CWI: Selling Territory Management WDC (ENG)

One of the true challenges in the parts and service business is to determine the successful penetration of the market: the market capture rates. This is another term used to represent your “market share.” How well you are looking after the needs of the customer is the real question at this point.

With this class, we develop a “market potential” model which can be used to determine the purchase potential of each machine. With this tool, an overall potential can be developed for each customer. This is a tool that can be used by management and the sales force to develop strategies to improve performance. We deal with the creation of the model and all the variables within in this comprehensive program.

It all starts with the machine population. That is the list of equipment owned by each customer, and the work application and hours worked each year. With this and the statistics available from the OEM’s and their mean time between failure facts, a reasonable degree of precision can be developed. The major components can be managed in this manner: engines, transmissions, and hydraulic systems.  The wear rates of ground engaging tools and undercarriage can assist in the life of these wear parts. Finally, we have maintenance as the last element. Don’t miss this market potential class.

CWI: Selling Market Coverage WDC (ENG)

Once we have completed the market segmentation course and understand the role of marketing, we have to start separating customers to establish market coverage strategies. We have already touched on this in the program on Tele-Selling. This approach will be the “deep dive” approach to establishing territories to assign to salesmen.

From our segmentation study, we will review the various approaches: machine ownership, customer relationship for parts, and customer relationship for service. We will then group the segments in a manner that leads to effective use of a Product Support salesman’s time in the field with the customers, or the In-Store sales force using the telephone. We will also touch on the role that the internet market coverage will play in both of them.

Territory assignments have to take into consideration the mileage expectation, the total travel time, the total number of machines, the total sales volumes for both parts and service, and historical relationships. This again will discuss the calculation of the potential for each customer based on the actual use of the machine, as well as the hours it works per year. All of this is used in the approach we cover in this program to establish market coverage – to establish a sales territory.

CWI: Selling Parts Making Money WDC (ENG)

With everything that goes on in a parts business it is easy to forget that we also have a responsibility to make money. We have to make money to be able to pay competitive wages to attract and retain talented employees. We have to make money to have available buildings and equipment that allows us to store the parts and have space for the people. We need to make money to be able to provide the most current equipment and training to provide effective and efficient labor.

This program provides you with the understanding of the costs of operating the parts business. It exposes you to the means and methods of how to make money. From understanding how the parts pricing systems work. How the prices are structured and the variables and how they are calculated. You will learn their effect on the gross profit. The approach used to derive the price point is based on sales activity, prices and the companies and products with which we must work and compete.

When selling parts, or processing orders, the employee needs to understand the impact that their work makes on the profitability of the department and in fact on the dealership as a while. This class provides all of that.

CWI: Selling What’s Your Why WDC (ENG)

It is of critical importance to be able to communicate effectively. In order to be able to communicate effectively means being clear. Clarity is all about understanding and acceptance of what it is that we do and the context within the Company. Many people can tell us what they do. Some people can even tell us how they do it. But people struggle with telling us why they do it.

The answer to the question “what do you do,” is not simply the same as describing your job function. It is much more than that. This also takes into consideration the culture of the business. Each of us has to be clear on the direction of the market, of your company within the market, and how each of us can impact that. This program explores how we can have more clarity in our communications with each other in the course of our day job.

The “What you do” question is the key point here. This class discusses the who we serve in our jobs, why we do it, and significantly what we create in performing our important work. What value do you bring to your work?

CWI: Selling Flat Rate Standard Times WDC (ENG)

Customers want to know how much the repair work will cost before they approve the job you will perform. We have to provide this important information. In order to do this, we must manage our repairs with job codes. We must determine standard jobs, and then track them every time we perform them. In this way, we can develop a “standard time” which is different than average time. You will learn the secrets of flat rating in this very detailed program.

The job code structure is where this begins. The manufacturers provide a job code for use with warranty jobs. This is the same logic that dealers must use to manage the repair and maintenance jobs. The code needs to be easy to understand and search out in a file or on a system. Once we have the job codes, then the inspections and job structures need to follow the same logic. How to develop the job codes and then utilize them to develop and manage history is a critical element of this program.

The determination of the standard time is also misunderstood by most. It is NOT about the average time to perform the job. Learn the perils of assuming all the risk on jobs, and how to provide for those risks with standard times. This program will be of value to anyone in management who wants to move away from a job shop structure.

CWI: Selling Art of the Possible WDC (ENG)

The work in a Service Business within the Construction Equipment Industry is complex and filled with details. It is within this environment that our employees work day in and day out. These people who I call your “heroes” are the warriors that make your business a success.

