2. Simon Batty Maple Associates Ltd

3. Plenary Growing sales across the portfolio
Recruiting and retaining staff
Keeping both…..
……interactive discussion group

4. This business is often with customers they haven’t dealt with before
Growing Sales
There’s more business out there than we can handle….somewhere….honestly!
Over nearly 20 years of working with dealership teams we consistently see the following:
Every time we ask them to engage with a sales project on a development programme they find more business
This business is often with customers
they haven’t dealt with before

5. UK, Africa, Europe – Keeping it Simple
Growing machinery sales more than 15% and increasing market share, simply by increasing sales activity levels
or Parts department teams increasing their cash Gross Profit 10% simply by introducing ‘5-a-day’ outbound customer service calls
or service technicians growing profit contribution £4,000 each just by finding an extra 15 minutes retail work per day……..

6. Starting at the top
Take each brand, product or service & look at your under-performers
Are they under-performing because they are not being ‘sold’?
Do your customers know what you sell,
or just what they buy from you?
Do you have the right portfolio?

7. Remember the “Marketing Mix”
What is our best,
or lowest risk,
or simplest option to
grow sales

8. What do new customers want?
Speedy, knowledgeable response to their enquiry
Good demonstration and explanation
Efficient and simple sales process
Installation or supply as promised
Reliable and prompt aftersales support
Do they have 3-5 ‘reasons’ to buy from you?

9. Review your territory & customer base
Identify and classify your customer accounts A,B,C (Map them?)
Look for gaps (geographical & sector) and identify potential prospects
Compile a prospect list of potential A & B customers for direct contact
Get proactive, focus tighter, define the target & make direct contact
P20 to target new prospects for relationship building
Newsletters, Sponsorship, Web-site, Social Media: use all channels
Remember: direct contact & follow-up are proactive sales tools

10. The A,B,Cs of Growing Sales
A – high value, high profile, high attention
B – bread and butter, everyday, loyal business
C – smaller scale, lower profile, low attention

11. The A,B,Cs of Growing Sales – example
UK sales team analysed their accounts against field sales activity and found:
A approx £400 profit per sales visit
B approx £1,300 profit per sales visit
C approx £2,800 profit per sales visit

12. UK small dealership A,B,C example
Identify & map existing customers across territory
Identify P20 list of A and B prospects to fill gaps
Increase planned customer visits across territory to A’s & B’s
Increase phone, and social media contacts to C’s
Weekly and monthly contact analysis and reporting
Sales increased by approximately 12% over one year

13. Africa aftersales example
Owners and operators targeted for ‘free’ health check report
Broken, worn & damaged non-essential parts identified & itemised
Report provided to owner/operator
Small parts & labour discount offered if booked immediately
15% increase in parts & labour sales as
a direct result of the promotion

14. Reputation for service
Retaining customers
Trusted advisor
Reputation for service
Easy to deal with
Visible and active

15. Simple Management Actions
Personal welcome letters from the boss
Personal follow-up calls by sales and aftersales
Birthday cards for machinery & main equipment
Multiple dealer-customer relationship lines
Ask their opinion personally and engage with their ideas
Open days and ‘family’ days

16. Growing Sales and Keeping Customers
Sharing best practice?
Growing Sales and Keeping Customers
What Works For You?

17. Would you leave a job elsewhere and work for you?
Recruiting staff in a tough market
Reputation is everything
Your own Brand, quality and standards
Respected, engaged and valued employees
Involved in decision-making and improvements
Challenging work and engagement with problem solving
And yes, money is important, but not alone…..
Would you leave a job elsewhere and work for you?

18. What almost all people want
To know what ‘good’ looks like in their job
The tools, skills and support to do it well
To feel valued and valuable
To feel informed and sometimes consulted
To be part of something

19. Winning teams look like from outside?
Most people want to be part of a successful team
People are not attracted to ‘same job, different employer’
They are attracted to positive, professional, successful and social
What does your team
look like from outside?

20. Grow your own Grow your own by building capabilities not yet needed
Talk with staff not about them to your colleagues
Hold meaningful personal development reviews
Special projects, goals and responsibilities
Let them innovate and contribute ideas

21. Finding staff in a tough market
Good web-site careers page – “always recruiting” for the right people
Be more connected on active social platforms
Targeted, well-written adverts where needed
Look to other sectors for potential staff
Direct approach to talented people
Network: word of mouth is still Number 1

22. Recruiting and Retaining Staff
Sharing best practice?
Recruiting and Retaining Staff
What Works For You?

23. Follow the blue line Sustained, steady and manageable growth
People often do not like ‘big’ changes or bars set too high and customers don’t like sudden changes either

24. Top 5 tips for Winning Customers & Staff
Make it personal This is still a ‘people’ industry
Be easy to deal with As a supplier and an employer
Work in partnership Solve problems together
Multiple reasons to stay Easy to lure away if its just about money
Annual review How did we do this year, what’s our plan for next

25. Thank You – Have a great 2018