Generator dealers and distributors (Generac dealers, Kohler dealers, Cummins dealers, Briggs dealers, and multi-brand independents) share a sales motion that general CRMs model badly. The deal needs equipment configuration, install scheduling, financing options, service-contract attachment, and warranty paperwork. Strkr covers the dealer motion with configurable product catalogs, multi-section quotes, and install-to-service workflow.
Generator dealers run a sales motion that combines capital equipment sales with multi-year service contracts. The brand ecosystem (manufacturer-authorized dealers, independent distributors, authorized service centers) adds another layer: manufacturer certification tracking, warranty-claim workflow, and co-op marketing fund management. The pain points below are what dealers hit when their CRM was built for either generic retail or generic B2B sales.
Product catalog does not match generator SKUs
The CRM product library does not handle kW ratings and fuel types.
Generator SKUs carry kW rating, fuel type (natural gas, propane, diesel, bi-fuel), phase (single-phase, three-phase), transfer switch rating, and emissions tier. A generic CRM product library handles name-and-price. Strkr's catalog structure captures the full equipment configuration so quotes carry the specification the customer actually gets.
Install calendar is a separate tool
The install crew schedule lives in a Google Calendar nobody sees.
Install scheduling typically runs on a separate calendar from the sales pipeline. The sales rep closes a deal without visibility into installer availability, which creates promised next week commitments that cannot be delivered. Strkr's install calendar surfaces installer availability on the deal record so quote-to-install dates match reality.
Manufacturer co-op funds untracked
Co-op marketing dollars sit untracked across the year.
Generac, Kohler, Cummins, and other manufacturers offer co-op marketing funds (typically 1 to 3 percent of annual purchase volume) that dealers can spend on advertising, trade shows, and sales enablement. Dealers often leave co-op funds unspent because tracking is informal. Strkr tracks per-manufacturer co-op accrual, spend commitments, and reimbursement submissions.
Warranty claims as a side-process
Manufacturer warranty claims live in email threads.
When a unit fails under manufacturer warranty, the claim workflow (parts order, labor reimbursement submission, resolution tracking) typically lives in email with the manufacturer's dealer portal. The claim history is scattered. Strkr tracks warranty claims on the equipment record so the dealer sees the full claim history for each unit.
Multi-brand dealer complexity
Independent dealers sell 3 to 5 brands with different workflows.
Independent (non-exclusive) dealers sell multiple generator brands, each with different ordering portals, warranty systems, co-op programs, and training requirements. Managing this complexity in a generic CRM is impractical. Strkr's per-brand configuration lets a multi-brand dealer run one CRM with brand-specific workflow per deal.
Lead routing by territory and brand preference
Inbound inquiries need brand-plus-territory routing.
An inbound lead might specify I want a Kohler or I want whatever fits my needs. Multi-brand dealers need to route the first type to a Kohler-specialist rep and the second type to any rep in the territory. Generic CRM routing handles territory; Strkr handles brand-preference-plus-territory combined routing.
The dealer-specific capabilities
What a dealer CRM needs that a generic CRM does not have.
The sections below cover the dealer-specific capabilities that distinguish a dealer-ready CRM from a generic CRM configured poorly.
Multi-brand product catalog
Equipment library across the brands you sell.
The product catalog supports multiple brands (Generac, Kohler, Cummins, Briggs, others) with per-brand SKU structure. Each SKU carries kW rating, fuel type, phase, transfer switch rating, emissions tier, warranty terms, and dealer cost. Reps configure quotes from the catalog with brand switching mid-quote supported.
Equipment configuration on the quote
Grouped sections for generator plus transfer switch plus install.
Quotes break into grouped sections: generator unit (kW rating, fuel type, enclosure, options), transfer switch (rating, mounting), fuel system (tank, line, regulator), install (electrical, concrete pad, permits), and service (first-year included or added). Each section has subtotal; the quote total aggregates. The pattern replaces generic flat-line-item quotes with structure that matches how customers read the deal.
Install calendar visibility
Installer availability on the deal record.
The install calendar shows per-installer availability (weekly booking percentage, blocked days, truck capacity) visible on the deal record. Reps quote install dates against actual availability rather than optimistic estimates. The pattern collapses the we promised next week but we are 6 weeks out conversation.
Permit tracking
Electrical and fuel permit workflow per install.
