mindshare of dealer employees and increase their own ROI. As dealer individuals continue to use these unified technologies all around them, and they experience how much simpler it makes their lives, they will "expect" to see this same unification technology from their manufacturer. If they don't, they will become more and more frustrated. Their thought-"Why should I invest time and effort selling the products of this company when I don't see them invest in the technology to make it easy for me to do it?" Perhaps they have a point!