting a dealer to come over to your side and get them to understand that what you’re asking is really in their best interest?

[00:18:34] Ron Luttrell: you have to turn them into advocates for the brand, right? There’s two approaches that OEM take, and I’ve been fortunate enough to see from both sides of this. There’s the OEM who goes in and these are the 15 things that you do. You’re gonna spend. A hundred thousand dollars on your store design, you’re going to, you know, all these tick marks.

[00:18:55] Ron Luttrell: And that’s tied to usually some backend money as an incentive for the dealer. So that’s one motivator. And then there’s a, the other philosophy of going in and go, I, I do need this representation for my brand in your store, and then I wanna be the easiest OEM you have to do business with. And you turn that dealer principle and sales manager and sales team.

[00:19:19] Ron Luttrell: Into advocates for the brand. So those are two ways I kind of think being the easiest to do business with. And turning those dealers into true advocates for you, uh, has far more benefits than going in with the, here’s your command list

[00:19:35] Kyler Mason: is there a face or a person that comes into mind immediately as you’re describing that philosophy? Like what was the best, partner you had on the other side of the fence to make that work when you were living that? perfect version of that world.

[00:19:48] Ron Luttrell: I walked into a store one day and performance was subpar from where it should be in the marketplace for a brand I worked for. And I met with the dealer principal and the general manager of the store and wasn’t really getting any traction. However, there was a salesperson on the floor that as soon as I walked outta that office was all over me and I realized that that salesperson was an advocate for the brand.

[00:20:18] Ron Luttrell: I worked with that salesperson and he infected the entire store with the brand within a matter of about four months. That’s one of those magic little gems, because that was from the bottom up instead of top down.

[00:20:30] Kyler Mason: How did you harness that? Like what did you do?

[00:20:33] Ron Luttrell: the first thing I did for him, he said I, my dealer principal will not allow us to ride our demo bikes. None of the employees in the store because of insurance concerns, and he said, I’d, I’d really like to spend some time on it. I rolled my motorcycle out of the back of the van that I was in, handed him the keys and said, I’ll see you in three weeks.

[00:20:57] Kyler Mason: That’s cool. Did that turn into any anything formal or was that just a thing you got to do?

[00:21:03] Ron Luttrell: just had him sign a waiver and that put him over the edge. He was already enthusiastic about the brand, but now he had lived with the motorcycle on a consistent basis for three weeks, commuted, et cetera. so that’s what turned him into I think, what I, I would call the super advocate that infected the rest of the store.

[00:21:23] Ron Luttrell: Their sales went up about 30%

[00:21:25] Kyler Mason: I mean, this is a good idea. It was grassroots. It was like you solved a problem. But now I’m like, how do you scale that? is there a way that you thought to yourself, should do this in all conditions like this? when you went back to the corporate team, did you guys have those discussions?

[00:21:42] Ron Luttrell: We did. And that is the challenge. How do you scale that, right? Because you’ve got a field team out there that has demos on their vans, but you don’t have enough. Service 35 dealers at once, right? As a, it’s a single field guy,

[00:21:58] Ron Luttrell: so it is tough to scale.

[00:21:59] Ron Luttrell: I guess a bandaid to this problem, right? We took dealers that we knew. Were underperforming and tried to find advocates in those stores and do and replicate that to try to help the the middle bottom tier of the dealer network. So that’s a little easier service ’cause it’s a smaller chunk of the pie.

[00:22:18] Kyler Mason: Did you see similar results?

[00:22:20] Ron Luttrell: We did it, we didn’t 30% across every dealer network, but we did see improved sales. Yes.

[00:22:27] Kyler Mason: was there a different play then for the markets or the stores that were already performing?

[00:22:33] Ron Luttrell: I mean, I, I think you’re going in and approaching that from a consultant side of the business, right? Right. You’re doing really, really well. Where are the, you know, shortcomings that you see? How can we as a brand help you improve even more?

[00:22:48] Ron Luttrell: dealers and major metropolitans are really dialed in that are doing well, kind of always have the same consistent challenges, right? I. I think you have to help ’em with lead management as one and, and stay on top of that just because they, they have such volume in the store.

[00:23:06] Ron Luttrell: They don’t have, most dealers don’t have BDCs, so then lead management follow up falls into 24 to 48 hours. We know customers like to be contacted in an hour or less, so try to help them work through that. Uh, process that’s getting significant easier with, uh, AI coming on board,

[00:23:28] Kyler Mason: What’s a, B, D, C?

[00:23:29] Ron Luttrell: business development center.

[00:23:31] Kyler Mason: Cool. you’ve got a lot of experience in this space and, who should do what in the whole dynamic of the OE Em and the dealer, and particularly when it comes to marketing, like where should the line be drawn?

[00:23:43] Kyler Mason: Is there a line when it comes to. The best formula for the OEM provides from a marketing and sales and lead support and what the dealer should be responsible for. I’m interested in, your experiences, if you’ve got like a, a playbook or winning formula in your head for this is the relationship OEM and dealers should have when it comes to who owns what and who does what the space of, of marketing do you have thoughts on that?

[00:24:10] Ron Luttrell: I think OEMs are responsible for. That initial interest, uh, and getting that consumer in the lead funnel, that’s usually at a, a national level that we’re doing that. OEMs today are also really good about geotargeting customers in a dealer’s area, we’re no longer just shotgunning that out. We are concentrating on the network to drive traffic into those stores. I think for the dealer marketing piece, right, that gets handed over into driving, customer retention to me in lots of ways. ’cause we’ve got ’em in the door now. It’s, dealers.

