The first step in growing new business is finding new businesses. Even the most established distributors with the most seasoned outside salespeople will learn something new about opportunities in their territory through customer prospecting. Effectively prospecting for new customers goes far beyond flipping through your local phone book.
Often it’s the little things that help retain business. Provided everything else meets customer expectations – parts orders are filled quickly, repair work is completed on-time and accurately – it’s the relationship that keeps customers coming back. Whether it’s asking about a customer’s spouse or children by name, a card or call on the customer’s birthday or inquiring if that slice was ever remedied from the golf swing, a little information can go a long way.
Information is equally vital in creating new customer relationships and can make cold calls much warmer.
An outside sales force armed with detailed information about the prospects in its territory stands a much greater chance of winning new business. Walking in the front door knowing the makes, models and size of the customer’s fleet, the engines they spec, their buying cycles and the vocations they operate in puts your salesperson at an advantage. You have taken the time to know more about that customer’s business, they may want to know more about your business.
Companies like Equipment Data Associates (owned by Randall-Reilly Publishing, publishers of Truck Parts & Service) and R.L. Polk & Co. can provide distributors with detailed information about companies running commercial vehicles: Thousands and thousands of companies representing millions of vehicles. The information can be tailored to build detailed prospecting lists and customized sales plans.
“When you knock on the door with your prospecting data, you know exactly what the company owns so you can have your proposal in hand,” says Gary Meteer, Polk’s account director for commercial vehicles. “You can say, ‘I know you’re running 15 Peterbilts. I know you’re running five day cabs and you have a total of 30 vehicles. Well, here’s a contract maintenance proposal for your 30 vehicles.’ ”
DEFINING THE OPPORTUNITY
Effective customer prospecting starts with knowing the strengths and weaknesses of your own business. If you don’t start there, any new business earned can be lost quickly.
