Why You Win

What does it take to push an entire industry toward electrification?

In this episode, John and Kyler talk with Ben Hartford, EV Sales Manager at  Pritchard EV, about the complexities of transitioning commercial fleets from gas and diesel to electric. Ben shares his experience in helping Fortune 500 companies and government fleets set and achieve sustainability goals, as well as the challenges and opportunities of adopting EV technology.

Listen in as Ben discusses the future of fleet electrification, how to navigate the evolving landscape of regulations, and why starting small with pilot programs can lead to big changes.

 Key Takeaways:

1. Focus on Personalized Solutions: Focus on understanding customers' specific needs and fleet operations before recommending electric vehicle solutions.
2. Prepare for Future Regulations: Stay ahead of the curve by piloting electric vehicles and changing infrastructure now so that businesses are ready when new regulations mandate cleaner transportation options.
3. Explore Emerging Technologies: Keep an eye on innovation that may provide more efficient alternatives and recommend the most sustainable options for each customer. 

Timestamps:

(00:00) Meet Ben

(01:19) Pritchard’s role in the electrification of fleets

(02:14) Early adoption of EVs by customers

(04:09) Pritchard’s business structure and national reach

(05:55) Pritchard’s approach to customer engagement and education

(07:19) Consultative sales approach to EV solutions

(08:33) Navigating regulations and their impact on Pritchard

(13:37) How Pritchard helps clients adopt EVs gradually

(18:03) Encouraging pilot programs to test EV adoption

(31:12) Evaluating new OEM partnerships for Pritchard

(33:25) The shift from brand loyalty among customers

(36:34) Addressing infrastructure challenges for clients

(42:10) Hydrogen’s role in medium and heavy-duty fleet solutions

What happens when AI meets the world of pickup trucks?

In this episode, John and Kyler sit down with Nate Buelow, the VP of Marketing and Communications for Ram & Chrysler, to explore the strategies they’re using to navigate rapidly changing markets and evolving customer needs. Nate shares how AI is revolutionizing marketing, design, and user experience, making adaptability more crucial than ever. They also discuss Nate’s experience in balancing traditional and EV technologies for varied consumer segments.

You’ll learn about the technology helping them achieve success, dealer partnerships, and the art of meeting diverse customer demands, all while staying nimble in a fast-paced industry.  

Key Takeaways:

1. Embrace AI to Enhance Performance and Adaptability: Consider investing in AI-driven analytics to refine your marketing strategies and customer targeting to optimize operations, stay competitive, and adapt quickly to changes in the marketplace. 
2. Prioritize Strategic Communication and Leadership: Establish clear and frequent communication channels with your distribution partners to ensure alignment and responsiveness to market changes. 
3. Invest in Multi-Pronged Marketing Approaches: To tackle market complexities, adopt a comprehensive marketing approach that diversifies your efforts to ensure you reach a broader audience and adapt to various market segments. 

Timestamps:

(00:00) Meet Nate

(02:21) How Stellantis brand teams operate independently yet collaboratively

(08:02) The important role of regional dealers in Ram’s marketing strategy

(09:39) Driving demand through innovative marketing strategies

(11:06) Why metrics are crucial in Ram’s marketing decisions

(15:50) How Ram responds to critical issues 

(26:19) How dealer networks help in delivering Ram’s message

(31:24) The dynamic relationship between OEMs and powerful dealers

(36:58) Three buckets approach to marketing optimization

(42:27) Introducing the Ramcharger

(47:39) The importance of direct customer engagement

(52:31) Jeeps and the Rubber Ducky phenomenon

How can modern marketing strategies transform traditional agriculture industry?

In this episode, John and Kyler sit down with Marisa Riley, Director of Marketing at Case IH North America, to explore the intricacies of marketing in agriculture. Marisa shares her insights on building a high-performing marketing team, leveraging technology to support farmers and dealers, and navigating the challenges of a historical brand in a rapidly evolving market.

Listen to learn valuable insights on aligning bold marketing initiatives with brand values, integrating advanced technologies into agriculture, and supporting a diverse dealer network to drive business success.

Key Takeaways: 

1. Build Collaborative Teams: Focus on creating a collaborative environment with strong leadership and high-performing teams to drive marketing success.
2. Align Marketing with Brand Values: Ensure that innovative marketing initiatives stay true to the brand’s core values to maintain authenticity and trust.
3. Leverage Technology: Utilize advanced tools and systems to enhance customer experience, streamline processes, and gather valuable data for informed decision-making.

