Issue link: http://read.dmtmag.com/i/358154
August 2014 | Construction Equipment Distribution | www.cedmag.com | 29
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part-time assignment for a young business intern.
In the chart above, the dealer adjusted his consumption
factors based on the type of units in each account. He
worked through his customer base in batches of 50. The
batch categories were roughly sorted by number of units.
Once the spread sheet was completed, the dealer sorted
customers by P&S $ Sales Opportunity, largest to smallest.
The resulting ranking report of aftermarket customer
sales opportunity is amazing because most likely no one
in your service and parts operations ever considered a
focused sales approach on those newly identified high-
potential accounts. See Folkert Const., (above) for example.
2.) Plot Aftermarket Customers on a Wall Map
Many dealers find it extremely useful and informative
to create a large wall map of at least 24 x 30 inches,
representing customer locations. Managers find it easier
to visualize geographic clusters of opportunity on a map
versus a columnar list of customers and prospects. See
sample map below.
Very inexpensive software and printing resources are
now available to create informative and helpful tools
to help plan sales and customer support campaigns.
Customers and prospects can be indicated on the maps by
a wide variety of symbols, sizes and colors. A reasonably
priced map resource is www.MapBusinessOnline.com. This
web-based mapping software is
a very user-friendly program that
supports both Windows and
Macintosh web browsers. Busi-
ness data can be easily imported
from Excel spreadsheets or text
files. The user can save maps as
Jpeg, PNG, or PDF images. An
annual subscription for a single
user costs about $250 per year.
Working from your PDF
map file, an office supply store
can print color images from 24
inches wide to up to 60 inches
in length for just a few dollars
each. Call first to make sure their
printer person is available.
Three of the most useful maps we helped one dealer
Map A – All dealer equipment customers by zip code.
Four current fleet size categories by symbol size. Yes/No
PM Contract by symbol color. The dealer could immediately
see which large machinery customers were under PM
agreements or not.
Map B – All current aftermarket customers by zip
code. Four current customer fleet size categories in units
by symbol color. Current P&S sales opportunity potential
shown by symbol size. This dealer saw his large aftermarket
sales opportunities were located.
Map C – All parts direct customers by zip code. If you
have numerous parts-only accounts that do their own
maintenance, do one map for them using logic of Map B.
The dealer easily determined where his large aftermarket
parts direct sales opportunities were located.
Some of these needed special order/receipt/
delivery arrangements or consignment inventory
accommodations for their remote location.
(E-mail me for my convenient consignment
inventory control technique.)