In the Know Joe by Joe Wallington
Edition: November/December 2011
Many are complaining because the economy is still in very tough shape. They are right…it is. Many mention that they wish business would get back to “the way it was”. I’ve got news for you…It will never again be “the way it was” and the economy, while possibly showing some signs of improvement, will remain tough in 2012. Knowing these two facts, what will you do differently in 2012 to improve your business performance?
Two areas that could make a significant impact in improving your business in 2012 are:
• Focus on selling more commercial business
• Offer differentiated products and/or services
Commercial Business
Wherever you are located, commercial business opportunities exist in many, many places. However, this business does not walk in the door to buy…you have to go after it. To successfully compete in the commercial vehicle arena, you need to have a dedicated person who knows how to “solution sell” commercial applications. This should be a person who is confident, friendly and comfortable in their own skin. They cannot be afraid of cold calls and they must be able to “solution sell”. Solution selling is the basic ability to understand a customer’s people moving and/or material handling needs and successfully sell the right vehicle application for that need.
When you have your outside commercial person in place, it is time to pick the key commercial customer types and their particular application needs. Some commercial prospects and applications like:
• Universities – Universities are a great place to focus your efforts. Applications from people moving (6 passenger Golf Cars and/or mini buses), utility vehicles for maintenance, security vehicles and more.
• Hotels & Resorts – Most larger hotels and resorts will need a wide range of vehicles from various people movers to insulated catering vehicles, maintenance equipment and more.
• New Neighborhood Developments – Large neighborhood communities often permit the use of Golf Carts and/or LSV/NEV’s. Your commercial sales person should visit these communities to sell the idea of offering a new Golf Cart with each new home purchase. The housing market is still very difficult…what a great way to help close the deal on a house.
• Plants/Factories/Warehouses – People moving and material/burden carriers are needed in almost every one of these types of businesses. Meet with the procurement managers of these facilities and ask the right questions about applications, budget and needs to formulate you sales plan.
Other great sources of commercial business include apartment & condominium complexes, large car dealerships, large churches, amusement parks, race tracks, trailer parks, camping grounds and more.
Having the right product variety is a must if you decide to focus on the commercial channel. If you don’t have utility cars, buses and other vehicles made for commercial purposes, it may be time to re-think your product offering. Star EV offers more than 35 models including buses, utility vehicles, heavy duty burden carriers and more to meet these types of applications. We are also on the U.S. Government GSA contract with 18 models and have vehicles operating in over 40 government agency locations across the U.S. and Puerto Rico.
Product or Service Differentiation
Another great way to grow your business is to augment your go-to-market offering with additional products and/or services. Here are just a few ideas to ponder as you develop your 2012 business plan:
• Solar Panels – Solar panels have come a long way in the last couple of year. Panels are now available in high watt versions from 200 to over 400 watts. In sunny areas, these panels can make a very substantial contribution to run time and range. Individuals and businesses are going green…make sure you learn more about solar panels and consider adding them to your line up
• Custom Painting – Another way to differentiate is to offer personalized colors and accessories for your vehicles. Many people want to have that special college color car, or something that matches their favorite car. Find a local solution for customized colors or a supplier who can offer this service. An example is STAR EV select which offers any car, any color starting from only $350 for a 2 passenger car.
Many other ideas exist on ways to differentiate your business by adding products and services and/or going after the commercial business in a big way. So, step away from your office and take some time to creatively plan your new strategies for next year.
Let’s sell some EV’s!
