always, pricing is established by connecting
product cost, customer service, and the
overall value that dealers bring to the
table. It's the owner's business philosophy
that drives and sustains his/her dealership
for the long haul. Customer service is a
renewal topic that must be addressed.
As I walked into the showroom of
another one of my company's customers,
who was a dealer in Illinois, I noticed a
tripod with a sign uniquely placed in the
middle of equipment. It read something
along the following lines:
What My Business Offers My
Customers
We are an outdoor power equipment
specialist.
Our Sales Staff are product and application
specialists.
We service everything we sell.
Our Service Department is staffed with
Factory-trained Technicians.
We provide operating and safety
demonstrations.
We completely assemble and service all
equipment that we sell.
We complete your warranty registration.
We maintain a fully stocked parts
department.
We offer pickup and delivery service.
You can always speak with the owner.
This dealer had taken on the big box
stores by listing things that big box stores
have chosen not to offer.We added this
topic as a lesson in our workshop.We call it,
"Economic Value Added (EVA) services."
Develop your accurate list of EVA services,
and place it on your showroom floor.The
sign helps to establish compelling reasons for
customers to buy from you.Your business has
benefits. Sell them just as you sell the benefits
of owning one of your products.
Never forget:Your store is a Specialty
Shop.Your challenge is to learn how to
make doing business with your store worth
more, so you can earn more.
OPE
Jim Yount is the
founder and chief
executive officer of
Jim Yount Success
Dynamics LLC. For
more than 30 years,
he has hired, trained,
managed, sold,
marketed, and motivated. Extensive realworld experience in retailing, distribution
and working with manufacturers, both
domestic and international, has earned
Jim the reputation as a trustworthy and
knowledgeable professional in his field. As
a results-oriented speaker, he is dedicated
to inspiring groups of 30 to 3,000 to
develop their talents and realize their
full potential. As a business consultant,
teacher and coach, Jim is experienced
at challenging leaders to explore their
operational procedures and change
unacceptable practices that are producing
poor results. For more information,
contact Jim at jimyount@hughes.net or
(903) 796-3094 or visit his website at
www.jimyountsuccessdynamics.com.
OUTDOOR POWER EQUIPMENT
MAY 2013
17
