If you have trouble playing this video, here is the direct link: Salesman That Could
5/17/08
Keeping It Clean and Other Inventory Maintenance
In my travels to many dealers, I see that the commercial truck inventory does not get cleaned like the rest of the inventory. The mobile car wash team just doesn't do the same job and it is probably because the commercial truck is larger and a bit more challenging to get clean--and, it may also be because they have never been instructed on how to clean them. A clean vehicle regardless of type helps a great deal to make the sale, so it is worth the extra effort to make sure that the commercial trucks get cared for.
I also have seen many small things that should be fixed to make the truck more saleable; things like paint runs, rust showing in spots, drip stains, faded wood on flatbeds, warped wood on flatbeds, trash in the back of service bodies, dead batteries, no fuel.
Here are a few tips that might help:
I also have seen many small things that should be fixed to make the truck more saleable; things like paint runs, rust showing in spots, drip stains, faded wood on flatbeds, warped wood on flatbeds, trash in the back of service bodies, dead batteries, no fuel.
Here are a few tips that might help:
- Instruct the wash team to make sure and wash off the floor of the bed in all the service bodies, flatbeds and dump bodies. If this costs extra (and that is reasonable), it will be worth the difference. They should be washing out the floor of the pickup truck beds as well. Any part of the truck that the prospect can see should be cleaned. Even the side rails of the frame should be cleaned periodically since they show. It is a good idea to raise the dumps from time to time and clean the hoist and sub frame too.
- Keep the glass clean. The windows tend to get coated with vinyl sweat faster in the commercial truck, so the windows should be cleaned once or twice a month depending on the time of year. In the summer, it might be once a week.
- Not a clean idea, but surely a great one: make sure there is always sufficient fuel for a good long demo ride or two or three.
- Flatbed gates and floors made of wood. A lot of companies may use wood and put a coat or two of linseed oil or stain to help preserve the look. After a couple of months in the open air on the lot, the wood begins to change color and look dingy. This is an easy fix. If it is linseed oil, just keep a gallon of that product with the detail department and reapply it as needed. You may have to take some sandpaper and just rough the surface slightly prior to applying the linseed oil. If it is stain, it is probably easier, just apply another coat of stain to keep the gates and/or floor looking good. In the case of some flatbeds where the wood or steel floor is painted and the paint begins to peel, it will take more effort to deal with this, but it will be worth paying attention to it.
- It is a good idea to reapply tire dressing from time to time especially if it was used when the truck was first detailed.
- I highly recommend that you do not allow the detail department to apply the liquid vinyl treatment to any of the vinyl flooring or steering wheel. These products are meant to make it shine and leave a slick residue that is very slippery and dangerous. Just cleaning is sufficient and preferred. If any product like that is needed to get the vinyl clean, make sure it is wiped off so that there is no residue.
- If you notice any rust anywhere--especially on a white body--it should be dealt with right away. Sometimes with a commercial truck, a small wire brush and a can of spray paint can do wonders quickly.
- Paint sags or runs. These should be handled at the time of check in if possible, but if one is found later, get it taken care of right away.
- Under the hood. With dust and wind, it is easy for the engine compartment to get pretty dusty. Have the mobile wash hit the engine compartment every once in a while to keep it clean. A new vehicle should look new whether it is a Corvette or a F450 Combo Body.
- Dead batteries. Just like on the main lot, dead batteries can be very frustrating when a prospect is standing there. Start the trucks every few days just like they do on the retail lot (another good reason to make sure there is sufficient fuel). If dumps are put up in the air, disconnect the dump up light switch.
Making sure these small things get the focus they deserve will make a guaranteed return on the investment required to get them done. Get your body companies involved in helping you make sure each truck is saleable and looking good. Most of them will be happy to help you because it also helps them. It's not an occasional thought, but a strategy.
5/16/08
Keeping Track = Systems = Progress = Success
Keeping track is a challenge, but keeping track is the fastest, best way to the goal. Another word for it could be accountability.
In 1974, I was a salesman for only a little over a year when I decided to keep track to help me stay on track by developing a daily planner that had spaces for how many phone calls I made, pieces in the mail, how many prospects I talked to in person, how many presentations, demonstrations, write-ups and how many sales I made each day. Each day the number of blank spaces determined the goal and at the end of the month, I tallied the score. The first month was pathetic. I thought I was doing okay, but I missed the mark so badly. I don't remember exactly, but I only hit about 10% of the goal I think. So, I resolved to improve. The next month was better, and the next better and so on.
The book also had a daily planner so I could mark down appointments or personal errands. On that page it had one of the best parts of this planner: a things to do list with a box to label the priority A, B or C and a box to check it off when done. I got a lot more done. I was being accountable to myself for achieving my own goals. It worked well. I never did get to 100%, but what impact do you suppose going from 10% to 50% would have?
The key for me was taking it out of my faulty memory of thinking I was doing well and setting daily goals instead. It isn't to beat myself up for not making it today, but just focusing on why I came to work today: to move forward, grow, make contacts, show value, close deals. It works for me by keeping track.
In 1974, I was a salesman for only a little over a year when I decided to keep track to help me stay on track by developing a daily planner that had spaces for how many phone calls I made, pieces in the mail, how many prospects I talked to in person, how many presentations, demonstrations, write-ups and how many sales I made each day. Each day the number of blank spaces determined the goal and at the end of the month, I tallied the score. The first month was pathetic. I thought I was doing okay, but I missed the mark so badly. I don't remember exactly, but I only hit about 10% of the goal I think. So, I resolved to improve. The next month was better, and the next better and so on.
The book also had a daily planner so I could mark down appointments or personal errands. On that page it had one of the best parts of this planner: a things to do list with a box to label the priority A, B or C and a box to check it off when done. I got a lot more done. I was being accountable to myself for achieving my own goals. It worked well. I never did get to 100%, but what impact do you suppose going from 10% to 50% would have?
