Top Dealer Program

When developing a successful channel program, especially with diverse internal partners, the foundation must be built on critical and key relationships. This particular client faced a common challenge: their existing program, despite having new internal partners, was one-dimensional, focusing solely on rewarding sales behavior. It was a finite, transactional relationship, offering no inherent “stickiness” or loyalty. As Dondi Schwartz, a Marketing and Brand Executive Consultant, aptly noted, “Any brand can create a transactional relationship, but that doesn’t cut it these days.”

Recognizing this critical gap, Dondi Schwartz enlisted Miller Wittman Retail Design Group to provide the missing “glue” and transform this dynamic.

The Miller Wittman Approach: Building a Foundation of Loyalty

Our team set out to create a new program that would reward loyalty behavior, moving beyond mere transactions. This initiative was dubbed the “Top Dealer” program, designed to be an exclusive club every dealer aspired to join. By shifting the focus, we began to reward the very behaviors the client wished to cultivate and see flourish within their network.

Client Spotlight: A Discussion With Dondi Schwartz

Dondi Schwartz’s perspective offers invaluable insight into the collaboration and its success:

“The ability to listen to the different perspectives and stakeholders…and synthesize them like crazy! You’re trying to bring together some very different perspectives into a single program to innovate around a brand new idea and get everybody aligned on that vision. I thought they did such a good job of helping us package it, tell our story, and get buy-in for the program.”

Dondi further highlighted the collaborative and enjoyable nature of the partnership:

“And working with them was a ton of fun. I believe strongly in enjoying the people you work with. It helps you have positive energy and be motivated and inspired. I thoroughly enjoyed the Miller Wittman team as people and as partners. To have a trusting, fun, and collaborative partnership is a gift.“

A key differentiator, according to Dondi, was the combined expertise of the Miller Wittman team:

“The combination of expertise between Sarah, Paige, and Scott is a triple threat. It makes them uniquely qualified to activate a dealer network. You get all of the perspectives: Paige with her sales background and ability to understand the customers; Sarah with the financial expertise; and Scott with the creativity to build an experience that engages the audience. It’s a really cool model. I’ve not met another group who has brought those three talents together like that before.”

Impact and Conclusion

By introducing the “Top Dealer” program, Miller Wittman helped the client transition from a purely transactional model to one that fosters deep loyalty and engagement. This new framework incentivized desired behaviors, transforming the channel relationship into something valued, aspirational, and genuinely sticky. The success underscores Miller Wittman’s unique ability to synthesize diverse stakeholder needs, build alignment around innovative solutions, and deliver programs that truly activate and empower a dealer network.