What Makes a Great Commercial Sales System?

In a previous lifetime, I was a high school football coach where I learned that you only win if you take a systematic approach to training, coaching, and playing. Those early experiences led me to a mantra that I still live by today, “In a bad system, even a talented individual is likely to fail. In a great system, even an average person is likely to succeed.” It’s true in sports and it’s true in sales. I have seen exceptionally talented … More What Makes a Great Commercial Sales System?

6 Tips for Boosting Commercial Sales with Attribution Data

Dealers are increasingly relying on attribution analysis – the process of identifying which advertising channels convince consumers to make a purchase – to truly understand where their buyers are coming from and to guide their marketing and sales efforts. But once you have that data, what do you do with it? Attribution analysis provides essential information that you can use to optimize your campaigns … More 6 Tips for Boosting Commercial Sales with Attribution Data

7 Models for Tracking Commercial Consumers’ Path-to-Purchase

The 7 primary models of attribution are typically classified into three categories – memory attribution, single-click attribution, or multi-click attribution – and they each come with their own set of assumptions, benefits, and drawbacks. To help you best understand the various approaches to attribution, we’re breaking down the 7 models for tracking commercial consumers’ path-to-purchase … More 7 Models for Tracking Commercial Consumers’ Path-to-Purchase

Scrappy Marketing on a Budget: Implementing Dynamic Email Campaigns

Being scrappy with resources doesn’t mean a dealership’s marketing strategies should suffer. Even on a tight budget, commercial dealers can maximize exposure, cultivate a sterling reputation, develop a leading voice, and become a powerhouse in sales. In Part 5C of our Scrappy Marketing on a Budget series … More Scrappy Marketing on a Budget: Implementing Dynamic Email Campaigns

Why Attribution Matters for Commercial Vehicle Dealers

Prior to the Internet, a consumer’s path to purchase was relatively linear. They relied heavily on local commercial dealerships for knowledge and information about various trucks, coming directly to you – the dealer – at the beginning of their decision-making process. With the rise of online research, however, it is very rare for today’s customers to do their pre-purchase research in the store. This is particularly true … More Why Attribution Matters for Commercial Vehicle Dealers

6 Tips for Taking the Lead in Commercial Sales

Success in commercial vehicle sales often comes down to small actions that place your dealership just ahead of the competition. Yet while the actions are small, the return in sales can be huge, which is why I refer to this principle as “the magnifier effect”. To think about it another way – consider a horse race where the lead horse only wins by a nose, but the prize money for 1st place is 10X what the runner-up receives … More 6 Tips for Taking the Lead in Commercial Sales

What’s The Fuss About Content Marketing?

Consumer expectations have changed over the years, and now more than ever before, people are expecting more from brands. They don’t just want a discount on products – they are craving information, personalization, and relevant content that fits their specific needs. But what is content marketing, exactly? Content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs … More What’s The Fuss About Content Marketing?

Ability & Attitude: Qualities of the Most Successful Salespeople

As part of my sales-consulting and dealership-training work, I often interview candidates for job positions in commercial sales and management. In fact, I interview over 50 candidates every year, and – just like the insurance commercial says – I know a thing or two because I’ve seen a thing or two. Almost every factor I’ve seen contribute to sales success can be placed into two categories: “Skill” and “Will” (a pair of terms … More Ability & Attitude: Qualities of the Most Successful Salespeople

Skill & Will in Commercial Vehicle Sales

I’m a big reader, averaging one book every two weeks. My topics are usually related to sales, customer service, leadership, or motivation. That may sound boring to some, but I consistently learn things that make me a better sales-consultant, dealer-trainer, and professional-coach. As the old saying goes, “when you’re through learning, you’re through.” In that spirit, I recently finished a great sales-management book titled, “The Sales … More Skill & Will in Commercial Vehicle Sales