The key for me was taking it out of my faulty memory of thinking I was doing well and setting daily goals instead. It isn't to beat myself up for not making it today, but just focusing on why I came to work today: to move forward, grow, make contacts, show value, close deals. It works for me by keeping track.
5/14/08
How To Have Your Best Year Ever, Pt 3 of 3 - Jim Rohn
If you have trouble playing this video, here is the direct link: Part 3
5/13/08
Leasing Equipment Presentation
Here is a sample presentation on leasing benefits in the commercial truck market. This presentation is provided by Jim Feusi of Snider Leasing, Sacramento, CA.
Why Lease
Leasing affords you and your business certain advantages. In a effort to acquire equipment, you may feel compelled to act quickly to keep your operation running smoothly. At Snider Leasing, we provide you with information about the leasing process so that you understand the transaction and benefits of working with our experienced specialists.
Improve Your Company's Cash Flow
When you lease equipment, you avoid large cash outlays because you don't shell out big down payments. You want to free up your cash flow and not feel that your money is tied up. With a variety of payment options and programs, leasing allows you to free up your working capital.
Tax Advantages
Lease payments are tax deductible most of the time. You can effectively lower your business tax liability with a record of payments for the life of the lease. The tax benefits of a lease typically outweigh those of an outright purchase.
Improve Your Company's Profits and Growth
Profits are improved when you lease because you aren't investing in equipment that becomes obsolete. Companies do not want to invest in equipment that doesn't have appreciative value. Leasing gives your company more flexibility because you aren't locked in to keeping obsolete equipment. The flexibility of our lease terms effectively allows your company to upgrade at a pace that meets your specific requirements. Why incur a loss on old equipment if you don't have to?
Preserve Your Company's Credit
Leasing does not impact your business's credit line because it is not a loan. When you leave other credit lines open, you are free to purchase other items that make more sense to buy outright.
Make Your Equipment Work For You
When you lease, the equipment pays for itself as it is used to generate revenue.
Why Lease
Leasing affords you and your business certain advantages. In a effort to acquire equipment, you may feel compelled to act quickly to keep your operation running smoothly. At Snider Leasing, we provide you with information about the leasing process so that you understand the transaction and benefits of working with our experienced specialists.
Improve Your Company's Cash Flow
When you lease equipment, you avoid large cash outlays because you don't shell out big down payments. You want to free up your cash flow and not feel that your money is tied up. With a variety of payment options and programs, leasing allows you to free up your working capital.
Tax Advantages
Lease payments are tax deductible most of the time. You can effectively lower your business tax liability with a record of payments for the life of the lease. The tax benefits of a lease typically outweigh those of an outright purchase.
Improve Your Company's Profits and Growth
Profits are improved when you lease because you aren't investing in equipment that becomes obsolete. Companies do not want to invest in equipment that doesn't have appreciative value. Leasing gives your company more flexibility because you aren't locked in to keeping obsolete equipment. The flexibility of our lease terms effectively allows your company to upgrade at a pace that meets your specific requirements. Why incur a loss on old equipment if you don't have to?
Preserve Your Company's Credit
Leasing does not impact your business's credit line because it is not a loan. When you leave other credit lines open, you are free to purchase other items that make more sense to buy outright.
Make Your Equipment Work For You
When you lease, the equipment pays for itself as it is used to generate revenue.
Adding Medium Duty Trucks To Your Operation
Adding a medium duty line to your commercial truck operation is an excellent choice. Getting a medium duty franchise is not easy, but generally you can get it done. If you have a Ford dealership for example, adding the F650 and F750 to what you are selling should be fairly easy. If you are committed to success in commercial trucks, it will come. The LCF (Low Cab Forward) tilt-cab line is also a huge plus for the Ford dealer. If I had to choose, the LCF would absolutely be first. There are so many selling features for the LCF type truck.
Sometimes there are some politics that get in the way. You can overcome that in a number of ways. Can you imagine a factory seeing a dealer who is stocking about 40-50 upfitted light duty trucks and creating success in that market turning down that dealer for a medium duty franchise? It happened to me three times! Seriously. It was as if they were out of their minds. Nonetheless, I was committed. So I got the Isuzu franchise--twice! I was so glad I did.
The medium duty line did many things for my commercial operation. First, I felt like it "legitimized" my overall commercial operation. In the commercial market that I was focused on, there was a strong, albeit smaller market for larger trucks that could haul more weight and do different jobs. Having the larger trucks available served to keep that business with me instead of the customer having to buy those elsewhere. This strengthened my relationship with my customer. I want to grow with them, so I need to grow my business too.
Next, I made more sales. How do you increase your sales? One way is to offer more and different items to sell. The first year of the Isuzu line, our operation only sold 16 units. Not too many, but remember, that is 16 more than before or a 100% increase! The second year went to 33 units. As you learn more about these markets and people find out more about you, that should give you increase. It grew from there.
In addition to the new medium duty trucks sold, we had a perfect opportunity to get involved with used medium duty trucks. I bought ex-Budget Rent-a-Truck trucks and others like that. I bought units from private parties who changed their business, went out of business and such. I found that I was selling as many used as new! The key was finding the used ones in good condition and keeping the pipeline filled. That is a challenge, but I created a network of people to help me find trucks. The used Isuzu's sold extremely well. We also bought used conventional cab medium duty trucks like the F650/750, TopKick, Kodiak, International, etc. All of this really improved our commercial presence and expanded our market dramatically. We could now approach and satisfy a lot more prospects and grow with their business needs.
My light duty sales increased as a result of the addition of the new and used medium duty trucks as well. You might think that one would rob the other, but that is not the case. It improved my operation a good deal.
