Reynolds joins price war with free-trial offer - ERA-Ignite plan reflects new marketing approach

摘要

Dealer software giant Reynolds & Reynolds has joined the promotional wars being fought by its smaller competitors. Last month the company began offering a six-month free trial of its next-generation ERA Dealer Management System software known as ERA-Ignite, said President Ron Lamb. He is the 43-year-old former sales chief who took the helm in October. He is trying to loosen up the Reynolds sales culture as the company rolls out reworked versions of its main products.