Timestamps:

(00:00) Meet Marissa

(03:17) Case IH adapting to post-COVID changes

(08:55) Balancing legacy with innovation

(12:30) Testing and iterating with the target audience’s input

(17:02) Integrating marketing early in product development

(19:41) Focusing on technology for growth

(30:06) Shifting marketing budgets according to market cycles

(36:30) Customer-centric approach in marketing

(38:19) Key advice for new commercial marketing leaders

Ever wondered how transitioning from internal combustion to electrification can innovate your sales approach?

In this episode,  Kyler and John sit down with Kelly Kiger, the VP of Commercial Vehicle Sales at Workhorse, to explore how to maintain a startup mentality in a rapidly evolving industry. As companies navigate the shift to electric vehicles (EVs), Kelly shares her firsthand experience of setting up dealer networks, transitioning traditional dealers to EV enthusiasts, and the unique challenges that come with this dual transformation. 

Listen to learn valuable insights on balancing a lean startup environment while meeting industry standards and how geographic readiness across the U.S. can guide your sales strategy. 

 Key Takeaways:

1. Adopt a Lean and Experimental Approach: Instead of adhering to rigid processes like those found in large, established corporations, embrace a startup mentality by being flexible and open to experimentation.
2. Consider the  "White Glove" Service: Providing a premium, personalized experience could significantly impact how your customers perceive new and innovative products, particularly in the EV sector.
3. Build Strong Dealer Relationships: Transitioning from traditional to electric vehicles involves educating and equipping your dealer network with the necessary tools and knowledge.

Timestamps:

(00:00) Meet Kelly

(05:05) Building a dealer network 

(09:54) Areas where Workhorse is excelling

(13:00) Balancing dealer expansion and direct fleet relationships

(15:54) White glove approach to marketing and customer engagement

(22:03) Building trucks before hiring a sales team

(31:04) Advice for transitioning to a startup

(35:47) Retraining dealers to sell EVs and adjust their business models

(41:07) Collaboration within the EV industry to drive overall success

What do the iPhone and Winnebago have in common?  The customer shows up demanding the brand. 

In this episode, Kyler and John sit down with Andrew Heddle, the Director of Digital Marketing Transformation at Winnebago Industries, to unpack his career at Best Buy, how they transformed by diving into the mobile business, and what he has learned from their strategic risks and successes and applied to Winnebago. 

Discover how understanding societal shifts, leveraging supply chain management, and aligning digital communication with customer needs can drive success in today’s fast-paced market. Andrew also shares insights into the RV industry, evolving digital marketing trends, and offers practical advice for companies navigating complex distribution channels.

Key Takeaways:

1. Take Bold Strategic Steps: Assess your market position and consider daring moves that could unlock new revenue streams. Partner with industry leaders to gain expertise.
2. Strengthen Supply Chain Relationships: Build strong supply chain connections and explore partnerships or joint ventures to fill any capability gaps.
3. Stay Flexible in Digital Transformation: Keep an eye on digital trends and be ready to adjust your strategies as needed. Use resources wisely to stay ahead and remain competitive despite digital disruptions.

Timestamps:

00:00 Meet Andy

05:15 The continuous evolution of digital marketing

12:25 Best Buy’s strategic move into the mobile phone market 

23:23 Advice for dealers in the RV market 

31:38 How brand and digital transformation are interconnected

37:40 Winnebago's history of pioneering categories

41:37 Investing in winners, adapting to emerging trends

50:24 RVs evolve to meet expanding interests

What happens when you combine AI, big data, and a deep understanding of dealer dynamics?  

On this episode, John Gough and Kyler Mason sit down with  Steven Hileman, Head of Strategy and Business Development at Roadpass Digital, who takes us behind the scenes of how they’re transforming their customers’ experience while tackling the complexities of multi-channel distribution in the auto and RV industries.

You’ll learn the secrets behind Roadpass' innovative approach to blending sales and marketing, leveraging AI lead generation, and nurturing partnerships with large dealer groups. Whether you're looking to enhance your dealer relationships or simply curious about how data can reshape consumer experiences, this conversation is packed with practical advice about how to maneuver the B2B2C distribution channel.  

Tune in and discover why understanding the deep nuance in the dealer channel is crucial for winning in today's market.