Now I haven't discussed gross profits yet, but the medium duty really helped our bottom line. The medium duty typically had a better gross profit than the light duty and the used medium duty were the best gross profits of all. The added gross profit was most welcome and allowed me to do a lot more with my operation.
I highly recommend adding a medium duty franchise to your operation if you are serious about growing a strong commercial truck department. You might even start with the used ones and add the new later, but I recommend that you just jump in with both feet and commit yourself to staying with it. Add a tilt-cab franchise first. They are easy to sell when you know how to sell them and they will allow you to do a lot of different things with bodies so you can tap even more of your market. Go for it!
Sometimes there are some politics that get in the way. You can overcome that in a number of ways. Can you imagine a factory seeing a dealer who is stocking about 40-50 upfitted light duty trucks and creating success in that market turning down that dealer for a medium duty franchise? It happened to me three times! Seriously. It was as if they were out of their minds. Nonetheless, I was committed. So I got the Isuzu franchise--twice! I was so glad I did.
The medium duty line did many things for my commercial operation. First, I felt like it "legitimized" my overall commercial operation. In the commercial market that I was focused on, there was a strong, albeit smaller market for larger trucks that could haul more weight and do different jobs. Having the larger trucks available served to keep that business with me instead of the customer having to buy those elsewhere. This strengthened my relationship with my customer. I want to grow with them, so I need to grow my business too.
Next, I made more sales. How do you increase your sales? One way is to offer more and different items to sell. The first year of the Isuzu line, our operation only sold 16 units. Not too many, but remember, that is 16 more than before or a 100% increase! The second year went to 33 units. As you learn more about these markets and people find out more about you, that should give you increase. It grew from there.
In addition to the new medium duty trucks sold, we had a perfect opportunity to get involved with used medium duty trucks. I bought ex-Budget Rent-a-Truck trucks and others like that. I bought units from private parties who changed their business, went out of business and such. I found that I was selling as many used as new! The key was finding the used ones in good condition and keeping the pipeline filled. That is a challenge, but I created a network of people to help me find trucks. The used Isuzu's sold extremely well. We also bought used conventional cab medium duty trucks like the F650/750, TopKick, Kodiak, International, etc. All of this really improved our commercial presence and expanded our market dramatically. We could now approach and satisfy a lot more prospects and grow with their business needs.
My light duty sales increased as a result of the addition of the new and used medium duty trucks as well. You might think that one would rob the other, but that is not the case. It improved my operation a good deal.
Now I haven't discussed gross profits yet, but the medium duty really helped our bottom line. The medium duty typically had a better gross profit than the light duty and the used medium duty were the best gross profits of all. The added gross profit was most welcome and allowed me to do a lot more with my operation.
I highly recommend adding a medium duty franchise to your operation if you are serious about growing a strong commercial truck department. You might even start with the used ones and add the new later, but I recommend that you just jump in with both feet and commit yourself to staying with it. Add a tilt-cab franchise first. They are easy to sell when you know how to sell them and they will allow you to do a lot of different things with bodies so you can tap even more of your market. Go for it!
How To Have Your Best Year Ever, Pt 2 of 3 - Jim Rohn
If you have trouble playing this video, here is the direct link: Part 2
5/10/08
Marketing 101 - Working Through the Plan, Part 3
This is the final installment of working through the overall plan that was laid out in Marketing 101 - The Overall Plan (see index). I will discuss the last four items of Off Site Events, Brochures, Association Advertising, Media Advertising.
Off site events can be a very powerful way to get a number of qualified prospects in just a few hours. You have unique products and they beg to be shown off and the perfect place for that is off the premises of the dealership. You might make arrangements with your local The Home Depot or Lowe's or 84 Lumber and other companies where contractors and workers come daily to get supplies to do their work. These places are the best and most effective in my opinion. The politics of each individual store means that you must develop a relationship with them and it may take some time to get in, but once you are in it can be very fruitful for you. Think of it as prospecting standing still. Set up a nice display, have some prizes for a drawing, gather business cards, prize slips, and follow up with all of them in a timely manner. You get a chance to talk to them and gather information as to what kind of prospect they may be. There is more about this kind of event on the home page of our website: Commercial Truck Success.
Two things about brochures. One is that the factory brochures for your truck lines usually has a place for a dealer stamp on the back that is hardly ever used. I recommend you staple your card to it and stamp the brochure. Two, it is a great idea for you to develop a little brochure for your operation that speaks to someone in the privacy of their home or business about what it is you do, how you do it, why you do it the way you do it, and has photographs and other important information about your department. Do it well. Hire it out and get some input after you have laid out a format. Print it on high quality paper and make it look great. This can be used for a couple of years then it will need to be revised and updated with newer photos and any changes. If you put personnel photos, you may have to update it more often if anyone leaves. It should be up to date. Brochures can be a great tool used in prospecting, when people come into the store, to send in the mail and so on.
Association Advertising. This is a great way to target a segment of the market usually in a print format. I was a member of a number of contractor associations that published a monthly or quarterly newspaper, magazine or multi page newsletter. When you advertise there, you are supporting the organization and developing relationships. They also have events periodically and meetings. It is a great idea to participate and support their events and it is a great time to have one or more display pieces to show off. [I talked in a previous article about stocking interesting pieces. It is much more powerful to have something really eye catching and full of options to show off at these kind of events. They have seen all the standard stuff--show them the WOW! Set yourself apart from the crowd. You'll be glad you did.] You can do a display ad in their regular piece or you might consider something more powerful like an insert where you can say and show more. Find some associations that you can join.
Media Advertising. I put this at the bottom of the list. I will explain. First of all, I am a fan of media advertising; however, choosing it first and giving it that kind of priority will not help you build a large and strong business unless you do the other things in The Overall Plan first and regularly. Media advertising is typically a blanket form of advertising. You are hitting a large area and hoping to get some response. There are many methods I have used. I have tried display advertising and classified ad space in the newspaper, inserts in the newspaper. There is also Truck Trader advertising, Trader Online, Truck Paper, and many others that are targeted to what you sell. There are also various magazines that could be of help, but can be more costly.
