Bill Wade

Bill Wade is a partner at Wade & Partners and a heavy-duty aftermarket veteran. He is the author of Aftermarket Innovations. He can be reached at

A planned approach for a sales conversation

April 13, 2016

When pulling your sales pitch together, here's a quick refresher: Who, What and Why, Dollars, How, Close. 1. Who Who are you and whom do you represent? Don’t assume customers know you! 2. What Your mission is to find out what you are up against. Don't assume that because the prospect is buying one line that you know everything there is to know about his deal. What lines, products, and/or ...

No guarantees just because you’ve made it this far

March 10, 2016

Some of my thoughts following both HDAW and the recent Technology & Maintenance Council (TMC) annual meeting. I guess it is OK to subtly cheer the recent relatively flat trend in the heavy-duty truck parts and service business. What is not OK is the idea that now ‘everything will return to normal.’ News flash! This is normal. Coupled with the prospect of stagnant oil prices, bank tightening of small business terms, ...

Selling tactics for a slow growth heavy-duty market

January 19, 2016

The non-recovery from the 2008-2009 heavy-duty parts market recession may continue to creep along for sometime. Certainly the recent hours-of-service (HOS) regulations, technician and driver shortages and softness in the worldwide economy don’t clear the economic crystal ball at all. Because of this weak recovery, review your marketing assumptions and decide which tactics to pursue over the next 12 months. Some common sense assumptions are that: When ...

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