Here we are gathered at the 46th annual National RV Show, after a very trying and tumultuous year.
The industry looks vastly different than it did just 12 months ago. Several well-established manufacturers who once displayed products among these halls have disappeared. So, too, are many dealers who have been forced to pursue other opportunities after the market meltdown we’ve all endured.
We can dwell on the negative, and allow it to influence our perspective entering a new year. Or we can focus on the opportunities that present themselves — and there are many.
This show presents an opportunity unequaled in the industry for many years. Because most dealers have lost at least one manufacturing partner this year, they are undoubtedly on the prowl for hot new products to replace inventory they were forced to liquidate.
Dealers will be looking for quality products at reasonable prices. But, more importantly, they’ll be looking at warranty programs that won’t leave them holding the bag. The economy this year wasn’t one in which they could afford to cover the costs to repair RVs produced by manufacturers who abandoned their dealers when they abandoned the market. Dealers will be looking for true industry partners who have the wherewithal and resources to serve them for the long haul.
By the same token, manufacturers who lost several dealers are desperately struggling to find anyone who can order product off their assembly lines. Many have already laid off hundreds of qualified craftsmen. Manufacturers are undoubtedly looking to increase their business so they can hire back their trained workers before another factory snags them.
Manufacturers are also looking for professional dealers who take their jobs seriously and have the wherewithal and resources to serve their common customers for the long haul. They aren’t interested in taking on dealers who are simply looking to add a unit or two to their inventory — they want dealers willing to partner with them to build a brand.
Suppliers, too, have lots to gain at this show, especially if they sell products that help manufacturers shed weight from the units they build. Suppliers who offer products that can improve the RVing experience by making it safer, easier or more fun for customers also stand to do well at this show.
As most dealers well know, RV owners are using their units. They made an investment in owning a recreation vehicle for a reason — to recreate. And there is no better way to escape the worries of the workweek for a little peace, quiet and camaraderie with friends and family than in an RV and by using the accessory products that make the lifestyle so enjoyable.
There is plenty to do at this show. And the companies that made the investment to be here representing their firms and showcasing their products deserve your attention. When all the costs are factored in, they have spent a small fortune to be here — and they deserve a few minutes of our time to deliver their pitch and to show us their products.
Dealers who took the time to come here also made a sizeable investment in their future. They are among the most dedicated, committed professionals in the RV industry today. When they walk up to a booth or into a display, they deserve some attention as well. The staff can talk among themselves and play Frisbee later.
Yes, there will be time for play and celebration. But when the show floor is open, it’s game time. If we aren’t selling, we should be prospecting. If we aren’t prospecting, we should be strategizing to capitalize on the momentum created by this annual event.
If each person attending this show can maximize the investment of their time in the next 72 hours, then 2009 will truly be a successful year of recovery.