Every install requires electrical permit submission to the local AHJ. Fuel storage above threshold volumes also requires fire-marshal registration. Strkr tracks permit submission, approval, and post-install inspection as structured workflow on the deal. The pattern creates the audit trail for jurisdictions with stricter requirements.
Finance options tracking
Cash, lease, financing, as-a-service compared on the quote.
Customers often weigh purchase options. Strkr displays finance options on the quote (cash, dealer-financed lease, bank-financed loan, as-a-service subscription) with monthly impact per option. The pattern lets the rep present options rather than defaulting to cash-only. Customer selection records on the deal.
Service contract attachment
First-year service plus extended coverage options.
Many dealer deals include a first-year service contract (often required by manufacturer warranty). Extended coverage (3-year, 5-year) is an upsell at close. Strkr attaches the service contract to the equipment at install and surfaces renewal pipeline at T-minus-120 of contract end.
Manufacturer warranty registration
Required registration workflow with manufacturer portals.
Post-install, dealers register the unit with the manufacturer for warranty activation. The registration includes serial number, install date, dealer code, and homeowner contact. Strkr integrates with manufacturer dealer portals (where API access is available) or exports the registration data as formatted output for manual entry.
Co-op fund tracking
Per-manufacturer accrual and spend commitments.
Strkr tracks per-manufacturer co-op fund accrual (1 to 3 percent of annual purchase volume typical) and spend commitments (approved advertising, trade shows, sales enablement) with reimbursement submission dates. The dealer sees unused balance and can plan spend before year-end rather than letting funds expire.
Dealer certification tracking
Required manufacturer training and certification per rep.
Manufacturers require specific certifications for sales reps and service technicians (brand-specific sales training, warranty service certification, factory school completion). Strkr tracks per-rep certification status with renewal reminders. The pattern ensures sales reps are certified before quoting the brands they are not yet qualified to sell.
The brand-specific workflow patterns
How the major generator brands differ in dealer workflow.
The major generator brands each have specific dealer workflow nuances. The sections below cover representative patterns for the common brands; configuration adjusts to the dealer agreement.
Dealer portal integration
Order placement and status tracking per brand.
Each manufacturer runs a dealer portal for order placement, order status, warranty claim submission, and co-op fund management. Strkr integrates with portals that offer API access and exports formatted data for portals that require manual entry. The dealer runs the business from Strkr with portal entry as a downstream step rather than a parallel system.
Standby versus prime power workflow
Different buyer types, different sales motion.
Standby generators (residential and light commercial backup, intermittent use) have one buyer profile and sales motion. Prime power generators (continuous or extended-run commercial and industrial, often with fuel supply contracts and sophisticated transfer switching) have a different buyer profile with longer sales cycles and more technical specification work. Strkr supports both pipeline shapes with appropriate stages per deal type.
Residential versus commercial segmentation
Different quote shapes and finance options.
Residential standby (homeowner backup) and commercial (business standby or prime power) differ in quote complexity, finance options, and typical close cycle. Residential deals often close in 2 to 4 weeks with homeowner-friendly financing; commercial deals often close in 2 to 6 months with CFO review. Strkr runs separate pipelines per segment with segment-specific quote templates.
Commercial deals increasingly involve multi-location customers (chain stores, property management portfolios, multi-site restaurant groups) that want standardized backup power across locations. Strkr's customer-plus-sites record structure handles multi-location deals with per-site equipment configuration and per-site service contracts under a single customer record.
Rental fleet management (where applicable)
Short-term rental tracking separate from capital sales.
Some dealers run rental fleets alongside capital sales (short-term event rental, emergency-response rental, construction-site rental). Strkr tracks rental inventory with per-unit utilization, rental revenue, and maintenance history. The rental business runs on the same workspace as the capital-sales business without co-mingling the pipeline views.
Service plan renewal cadence
Annual, biennial, or multi-year service contracts.
Service contracts come in annual, biennial, and multi-year flavors depending on manufacturer requirements and dealer offering. Strkr surfaces the renewal opportunity at T-minus-120 of contract end regardless of term length. The pattern catches renewals that would otherwise lapse at term end.
The customer-facing improvements
What dealer customers notice when the dealer runs a modern CRM.
Beyond the operational efficiency, dealer customers notice specific improvements when the dealer runs a modern CRM. The sections below are the customer-facing differences.