Key Takeaways:

1. Metrics Unlock Deeper Customer Understanding: Make sure you are tapping into data and analytics to gain a nuanced understanding of your customers' behaviors and preferences.
2. Simplifing and Bundle Offerings for Dealers: Simplify your product offerings to make them more appealing to your distribution partners.
3. Invest in Long-term Partnerships with Key Accounts: Focus on building long-term partnerships with strategically important dealer groups. 

Timestamps:

00:00 Meet Steven

04:24 Transition to a marketing role during the recession

09:36 Delivery challenges and improvisations

17:00 Airstream changed sales approach

25:52 All About Roadpass

39:41 RV rental started

45:59 Roadtrippers and expansions

52:36 Specialized AI development

What does it take to revolutionize truck storage accessories and master both B2B and B2C?

Join hosts John Gough and Kyler Mason as they welcome Wanda Rozwadowska, VP of Partners at DECKED, for a conversation about the ambitious strategies powering DECKED’s growth. In this episode, we explore how Wanda's extensive experience at organizations like Nike and Black Crows informs her approach to navigating the complexities of retail strategy, product independence, and consumer engagement. You’ll also learn how she’s manages cross-functional teams, implements calculated retail rollouts, and crafts seamless omnichannel shopping experiences for DECKED customers. 

Hear practical advice on thriving with complex distribution channels and leveraging both B2B and B2C strategies for sustainable growth.

Key Takeaways: 

1. Align Marketing Strategies with Key Consumer Moments: Consumers don’t think in channels. You have to make their experiences transition seamlessly from one channel to another — from OEM to dealer, and back. Consider planning marketing campaigns around significant events and seasonal activities relevant to them, such as product launches or peak periods like overlanding or camping seasons.
2. Adopt a Deliberate and Calculated Product Roll-Out: Taking a page from Nike’s playbook, slow down your product roll-out to ensure you have a well-defined blueprint and the right partners. Focus on a priority consumer profiles in the initial phase.
3. Balancing B2B and B2C Strategies: Develop distinct yet complementary strategies for your B2B and B2C segments. Emphasize creating a cohesive brand identity while addressing the unique needs of each audience. Spend more time understanding the dealer environment your customers interact with. 

Timestamps:

00:00 Meet Wanda

03:23 DECKED and small to medium-sized fleets

09:27 Selective retail partnerships

17:02 Wanda’s career at DECKED

20:48 Nike's impact on skateboarding over the years

25:25 B2B partners and retail strategy

33:17 Having proud partners

42:00 One leader for sales, marketing, and e-commerce

45:58 Partner expansion to international markets

How do you disrupt the commercial vehicle industry but maintain staying power in an environment where new OEMs regularly come and go?

In this episode, Kyler and John are joined by Mark Circo, the Head of Customer Experience at REE Automotive, whose career in the trucking industry spans over 20 years. As the conversation unfolds, Mark dives into the intricacies of building trust with dealers and end-users, drawing from his military and federal government sales experience.

Listen to learn the art of cross-training dealerships and the impact of electrified vehicles on different dealers, geographies, and even other OEMs. 

Key Takeaways:

1. Leverage Demonstration Techniques to Showcase Product Strengths: Create immersive, real-world demonstrations that highlight your product's unique features.
2. Adopt a Flexible and Personalized Training Approach: Implement cross-departmental training programs for your dealers, tailored to their specific product lines.
3. Cultivate Win-Win Relationships with Incentives: Foster mutually beneficial relationships with your dealers by providing incentives that align with their success, as well as your brand’s.

Timestamps:

00:00 Intro

05:40 Mack and Volvo as symbols of excellence 

15:34 New employee issues

21:02 Innovative transportation technology

29:45 Product performance and features

35:09 Engaging with customers, building trust, maintaining communication

47:32 Embrace change, learn, and push limits forward

48:24 Take risks, bet on yourself, and choose wisely

From dealing with complex distribution channels to trying to control a distant customer experience, leaders in mobility manufacturing deal with complexity every day. But then, there are the leaders who are, simply, winning. 

This is Why You Win, the show hosted by Element Three’s Kyler Mason and John Gough that asks the foremost leaders in the industry to share where they are placing bets and making hard choices that put their businesses in a better position to win.

Connect with Kyler: https://www.linkedin.com/in/kyler-mason/ 
Connect with John: https://www.linkedin.com/in/jhgough/