Beyond the Build: Giving Dealers a Framework to Manage Manufacturer Relationships

NATM Dealer Summit Session 2

A last-minute change of plans didn’t stop Johnny Shelton (NC Trailers) and Zach McCalley (Superstar Trailers) from delivering one of the most highly attended sessions at the 2026 National Association of Trailer Manufacturers (NATM) Dealer Summit.  

When Shelton was unable to make it to Nashville, Tennessee, in person, the NATM team made a quick pivot. Shelton joined the room via Zoom while McCalley took the stage for "Beyond the Build: A Dealer’s Guide to Trailer Manufacturer Partnerships." 

Together, they walked dealers through a framework for evaluating, onboarding, measuring, and managing their manufacturer relationships and sent attendees home with tools they could put to work in their own dealerships.  

The timing couldn’t have been better. With the North American Trailer Dealer Association (NATDA) Trailer Show opening the following day, dealers were preparing to walk a trade show floor filled with manufacturers, products, and potential new relationships. Shelton and McCalley gave them a framework to think through those relationships before they ever stepped onto the show floor.  

The session was sponsored by Horizon Trailers, a brand sold by both NC Trailers and Superstar Trailers. Horizon Trailers also brought swag for attendees to enjoy during the session. NATM appreciates Horizon Trailers for its support of dealer education and the 2026 NATM Dealer Summit.  

NATM also thanks LaVanture Products Company, the overall Education Summit Sponsor, for supporting the education offered throughout the Summit.  

A Manufacturer is an Investment  

One of the first points Shelton and McCalley asked dealers to consider was everything they invest when they bring a manufacturer onto their lot.  

There is the financial investment in inventory, but dealers are also committing borrowing capacity, floorplan lines, lot space, employee time, marketing dollars, service capacity, and their reputation. When something goes wrong, the presenters reminded attendees, the customer comes back to the dealership. That means choosing which manufacturers to represent deserves a closer look at the company behind the trailer.  

Shelton and McCalley also flipped the conversation around. Dealers have a wish list for the manufacturers they want to carry: quality products, reliable lead times, good warranty support, competitive pricing, strong demand, and territory protection are among the considerations. Manufacturers have a wish list too. They are looking for dealers with strong people, good processes, effective inventory management, marketing, responsive sales teams, parts and service capabilities, and great customer service.  

That set the stage for the framework Shelton and McCalley introduced: COMMP.  

Putting COMMP to Work  

The COMMP framework gives dealers five areas to consider throughout the life of a manufacturer relationship.  

Choose Wisely. Dealers were encouraged to evaluate the company behind the trailer, considering factors such as product-market fit, lead-time reliability, warranty and support, brand strength, lead generation, territory protection, craftsmanship, features, and final cost.  

The presenters also encouraged dealers to call other dealerships before taking on a new manufacturer. Instead of simply asking, “Are they a good manufacturer?” the dealer reference worksheet digs deeper into lead times, build quality, responsiveness, parts availability, warranty, territory, marketing support, and what happens when something goes wrong.  

Onboard Thoroughly. Signing the agreement is only the beginning. Sales, marketing, parts, service, warranty, and accounting all need the information, training, and contacts necessary to support a new brand. Shelton and McCalley cautioned against allowing an entire manufacturer relationship to live on one salesperson’s cell phone.  

Measure. Dealers were challenged to use their own data to better understand how each brand is performing. Shelton and McCalley walked attendees through Gross Profit Return on Inventory, or GPROI, which looks at how many gross-profit dollars come back for every dollar tied up in a brand. They also cautioned that the number is only the beginning; dealers need to look at the pieces underneath it to understand the full story.  

Manage. Once dealers have the data, they can use it to have more informed conversations with their manufacturers. Quarterly reviews were highly encouraged. From there, the dealer and manufacturer can identify what needs attention, agree on next steps, and assign responsibility.  

Perform. Shelton and McCalley also asked dealers to evaluate themselves and to be the type of dealer manufacturers want to support. Their message to dealers was straightforward: “You can't control the outcomes. You can control your processes.”  

More Than Notes to Take Home  

One of the things that made "Beyond the Build" especially valuable was what attendees carried out of the room with them.  

Each dealer received a packet of resources built around the COMMP framework:  

• The Manufacturer Evaluation Scorecard gives dealers a way to rate a prospective manufacturer across ten factors and make notes as they evaluate whether a brand belongs in their lineup. 
• The Manufacturer Onboarding Checklist assigns responsibilities across sales, marketing, parts, service, warranty, and accounting, helping dealers identify what needs to be in place when adding a new brand. 
• The Manufacturer Review Form provides a structure for ongoing conversations using the dealership’s own numbers.  
• The Dealer Performance Self-Assessment turns the evaluation back on the dealership and asks dealers to identify where their own processes can improve.  

For attendees heading to the NATDA Trailer Show the following day, those resources could be put to use almost immediately.  

One Brand. One Next Step.  

Shelton and McCalley ended the session by challenging dealers to put the framework into action over the next 30 days.  

Choose one brand — the one tying up the most inventory capital, creating the most frustration, or offering the most opportunity. Calculate its return. Identify the gaps. Schedule a review. Then agree with the manufacturer on at least one next step, assign an owner, and set a deadline.  

NATM heard great feedback from attendees following "Beyond the Build" and appreciates Shelton and McCalley for the time they put into developing a session specifically for their fellow dealers. Even with an unexpected change in how the presentation had to be delivered, the two kept the conversation moving and gave attendees ideas and resources they could take back to their businesses.  

NATM Dealer Affiliates can download a copy of the handouts from the NATM Knowledge Center at knowledgecenter.natm.com.  

Are you a dealer interested in presenting to other dealers at the NATDA show? Reach out to NATM Programming Director Ginger Baker-Sanhueza at Ginger.BakerSanhueza@natm.com to discuss your proposal.  

The NATM Dealer Summit focuses on education to help dealers strengthen their businesses, build partnerships, and address industry challenges. The summit aims to provide valuable insights, meaningful discussions, and actionable ideas for attendees, covering leadership, compliance, and the industry's future. It's an opportunity to extend the educational experience valued by NATM members to a broader audience at the NATDA Trailer Show.