The Importance of Email Marketing for Equipment Dealers
By Debbie Frakes – Winsby, Inc. – Learning Without Scars For heavy equipment dealers looking to generate more revenue from their marketing, sending emails consistently to customers and prospects is one of the most effective tools available. Nearly everyone in your customer base is likely to check their emails regularly, whether they are in the […]
How to Maintain Customer Loyalty When Tariffs Increase Prices
By Michelle Richardson, Vice President of Sales Performance Research – The Brooks Group Customer loyalty is being tested. Last year, the average tariff on U.S. imports increased from 2.6% to 13%. Nearly 90% of the tariffs’ economic burden fell on U.S. firms and customers. When tariffs push your costs higher and price increases become unavoidable, […]
You Can’t Control the Sale – and Trying to Will Cost You Everything
By Troy Harrison – Sales Navigator I saw a LinkedIn post this morning that nearly made me spit my iced tea onto my laptop. The author was analyzing a sales call where the rep handled every objection perfectly but still lost the deal. His diagnosis? The rep failed to “set the frame” in the first two […]
How to Build a Repeatable Sales Process That Works
By Michelle Richardson – Vice President of Sales Performance Research – The Brooks Group You’ve invested time and resources developing a repeatable sales process. You’ve mapped out every step, aligned it with your buyer’s journey, and rolled it out to your team with great fanfare. Six months later, you check your CRM and discover that half […]
5 Ways to Partner with Your Dealer to Reduce Downtime
By Larry Herman, Jr. – For ConstructionPROS.com – From RDO Equipment Co. Discover contractors and dealers can partner to align on heavy equipment repair services, machine monitoring systems and future fleet planning, ultimately minimizing downtime and maximizing productivity. Tight margins and demanding schedules mean contractors need every machine ready when the next project starts. One strategy that […]
The One Word That’s Driving Service Customers Away
By Sara Hey, Bob Clements International Hi Sara, My service department is always busy, but we’re quietly losing customers and I can’t explain why. What am I missing? If being busy automatically meant customers were happy, every service department in the country would have perfect retention. Spoiler alert. They don’t. The bays are full.The phones […]
Marketing Isn’t About Perfecting One Promotion. It’s About Designing a Campaign that Works as a Whole, Where Each Piece Supports the Next.
By Teresa Owens, Lessiter Media Too often, we focus on creating that one great promotion we think will drive all the sales, and we’re too busy to step back and see the full picture and think about the customer journey, which isn’t the same for prospects and current customers. When a promotion doesn’t get the clicks […]
Nothing Counts Until the Paperwork Is Complete
By John Dowling – Learning Without Scars Why Most Service Departments Don’t Have a Performance Problem. They have a Leadership Problem. In 1996, I was a young corporal in the United States Marine Corps, assigned to a small task force deploying from Okinawa to South Korea. We landed in a blizzard after leaving tropical heat, and […]
Creating Customer Personas: The Key to Meaningful Marketing
By Olivia Cox, Lessiter Media At Lessiter Media, we have always believed that truly understanding our audience is the foundation of effective marketing. In fact, as early as 2014, we led audience persona exercises across our brands to define who we serve, what matters most to them, and how to communicate with them in a […]
The One Word That’s Driving Service Customers Away
By Sara Hey posted in Best Practices — Rural Lifestyle Dealer Hi Sara, my service department is always busy, but we’re quietly losing customers and I can’t explain why. What am I missing? If being busy automatically meant customers were happy, every service department in the country would have perfect retention. Spoiler alert. They don’t. The bays […]