The technicians have a forward workload that leaves little room for inefficiency or ineffectiveness. In the shop or the field whether for repair or maintenance or rebuilds the work never ends. Your “heroes” do incredible work keeping up with this activity. They work in difficult working conditions, they deal with specialized equipment and tooling, they do inspections, prepare equipment for sale and make ready equipment for rent and lease. They get to the end of the day and take a deep breathe to indicate that they made it through another day. They deal with the Art of the Possible every single day.

In this class we will explore the major pillars that comprise your business; Buildings, Inventory, People, Technology, Purchasing and Employee Development. We will then apply and show you how to apply the Art of the Possible.

CWI: Selling Balanced Scorecard WDC (ENG)

In the service business we communicate with the marketplace in a variety of methods. We deal with various systems, manually and technologically. We have a responsibility to serve and retain customers while at the same time we have to make money for the business. This is a complicated business.

To assist us in managing the business and help us implement our company strategy we use a business tool that is called the “Balanced Scorecard.” The Balanced Scorecard was developed in the 1990s, designed for use in the planning and implementation of a company’s strategy. The scorecard looks at your business from four directions; finance, internal, innovation and customer. From this vantage point the company can develop a strategy as part of their operating plan.  These plans are meant to help a company achieve its goals.  If a plan cannot be agreed upon and effectively executed, a business cannot effectively reach its goals.

In this class, you will learn the ins and outs of this valuable tool, and the costs we pay in our business when we fail to execute our plans for success in our market.

CWI: Selling Basic Finance WDC (ENG)

Before we can be of any value to anyone else we have to be of value to ourselves. That is an old adage, but it still rings true. Ignorance is not knowing what to do. How can we know what to do if we don’t understand basic finance? This is especially true within the labor business, where the technicians look at their hourly wage and compare it to the labor rate charged to the customer.

We will expose and explain all aspects of the operating statement, the balance sheet and the cash flow forecast. These are the three major documents in the world of finance. We will define and describe all of the terms the accountants use. There will be no mystery to basic finance when we are finished. We will explain cost of sales and what it consists of, as well as all of the various expense elements. Personnel Expenses, Operating Expenses, and Fixed Expenses are discussed so that everyone will be able to understand and accept how and why money is spent and how we make it.

The fundamentals of basic finance have been a mystery for too many people for far too long, especially in the labor business. This program gets past that so that the employees in a parts business will understand the effect of each of their decisions.

CWI: Selling Basic Marketing WDC (ENG)

In this Basic Marketing class, we explore a broadly misunderstood sector of business. It is much more than mailings, promotions, and tradeshows. It is all of the aspects involved in influencing the customer to purchase your products or services.

Marketing is the science of choosing target markets through the use of market analysis and segmentation. This class exposes all aspects of marketing: Relationship Marketing, Business Marketing, Social Marketing and Internal Marketing. In Relationship Marketing, we focus on suppliers and customers, and the goal is to build loyalty. The Business Marketing is all aspects of the traditional marketing functions: advertising, promotion and communications. Social Marketing looks at everything that impacts society. For instance, the impact on the environment from the use of clean engine technology. Internal Marketing, is the broad communications to all employees of everything that we are doing in the business.

This program covers all the basics of marketing: from the four P’s to the more current addition of SIVA. We expose you to everything involved in basic marketing theory today. Without creating the environment where your product or service is understood, you make the job of selling much more difficult. This program aims to provide you with the tools to use to make selling more successful.

CWI: Selling Best Practices WDC (ENG)

With standards of performance we dealt with what it looks like when it is right. With Best Practices we aim for performance excellence. What is it that the most successful dealers are doing to achieve excellence? This is discussed in detail in this program to allow dealers to see optional approaches to processes and systems. From using the standard times to shop floor scheduling turnover, from maintenance programs to labor efficiency, every aspect is discussed.

We will cover all aspects of the processes required in a labor business: from dealer business systems, to labor collections systems, to service pricing systems. People and system productivity and effectiveness are critical in any business today, but this is especially true within the equipment business where the gross margin on the prime products continues to erode. There are many aspects within a labor business that must be covered that can make a significant difference in either cost structures or market positioning and competitive situations.

Process manuals – electronic or paper – and procedures, as well as training methods to employ become critical to the consistent delivery of excellent customer service. How to measure your success in the area of customer satisfaction, as well as all operational processes becomes part of this program. Anyone interested in achieving the best possible level of performance within the labor business will gain insight from this program.