We often report dealer awards, but some may wonder if they actually mean anything. Is it simply a case of suppliers slapping each other on the back? Many believe that the ultimate dealer award is a sale or contract from a buyer. If dealers are doing a good job, they are attracting new customers, keeping existing customers happy, employing more people and boosting their local economy. Of course, they're also generating business for their suppliers - the organisations that we regularly see handing out dealer awards. So when manufacturers recognise their star dealers, they are actually reflecting the public and community recognition the dealers are already receiving.