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Invest for ROI
Many suppliers today are looking for the competitive edge needed to increase their sales and potential in existing accounts.
Whether you supply parts, supplies, services, or consults, one thing is crucial to the success of your company - your customer's success and
ROI. If your product or service helps your customer be more successful…you will be more successful.
The first suppliers in our industry to try this business strategy were tire manufacturers. Maybe because tires are such a large expense
and investment, maybe because competition was and is fierce, maybe just a great idea from a trend setter that developed into industry wide policy. What ever the scenario, many tire sales people
and all tire service and supply companies lead with their ability to increase your bottom line by reducing your cost per mile. And, as any average manager or rocket scientist knows, reduced
cost per mile means increased ROI for the company.
So why do other suppliers not embrace this strategy? In this reader's opinion; it is hard work. Hard for the street salesman
calling on customers, hard for telemarketers or other cold call methods to be effective, and hard for decision makers at these companies to know when, where, and how.
This is truly a partnership strategy. And all married people know what partnership means… GIVE AND TAKE.
Why is this so hard? First, you must know your customer's business, you must be able to advise about new trends as well as proven
practices, and you must be able to invest time and energy in your customer's business to better your own. This is time consuming and can be frustrating, but is crucial to the success of OUR
customers.
Each customer's needs are different. Some are interested in the price of goods only; others are interested in the quality, while there
are some that want the best of both with every transaction. The old adage, "You Get What You Pay For" is not just true on the purchasing side of the desk. It's also true of the investment
on the on the supplying side of goods and services.
So do you? Does your company, your sales force, your support team, yourself, invest the resources into learning your customer's needs,
direct or implied? To succeed in our economy today, we should all ask ourselves these questions, and remember what this entire industry is about, great service to someone for a competitive
price.
Contributed by:
James Palmer
Southeastern Private Fleet Manager
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