Since their founding almost 19 years ago Green Mountain Grills (GMG) has sold their pellet grills exclusively through local dealers. When I say exclusively, that includes not selling direct-to-consumer (DTC) through their website.
The only way to buy a GMG product is through a dealer. Talking with Jason Baker of GMG, that’s been key to their success.
We have always sold through our dealer network because we feel very strongly that a pellet grill requires more information than your typical gas or charcoal unit. Our most powerful dealers are professionals in pellet grills. Our best dealers know they must differentiate and add value in order to stand out. That value comes in the form of information, set up, delivery, step by step instruction and even setting the customer up with the GMG APP on their wifi network. This seamless white glove process creates a user experience like nothing in the market. Our best dealers sell hundreds of our products annually with a confidence that we really appreciate what they do and how they do it.
And we don’t solicit your customers to sell direct or even worse- emailing their customers after they make the sale and try to sell them other items and eventually introduce them to their next grill or blast them with emails for referrals to sell direct.
GMG wants to focus on manufacturing and building our social community. We continue to listen to our customers, dealers and pitmasters to better our products. Atop that, GMG is consistently dropping content that expands the imagination on what folks can create on their GMG’s. Follow us on Instagram etc.
Jason Baker, Green Mountain Grills
Jason’s right about pellet grills requiring more information. Gas and charcoal grills have been around for decades longer than pellet grills, and how they work is much more intuitive. If someone has seen a gas stove, they understand how a gas grill works. Likewise, charcoal grilling is the most intuitive form of grilling because it’s basically just wood and fire.
Pellet grills are just wood and fire too, but consumers can’t see what’s happening to easily understand it. It’s not intuitive to think of a hopper of these foreign looking pellets that feed an auger system into a fire pot with an ignitor. It’s a fantastic way to cook, but it requires some explanation before people get it.
The advantage that small businesses have over larger retailers is their model lends itself to having the time, knowledge and passion to explain to customers what a pellet grill is and its advantages over other outdoor cookers. Working with small businesses is important for GMG’s model, but more importantly, it aligns with their values.
Small business is the backbone of any community and at GMG, we understand the strategic role our independent dealers perform in bringing our products to market. We know why people buy our pellet grills- because Dealers give them information which helps them make an informed buying decision; and because Dealers establish a trusting relationship with the customer. Furthermore, we are a small family-owned business who cares deeply about the customer experience. We love seeing the success of committed dealers who continue to foster relationships and are excited to see their customers every month or two for GMG pellet purchases.
Jason Baker, Green Mountain Grills
The success of GMG products at a dealer is beneficial to both GMG and the dealer. It’s a partnership that GMG understands, so they don’t just send grills and hope they sell. They invest in the relationship on top of what the dealer does on a local level.
GMG is 100 percent focused on driving traffic to our dealer locator. We invest in Google, Meta and influencers with one goal in mind- to send interested buyers to our brick-and-mortar businesses.
Jason Baker, Green Mountain Grills
What’s unique about GMG’s business model is that even though they promote their products on social media and digital advertising, they don’t sell their products on their website. They’re trying to drive traffic to dealers.
We recognize that all of our competition is selling direct from their websites. We actually find it strange that so many companies are okay competing with the manufacturer. We didn’t get in this business to compete with these incredible dealers and steal their customers. Our mission is to deliver great products with good margins for a dealer network who focuses on spreading the love of BBQ.
Jason Baker, Green Mountain Grills
GMG Product Advantages
Small businesses are perfect for GMG, not only because they can explain the basics of pellet grilling, but also why a customer should go with a GMG pellet grill. One of the main technologies with pellet grills that people look for is connected grilling.
This includes controlling the grill through an app and being able to analyze as much cooking data as possible. As Jason explains, that’s an area that GMG focuses on.
The unparalleled technology of the GMG Prime 2.0 APP is standard in all of our units. Our users have full control of time and temperature along with the trustworthiness of our tried-and-true dual meat probes. Furthermore, one can customize any temperature throughout their cook and save those profiles for the future. The GMG Prime APP gives you total control to stay connected and in tune with what’s on your grill from anywhere. GMG continues to lead the way in connected grilling.
Jason Baker, Green Mountain Grills
Beyond the Prime app, the Prime line of pellets grills that it controls have features that you can’t find on any other grills. They’ve removed many of the pain points that people have with pellet grills.
The PRIME 2.0 is our best offering from Green Mountain Grills yet. Whether you are celebrating Memorial Day camping, tailgating or in your backyard. Check out the TREK PRIME 2.0 before you hit the road, or take your backyard barbeque to new levels with the PEAK or the LEDGE 2.0. The beauty of the PEAK and LEDGE 2.0 is that you can use our new RACKT accessories to create your perfect cooking configuration for every meal. The standard upper rack can be placed in RACKT to add space where you need it. Enabled with GMG RACKT™ technology, this grill can be easily equipped with additional rib racks, smoke shelves and griddles. You can even add some sauce pans for warming vegetables or some chicken drumstick holders. The GMG SideBURN™ is also a must-have for any PEAK or LEDGE 2.0 grill. This high heat, electric side burner attachment gives our customers the ability to sauté, boil or even sear. Want to turn your grill into a pizza oven? Add the Wood-fired Pizza attachment that fits over your PEAK or LEDGE grill’s firebox to concentrate the heat and create delicious, wood-fired pizzas. If you like cooking pizza, there is nothing faster and nothing more fun.
Jason Baker, Green Mountain Grills
GMG is a great sized company for innovation because they can adapt quickly to the market with new innovations. They’re small enough to understand the consumer, but big enough that they’re an established brand with the resources to turn ideas into saleable products.
Customer feedback will continue to define more new options, and GMG is committed to expanding the versatility of the RACKT system to include everything you need to fully customize your grilling approach.
Jason Baker, Green Mountain Grills
Growing GMG with Local Dealers
There are two key ingredients in GMG’s recipe for growth. The first is to continue to make leading products that customers want and the second is to continue to grow their network of local dealers.
We want to grow the dealer network with those companies that want to add value. We are on the lookout for strong businesses in communities where those businesses have proven to be customer service oriented and respected for many years. These are the businesses that flourish even when the box stores and online stores surround them. They win and they know they win with knowledge, unparalleled customer support and energy about what they provide.
Jason Baker, Green Mountain Grills
GMG is conscious of territory when it comes to growth. They don’t onboard everybody. It has to make sense for their existing dealers who’ve supported them. That said, there are parts of the country that they’re looking to add to their footprint.
There are always gaps and opportunity for growth everywhere. We take dealer inquires daily but again- we do not set everyone up. We want to do business with folks who want to help give their customer base a great backyard BBQ experience.
Jason Baker, Green Mountain Grills
Having strong local dealers is important not only for GMG, but also for local communities. They provide good jobs and keep the money in the hands of the community, rather than the hands of rich investors. It’s a dynamic that aligns with GMG’s values and why they always plan to exclusively support local grill shops.
These next few years will be very crucial for your brick-and-mortar business. There is more pressure for public and hedge fund operated manufacturers to undercut and sell direct. These business decisions do not align with their overhead nor their business model.
GMG is the last Pellet grill manufacturer who actually understands this and supports the Dealer Network. I would ask every brick and mortar this question- how many manufacturers are competing against you? Is that good for your business when they do?
Jason Baker, Green Mountain Grills