[00:24:50] Ron Luttrell: Most successful marketing campaigns that I’ve seen have always been evolved around getting those customers that have already bought from them back into their stores for. An event or open house or a sale or whatever that is. So I kind of think that’s the distinction there, between the two and the marketing plans, I.

[00:25:13] Kyler Mason: you mentioned the OEMs doing like, you know, geotargeting campaigns in a dealer’s area. we’ve seen in like spend. So the dealer will be doing the same thing.

[00:25:24] Kyler Mason: they’ll be spending money on their own local marketing, their own keywords. OM will be doing the same thing. They’re effectively driving up their costs. Have you run into that or, seen ways to navigate through that so it’s not so inefficient.

[00:25:38] Ron Luttrell: Yeah. I think one of the things, and there are a few brands out there doing it, but I think collectively that’s something that we should. Do as an industry. Again, OEMs are not always good about sharing that marketing plan in advance to the dealer network. if we shared that plan in advance, it would allow the dealer to market based off of that campaign, but reach more people, if that makes sense.

[00:26:05] Kyler Mason: It does make the dollar go further, make it more efficient, layer it in where there’s gaps in the OEMs plan, that kind of stuff.

[00:26:12] Kyler Mason: So in your most recent role at Royal Infield, you all had just, just launched this year, the Flying Flee. And so as you’re talking about how we can improve marketing outcomes, sales outcomes by involving dealer networks earlier, that is sort of a different bike in, in a lot of important ways, I think for royal Infield. And I’m just wondering if you can kind of cross section those two things together for me. How do you put product launch. Especially in this kind of new, uh, new type of product, new different thing that you’re trying to put out into the market and activating the dealer channel, do those things come together and do you think that that worked particularly well?

[00:26:51] Kyler Mason: Or do you think there’s better, you know, opportunities that that could have been improved?

[00:26:55] Ron Luttrell: launch with the Flying Flea was really interesting because not only was it a new motorcycle in a brand new space, it was also launching a sub-brand and it’s electric and it’s, all of the three things are significantly different. Right.

[00:27:09] Ron Luttrell: And you had, you have different background and experience there too, because before you were at infield, you were at zero and zero is electric first. Right? So at least category experience, infield does, does infield have another electric biker? Was that the first one?

[00:27:25] Ron Luttrell: That was the first one.

[00:27:27] Kyler Mason: The, the flea was new for infield in a, in a couple of ways that you mentioned it being the first electric bike as being one of them. But that wasn’t new to you because you had worked at a OE that was all electric. And so I’m interested to know, like, how did you carry your experience launching, at infield a new type of bike that they had never had before, but you had had experience selling before?

[00:27:50] Kyler Mason: What was the insight that you brought?

[00:27:52] Ron Luttrell: When it comes to selling the electric space, I think has made some critical errors over history, right? And I, I think it starts with the Nissan Leaf when they came out and pounded our chest, Hey, we’ve got a 77 mile range.

[00:28:06] Ron Luttrell: Well, in reality, you’ve just told that person, you’ve given them anxiety. 77 miles. I drive more than 77 miles. I mean, for Christ’s sakes, I live in Atlanta. I’m in a car four hours a day. Of course I drive more than 77 miles. Reality is no. We sit in traffic four hours a day. We don’t drive 77 miles. So anytime it you come out with that range number up front, I think you’ve automatically shut the door on electric.

[00:28:37] Ron Luttrell: So you gotta change the sales process and the marketing pitch and talk about that range in a different way than stating that number right out of the gate. when you change that sales position and you talk to that consumer about how they actually use the motorcycle or the car and discover, sometimes it, it doesn’t fit their needs, but 90% of the time it does.

[00:29:03] Ron Luttrell: the purpose of this podcast is, you know, talk about B2B to X and why you win.

[00:29:06] Kyler Mason: What are we, what are we forgetting to ask you when it comes to. The winning formula for OEMs in this space and winning with dealers and winning with customers. is there anything that we’re, that we haven’t dug up that we should be?

[00:29:17] Ron Luttrell: the one thing that we need to work on collectively, both from the dealer side and the OE side, is better communication between the two of us, so that we understand more what the local market needs and how to support those dealers within that local market.

[00:29:33] Ron Luttrell: And then I think the dealers need to use their dealer advisory councils wisely. And provide really solid data and information back to the OEM. So the OEM can help make those improvements, in those regions to increase sales. And I think sometimes that communication back gets lost, uh, especially if a dealer gets frustrated.

[00:29:56] Kyler Mason: You see dealers on LinkedIn who will roast one of their partners and. The points are valid. However, the delivery method just made that brand check out and go, I’m not dealing with that, right? That’s good stuff. You wanna take us home, John? Ron, this has been really great. We really appreciate you coming on and sharing your experience and insights and here, um, and, and your war stories too. That’s, uh, that’s always a great part of this. you have anything else that you wanna leave us with?

[00:30:27] Ron Luttrell: I just appreciate your time today and your support for the industry. It’s awesome.

[00:30:31] Why you win is presented by element three, a marketing firm focused on modernizing go to market strategies for manufacturers that sell through complex distribution channels.

[00:30:41] We help leaders solve problems across demand generation, sales channel support, and brand development. If you’d like more from myself or John connect with us on LinkedIn and for more from Element Three.

[00:30:52] Visit elementthree.com. That’s elementthree.com.