August 2014

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30 | www.cedmag.com | Construction Equipment Distribution | August 2014 Product Support just let me know. Most dealers maintain a very poor information database on these high-value accounts. When looking at your customer base, also do two essen- tial computer runs: (1.) customer ranking report by after- market total dollar sales and (2.) customer ranking report by aftermarket gross profit margin percent. Who's paying your bills? Which ones should be developed? Analyze what your customers are purchasing from someone else that they can purchase from you. How can you win that busi- ness? Maybe you do the maintenance but they seasonally rent from someone else. Maybe you can discover a pattern in your customers' purchasing and it is a business you need to get into? Maybe if you had it available they would buy it from you? %XLOG8S7LPH6WUDWHJLHVIRU

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