After trying a lot of things, I found that the newspaper didn't do much of anything for me no matter where I put the ad or how large it was. This is the favorite place for dealerships to advertise, but in the commercial market--at least in my own experience--it is not effective. I was in the Big Truck and Equipment Trader with a double truck (two pages side by side) for a number of years and it was effective. What I learned about the Truck Trader is that what works best is this: Number one, unique and number two, used (price and value). It has grown a lot since I was in it, which makes the two things I stated even more important. You have to find something that allows you to set yourself apart from the crowd. Everyone has the standard stuff, so the best you can hope for advertising those pieces is to compete over the lowest gross profit. When you have something unique, you can price it where you want. Used trucks are very popular in the Trader publications. I have sold two of my own cars in there very effectively. Every used car or truck is unique and people are talking price all the time, but what they are really looking for is value. If you are stocking used commercial trucks, you will do well in the Truck Trader. I tried some other truck publications with much less results. I can highly recommend the Truck Trader, especially the Big Truck and Equipment Trader, however, it will be much more effective if you remember the two points I just discussed.
In addition to print advertising, there is radio and TV and now Internet advertising. Radio is inexpensive and ineffective for this market in my opinion and I have used it. TV is costly and I think it can be very effective, but I never found the budget for it.
Here's my final recommendation on advertising. Try a number of things and keep good records of the number and quality of the responses. Make sure and try them for enough of a period that gives it a good chance of success. Then, use what works best for you. I have consulted with a number of dealerships and find that they do not keep track of their advertising to know if it is working or not. This is very important. We used to log every call from the Trader and where they were coming from and what they were calling about. Keep a log like that for a while and you will know what is effective. Good hunting!
Off site events can be a very powerful way to get a number of qualified prospects in just a few hours. You have unique products and they beg to be shown off and the perfect place for that is off the premises of the dealership. You might make arrangements with your local The Home Depot or Lowe's or 84 Lumber and other companies where contractors and workers come daily to get supplies to do their work. These places are the best and most effective in my opinion. The politics of each individual store means that you must develop a relationship with them and it may take some time to get in, but once you are in it can be very fruitful for you. Think of it as prospecting standing still. Set up a nice display, have some prizes for a drawing, gather business cards, prize slips, and follow up with all of them in a timely manner. You get a chance to talk to them and gather information as to what kind of prospect they may be. There is more about this kind of event on the home page of our website: Commercial Truck Success.
Two things about brochures. One is that the factory brochures for your truck lines usually has a place for a dealer stamp on the back that is hardly ever used. I recommend you staple your card to it and stamp the brochure. Two, it is a great idea for you to develop a little brochure for your operation that speaks to someone in the privacy of their home or business about what it is you do, how you do it, why you do it the way you do it, and has photographs and other important information about your department. Do it well. Hire it out and get some input after you have laid out a format. Print it on high quality paper and make it look great. This can be used for a couple of years then it will need to be revised and updated with newer photos and any changes. If you put personnel photos, you may have to update it more often if anyone leaves. It should be up to date. Brochures can be a great tool used in prospecting, when people come into the store, to send in the mail and so on.
Association Advertising. This is a great way to target a segment of the market usually in a print format. I was a member of a number of contractor associations that published a monthly or quarterly newspaper, magazine or multi page newsletter. When you advertise there, you are supporting the organization and developing relationships. They also have events periodically and meetings. It is a great idea to participate and support their events and it is a great time to have one or more display pieces to show off. [I talked in a previous article about stocking interesting pieces. It is much more powerful to have something really eye catching and full of options to show off at these kind of events. They have seen all the standard stuff--show them the WOW! Set yourself apart from the crowd. You'll be glad you did.] You can do a display ad in their regular piece or you might consider something more powerful like an insert where you can say and show more. Find some associations that you can join.
Media Advertising. I put this at the bottom of the list. I will explain. First of all, I am a fan of media advertising; however, choosing it first and giving it that kind of priority will not help you build a large and strong business unless you do the other things in The Overall Plan first and regularly. Media advertising is typically a blanket form of advertising. You are hitting a large area and hoping to get some response. There are many methods I have used. I have tried display advertising and classified ad space in the newspaper, inserts in the newspaper. There is also Truck Trader advertising, Trader Online, Truck Paper, and many others that are targeted to what you sell. There are also various magazines that could be of help, but can be more costly.
After trying a lot of things, I found that the newspaper didn't do much of anything for me no matter where I put the ad or how large it was. This is the favorite place for dealerships to advertise, but in the commercial market--at least in my own experience--it is not effective. I was in the Big Truck and Equipment Trader with a double truck (two pages side by side) for a number of years and it was effective. What I learned about the Truck Trader is that what works best is this: Number one, unique and number two, used (price and value). It has grown a lot since I was in it, which makes the two things I stated even more important. You have to find something that allows you to set yourself apart from the crowd. Everyone has the standard stuff, so the best you can hope for advertising those pieces is to compete over the lowest gross profit. When you have something unique, you can price it where you want. Used trucks are very popular in the Trader publications. I have sold two of my own cars in there very effectively. Every used car or truck is unique and people are talking price all the time, but what they are really looking for is value. If you are stocking used commercial trucks, you will do well in the Truck Trader. I tried some other truck publications with much less results. I can highly recommend the Truck Trader, especially the Big Truck and Equipment Trader, however, it will be much more effective if you remember the two points I just discussed.
In addition to print advertising, there is radio and TV and now Internet advertising. Radio is inexpensive and ineffective for this market in my opinion and I have used it. TV is costly and I think it can be very effective, but I never found the budget for it.
