I like building things, trashing things, making things around the house. Sometimes I know exactly what to do, like keeping my yard up to snuff. In other cases, I have no idea what I am doing. And when I do not know what I am doing, my intent to build often ends up looking like trash. So typically, a consumer heads off like herd to the Big Box looking for answers. What can I do, and do it better than I am currently doing? So when I end up inside the Big Box, I feel small. No one with expertise to answer the question. In most cases, no one is around. I graze in the maze looking, searching, hoping. But I feel small…and alone. And for those that want to keep their yard up to snuff and still don’t have the answer, your yard ends up looking like trash. (harsh I know). Oh the envy of those neighbors who use the PROS, they are “yards” ahead. Luckily, STIHL avoids being sold inside Big Box, but rather they sell through independent dealers who give the attention, service and know how to help consumers who want the answers. Plus their products are awesome. I recently read a book, The Distribution Trap by Andrew Thomas and Timothy Wilsonson. Chapter 6 talks about STIHL’s dedication to its independent dealers and as important their disdain for ever wanting to sell through Big Box. An interested quote by Peter Burton, STIHL’s VP of Sales and Marketing, regarding why they do not do business with Big Box…”If you sleep beside and 8,000 lb gorilla, you don’t want to be caught underneath when it rolls over.”
Great news for consumers: You don’t have to buy the number #1 brand of outdoor power equipment in America from the 8,000 lb gorilla, because STIHL has 8,000 dealers to help and serve your needs.
See the work product that promotes this positioning.