Technology. Websites. Internal Metrics. Social Media. We live and work in a rapidly evolving world with more online tools than ever before. While some sales principles will always remain constant, success in our competitive industry requires commercial dealerships and salespeople who adopt the digital tools that help sell more inventory.
Welcome to Part 2 of our commercial dealership Successful Selling blog series, produced through a partnership between Commercial Web Services, Commercial Truck Trader, and Equipment Trader. As leading providers of innovative solutions that connect buyers and sellers in the equipment and trucking industries, we’re committed to using this blog series to help dealers reach more customers.
If you want to learn more about how internal metrics can maximize website data to help dealers attract customers, check out Part 1 of our series HERE. Today, we’re talking about how technology can influence sales pitches!!
As we all know, a sales pitch is a fundamental part of a dealership’s success. Even as an increasingly connected world continues to adapt to new innovations, meeting directly with a prospect is a classic feature of our business that seems like it will last the test of time. But that doesn’t mean a sales-pitch should be totally rigid and unchanging. The development of new technology is a great opportunity to adapt your commercial sales pitches and effectively move more inventory!
To get a sense of how technology can influence sales pitches, we reached out to our frequent collaborating partner Ken Taylor, the Founder and President of Commercial Truck Training, a commercial sales coaching and consulting program. As a vigorous advocate for network- and referral-based sales systems, Ken’s first thought inevitably turned to how technology can help you gain that pitch meeting in the first place. “Technology is critical to supporting and growing your connection systems,” said Ken, “and the use of technology can make or break your chances at setting up a sales pitch.”
Our business is “old-school” in that we continue to rely strongly on phone-calls and face-to-face interactions to set-up and hold meetings with prospects. But before the phone call to gain an appointment can happen, technology can be used to alert the potential buyers to your existence and track, maintain, and grow an ongoing relationship, leading up to the request for a pitch meeting.
Awareness: When growing consumer awareness of your dealership, your inventory needs to be seen by as many buyers as possible. By listing inventory on leading commercial marketplaces like EquipmentTrader.com and CommercialTruckTrader.com, your inventory can be discovered by consumers from coast to coast, many of whom will be willing to set up a phone call or even travel to your dealership. Social media (which will be discussed in-depth in our next Successful Selling entry) is also great for generating connections that can lead to a sales pitch.
Relationship-Building: Once a connection has been made, technology is additionally useful in bridging the gap between initial contact and the pitch meeting. According to Ken, “Every dealership needs to use commercial-oriented Customer Relationship Management (CRM) software. Without a commercial CRM, your connections are disorganized, your time is misprioritized, and you won’t be able to schedule nearly as many sales pitch appointments as you should.” A commercial CRM is necessary for consistently building ideal sales days that lead to productive pitch meetings (read more about the ideal sales day HERE).
One great way to stay in contact with consumers is via newsletters and other digital content that positions you as the expert you are, holds the attention of prospects, and keeps current customers engaged. (Read more about generating leads through content development HERE.) Specifically, Ken points out, “the beauty of today’s newsletter software is that everything can be tracked, from open rates to how many of your newsletters were forwarded and to whom. This digital information is what your dealership needs to stay connected and earn more pitch meetings.”
The Pitch: Finally, let’s talk about the role of technology during an actual sales pitch. Mobile devices are great for showing off your inventory to a prospect. Laptops, tablets, and mobile phones are easily transported and can quickly enable you to showcase your entire inventory, scroll through photos of individual listings, and break down important information like unit specs and pricing details. You can also exhibit your website (review our tips for optimizing website usability HERE), which should demonstrate the quality effort you put into your business and how they can easily access all the products and services you offer.
Ken also recommends highlighting your dealership’s presence across the web, beyond your website. “Demonstrating that your dealership has a nationwide reach through sites like EquipmentTrader.com and CommercialTruckTrader.com bolsters your reputation. You also want to be sure that your digital identity is consistent across all platforms, from your website to your LinkedIn page, proving that your dealership has a strong and consistent identity and purpose.” And if you’re willing to get really in-depth, internal metrics from your website and from third-party marketplaces provide useful information for your pitch meeting, helping you identify which of your products are most popular and how you are positioned in the industry compared to your competitors.
At the end of the day, the classic, direct sales pitch is not going anywhere. But we do now live in a digital world, and we need to make sure that we are using all available tools to our advantage. By using the appropriate technology, commercial dealers and salespeople can productively influence sales pitches and sell more inventory!!
About Commercial Web Services
Commercial Web Services (CWS) is a leading and innovative digital marketing provider catered exclusively to the equipment, material handling, agriculture, and truck industries. Its mission is to be the preeminent industry resource that helps commercial dealers and manufacturers establish and grow their businesses through strategic marketing efforts. By truly understanding a dealership’s challenges, CWS is able to deliver first-in-class marketing solutions to their everyday business troubles. Its solutions incorporate the marketing industry’s most sought after services, including website hosting and design, search engine services, social media management, inventory exposure and more. For more information about Commercial Web Services, please visit www.CommercialWebServices.com.
About Commercial Truck Trader
Commercial Truck Trader is the industry leader serving sellers of light, medium, and heavy duty trucks and trailers. With over 1,000,000 monthly unique visitors to CommercialTruckTrader.com, our main purpose is to bring commercial vehicle buyers and sellers together. Additionally, Commercial Truck Trader is committed to providing innovative products to ensure that manufacturers and dealers generate connections, drive sales and maximize profits. For more information about Commercial Truck Trader, please visit www.CommercialTruckTrader.com.
About Equipment Trader
Equipment Trader is the industry leader serving sellers of construction, earthmoving, agricultural, lifting, forestry, mining, and industrial equipment and trailers. With over 800,000 monthly unique visitors to EquipmentTrader.com, our main purpose is to bring equipment buyers and sellers together. Additionally, Equipment Trader is committed to providing innovative products to ensure that manufacturers and dealers generate connections, drive sales, and maximize profits. For more information about Equipment Trader, please visit www.EquipmentTrader.com.
About the Author
Ethan is a Content Curator for Trader Interactive, serving the commercial brands Commercial Truck Trader, Commercial Web Services, and Equipment Trader. Ethan believes in using accessible language to elevate conversations about industry topics relevant to commercial dealers and their buyers.