Here's my final recommendation on advertising. Try a number of things and keep good records of the number and quality of the responses. Make sure and try them for enough of a period that gives it a good chance of success. Then, use what works best for you. I have consulted with a number of dealerships and find that they do not keep track of their advertising to know if it is working or not. This is very important. We used to log every call from the Trader and where they were coming from and what they were calling about. Keep a log like that for a while and you will know what is effective. Good hunting!
5/09/08
Jeffrey Gitomer's Newest Book, PLUS Audiobook!
In my experience of reading hundreds of books on sales, Jeffrey Gitomer is a superstar. He has packaged his books in a very unique way that is fun and easy to read and is extremely informative. His newest addition was released on Monday, May 5th and is an updated and revamped version of one of his first books. I have already bought several copies to share with friends. The title is Jeffrey Gitomer's Sales Bible.
The best addition to Jeffrey's long list of great books is his first Audiobook edition read by Jeffrey of this book. The Sales Bible Audiobook is awesome! It is really powerful when listening and reading along. I've got it in my truck and Jeffrey is speaking to me wherever I travel. The material in both versions is full of sales wisdom learned on the front line without theories. If you haven't read any of Jeffrey's books, this is a great place to start. I highly recommend you buy both. Amazon has a deal on both. Click on one of the links above.
Marketing 101 - Working Through the Plan, Part 2
A small investment in some good giveaway advertising pieces will bring nice dividends. One of the most effective I've used is the sticky note pads with your dealership name at the top and phone numbers at the bottom. Make those items small so that people will want to use these by having a lot of blank space. People love them and its such a great way to keep your name in front of them. Some other good ideas are ink pens, coffee mugs, letter openers. If it is something that people will use on a daily basis, those will be the best ones to use. You can get started with a good supply for about $1,000. Spending more if you have it will lower the cost of each item.
You would use these items as leave behind items when you are out prospecting or when you are at off site events, delivering a truck to a customer, or any kind of contact with a client or prospect.
Next on the list is prospecting. To some this is a scary thing to think about doing, but if you will accept the idea that there is no substitute to seeing your potential clients business for yourself and see what they do and how they do it, you will begin to enjoy prospecting much more than hanging around the lot. It will be fun and very interesting.
The key that I have found about prospecting is that it needs to be done on a regular basis over a period of time until you are so busy that there is no more time for it. By then, you will have built up such a business through referrals and repeat sales. Of course, that is the goal. It will be most difficult to get to that goal without prospecting.
Prospecting must become a habit. This means that you need to schedule it and make sure it gets done first. After it is done, you can spend the rest of the day following up leads, working on projects, planning strategies, etc. I recommend that you set a goal of a certain number of prospects to visit on a daily basis. I also recommend that it be every working day in the early part of your business building. Each day that it is put off, moves you away from the goal. Two in a row and avoiding prospecting becomes the habit. It is a bit like exercising. Some days you are motivated and look forward to it and other days you have to force yourself to get moving. Those that have made exercising a habit know that the results of the commitment are worth the efforts to maintain the commitment.
More about prospecting in a future article.
Networking. There are many ways to network with people. You can join a service club like Lions or Rotary. You can join a lead sharing group like Le Tip International or the many local groups that get together weekly to refer prospects to each other. You are networking by getting your friends and relatives to refer people to you or introduce people to you. Another popular way is by joining and participating in the Chamber of Commerce in your town or city--or maybe in surrounding cities as well.
Your service department. I think that teaming up with your service department can be one of the best ways to build your new commercial truck business. When you are prospecting, a great way to get to know and build a relationship with a prospect is to invite them to your service department. Get your service department very involved in the process and explain what you are trying to achieve. You will drive so much business to the service department that they should be thrilled to be a part of it. Make sure that you stay involved so that you know that the services are being provided in a timely manner and that the quality of work is encouraging the prospect to stay.
The goal is to be of service, to build a long-term relationship through the service department, so that sales of vehicles to the client becomes a natural event. It's all about being of service. What services can you provide your prospects so that they become long-term customers? Having been a journeyman auto mechanic a long time ago, I know that having the title auto mechanic does not denote skill. Hopefully in your service department you have some very skilled mechanics along with the ones who are not as skilled. Get to know them and they can help you grow this business fast. People are always looking for a mechanic who really knows how to diagnose problems instead of just throwing parts at the problem.
Also make sure that your service department is notifying you of any jobs that would indicate it makes good sense to replace a vehicle. Another thing I recommend is to cruise you service department parking area at least twice a day looking at the trucks in the shop and making notes of any prospects you may not yet be aware of.
Your service department can be such a benefit to you and you can be an equal or perhaps even greater benefit to them. That is a wonderful partnership!
You would use these items as leave behind items when you are out prospecting or when you are at off site events, delivering a truck to a customer, or any kind of contact with a client or prospect.
Next on the list is prospecting. To some this is a scary thing to think about doing, but if you will accept the idea that there is no substitute to seeing your potential clients business for yourself and see what they do and how they do it, you will begin to enjoy prospecting much more than hanging around the lot. It will be fun and very interesting.
The key that I have found about prospecting is that it needs to be done on a regular basis over a period of time until you are so busy that there is no more time for it. By then, you will have built up such a business through referrals and repeat sales. Of course, that is the goal. It will be most difficult to get to that goal without prospecting.
Prospecting must become a habit. This means that you need to schedule it and make sure it gets done first. After it is done, you can spend the rest of the day following up leads, working on projects, planning strategies, etc. I recommend that you set a goal of a certain number of prospects to visit on a daily basis. I also recommend that it be every working day in the early part of your business building. Each day that it is put off, moves you away from the goal. Two in a row and avoiding prospecting becomes the habit. It is a bit like exercising. Some days you are motivated and look forward to it and other days you have to force yourself to get moving. Those that have made exercising a habit know that the results of the commitment are worth the efforts to maintain the commitment.
