Interesting news in today's Update about Honda now selling their premier lawn and garden range through John Lewis's website.

Coming hot on the heels of the STIHL and Dobbies announcement, which presumably is just the first of its kind, specialist dealers more than ever need to be concentrating on what they do best.

Offering a very real alternative to the mass channels.

But of course, it's all very well being the best at what you do in your local area, but what good is it if no one knows about you?!

Everyone will have their old regulars who they can count on for repeat business. However, they can't be relied upon forever.

Who else is out there? New people will have moved into the local area. Young people will have bought their first house with a garden. People whose previous machine was purchased from a shed or the internet will be looking to upgrade. There is definitely plenty of potential.

If they've never heard that there is retailer locally who specialises in the machinery they are after though, how are they expected to come in through your doors?

The key is good communication. You have to let them know there is a genuine, and frankly infinitely better, alternative available to them.

Focusing on customer communication is crucial for the long-term success of any small business. In the early stages of the relationship, effective communication ensures that the customer knows you exist and that you meet their immediate needs. As time goes on, regular communication with your customer base allows you to continue to meet its requirements – and of course benefit from their repeat business.

Communication is just one of the myriad of skills which a successful dealer needs to master to compete in the marketplace - but as skills go, it's right up there.

We have a Special Report supplement included with the forthcoming issue of Service Dealer magazine focusing on this very subject. It includes an interview with a dealer who is finding real success in mixing the modern with the traditional in terms of how they reach out to potential and existing customers.

The report also takes a look at areas such as social media, updating websites, local press advertising and not forgetting the vital communication tool of face-to-face, in-person interaction.

Powerful, effective communication is fundamental for specialist dealers - without it, few other aspects of a customer’s experience will matter.

Look out for the Special Report which will be included in the November / December edition of Service Dealer magazine.