32 Zipp representatives and SRAM come together to boost sales of SRAM’s brands. SRAM aims to widen the awareness among dealers of the SRAM lines available in the market. And Brian Gavette, director of North American aftermarket sales and marketing for SRAM, assigns Zipp reps to help to be the key players in fulfilling the job.
Reps are now promoting employee purchase programs to distinguish key influencers and clinics on SRAM’s XX mountain group. Also, Apex road group and SRAM aluminum wheels are now being promoted as an initial move.
It took extensive training to educate the reps of the technicalities and the flow of the mountain bike market that STU (SRAM Technical University) was opened to them in order to ensure their mastery of the SRAM selections. Instructors were deployed to reach reps that are working in the field.
Zipp will now be assigned to represent for its sister brands, SRAM, RockShox, Avid and Truvativ. The addition of SRAM in their portfolio meant stremlining brand conflicts.
Relationships were kept intact in SRAM’s decision to add external sales support. SRAM will keep and continue to respond to orders through its network of 14 US and 2 Canadian distributors. Zipp will continue direct sale of its wheels to dealers through its warehouse in Indianapolis and through its three distribution partners: Quality Bicycle Products, The Hawley Company and Security Bicycle Accessories. Though warranty and technical service is passed on to the SRAM dealer service team in Chicago, the internal sales team still manages to stay whole.
In fact, the employees of Zipp were all kept with regards to their loyalty to the company, averaging in six years or so.