HCC: Parts 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.

HCC: Parts Absorption WDC (ENG)

Customer loyalty is crucial when it comes to your success in your business. In the midst of managing the parts business for the highest levels of customer loyalty, we often overlook the profitability of the parts business.

The profits provided by the parts business goes to cover the expenses and costs of operating the business. This is the contribution of profit to the business. This is all very straightforward, of course. But where we all clearly understand the contribution of profit to the business, absorption is something that is less clear.

In the 1950s, the model of Absorption was developed as a way of managing profits and expenses in the parts business. This important class offers clarity in the financial aspects of a fiscally healthy parts business, and how it positively impacts the overall strength of the dealership.

HCC: Parts Activity Based Management WDC (ENG)

The use of activity-based management as a management tool, has been relatively recent in our Industry. It was an unintended consequence of the work of Edward Deming, in Japan, and allows dealerships to review activities in a different manner. The use of the sales per employee implies a series of activities and relationships to our work that relies on historical approaches and does not take into account the opportunities to reinvent the operations of the department.

Our business is based on satisfying customer requirements. In order to be able to satisfy these needs we must better utilize technology and information in better and different manners. In many cases organizational transformation, has rarely been done without the attendant review on process effectiveness and market coverage methods.

This program will expose a series of thoughts that will allow the learner to be better able to evaluate the processes and methods in use today. The business world has been inundated with various “new” thinking approaches. This is Industrial Engineering at its’ root which morphed into the Continuous Improvement Movement, to Kaizen, then Six Sigma and finally the 5 S approach today. Each of these approaches is married to financial reporting which allows a more comprehensive review of all we do from an activity-based perspective. You will never regret taking this class.

HCC: Parts Art of the Possible WDC (ENG)

The work in a Parts 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.

They are overworked in many cases and the work comes in what is called “lumpy” demand patterns. There is a burst of activity first thing in the morning, then another smaller one just before lunch. Another small one just after lunch and a final rather large burst just before the end of the day. Your heroes do yeoman’s work keeping up with this activity. They work on the telephones, at the counter, they answer technical questions, process orders, stock the shelves and receive parts from vendors, other stores and your principal suppliers. 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.

HCC: Parts Balanced Scorecard WDC (ENG)

In the parts 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.

HCC: Parts 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?

Here 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 that 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. This class gets past mystery so that the employees, in a parts business will understand the financial impact of each of their decisions.

HCC: Parts Basic Inventory Control WDC (ENG)

Have we completed the transformation of the inventory from being managed by people to being controlled by systems? This program will reintroduce the fundamentals of Inventory Control so that everyone can understand why we have the parts we have, and don’t have the parts we don’t have. In the market today, customers are demanding more service from suppliers, and suppliers are shrinking assets at the same time. That is quite a contradiction and one which is impossible to explain without knowledge of the subject. How do we expect the customer contact personnel to be able to serve customers without understanding Inventory Management? This class solves that problem.

The basics of order point and order quantity theory will be discussed and explained in a style that is simple and clear. Lead times, order costs and carrying charges will be exposed and details given as to their content. The fundamental metrics to employ to maintain control of the performance from the inventory rules in the dealer business system will also be covered.

Finally, the Backorder Analysis function will be described in detail such that the participants can proceed from the webinar to the operation and conduct this analysis to determine what it is that is causing backorders and what they should do about it. The program will provide you with the understanding and tools necessary to manage a parts inventory more effectively.

HCC: Parts Basic Management WDC (ENG)

There are some fundamental truths about people and their work: everyone wants to do a good job, everyone can do more than they think they can, and everyone is fundamentally lazy. In management and leadership we have to deal with people and processes. That is the job. You lead people and you manage the process.

The job of the manager or supervisor starts with the basic job function description and moves on to standards of performance. Everyone has to understand what is expected of them, as well as accepting that what is expected of them is both achievable and important. The various aspects of management as exposed in this powerful class.

In dealing with people, you also will need to be able to communicate with the employees.  In this program, we explore two of the main forms of communications: praise and criticism. This part of interpersonal relations can be improved. These are skills that can be learned by following a simple plan. We discuss this plan in detail, which has many common elements with both praise and criticism to provide you with better ability in working with your employees.

HCC: Parts 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 telephone as a sales tool, to inventory turnover; from customer retention, to sales per employee everything is discussed.

We cover all aspects of the processes required in a parts business: from dealer business systems, to telephone systems, to warehousing storage 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 continue to erode. There are many aspects within a parts business that must be covered that can make a significant difference in either cost or market positioning, and which can make the business more competitive.

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 parts business will gain insight from this class.

HCC: Parts Buyer’s Needs WDC (ENG)

A new reality continues in its approach.  By now everyone has been affected by “telemarketing,” your tele-selling future has gotten off to a successful start, and you have also learned how to handle the objections from the customers. You know all of the mechanics of selling. Now we need to make it easier for you by exposing the “buyer’s needs.”

The needs that the customer has in this transaction can stem from “ego satisfaction,” in other words knowing that they are making the right choice, to feeling that they are treated with respect. The sales person has to be sensitive to all of these various attributes and reasons which can underlie the buyer’s needs. But your customers also need your expertise and knowledge and experience. You are in a difficult position. In order to be able to satisfy the needs of the customer, you have to continue to keep yourself current on the product and Industry trends and competition. There is a lot to do.

This class deals with survey information obtained from the customers. If they are given a chance, customers will tell us what they need and want, and we then have to be in a position to deliver it.