If you're trying to expand your customer base, one of your target groups should be those 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 it and while you are 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.
The hardest nut to crack is the sporadic buyer. Are they maxing out their credit with every mobile that calls on them? Are they trying to spread the wealth and keep everybody happy? Are you their primary, secondary, or almost-nothing supplier?
Firstly, try your best to figure out where you stand with this sporadic buyer. Are you number 1, 2, 3, or 4 on their purchase scheme? You can mention to them that if they were to consolidate their purchases with you, you could give them something in return -- better terms, a cumulative discount, the first shot at what’s new and exclusive, something to make them feel special. Setting them up on a try before you buy it, one-week loaner program is a good way to get someone’s interest. There is no need to give away the store, just make them feel wanted and special.