More about prospecting in a future article.
Networking. There are many ways to network with people. You can join a service club like Lions or Rotary. You can join a lead sharing group like Le Tip International or the many local groups that get together weekly to refer prospects to each other. You are networking by getting your friends and relatives to refer people to you or introduce people to you. Another popular way is by joining and participating in the Chamber of Commerce in your town or city--or maybe in surrounding cities as well.
Your service department. I think that teaming up with your service department can be one of the best ways to build your new commercial truck business. When you are prospecting, a great way to get to know and build a relationship with a prospect is to invite them to your service department. Get your service department very involved in the process and explain what you are trying to achieve. You will drive so much business to the service department that they should be thrilled to be a part of it. Make sure that you stay involved so that you know that the services are being provided in a timely manner and that the quality of work is encouraging the prospect to stay.
The goal is to be of service, to build a long-term relationship through the service department, so that sales of vehicles to the client becomes a natural event. It's all about being of service. What services can you provide your prospects so that they become long-term customers? Having been a journeyman auto mechanic a long time ago, I know that having the title auto mechanic does not denote skill. Hopefully in your service department you have some very skilled mechanics along with the ones who are not as skilled. Get to know them and they can help you grow this business fast. People are always looking for a mechanic who really knows how to diagnose problems instead of just throwing parts at the problem.
Also make sure that your service department is notifying you of any jobs that would indicate it makes good sense to replace a vehicle. Another thing I recommend is to cruise you service department parking area at least twice a day looking at the trucks in the shop and making notes of any prospects you may not yet be aware of.
Your service department can be such a benefit to you and you can be an equal or perhaps even greater benefit to them. That is a wonderful partnership!
5/08/08
How To Have Your Best Year Ever, Pt 1 of 3 - Jim Rohn
If you have trouble playing this video, here is the direct link: Part 1
5/07/08
Marketing 101 - Working Through the Plan, Part 1
We left off with the need for websites and how a blog might be of help. So, let's continue through our list from "The Overall Plan." Next up is Newsletter via Email.
Newsletters is a very old idea, but it is still a very good one. The goal with the newsletter is not generally to move someone to purchase or to sell anything except yourself. It is a gentle way to stay in touch with your client and prospect base. I suggest they be informative and interesting so that they get a little attention, but if they didn't read the content at all, at least they would see who it came from and have your name in front of them even if for a few seconds. As with my own experience, you will find a number of people who enjoy getting them and who find value in various articles or information you provide. It is just a great way to stay in touch.
It is a perfect place to promote as well, although staying in contact, giving valuable information is still the main purpose. When you promote as in selling, it is better to do less than to do more. I get a huge volume of newsletters that I have signed up for, but when they are selling every time, I click the unsubscribe button. I'm okay with some, but it grows old quickly. Think of it more of promoting your values, ideas, thoughts, shared insights, etc. It will be more effective in the long run and is more likely to get shared with others.
In today's world, the postage and printing and labor involved in putting out your newsletter is costly. Email is a much better way and very inexpensive and even more effective in a number of ways. In addition, you can have links to other websites (like your own) or other information sources. With one click of the mouse, it can be sent to thousands--even millions in seconds. So, get every email address that you can so that this can be a tool for you to use effectively.
There are a number of Internet companies that offer the email marketing newsletters. I use Constant Contact, many people have also used iContact, and many many others. Some have no graphics, just text with links and others have lots of graphics, text and links. Find something that you like and go with it. There is a monthly cost involved, but it is very inexpensive.
It is a good idea to make your newsletter a regularly scheduled event. Once a month is a good place to start. You can also send out special ones with special announcements, offers, etc. It's okay to do some selling now and then. . .
Direct mail. If you think of each piece as costing you $1 for each person the mail goes to, this might help you think of making it as effective as you can to the most targeted audience you can. Even at a bulk rate, direct mail can be costly, yet it can also be effective, so I have always used it but think it through thoroughly.
Sometimes a good, colorful postcard can do very well as a marketing tool. Other times, it might be a letter in an envelope. The possibilities are endless. I recommend that you try many different things and if you are sending to the same group on regular intervals, use different size, shape, color pieces.
Direct mail is a good way to do some soft selling and promote services. It is a way to encourage people to respond by promoting sales with end dates, special offers, etc. Ideally, you want people to respond to something that you send. It is a great venue for promotion. You can promote your website so they can get more information, photos, videos, etc.
The main advantage of direct mail is that you can target your offer to the people or businesses you want to have it. Another reason is that not everyone, including many businesses do much with email or they just don't like email.
Next installment: Give aways, prospecting, networking, service department.
Newsletters is a very old idea, but it is still a very good one. The goal with the newsletter is not generally to move someone to purchase or to sell anything except yourself. It is a gentle way to stay in touch with your client and prospect base. I suggest they be informative and interesting so that they get a little attention, but if they didn't read the content at all, at least they would see who it came from and have your name in front of them even if for a few seconds. As with my own experience, you will find a number of people who enjoy getting them and who find value in various articles or information you provide. It is just a great way to stay in touch.
It is a perfect place to promote as well, although staying in contact, giving valuable information is still the main purpose. When you promote as in selling, it is better to do less than to do more. I get a huge volume of newsletters that I have signed up for, but when they are selling every time, I click the unsubscribe button. I'm okay with some, but it grows old quickly. Think of it more of promoting your values, ideas, thoughts, shared insights, etc. It will be more effective in the long run and is more likely to get shared with others.
In today's world, the postage and printing and labor involved in putting out your newsletter is costly. Email is a much better way and very inexpensive and even more effective in a number of ways. In addition, you can have links to other websites (like your own) or other information sources. With one click of the mouse, it can be sent to thousands--even millions in seconds. So, get every email address that you can so that this can be a tool for you to use effectively.
