Selling your wholesale service?

[Parts007]

I have recently been hired at a GM dealer to increase the wholesale business. Most area customers purchase from other dealers, near and far. While "cold calling" these customers, I have learned that the previous wholesale managers have "burned the bridges" by incorrectly ordered parts, lost orders, arguing about payments, etc.. to the point where they won't call anymore. (Even with a new guy to service them) I have pledged to them a great service and a comparable discount if they purchased from me. But they won't even listen. Any thoughts on how I can win these customers over?

[Chuck Hartle]

Hello Parts007,

I could say that you might want to find a new dealer to work with, but there are some things you could do to try and get another chance.

First of all, ask them who their current supplier is and why they choose to purchase from that specific buyer. I am sure you will find out that it is because they are offering what your dealership wasn't able to supply previously.

You may be able to offer a fantastic incentive to have them give you one more chance. Such as, give them 35% off on any single large order, one time, to prove you can deliver.... Remember, the reason you are hitting roadblocks is because of the failure of the sales person or parts advisor to follow through before.

Talk is cheap...... You better be ready to perform...

Chuck Hartle'
PartsEdge

[Parts007]

Thanks for your reply, Chuck. I like the idea of a one-time 35% off offer, just to get them to call once. That is just the fresh idea I have been looking for to woo over a few new (old) customers. Any other creative ideas like that would certainly be appreciated. As far as another dealer to work for, that is a last resort. Lol.

Tony.

[This message has been edited by Parts007 (edited 05-01-2001).]

[tjsmith]

I had a simliar situation at a dealership I came into and took over the parts manager, NO WHOLESALE DUE TO PRIOR EXPERIENCES. Well let me tell you it was not easy to get the business, but I got some....let me express some...the main thing is to be sure you do not get fustrated because you do not get all the business...all you want is some(becaause you cannot get it all) and let your customers know that"all I want is some of your business not all of it." If you get just a little business from them and you do not let them down they will give you more, but it takes TIME. It has almost taken me three years to get the business I got, and it is growing. I know my good customers inside & out...I know birthdays,weddings, deaths,& births...you would be suprised what a simple phone call or card might do. I feel like my wholesale customers think of me as a friend not as a parts supplier. To me I found it is the small thing that make the biggest difference. For instance there are several shops that have gas pumps...we were purchasing gas for PDI's, UV's and etc. from a regular old gas station, well I got with our owner and told him if we spent money these shops they would more than likely spend it with us, and it worked. I ran some special discounts to get my foot in the door like Chuck had suggested, that it is good idea and a good starting point, but what has worked for me is taking care of the small things, and yeah I have customers who could care less and do not buy much, and I really do not them as customers.

[Mark Burnett]

well said tjsmith!

[Oeparts]

Howdy, I thought i'd ring in on this topic because thats my job Outside Sales. I after 3 years still hav problems gaining customer confidence from customers who have been BURNT before. Here's what I have found to be a giant help. There will be a time when even those people call because they need something. This is your first IN. Deliver the part yourself they will talk to you at that poing because your not a salesman your helping them out of a jam and this is when they will listen. Try it it works.

P.S. The discount thing works here and there but I don't reccommend it you get into a "I should get this price all the time" situation and may work against your goal. Price is important but SERVICE is the key.

Good luck

[Parts007]

Thanks to Chuck Hartle' tjsmith , and Oeparts for your input. I certanly see a nearly impossible battle in the near future, considering the reputation of this dealership. But your information will certainly set me in the right direction.

Tony

[warr_wiz]

No matter what the buyers, or former buyers tell you, never give up. Call them at least once a week, maybe even every day. Every time you talk, reiterate the service you can provide, the inventory you keep, and how important each customer is to your business. After a while they may get tired of listening to you and place an order.

[RobertLangdon]

I agree with oe_parts and war_wiz. I have found that when you offer that one time price discount... they want that price all the time. I have my wholesale manager cold call some old customers that haven't bought from us. He finds out why they aren't buying from us. He tells them he will discuss this with me and we will put together a package for him. Most of the time its really all talk but every now and then we will put together a discount plan. I also found out that with the reynolds & reyonolds system you can make a report on customers who haven't purchased in a while. I use two months, usually if the customer hasn't bought in two months there's a problem and we call them up and see whats going on. We try to nip it in the butt so to speak. That usually works so you don't lose your customer base, another dealer can't build up any type of relationship. Hope it works.

Rob