This month we're looking at ways for you to look at your customer and prospect base and build your revenues with the opportunities you have.
One of your target groups should be the people who are buying from someone but not from you. These are your prospects. Continue dropping off your promotional brochures and eye-to-eye thank them for looking at them and while you're at it mention that you would appreciate a shot at their business. I’m sure in some cases these non-customers are mad at you, your predecessor, or the brand that is on your truck, and these issues are what you need to get past. Sometimes a simple request like “how can I earn your business back” may crack the ice and open a conversation. This conversation may not be all peaches and cream at first.
When they regurgitate whatever the previous sin (in their eyes) was, honor their statement with “I’m sorry that happened, and I’ll do my best to meet your needs as we move forward.” Sure, the prospect may be a knucklehead and never forgive you for not taking back the broken lug nut socket that he had welded to a pry bar for busting loose frozen wheel nuts. Just keep asking. If this guy is that odd, he will sooner or later become unhappy with his current supplier and come back to you. The successful action in this instance is to keep talking to them and asking for their business. Again, anything you sell them is 100 percent plus business.