There are a number of Internet companies that offer the email marketing newsletters. I use Constant Contact, many people have also used iContact, and many many others. Some have no graphics, just text with links and others have lots of graphics, text and links. Find something that you like and go with it. There is a monthly cost involved, but it is very inexpensive.
It is a good idea to make your newsletter a regularly scheduled event. Once a month is a good place to start. You can also send out special ones with special announcements, offers, etc. It's okay to do some selling now and then. . .
Direct mail. If you think of each piece as costing you $1 for each person the mail goes to, this might help you think of making it as effective as you can to the most targeted audience you can. Even at a bulk rate, direct mail can be costly, yet it can also be effective, so I have always used it but think it through thoroughly.
Sometimes a good, colorful postcard can do very well as a marketing tool. Other times, it might be a letter in an envelope. The possibilities are endless. I recommend that you try many different things and if you are sending to the same group on regular intervals, use different size, shape, color pieces.
Direct mail is a good way to do some soft selling and promote services. It is a way to encourage people to respond by promoting sales with end dates, special offers, etc. Ideally, you want people to respond to something that you send. It is a great venue for promotion. You can promote your website so they can get more information, photos, videos, etc.
The main advantage of direct mail is that you can target your offer to the people or businesses you want to have it. Another reason is that not everyone, including many businesses do much with email or they just don't like email.
Next installment: Give aways, prospecting, networking, service department.
5/04/08
Marketing 101 - Let's Get Started!
We've got the database program, our outline of most of the pieces of the marketing puzzle. So where and how do we start?
You might be a one person show as a fleet/commercial manager. You are the department. Or maybe you have a team and you are the leader. You also might think these are two different points of view and would call for different strategies. I think that if you are to be successful quickly and for the long term, the only difference would be the volume of things that you would do, but the strategy; the plan would be the same.
If you follow the list I gave in the last installment, I think it will serve you well. Number one is purchase and install the database. There are quite a number of places to buy a list. There is Avention, Dun & Bradstreet, R L Polk, just to name a few. My first list came from Dun & Bradstreet and I maintained a 10,000 name database of commercial prospects and owners in a six-county area surrounding the dealership, but many have been using Avention successfully. I recommend you get a good list and get it in a way that you can download it into your contact software so you can clean it up and polish it off as you go along. The list is just a place to start.
Next was word-of-mouth. Get a number of your cards out to everyone you know. If they are friends, they will want to help you. Get people talking you up, your team up, etc. This is a very fast way to start spreading the word.
If you have been at the dealership for a time, you already have your own list of customers. Seek your customers for referrals and get them telling their friends and so on. I know this sound simple so far, and of course, it is. It's okay for some of it to be easy. . .
Next is website. In today's world, a website is likened to owning a telephone in 1950, or a cell phone 15 years ago. Now we take those things for granted. You need a website for your commercial operation. Chances are it is not being done by the dealership through their normal channels. If it can be done there, great. If that is slow and not forthcoming, you have options. Get someone to build you a separate site (with approval of course). It will be different in the way it is used than what the dealership uses now. It will also be much more effective. We want it for a sales tool and to help close sales.
The commercial market is a regional market. Your customers can come from a very wide area. The website is going to be a link for you to communicate with a large audience in a way that will help you grow your commercial business. You will want to have every commercial vehicle with several photos of each on the site. It must be updated daily. I do not necessarily recommend putting pricing (although, depending on how that is done, it could be a good strategy for you), but you need some specifications, some effective descriptions of each unique vehicle, and good photographs. You will want all of this along with information about your store, your team, you, your service department, etc. It will be a fully functional website with links to various helpful sites. It will also link to your main dealership site. You might be surprised how reasonable the cost of this can be, especially if you compare it to a month's worth of media advertising. Commercial: Upward Trend is a company who has a good deal of experience in this market and can do this for you very reasonably.
The key is the updating. If it is out of date, it is ineffective. What good is a knife if it has no edge? You might as well use it as a spatula. Make sure that you stay on top of keeping one of your best tools sharp.
You may add a blog to the site to present good information in an interesting way. This blog is an example, but you might put consumer information, product thoughts, new uses for bodies, etc. If you would like more detail on the website/blog strategy, please feel free to contact me directly.
Here is the first week or so of operation and it is a powerful week. You are building a foundation to build a skyscraper on. We've just gone through the first four items. More coming soon.
You might be a one person show as a fleet/commercial manager. You are the department. Or maybe you have a team and you are the leader. You also might think these are two different points of view and would call for different strategies. I think that if you are to be successful quickly and for the long term, the only difference would be the volume of things that you would do, but the strategy; the plan would be the same.
If you follow the list I gave in the last installment, I think it will serve you well. Number one is purchase and install the database. There are quite a number of places to buy a list. There is Avention, Dun & Bradstreet, R L Polk, just to name a few. My first list came from Dun & Bradstreet and I maintained a 10,000 name database of commercial prospects and owners in a six-county area surrounding the dealership, but many have been using Avention successfully. I recommend you get a good list and get it in a way that you can download it into your contact software so you can clean it up and polish it off as you go along. The list is just a place to start.
Next was word-of-mouth. Get a number of your cards out to everyone you know. If they are friends, they will want to help you. Get people talking you up, your team up, etc. This is a very fast way to start spreading the word.
If you have been at the dealership for a time, you already have your own list of customers. Seek your customers for referrals and get them telling their friends and so on. I know this sound simple so far, and of course, it is. It's okay for some of it to be easy. . .
