selling in the wake of a quake

on Mar 31 in Devotions by al about sales

The other day I made a BAR visit (build a relationship face to face visit) to a large heavy truck parts and repair facility. As they were sharing their story, I learned they are one of the biggest power generator rental companies as well. I’m talking about those huge units that can power a small city. Whenever there is a natural disaster that causes major power outages, it’s their units typically on the scene supplying the juice. What was surprising, is the grief they often receive over the rental price during these events.
They don’t raise the price. The price of rental is the same as any other day, they just don’t discount off the price. When the need arises, they come to the rescue. They will dispatch a unit at anytime of night, as well as assign specific technicians to be on call, to ensure there is little or no downtime.

They provide a much needed service, at a time of need, and it’s a shame some have the perception they are taking advantage of a disaster to increase their bottom line, and that simply is not the case.

What’s that have to do with us?  Right now we have the opportunity to step up and fill a need in the wake of a natural disaster.  The  earthquake in Japan has caused a substantial parts shortage.   Some auto plants, are having to greatly reduce or stop production simply because parts are not available.  Any parts that are available most likely will go directly to the assembly lines.

This means there is a good chance that we’ll see cars needing repair having to sit due to the inability to source a replacement part.  We can help by supplying recycled or aftermarket parts to get those cars fixed and back on the road.   For collision repair,  most carriers will allow aftermarket parts if the claim holder agrees.  Communicate to your customers and help them get the job out sooner, by explaining how aftermarket or a recycled part makes sense and is of the same quality as one from the dealer.    There also will be an opportunity to help by supplying some part types we typically don’t get a lot of calls for.   Things like interior trim and moldings that usually are bought new, may not be available.   Instead of instinctively saying no, find out if it is indeed unavailable and do your part to help source it, to get the job done.

As far as pricing goes, our prices are usually spot on.  Therefore, there shouldn’t be a need to discount, but offer it up at our normal everyday price.  Know that you are doing your part to help in this crisis.  The great thing is our parts already are priced substantially below new OE, so not only can we help get cars fixed and back on the road, we can also make the repair less costly.

I imagine you’ll start to get some calls from customers that don’t currently do business with us.  Many shops call their normal supplier and if not available they just go new OE.   Now they will be forced to look a little deeper, and with the depth of our inventory we’ll most likely get the call.

Take the time, ask the questions, and provide great service, and you’ll have a good chance to expand your account list.

Have fun, and go help someone get a car back on the road!