One of the last presentations at the Amsoil 35 Anniversary Convention was a chance to hear the tips of three top dealers, Dave Mann, Tom Shalin and George Douglas.
Three totally different approaches to different extremes. Tom has seen most his success from his internet ads and working together with his wife on long nights of customer follow-up through thank you notes, emails and newsletters. None of his customers feel forgotten. It's a full time job and you will reach the highest success just by working with what you have.
Six Star Regency Platinum Dave Mann's situation was a little more intense. He admits doing all the work with very little help. Most of his recommendations were to simply educate yourself on what you need to accomplish. This is really what makes it all work.
This includes writing "manuals" and how to's for website design and technical knowledge. The same stuff I had to find out on my own which covers design tool training, having a website people want to do business with. (He suggested reading web design and books relating to capturing more sales from those already landing on your site - same thing I have recommended in the past)
Here's what he said: "You must prove to the customer you are the only one capable of answering their questions. This is done through letting them #1 - know who you are, what your background is, what you look like (AMSOIL related photo is a must), detail right at the top so they know who they are dealing with and who will be answering the phone. #2 you must know the technical details of your products and you MUST convey to your customers you understand what they want to know and that you can convey these details to them. The AMSOIL data sheets are the best tools but also reading and studying trade publications as well as having a hands on background with the subject matter you represent is worth going after".
Don't forget a professional greeting on your website as well as the phone is a major plus.
Dave comments is exactly what yours truly has been doing since I started tearing apart engines and working with computers & electronics since I was 12 or so. But this is not a pre-requisite. You only need to read the material, use it and talk with customers. Then study how to build a website, take the software tutorials then go at it. Convey to your customers you are who you are and you are there to help them. Open with your interests and background. If you have a site and it's not doing well now consider making it a bit more personal and then talk technical from the keyboard rather than copy and paste AMSOIL data. That right there is why my website is now ranking so high I don't spend a dime on Internet advertising. I now use that money for inventory and local advertising ventures.
"You must have a CALL to ACTION" Can the customer get to their purchase area in one click w/o having to scroll down?
Just like me, Dave too had to go to the post office several times while at the convention. Customers love service and attention. I always have material packed in my car when I hit the road. Those customers will always return as long as I don't become lazy. But you learn to work smarter and automate certain systems while switching away from methods which show to lack efficiency.
The good news is these interviews or their outlines are due to be published in the training section of the dealer zone soon. I will stay on the sales team to get that done.
The other Regency Platinum DJ, George Douglas suggested buying time on a small AM station to promote AMSOIL. He also sends most leads downline to the most tentitive dealers in his group making one DJ after the other. Ironically My dream since I was a kid was to have a small AM Broadcast station which is what I am going for now taking a different approach.
New Motorcycle point of sale flyer. Order G2509 for a pack of 25 of these tri-fold everything you need to know about AMSOIL motorcycle products. Easy to get the word out.
New 930,599 mile Engine and 1-million mile transmission in Chevy van. For all your potential fleet and customers who may think all oils are created equal. Makes a great case for both ATF and SSO 0W30. Brochure G-2578
New PI "A Study in Performance" Order G-2543
This is a 7-page sales brochure for AMSOIL PI. Great for inspection shops or any service center. All dealers should mention PI with every sale. I have 4-cases on hand at the moment. They don't stay around long.
Worth mentioning but not available - A special 35th Annaversary AMSOIL CENTER guide and photo chronicle which I will add to the website at some time. If available would be a wonderful tool at trade shows.
Thank You Post Cards.
One proven stratagy Tom Shalin mentioned were thank you cards for all the catalog or retail customer orders which show up on the daily reports. I was eager to try this myself so rather than use the AMSOIL thank you cards I made my own using Avrey's templates.
You can see mine by emailing me for the file then going to the site for the tool to open it, then save in your own account and remodel. These cost .27 to mail. The front has my minicooper in B&W then "Thank you for using AMSOIL!" in yellow and "Call us at 800-579-0580 to buy at wholesale cost on your next order" in blue meaning I will set them up as a PC to retain the customer and further lead to becoming a dealer.
The Avery product to buy is the 8387 Post Cards. Last month I had 8-pages of retail orders which had an average of $30 in retail profit and an average of about 50 cc's per order. That is another resource of a website people will land on and buy direct.
NOTE: To see your catalog sales (full retail customer list) you can use the Preimum zone catalog customer database which updates daily. I make a print out every 30 days of that one. There is also a new tool in the Dealer Zone (first page at the lower left column) "Personally Sponsored Customer Orders".
I know exactly what to do to double those sales (Add more product availabilty from the search engines and add more single product pages to my site such as the maintenance sprays and new oils I have not added yet.)
That BUY HERE tab on each product page in a custom site leading them to the AMSOIL site really works! You just have to let the customer know you are the individual who deserves their business. That is the result of "talking to them in print".
For PC's you can simply call or send an email. I haven't sent a card on these yet because I have been forwarding PC's needing renewal to downline dealers who are willing to keep them going and keep them updated.
The Amsoil training modules are currently being updated so just wait for this announcement. Also if you have not been in there yet the training section now has the presentations from the breakout sessions of the event.
AMSOIL Ad Slicks
Oh! and be sure to check out the new advertisements you can download or order higher resolution CDs from AMSOIL. These new ads can be used in your own ads, postings, club newsletters, website, flyers and organizational programs. I will be using a few to pring on hard stock for trade show banner material. Take a look!