LWS: Marketing What’s Your Why (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?

LWS: Marketing Time Management (ENG)

Time is one of the many elements of our lives that we deal with every day. It is one of those elements, however, that does not change.  We do not have the ability to add more time to a day. As a result of that fact it is important that we use all of the time that we have as effectively and as efficiently as possible.

Rarely do we accomplish that. We do things over and over again, we defer conclusions and decisions, we get interrupted with unrelated issues, we have to deal with meetings and the internet and the telephone. There is a lot to the use of your time.

From your desk, to your email and telephone you will find thirty powerful methods to better use your time. This is not about “efficiently” it is about being more “effective.”

This program will introduce you to different styles of work and a series of steps that you can consider to more effectively manage your time. At the conclusion of the course you will have been exposed to a wide range of options for you to consider that will assist you in managing your time more effectively and efficiently.  Don’t miss out on this powerful class.

LWS: Marketing The Art of the Possible (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.

LWS: Marketing Territory Potential (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.

LWS: Marketing Teleselling (ENG)

A new reality is approaching.  By now, everyone has been affected by “telemarketing.” Customers and consumers are starting to resist it. That is clear from the laws that are being presented and passed.  Customers want service, and they want customer service calls.  As a result, the rules that are set forth for your telemarketing program should emphasize your wish to have an effective telemarketing program to provide your customer base with high quality customer service. It can be as simple as a word. That word is tele-selling.

Each person has an aura, a reputation in the company or in the market.  This presence is a function of many things: knowledge, personality, the quality of voice, the intangibles of attitude.  It is the feeling of trust that the customer has in the person on the other end of the telephone.  This is a condition that is earned and achieved.  It is not something that can be mandated.

In telephone selling the customer either has called with the need or you are calling to see if there is a need. Yet now we confront the dilemma. Rarely, if ever, has anybody provided training on tele-selling.  This program will provide you with an outline – an approach – to use when selling on the telephone.  This class will provide you with a plan and a structure, and with this structure your tele-selling future can get off to a successful start.

LWS: Marketing Service Pricing (ENG)

Too often, dealerships call around to the neighboring dealers and ask for their service pricing. While it is understandable to want to know what the pricing is in your territory, it is more important to develop the price structure that is required to attract the business and also produce the profit necessary to operate a dealership.

We will expose the “peanut butter” labor pricing for what it is – an over-simplified, unrealistic pricing mechanism – and provide an alternative to consider. It all starts from the skills of the men, as well as the degree of difficulty of the work involved. This requires that we know the skills of the men we employ, and then use their skills on jobs that match that skill. Consider that the wage that is paid to the men is a direct reflection of the skills that the men have, and we have a starting point to determine labor rates. It is called a “wage multiple.”

This methodology has been in use for a long time, but not by sufficiently large numbers of dealerships.  Currently, most of us over-price low skill work and underprice the high skill work. We will define and describe the wage multiple so that, upon the completion of this class, the participants will be able to return to work and recalculate their labor rates with this new method and evaluate whether or not they should apply it in their Service Department.

LWS: Marketing Service Making Money (ENG)

With everything that goes on in a labor 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 perform repairs and rebuilds and maintenance on the equipment we represent. We need to make money to be able to provide the most current tooling and training to provide effective and efficient labor.

This program provides you with the understanding of the costs of operating the service business. It exposes you to the means and methods of how to make money. From understanding how the labor prices are created and how those pricing systems work. How the prices are calculated and the variables that are in use. You will learn their effect on the gross profit. The approach used to derive the price points based on skill sets, job degree of difficulty and frequency, will be explained in detail.

When performing repairs and maintenance 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 whole. This class provides all of that.

LWS: Marketing Segmentation (ENG)

Marketing is the process of identifying and satisfying customer needs. That process becomes impossible with the thousands and thousands of customers that you have in your assigned area of responsibility (AOR). As a result of that truth, it becomes important to be able to find out what the customer needs and wants, and then to be able to find common elements of their business that will allow you to group them with other customers of common needs and wants.

That is the aim of market segmentation. Market segmentation is the process by which marketeers divide potential customers into smaller groups that are looking for similar benefits from a product or service. The goal is to isolate a group that prefers these features and benefits, and to develop a sustainable differential advantage that satisfies their needs. All of the methods and processes that are required to perform this are covered in the class.

We cover the industrial focus, the individual demographics, and the psychographics. We also have to assess the dealer strengths and weaknesses, as well as reviewing the same strengths and weaknesses in the competition. All of this and much more is covered in this comprehensive program.

LWS: Marketing Presentation (ENG)

The second part of the “becoming a professional salesman” series continues from the first part. All of the various steps in selling are discussed in this webinar, which is the second of two parts. This part deals with the discussions with the customer during the selling process: explaining the benefits, meeting the objections, and closing the sale. This requires that a lot of skills be present. This is where the salesman earns his money by proving to the customer that what he is selling is what the customer wants and needs. A good salesman does not sell anything – the customer buys from them.

Understanding the importance of product knowledge, the features and benefits of all the products and services at hand, and being able to deal with any objections that might come back from the customer are the core of the sales process. The final result is a sale, yet closing the sale is not as straightforward as it seems.

This second part of professional selling covers the final elements necessary to obtain the business. Without obtaining the business, the benefits of having professional salesmen covering the marketplace are lost.

LWS: Marketing Preparation (ENG)

Everyone everywhere sells. That is a truth that is little understood. We sell ideas at work and we sell manners at home. There are many things that we sell over the course of our lives. Sales personnel sell for a living, and the skills that they have as individuals are enhanced when they know the proper tools and methods involved in being a professional salesman.

All of the various steps in selling are discussed in this program which is the first of two parts. This part deals with the set-up of the selling process: the research, the objectives, and the questions that need to be asked. There is a lot of work that goes into being a professional salesman and it starts with research. This is not dramatic or exciting work, but it is necessary. What the research needs to cover is discussed in detail. With each and every customer there needs to be objectives. These goals and objectives will take on many forms: from calls to parts business, to service business, to profitability. Finally, in selling everyone knows about the “talking” aspect of selling but more important is the “listening” part of it. In order to get the customer talking, the professional salesman must know what type of question to ask and how to ask it.

Selling is much more a science than an art and this first part covers the first three elements necessary in becoming a professional salesman.