Adopt these four traits to grow your business.
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Every Dealer and Dealership is different, but these four traits are typically common among the most successful Dealers.
Eric Brandenburg | REGIONAL SALES MANAGER
Helping you grow your business is one of our primary goals. The Dealer Sales Department does this by providing great training, developing strong programs to sell and providing guidance through difficult selling situations. At the end of the day, when you grow your business it not only benefits you, but also strengthens AMSOIL and allows us to continually develop new products and programs that make us more appealing to the companies and people who buy our products. Everyone wins.
As regional sales managers, we interact with a lot of Dealers and come across all different kinds of situations and challenges. It is evident that no two Dealers are the same, and no two situations or challenges are the same. There are always many different avenues for overcoming challenges and reaching that common goal of growing Dealers’ businesses.
We see four common traits repeat themselves over and over again in successful Dealers.
1. Customer Focused
It doesn’t matter what industry you are in – if you are focused on what is best for yourself, it will be difficult to achieve long-term success. You might win some short-term sales, but eventually those customers will go away when they realize you aren’t looking out for their best interests. Understanding your customers’ goals is crucial. Your customers start to see you as less of a salesperson and more of a partner – someone who wants to help them succeed, solve a problem or find the best solution for them. They not only start to buy more product from
you, they don’t even consider your competition. Not just because of the great products that you represent, but because of the great service you provide.
2. Great Communication
When customers don’t hear from their Dealer, the likelihood of them looking for alternative products and solutions increases significantly. For many of our customers, their Dealer is the face and voice of AMSOIL. Providing good communication is a key component to excellent customer service. Without it, your customers and Dealers may miss out on things they can benefit from, such as new product and program announcements. A lack of communication can also create problems when customers are surprised by AMSOIL changes. A retail account that is not aware of an upcoming price increase may not be very happy if the first they hear about it is when they place an order.
No matter how much communication they receive directly from AMSOIL, there is no comparison to learning about this type of a change through a personal visit or a phone call from their Dealer. It ensures they receive and understand the information and have time to make adjustments on their end. It decreases the likelihood that they may be upset and consider dropping AMSOIL.
3. Diversified Business
Diversification of where a company’s products are marketed and sold is not only important to an organization the size of AMSOIL, but also to each individual AMSOIL Dealership. Diversifying your business will accomplish several things. It can help you minimize the cyclical ups
and downs of sales. It may help you find a program in which you excel. Diversification of your AMSOIL business can be achieved in a number of ways. First of all, it can mean filling your business with individuals and companies in all of the programs that we offer – Dealers, Preferred Customers, catalog customers, retail accounts and commercial accounts. This really involves putting your customers in the right program to meet their needs.
Secondly, it may mean diversifying your customer base within those programs. Seek retail customers in varying industries. Seek Dealers who have different skills and strengths. If you are comfortable with face-to-face sales, but not so comfortable with the computer, seek other Dealers who are comfortable marketing AMSOIL through a website. Finally, diversifying your AMSOIL business may involve the methods you choose to market AMSOIL and your Dealership – trade shows, racing events, online, in-person, etc.
4. Provide New Ideas
Providing customers with new ideas makes you a more valuable resource to them. Make sure you understand AMSOIL products and programs. When you visit a customer, getting an order shouldn’t be your only goal. Have something new prepared to present to them that may benefit them in some way. The same holds true when you interact with your Dealers; have something to share with them that may help them grow their businesses. It might be something as simple as a good industry article.
Embracing these traits will strengthen and help grow your individual business and AMSOIL as a whole.
Call us about an AMSOIL dealership anytime at 800-579-0580
Ches Cain – AMSOIL 3 Star Regency Platnum Direct Jobber