from the President
HOW AWESOME IS YOUR BUSINESS? Letting everyone in your community know what you can offer should be a main priority. How well are you known for what you do in your community? What’s your business’s reputation? When people in your community seek upgrades for their vehicle’s electronics, are you the first place that comes to mind? Understanding the answers to these questions will help you learn how best to tell your community that your business is awesome. Like many business owners, you began with a vision. You took the risk and made a decision—in part because you believed in your mission and knew you could make a difference that would also provide revenue to grow your business. At least, I am assuming this is the case. Some retailers have become known outside their immediate communities, but it’s important to remember that if we want to grow, we have to first start at home. Your potential customers—in your local community—need to know who you are and what you can do for them. Your best source of new customers are your existing customers.
Attract More Business Using Your Existing Customer Base For most of the industry, business has been above average, which means you have a greater opportunity to impress your customers. One method is to provide a great presentation of your offerings. This should be incorporated into your sales process. Another way is to offer a solid demonstration of what you’ve installed. In both cases, you should be planting a seed for the next sale. This demonstrates that you have interest in your relationship with your customers. They should appreciate your long-term commitment to their vehicle upgrades. This will set you up for a follow-up call, which should happen no later than 30 days out from delivery. In the sales process, you may want to incorporate a broader pitch for products that may be of interest using the “what’s new” approach: a customer comes in for one thing, and leaves with more. Or, at the very least, a seed is planted for the next sale. When the vehicle is delivered, take time to present highlights of the installation and explain how the customer can best take advantage of this new technology. Also, reiterate the seed planted in the sales presentation. And finally, if they appear satisfied, simply ask if they know anyone else who could benefit
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from the products and services you provide. One way is to offer a reward card they can pass to a friend. This can be in the form of a business card that has a place for them to write their name and hand it to someone else. Let them know if their friend makes a purchase, you will provide them with special savings on their next purchase. This accomplishes two things: one, it shows you trust them to pass it on. Two, you’ll have a better chance of getting another sale from them.
What’s the best way to connect on a level that allows you to provide information on your services and how they will make a difference for your customers? Think features and benefits. Connect With the Local Community What’s the best way to connect on a level that allows you to provide information on your services and how they will make a difference for your customers? Think features and benefits. There are many ways you can connect. If you have a good audience on Facebook, Instagram, YouTube or other platforms, you can add live video presentations of your store, new products and featured installs. The video portion is important, as it connects the viewer with you and your store in a way that is better than just posting pictures. You can also do a regular Facebook Live or produce a weekly product review. If you have the ability to attend local events—of course, most are cancelled right now—take the time to set up a booth and show passersby who you are and what you do. You can also utilize local government meetings to connect with those who are active in your community. Another good practice is to target other business owners with whom you can swap leads. Consider other automotive service providers who might be a great source of cross promotion for both your store and theirs. Regardless of how you do it, make sure you’re deliberate in your presentation and that you follow up. With the increase in existing business and influx of new customers, it is imperative that you let them know how awesome you are and that you’ll be available to meet and exceed their expectations every time they visit.
