Adding a Direct-to-Consumer Model Does Not Mean Leaving Your Dealers Behind
How to Engage Your End Users While Supporting Your Dealer ...
Most OEM equipment is serviced by independent technicians with no access to your parts catalog. Here's what that costs you, and the tiered access model that brings that revenue back into your channel.
Think about the machines you've shipped over the last five years. Some are in your authorized dealer network. Some are with the customer's in-house team. A significant portion, and the number may surprise you, are being worked on by independent service centers with no formal relationship with you, no access to your current parts catalog, and no direct way to order through your channel. According to McKinsey's analysis of industrial aftermarket services, OEMs are consistently losing aftermarket ground to third-party providers, particularly on aging equipment beyond warranty. That revenue doesn't have to stay lost.
Most manufacturers don't have a clear answer to this question. The honest one is: most of it, particularly for equipment beyond its warranty period. Blue Ridge Partners' research on aftermarket revenue identified six primary reasons customers turn to independent service centers: the OEM didn't have enough technicians or convenient locations; OEM service was too expensive; parts availability and repair times were too slow; the OEM wasn't aware quickly enough when equipment went down; and the customer's internal team defaulted to the most accessible parts source.
Notice that most of those reasons aren't about quality preference, they're about accessibility, speed, and cost. Customers aren't choosing third-party service centers because they prefer inferior outcomes. They're choosing them because getting the machine back running was faster and easier through an independent shop.
This matters because it means the channel leakage is largely preventable. When manufacturers make it as easy for an independent service center to find the right part and order it through the OEM channel as it is to source a generic alternative from a distributor, the economic argument for the independent aftermarket weakens considerably. Industrial OEMs that have applied the right aftermarket levers have doubled their aftermarket lifetime value within three to five years, despite intense competition from third-party suppliers.
The sequence is predictable. The technician works from whatever documentation they can find: an old PDF manual, a photograph of a diagram taken from an authorized dealer's catalog, or a call to a colleague who once worked on the same model. They identify what they believe is the right part, source it from the most accessible channel, often an independent distributor, and proceed.
Sometimes they get it right. When they don't, the consequences compound: the wrong part is installed and the machine goes back down, with your brand name on it. An incompatible component damages adjacent parts. A warranty claim is submitted that you're forced to dispute because the repair used non-OEM parts, damaging the customer relationship in the process. The customer blames the equipment rather than the service process.
The regulatory dimension is now adding urgency. According to Crowell & Moring's analysis of Right to Repair legislation, California, Colorado, Minnesota, New York, Massachusetts, and Oregon have passed legislation requiring manufacturers to make repair information and genuine parts available to independent service providers. The regulatory direction is clear: independent repair is becoming a legal right, not just a market reality. Manufacturers who haven't built a structured way to extend parts and documentation access to third-party technicians aren't just leaving money on the table, in some jurisdictions, they may soon be legally required to provide it.
BCG's analysis of industrial aftermarket services found that service margins are now surpassing product margins for the first time in the industrial equipment sector. Aftermarket services, according to Deloitte research, can generate up to 45% of gross profits while representing only 24% of revenues. That's a margin profile no manufacturer should be ceding to an independent competitor through inaction.
The manufacturers who handle this best don't try to shut down the third-party service channel or pretend it doesn't exist. They bring it inside their orbit by giving independent technicians everything they need to work accurately and order through the OEM channel.
The practical architecture is a tiered access model:
End customers and unregistered technicians get read-only catalog access, enough to identify the right part and understand they need to order through an authorized channel
This structure keeps parts revenue in the OEM channel by making the manufacturer's catalog the easiest and most accurate place to identify and order parts, regardless of who is doing the service. It reduces wrong-parts orders from independent technicians by giving them machine-specific, current documentation. And it creates a natural enrollment path, an independent shop that has been using the free catalog access repeatedly has a clear incentive to formalize their relationship with the manufacturer.
Mobile accessibility matters here too. Field technicians aren't at a desk. They're in a customer's facility, often in a production environment, looking at a machine that's down with a customer who needs it back up. A parts catalog that requires navigating a desktop interface isn't serving that reality. One that works on a tablet, with visual identification, machine-specific lookup, and one-flow ordering, is a tool a technician will actually use when it matters.
Envalo's Interactive Parts Schematics supports this tiered access model with role-based permissions that keep sensitive pricing and dealer data protected while giving every technician the documentation they need to work accurately. Manufacturers using it have reduced dealer support call volume by 40% and brought order accuracy to 98%. Deployment runs 8–12 weeks alongside existing ERP systems, no rip-and-replace required.
Every independent service call on your equipment is a transaction that currently happens either through your channel or outside it. The determining factor, in most cases, is simply which path is easier. Manufacturers who make the OEM path accessible, accurate, and fast will capture more of those transactions, and in doing so, reinforce the value of genuine parts, protect warranty integrity, and build relationships with a service network that is already working with their customers every day.
For mid-market OEMs treating aftermarket parts digitization as a Q3 priority, structuring the independent service channel is one of the highest-ROI moves available, because it captures revenue that's already occurring on your equipment, with your brand on it, and redirects it through your channel rather than a competitor's.
If you want to see what a tiered access model looks like for your specific installed base and dealer network, we can walk through a 20-minute live demo of Interactive Parts Schematics with your product categories as the example. Book a no obligation walthrough here.
OEMs haven't built a structured way to extend access to them. The authorized dealer channel gets the catalog, independent shops work from whatever they can find, which is often outdated. The Right to Repair legislation now passing across six US states is formalizing what the market already requires.
The direct costs run through return freight, restocking, reorder, and extended equipment downtime while the correct part ships. The indirect cost is significant: the customer experiences the failure on your equipment and often attributes it to the equipment rather than the service process. That perception compounds.
Role-based permissions control what each user sees. Authorized dealers see dealer-tier pricing and full documentation. Independent service centers see published pricing and documentation. End customers see read-only catalog access. The catalog and the pricing layer are separate.
If you sell equipment in California, Colorado, Minnesota, New York, Massachusetts, or Oregon, yes. Those states have passed legislation requiring manufacturers to make repair information and genuine parts available to independent service providers. The regulatory direction across other states is consistent with this trend.
If the underlying parts catalog and ERP integration are already in place for the authorized dealer network, extending role-based access to independent service centers is a configuration step, not a new implementation. Envalo's platform supports this in weeks, not months.
We'll walk through a 20-minute live demo of Interactive Parts Schematics inside a real OEM dealer portal, with your product categories and ERP as the example. No generic walkthroughs.