Next is website. In today's world, a website is likened to owning a telephone in 1950, or a cell phone 15 years ago. Now we take those things for granted. You need a website for your commercial operation. Chances are it is not being done by the dealership through their normal channels. If it can be done there, great. If that is slow and not forthcoming, you have options. Get someone to build you a separate site (with approval of course). It will be different in the way it is used than what the dealership uses now. It will also be much more effective. We want it for a sales tool and to help close sales.
The commercial market is a regional market. Your customers can come from a very wide area. The website is going to be a link for you to communicate with a large audience in a way that will help you grow your commercial business. You will want to have every commercial vehicle with several photos of each on the site. It must be updated daily. I do not necessarily recommend putting pricing (although, depending on how that is done, it could be a good strategy for you), but you need some specifications, some effective descriptions of each unique vehicle, and good photographs. You will want all of this along with information about your store, your team, you, your service department, etc. It will be a fully functional website with links to various helpful sites. It will also link to your main dealership site. You might be surprised how reasonable the cost of this can be, especially if you compare it to a month's worth of media advertising. Commercial: Upward Trend is a company who has a good deal of experience in this market and can do this for you very reasonably.
The key is the updating. If it is out of date, it is ineffective. What good is a knife if it has no edge? You might as well use it as a spatula. Make sure that you stay on top of keeping one of your best tools sharp.
You may add a blog to the site to present good information in an interesting way. This blog is an example, but you might put consumer information, product thoughts, new uses for bodies, etc. If you would like more detail on the website/blog strategy, please feel free to contact me directly.
Here is the first week or so of operation and it is a powerful week. You are building a foundation to build a skyscraper on. We've just gone through the first four items. More coming soon.
5/03/08
Positive Mental Attitude by Jeffrey Gitomer
If you have trouble playing this video, here is the direct link: PMA
5/02/08
What's Good About This?
Pick up any newspaper, watch any newscast, listen to most of your friends and I'll bet you get a similar story: Things are bad and getting worse. The more you read and listen to this, the worse it gets.
I remember when I first got in the car business in the early 1970's. Business was ebbing and I remember reading an article that in the down market auto sales nationwide were about 13 million and a good year was about 15 million. It is interesting what we call bad times. When 13 million are sold, that is a bad economy, bad time, down market and 2 million more makes it a boom time, an upmarket, a good economy. I've never forgotten that and it makes me laugh when I think about it.
So, I thought of this and decided to write a little piece about it and went online to look up some current statistics. In an article in the New York Times dated March 20, 2008, I find a typically negative and inflammatory piece titled, "Dismal Year Is Forecast for Car Sales." Here's the link if you want to read it: Times Article. Frankly, it is funny to read this. It is so negative and in all its paragraphs of doom and gloom. It also states that the annual sales forecast has been cut to between 14.9 million and 15.2 million units. Now 15 million is a "dismal" year. Everything seems to be a crisis in today's world to the news media.
Think of this: The tide comes in and the tide goes out. It is predictable and it happens every day. Things are constantly changing and moving. When the tides goes out, we're not shocked by it, instead, we recognize it is a part of the way things are. The economy is a fluid thing as well. What's interesting to watch is how fast people are to accept the gloom and doom noise coming from the media. Pretty soon, they are telling their friends and relatives, cutting back on expenditures, etc. What power we give them! You tell a smart person they are stupid enough times and they will believe they are stupid.
I've seen this scenario so many times in my life now, that I just smile and watch it. I do what I can to spread the word of good news. Some time ago, I listened to a Tony Robbins tape and he was struggling with some changes that could make most people really upset, but he is an artist at asking himself questions that turns his life from depressed to inspired. As I recall, he would ask himself, "What's good about this?" That is such a powerful question. There is something good about every situation if you are willing to seek what it might be. Try asking that question and seeing the answers. There are many answers to this question. All of them will lead you away from the problem and onto solutions.
Gas is $4.00 a gallon. . . What's good about this?. . . Auto sales are down to 15 million. . . What's good about this?
I remember when I first got in the car business in the early 1970's. Business was ebbing and I remember reading an article that in the down market auto sales nationwide were about 13 million and a good year was about 15 million. It is interesting what we call bad times. When 13 million are sold, that is a bad economy, bad time, down market and 2 million more makes it a boom time, an upmarket, a good economy. I've never forgotten that and it makes me laugh when I think about it.
So, I thought of this and decided to write a little piece about it and went online to look up some current statistics. In an article in the New York Times dated March 20, 2008, I find a typically negative and inflammatory piece titled, "Dismal Year Is Forecast for Car Sales." Here's the link if you want to read it: Times Article. Frankly, it is funny to read this. It is so negative and in all its paragraphs of doom and gloom. It also states that the annual sales forecast has been cut to between 14.9 million and 15.2 million units. Now 15 million is a "dismal" year. Everything seems to be a crisis in today's world to the news media.
Think of this: The tide comes in and the tide goes out. It is predictable and it happens every day. Things are constantly changing and moving. When the tides goes out, we're not shocked by it, instead, we recognize it is a part of the way things are. The economy is a fluid thing as well. What's interesting to watch is how fast people are to accept the gloom and doom noise coming from the media. Pretty soon, they are telling their friends and relatives, cutting back on expenditures, etc. What power we give them! You tell a smart person they are stupid enough times and they will believe they are stupid.
I've seen this scenario so many times in my life now, that I just smile and watch it. I do what I can to spread the word of good news. Some time ago, I listened to a Tony Robbins tape and he was struggling with some changes that could make most people really upset, but he is an artist at asking himself questions that turns his life from depressed to inspired. As I recall, he would ask himself, "What's good about this?" That is such a powerful question. There is something good about every situation if you are willing to seek what it might be. Try asking that question and seeing the answers. There are many answers to this question. All of them will lead you away from the problem and onto solutions.
Gas is $4.00 a gallon. . . What's good about this?. . . Auto sales are down to 15 million. . . What's good about this?
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