Truck Parts and Service | Heavy Duty Trucking, Aftermarket, Service Info
Issue link: http://read.dmtmag.com/i/782919
26 Sales & Marketing analysis — and on a much larger scale — and are willing to provide data to proactive distributors who are trying to grow sales of their products. In some cases, this research can even lead to potential customers who were previously unknown. "Almost universally distributors be- lieve they are calling on everyone in their area, but most of the time they're not," says Steve Hansen, director of marketing at Minimizer. "It's just too hard to fi nd all of the one- and two-truck guys and keep up with them." Which is where a supplier comes in. By tracking website visits, social media impressions and email engagement, Minimizer can identify any truck owner who has so much as considered purchas- ing one of its products — and push those leads right into distributor's stores. "All of what we do is driven toward getting a [potential customer] to fi ll out a form, which to us is like them raising their hand and saying they're interested," Hansen says. "After that, we'll call them or email them and direct them to our closest distributor." And there are other data streams that are equally valuable. At Inland Truck Parts, President Greg Klein says his team acquires market- specifi c vehicle registration and popula- tion data for every business segment — trucking, construction, agriculture, etc. — it serves. This data allows the company to not only determine the po- tential number of vehicles and customers around its locations, but also helps guide them in positioning their outside sales force to have access to as many customers as possible. "We have a map that allocates every square inch within our stores," Klein says. "We make sure that we don't have a Bermuda Triangle." Another data source, RigDig Business Information (a Truck Parts & Service sister company), helps distributors target potential customers based on a range of criteria, including vehicle inspection data and fl eet travel patterns. "Inspection data can help distributors and repair centers identify fl eets within their area with trucks that have been put out of service for brake or lighting issues," says James Vogel, vice president of analytics and professional services, Rig Dig. "We can also target fl eets that may not be within a distributor's area, but whose trucks travel through their area and might need parts or service." It's also important to note that market areas can be expandable. Doubling a coverage area may require a new loca- tion, but tacking an extra mile or two on a coverage radius does not. Robblee says he's green lit a few sales people to test the waters on expanding their regions at various points over the years. "Sometimes it makes sense to look at a new territory," he says. "We try to fi nd smaller areas where there may be an op- portunity … We'll send a sales person in there and if they're optimistic [about the market], we'll give them some time." Most suppliers aren't opposed to hop- ping into a sales person's truck, either. Joining distributors for sales calls is a regular occurrence for Meritor's nationwide sales force, says Doug Dole, T R U C K P A R T S & S E R V I C E | F e b r u a r y 2 0 1 7 A service department can pump up parts sales as well. Similar to parts purchasing -- most customers don't rely on a single service provider for their service needs. And while it's always great to tack service rates onto a part sale, providing service also gives a distributor an extended opportunity to promote its full capabilities. This includes additional maintenance and repair service and the entirety of one's inventory. A customer is driven to a service center for a clear need, but it's up to that service provider to present the entirety of its services while the customer's truck is in the bay. Take advantage of the captive situation. Selling parts through service Bringing a customers' truck into your service bay allows you an avenue to promote the entirety of your inventory and services. Almost universally distributors believe they are calling on everyone in their area, but most of the time they're not. – Steve Hansen, director of marketing at Minimizer