Membership

Jan 3, 2015 | Business Services, Marketing, Parts, Product Support Selling, Service, Training, Twenty Groups

American Express coined the phrase “Membership has its privileges.”  This is entirely true.  Most of us have professional memberships to various organizations: the Associated Equipment Distributors, the National Trailer Distributor’s Association, the...

Training for the Capital Goods Industry

Oct 8, 2014 | Marketing, Parts, Personnel, Product Support Selling, Service, Training

Training has long been a problem for many businesses. Management and Leadership have conflicting views on personnel. Edward Gordon, in his book “Future Jobs,” points out the threats posed by under-skilled employees. He goes on to challenge the education providers to...

Product Support Marketing: A Guide…#MarketingMonday

Oct 6, 2014 | #MarketingMonday, Marketing, Parts, Service

Let me introduce you to#MarketingMonday.  With the arrival of Learning Without Scars and our embedding the blog in the www.learningwithoutscars.org web site we are kicking off a fresh series of activities. You are by now quite familiar with my Friday Filosophy. Well...

The Work Truck Show – Indianapolis 2014

Mar 6, 2014 | Marketing, Training

Once again I had the privilege of providing an educational session for the NTEA. The subject matter was Parts & Service Marketing: Making a Difference. The dramatic changes that have taken place over the past ten years, and those ahead, demand a more professional,...

Marketing Missiles 2.1

Jan 31, 2013 | Marketing

In the Construction Equipment market the parts and service groups have very low market capture rates. I don’t think that any customer service provider is aiming to have less than a 50% or even less than a 25% market capture rate. Yet that is where the parts and...

Marketing Missile v2.0

Oct 20, 2012 | Marketing

Branding is a critical element of Marketing. It is who you are and what the market believes you to be. A brand is an elusive element of marketing. How do you create a brand? It is the same as your culture. It is not what you want it to be it is what it is –...