New Dealer’s Map to Success

Understanding the New Dealer’s Map to Success

New Dealers Map to Success

At Race Sport® Lighting, we strive to make becoming one of our dealers as simple as possible. We have developed a simple on-boarding road map for new dealers. This map lays out the proven path our most successful dealers have taken. If you follow these steps you will position your business to thrive with Race Sport® Lighting.

1. Complete New Dealer Application

New Dealers step

The first step is to complete and submit our easy one page dealer application. The dealer application is your open door to the Race Sport® Lighting advantage.

What is the Race Sport® Lighting Advantage?

Over 5,000 lighting products engineered and tested to the highest quality standards. Testing includes lux output, life expectancy validation, and water and dust intrusion testing. Simply put, if it doesn't pass, we don't bring it to market.
Our knowledgeable technical support staff is available by phone, email or live chat 6 days a week. We also share their knowledge through tech articles and installation helps available through our online dealer portal, online Race Sport® University (RSU™) training, and more.
We pride ourselves on keeping our warehouse fully stock to service our customers. Our warehouse is located just outside Chicago in the mid-point of the United States, from this strategic location, we can offer same day shipping to our dealers for orders received before 2:00 p.m. central standard time. Race Sport Lighting has Award-winning customer service, that has been recognized by our valued partners, time and time again. This includes our customer service team delivering value over the phone, email or chat but also continued support in the field with our experience sales reps assigned to each account who deliver the personal attention that we want our partners to experience so they can find success with in the lighting category

Click the Button to Access EZ online Dealer Application form.

  1. Fill out the PDF form
  2. Save a copy of the document
  3. Email your application to your local rep or

2. Create a Dealer Portal Account

New Dealers step

Step 2 on the Dealer’s Map to Success is to create an account for the Dealer Portal at The portal is a resource database with a simple user interface where dealers can easily access our tech documents, wiring diagrams, install helps, Turn Key marketing assets, inventory status and feed, price guides, and RMA requests. Below are two videos to help you complete this step.

Take a look at them and, when you’re ready to complete this step, go ahead and click the Account Creation Form button.

Dealer Portal Account Creation and Virtual Tour Tutorial Videos

3. Submit an Opening Order

New Dealers step

With over 5,000 lighting products in 14 categories supplying all the major industries, deciding what lighting products to focus on out the gate can be an anxiety inducing task for any dealer. We get it. That’s why we have saved you the time by creating a very accessible Top Seller Starter Pack of skus for your opening order. It is comprised of eight of our top selling products. So, you can be confident you are starting with the movers. Below is a button to the order form. And hey, don’t forget, your first order ships FREE!

Click the Button to Access Top Seller Starter Pack Order Form

  1. Download the Form
  2. Fill it out
  3. Save a copy of the document
  4. Email your order into your local rep or

4. Select a Professional 5 Axis Display

New Dealers step

When we speak to dealers across the country, it becomes evident quickly that dealers all take pride in their showrooms. Maybe you’re the “Epic-Lounge” guy with the stellar VIP waiting area featuring the latest extravagances like a 4K big screen television, Keurig coffee station and mom’s old leather sectional. Or maybe you’re the Picasso of merchandising, whose product arrangements are not only visual art, but emotional art – making the shopping experience memorable for your customer. No matter where you are on the “my showroom is an extension of me” spectrum, we know that each square foot of your showroom is important, because each square foot has the potential to produce cash.

As we spend time helping dealers gain momentum in lighting sales, we have realized one never-ending common denominator: Dealers with displays sell more lights. Period. So when you’re done facing that end-cap and reloading the brochures, Let’s look at what interactive lighting display options are available and how they can help you maximize your potential ROI (return on investment) on the square footage of your showroom.

Click the Button For More Info About All Our Display Options

5. Enroll for Training at RSU™

New Dealers step

Race Spot Lighting University (RSU™) offers no-cost professional online courses exclusively for our dealers. If you are an authorized Race Sport® Lighting dealer you have access! RSU™ fits your life with convenient courses that can be enjoyed anywhere, on any device, at any time, making them perfect for your entire team!
• Learn to make the proper lighting
recommendation every time
• Minimize troubleshooting with in-depth
product overviews and installation courses
• Understand how to overcome objections
and make that lighting sale
• Utilize the latest marketing strategies
to drive foot traffic to your shop

Click the Button to View Available RSU™ Courses

6. Utilize Turn Key Marketing

At Race Sport® Lighting we understand that marketing the auto accessories and restyling lines you have can be a daunting task, spending hours taking and editing photos. That’s why Race Sport® Lighting proudly shares Turn Key Marketing solutions with our dealers and distribution partners at no cost. Turn Key means ready to share, professionally designed Race Sport® Lighting content for your marketing channels.

Looking to focus on aftermarket LED or HID headlight conversions on your social media? We have ready to share post content for that. Want to add some lighting products to your email marketing? Boom! We have HTML all set for you. Whatever channel you are looking to promote Race Sport® Lighting on we have your back with post ready Turn Key Marketing.

Click the Button to View Turn Key Marketing Library

7. Partner with Us on Social Media

At Race Sport® Lighting we view social media as a great way we can showcase our dealers. We love to share our dealer’s builds and latest installs. We also share relevant articles, promotional videos, and product related content designed to be shareable with your audience to help you market the line. Stay informed while leveraging our audience. Be sure to connect on Youtube, Facebook and Instagram. Links to each platform are below.

Click the Corresponding Icon to Connect with us on that Social Platform

Resources for New Dealers