Discovering Your Customers’ Needs

Understanding prospects’ values and day-to-day challenges helps uncover their most compelling needs.

You’ve piqued the interest of a potential customer by highlighting the value of AMSOIL products, but the process is far from over. Building trust and creating a solid relationship requires a full understanding of the customer’s everyday workload and attitudes. What are the challenges of his business? What does he value most? The answers may not be what you’d expect. Step Two in the Buy-Sell Process centers around discovering your customers’ specific needs and values.

The Basics

It may be helpful to step back and review two fundamental aspects of the Buy-Sell Process.

  • “Buy” comes first. The focus must remain on the customer for the process to yield successful results.
  • This is a non-linear, circular process. When a prospective customer slips from the “Assessment” phase to the “Not Looking” phase, a savvy AMSOIL Dealer recognizes the change and adapts his/her strategy accordingly.

A Day in the Life

Consider the issues typical shop owners encounter on a regular basis. Discovering what they need (and what they don’t) might start with envisioning the drama unfolding before you even walk through the door.

  • The everyday balancing act – managing the flow of vehicles in and out of the shop, paying bills, consulting with customers, etc.
  • Ordering hassles – ensuring the right parts are delivered on time.
  • Managing time and money – completing projects within a limited timeframe while attempting to maintain a certain profit margin.
  • Employee issues – finding and retaining reliable workers.
  • On the shelf – motor oil may not be high on their list of concerns.

Unexpected problems can arise suddenly in any of these areas. Be prepared to give a prospective customer some breathing room and, if needed, re-schedule your visit if the shop environment looks particularly hectic that day.

Ready to Listen

It’s possible that many of your customers will have similar needs, values and experiences. There’s only one way to find out. When speaking with an independent repair shop owner, consider prefacing the meeting with a straightforward question like, “Why did you decide to open your own business?” Listen intently to the answer. The prospect’s story will provide insight into his/her values and motivations. Prospects’ attitudes may even align with the way AMSOIL conducts business and approaches the market.

STEP TWO IN THE BUY-SELL PROCESS:

  • You have moved a potential customer from”not looking” to “looking” by creating interest and curiosity – now focus on his or her needs.
  • Discovering what the customer values most is your prime objective in this phase.
  • Many businesses are concerned with maintaining high-quality service, attracting customers and improving margins. Determine what compelling needs might exist.
Polaris used to test AMSOIL ATV UTV oils pushed to the limits. 280F transmission oil temperature seen here

A must upgrade for Polaris Rangers is our indestructible 100% Synthetic 0W-50 UTV and ATV oil The way a lot of our customers use their ATV’s demand proper lubrication and cooling when most competitor oils sheer out. Why pay more for an oil that isn’t the viscosity you paid for after a few uses? You […]

chevy c10 pickup and CEMA

1968 Chevrolet C10 Pickup Truck Wins GM Design Award for Truck of the Year  Kerry Johnson |Mar 17, 2017 4:30 PM The SEMA Show is the place to see and be seen in the automotive scene. A no-holds-barred display of custom car builds, as well as the latest and greatest in the automobile aftermarket, SEMA really […]

2-cycle oil deposits

Yeah, Why are There several 2-stroke oil mix ratios for chainsaws? John Baker|Jun 20, 2017 8:36 AM Swamp mix. That’s what you call a concoction of two-stroke oil and gas that’s been slopped together with no measuring tools and no regard for engine protection. Your chainsaw or string trimmer could be running on a 50:1 […]

Deposits minimized on turbocharges using AMSOIL

Turbocharger vs Supercharger: What’s the Difference? John Baker | Oct 16, 2020 10:06 AM An engine is nothing more than an air pump. The more air it ingests, the more fuel it can burn. And more fuel equals more power. Sometimes an engine just needs a little boost Engineers have a few methods at their disposal […]

Tires in snow

Are you ready for the Surprises of winter driving? Tips to prepare your vehicle for hazardous roads before winter arrives. _by David Hilgendorf |October 2024 Ice storms are most common when the air temperature is close to freezing and blizzards become more likely as temperatures fall below freezing. Both can reduce visibility and create slippery […]

Motorcycle shock cutaway demonstrating the use of fluid.

Fork Oil – Which do I use? I didn’t realize it went bad John Baker | Aug 22, 2019 10:33 AM A fork oil’s number-one task is to deliver consistency. Consistent dampening despite temperature changes. Consistent rebounds despite different terrain. Consistent performance so you can ride or drive confidently. Consistency. What fluid would provide the […]