It's all about the prospecting, bout the prospecting not the leads!
There's been much talk in the industry about the research that is performed by the customer via the web before they make their first phone to a potential supplier. In fact, if you're not one of those dealers, direct branch, or rep that is not providing informative content about your systems, then you probably won't get the call that xyz company wants additional info on xyz system.
Now, you can probably help your quest for leads by providing that type of content. But, who really has time for that! Better yet, how many of us work for dealers that have a dedicated person for content marketing on the web? Not marketing but content marketing solely dedicated to blogging, and social media.
Leads are good and bad, in most cases I find that the customer is already focused on a specific model, has done the research and only needs me for the pricing. In fact, they've probably called three or four other reps and requested pricing also. Most of us can't or don't want to play that price game. Yet, we most of us succumb to playing the game.
What I need to do is too add more prospects to my list for production. I'm the one that needs to get them excited about a new product or feature. I need to make first contact and follow through with establishing my self and my dealership as the company they want to do business with.
Alright, you're probably wondering what the tip is right? Right now I figure I have a twenty prospects for production equipment. This year, hopefully I'll finish at 6 units. Which is basically .5 system per month. I need 3 per month. Having forty prospects will get to me to one per month, thus if I have 120 prospects I should be able to hit the mark of three per month.
The tip is two fold. One that we need to engage the prospect before they have the need to replace an existing unit, or get them interested in system that might allow take back any outsourcing and move it in house. The other is that we need to increase amount of prospects to call on, in my case I need to increase production prospects by 600%.
I might as well give a plug for Dealer Marketing also, especially since I'm a fan of what Darrell Any has been preaching about social strategy. You can reach Darrel at damy@dealermarketing.net.
This Blog is #4 in a series of 16 blogs dedicated to help you sell more production gear. I've listed the links for the previous three below, and since winter has set in here in the NE, I'll be back to writing two of these per month.
-=Good Selling=-
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