The independent aftermarket isn’t known for its loud, commanding industry voice. By and large, distributors are, in my experience, a quiet, hard-working group that prefers to let actions speak louder than words.
Modesty and humbleness are usually admirable traits, but as you’ll read in this month’s cover story not when it comes to letting your customers know the true value of your business. Many of you are self-made successes, starting your own businesses from the ground-up and keeping them viable through continual innovation and by exceeding customer expectations.
While a ticker-tape parade celebrating your role in the industry might be overkill, there is nothing wrong with letting your customers know what you do for them. Especially when doing so may be essential for you to remain viable, let alone expand operations or grow market share.
Many industry veterans say this is the toughest market they’ve ever seen – and your customers often are forced to find the best deal. Even long-time loyalty may go by the wayside as they struggle to optimize every expense and give their customers the best value.
It’s an understandable situation and it’s difficult, if not impossible, to put a price tag on loyalty.
Which is why quantifying how you earned that loyalty is so very important.
It ‘s easy to get caught up in daily operations, so tightly focused on the means that you forget to highlight the end result – making sure the customers’ vehicles are up and running in the most timely, efficient and financially responsible way possible.
And, chances are, your company has multiple connections with your best customers – inside sales team, outside sales team, office support, and of course, you.
