Wholesale ideas

[tmundal]

Hey guys and gals..

Looking for some ideas to maybe help boost wholesale business. We are #2 in our market for our three lines (dealer 50 miles away has 10x the inventory). We do have an outside sales person that does a good job, but business isn't growing, just staying fairly steady. Just looking for some suggestions on things you may have tried that seemed to work. I know price isn't everything to everyone, and our inventories are pretty good across our brands. I'd actually like to try to drive up mechanical wholesale more than collision, just due to the profit margin..


Thanks!

[FixedManager]

90% of mechanical wholesale is about service, not price. Fast deliveries, correct parts, on hand availability, immediate availability of a person on the phone . With these guys try email, direct phonelines, and if you stop by you better have something in your hand.

And fast deliveries doesn't mean two times a day.

[tmundal]

Our outside person wants us to try having counter guys 'cold call' customers. I don't really like this idea, because I know how much cold calls irritate me. I guess if we had some sort of promotion it might work... But if a guy gets a call from two or three counter people plus a visit from the outside person, I'm afraid their going to start getting annoyed.

[FixedManager]

That's odd advice from an outside salesman, isn't that his job?

[tmundal]

That's odd advice from an outside salesman, isn't that his job?

That is sorta what I thought. I think they aren't having much success and rather than do something new themselves, they just want to have everyone else do their work for them.

[Hhmmm2015]

I get what your saying ,but think of it this way
business thrives on relationships,maybe that's what your outside rep is trying to say
the extra contact ,just reinforces either your countermen or the rep,as long as both
keep up communication

[tmundal]

Absolutely. That said, I guess I see most countermen as being viewed by the customer as the person they call when they need something and not necessarily the one who is going to call them unprompted to ask for them to buy something. I can see how it may be a good thing, but I certainly don't want to risk annoying a customer. I'm also doubtful on how much they will retain from the conversation, whereas some sort of printout or email with whatever promotions on it could be set aside until they have time to look it over. There has to be people out there that are really trying stuff "outside the box". I want to be seen as different by our customers, not just doing the same thing as say autozone or napa.

Has anyone had any luck using social media? I know with a lot of the old timers calling it quits, and those roles being filled by younger more computer savvy folks, there has to be a demand for more electronic communication.

[STUCKINPARTS]

When I was doing wholesale, I made sure to give certain customers my cell number. None of them abused it, and many times I would have orders or quotes texted to me. With the right amount of respecting their time by not bugging them too much and showing them that you are willing to give them your personal mobile number so they don't have to worry about being on hold from the receptionist can go a long way in building good wholesale relationships. The occasional box of doughnuts or pizza helps too....