Have you been to an automotive parts shop lately? These guys can be very helpful and good at responding to your needs, especially if you know what you want. They’re not famous for their aggressive sales skills though.
Pressure Systems International (PSI), the inventor of a remarkable tire inflation system used in the Heavy Duty Trucking industry on trailers, has been trying to develop their sales to the aftermarket during this downturn in the economy. The system is mostly sold on new trailers, and it’s not yet in the “mind” of the trucking companies to go get a PSI system over the counter to have it installed on their older equipment. As we know, the sales force or customer service in parts and maintenance shops is not going to do a lot of education or selling on behalf of PSI, unless they have a clear incentive. Understanding that hurdle, Frank Sonzala, PSI’s Executive VP, designed a campaign to help these guys generate business.
It’s simple—a discount based on quantity and a series of rewards based on the sales, announced through the network in a consistent manner. In November the sales in that market increased by 50% from last year. The promotion ended in December. Next PSI will have to look at ways to foster this level of motivation on an ongoing basis to where it becomes a habit for their distribution channel. Another approach would also be to lead and motivate the end-user to ask for the upgrade. It shows how doing something different and relevant to your target audience and channel to market can have quick pay-off.
Question: what are you doing different to make sure that your channel to market or your referral network is engaged and that you’re top of mind in the short term and in the long run?
©2009, Gerard Migeon Inc., Signal, www.signalarity.com
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