Response time to inbound
From 2 to 24 hours to under 1 hour typical.
Inbound leads routed with CRM-based assignment and mobile notification get a response in under 1 hour typically, compared to the 2 to 24 hour response time of email-only inbound. In the I lost power last night and want backup power buyer psychology, speed-to-response is a dominant close factor.
Quote clarity
Grouped sections make the deal readable.
Customers reading a grouped-section quote (generator plus transfer switch plus install plus service) understand the deal composition better than reading a flat line-item quote. The pattern reduces customer confusion and shortens the can you explain this quote conversation.
Install date accuracy
The date on the quote matches the date installed.
With install-calendar visibility on the quote, the install date promised to the customer is the install date delivered. The we said next week but it is actually 4 weeks out customer frustration drops to near zero. Customer satisfaction scores typically improve meaningfully.
Service history continuity
The service record carries across ownership changes.
When a home sells, the new owner inherits the backup power system. The dealer that maintains the service history (hours run, maintenance performed, warranty status) earns the new-owner service relationship. Strkr's service history on the equipment record transfers with ownership changes.
Warranty transparency
The customer sees the warranty expiration dates.
Equipment warranty expiration dates visible on the customer record let the customer plan renewal purchases proactively rather than discovering warranty expired post-failure. The pattern reduces warranty-dispute conversations.
Emergency response reliability
The 4-hour SLA is tracked, not aspirational.
Service contracts with 4-hour emergency response commitments actually meet the SLA when the dealer tracks response time per incident. The pattern replaces the we try to get there fast posture with a measured SLA that customers can rely on.
Head-to-head
Strkr vs generic CRM and vs service-management-only tools for dealers.
Generator dealers evaluating a CRM typically compare generic sales CRMs, service-management tools with light CRM features, and dealer-specific configurations. The comparison below covers the fit.
Feature
Strkr
Generic CRM (HubSpot, Salesforce) / ServiceTitan or Jobber
Multi-brand catalog with SKU structure
kW, fuel, phase, transfer switch, emissions tier
Flat name-and-price typical
Grouped equipment-install-service quote
Per-section subtotals
Flat line items
Install calendar on deal record
Native with installer availability
Separate tool typical
Permit workflow
Structured on deal
Attached files or external
Co-op fund tracking
Per-manufacturer accrual and spend
Spreadsheet typical
Warranty claim history
On equipment record
Manufacturer portal only
Service contract renewal
Auto-create at T-minus-120
Manual or missed
Dealer certification tracking
Per-rep status plus renewal alerts
HR system or spreadsheet
Rental fleet (where applicable)
Separate pipeline with utilization
Separate tool typical
HIPAA posture (for healthcare backup)
Compliant, BAA available
Varies
How teams use Strkr
How dealers run the sales motion today.
The playbooks below are patterns regional and multi-location generator dealers run on Strkr configured for the dealer motion.
Regional dealer, 3 brands, 8 reps
Brand-plus-territory routing shortened response time by 70 percent.
A regional dealer selling 3 generator brands with 8 sales reps implemented brand-plus-territory routing in Strkr. Inbound leads specifying a brand preference routed to a brand-certified rep in the territory; brand-agnostic leads routed round-robin within the territory. Average response time dropped from 4.5 hours to 1.3 hours. Close rate on inbound rose from an informal 22 percent baseline to 34 percent across the first full year.
Multi-brand dealer, 14 reps
Co-op fund tracking recovered $47K of unused funds.
A multi-brand dealer that had historically left 20 to 30 percent of manufacturer co-op funds unspent at year-end implemented Strkr co-op tracking. The per-manufacturer accrual plus spend commitment view surfaced unused balances in Q3 rather than Q4-rushed. The dealer committed roughly $47,000 of previously-unused funds to Q4 trade show participation and digital advertising, which the GM credited with roughly $280,000 of additional close in Q1 the following year.
Dealer specializing in commercial standby
Multi-site deal structure closed a 32-location property deal.
A dealer focused on commercial standby power pursued a property management customer with 32 commercial buildings. The customer-plus-sites record structure in Strkr let the dealer configure 32 per-site specifications under a single customer record with per-site equipment selection and per-site service terms. The alternative of 32 separate deals in a generic CRM would have been operationally untenable. The deal closed at roughly $1.8M one-time plus $240,000 annual recurring service.
Dealer running rental fleet alongside capital sales
Rental utilization visibility raised fleet revenue by 18 percent.
A dealer running a 24-unit rental fleet alongside capital sales implemented Strkr rental tracking with per-unit utilization reporting. The fleet manager saw underutilized units (below 40 percent monthly utilization) and overutilized units (above 80 percent monthly utilization) in the same view. The manager rebalanced the fleet (reduced underutilized SKU count, added high-utilization SKU count) and raised fleet revenue by 18 percent over 6 months.
Dealer serving healthcare facility backup
HIPAA BAA cleared a 4-hospital system procurement.
A dealer serving healthcare facility backup power ran into a procurement blocker at a 4-hospital health system because the dealer's previous CRM did not have HIPAA BAA availability. Strkr's HIPAA compliant posture with BAA available on paid tiers cleared the diligence review. The deal closed at approximately $560,000 one-time plus $85,000 annual recurring service across the 4 facilities.
A CRM for the way generator dealers actually sell.
Start on Strkr Starter free with no credit card. Configure the multi-brand catalog, install calendar, and service contracts for your dealer model. Upgrade to Standard when the pipeline earns the price.
Is Strkr specific to Generac dealers, or does it work for other brands?
Strkr works for dealers selling any generator brand (Generac, Kohler, Cummins, Briggs & Stratton, Caterpillar, MTU, independent dealers running multiple brands). The product catalog supports multi-brand SKU structure with per-brand configuration. For dealer-specific workflow (manufacturer portal integration, warranty claim workflow, co-op fund structure), Strkr's configurability covers each major brand with the setup documented during onboarding. The pattern lets a Generac-exclusive dealer, a Kohler-exclusive dealer, and a multi-brand independent dealer run on the same workspace shape with brand-specific configuration.
Does Strkr integrate with manufacturer dealer portals (like Generac dealer portal or Kohler dealer portal)?
Where manufacturer portals offer API access, Strkr integrates directly for order placement, order status, warranty claim submission, and co-op fund management. Where manufacturer portals require manual entry, Strkr exports formatted data (CSV, pre-filled templates) for the dealer to upload to the manufacturer portal. The integration status per manufacturer is covered during onboarding; the manufacturer landscape evolves as portals add API access.
How does the install calendar work with multiple install crews?
The install calendar supports per-crew tracking with each crew carrying weekly capacity, truck capacity (equipment and personnel), blocked days (holidays, training, maintenance), and territory assignment. When a rep quotes an install date, the calendar surfaces available slots across all crews within the deal territory. For dealers with crew specialization (residential-only crews, commercial-only crews, brand-certified crews), the calendar filters availability by matching capability. The pattern replaces the I need to check with scheduling conversation with a direct quote date.
How does warranty claim tracking work in Strkr?
When a unit fails under manufacturer warranty, the service tech records the claim on the equipment record with symptom, diagnosis, parts needed, and labor hours. The warranty claim creates a child record linked to the equipment with manufacturer-side status (submitted, approved, parts shipped, labor approved, resolved). For claims that require homeowner coordination (parts installed on a return visit), the workflow routes back through the service calendar. The pattern creates a per-equipment warranty history that holds up years later for warranty-dispute defense or ownership-transfer documentation.
What is the pricing for a 5-rep dealer running Strkr?
A 5-rep dealer running Strkr Standard pays the per-seat price times 5 users on monthly or annual billing. The configuration (multi-brand catalog, install calendar, permit workflow, co-op tracking, warranty history, service contracts, dealer certification) is included on Standard without per-feature upcharges. Compared to the common dealer alternatives (ServiceTitan plus a separate sales CRM, or a generic CRM with heavy configuration), the Strkr total typically runs 25 to 50 percent lower at this scale with broader capability coverage. Specific quotes depend on exact seat count and add-ons like Strkr Messaging.
Does Strkr handle the sales-plus-service hybrid dealer model?
Yes. Many generator dealers run a hybrid model: sales for new units and service for installed units (whether sold by this dealer or inherited from another dealer). Strkr handles both motions in the same workspace with separate pipelines for new business and service renewal. The customer record carries both relationships. For dealers running service dispatch in a dedicated service-management tool (ServiceTitan, Jobber, Housecall Pro), Strkr integrates via API for a unified view across sales and service. For dealers running service natively in Strkr, the service module handles dispatch, time tracking, parts, and billing.
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