The ability to consistently reel in net-new business is the modern-day practice of panning for gold. Think about it. You’re picking out a region, digging through layers and sifting away until you find a gem that will yield untold riches. But the road to Sutter’s Mill is pocked with competitors, trying to jump someone’s claim.
There’s one compelling question that sits at the heart of net-new business. Is it the digging tools or the prospector that unearths the nuggets? In other words, is it the sales platform/software or the account rep that is vital to the takedown? Is it the training? The CRM? Talk track? Role-playing?
Ask yourself, at what point in the engagement are deals won or lost? If you know the answer to that, you must furnish the resources that will help your account reps be at the top of their game when they reach that inflection point. This week’s State of the Industry report on winning net-new business looks at the programs, tactics and methods our dealer panel finds to be most effective in helping reps more effectively engage net-new clients. Spoiler alert: No one cited sharpening a pickaxe.
Manufacturer-led training centers were, at one time, the go-to standard for sales. Now, dealers such as Systel Business Equipment of Fayetteville, North Carolina, blend in-house expertise, manufacturer programs and peer learning so their reps can immediately apply what they’ve learned, notes Michelle Shepard, vice president of sales. Systel also rolled out training on prospecting, solution selling, and leveraging AI, among other technologies.
“Still, we believe the most valuable learning happens in the field such as engaging with customers, listening, adapting, and solving problems in real time,” she said. “Training builds the framework, but experience is what sharpens confidence and skill.”
For some dealerships, training is kept in-house to ensure consistent messaging. At DOCUmation of San Antonio, the main source for the training is the subject matter experts, notes CEO Hunter Woolfolk.
“Our SMEs work closely with manufacturers and vendors and attend conferences and trainings,” he said. “They bring back the latest insights and equip our reps with the tools to have stronger client conversations. Leveraging our SMEs this way helps sales teams engage with confidence and credibility.”
Having a deep roster of experienced account representatives helps dealers including The Swenson Group make the most of the collective acumen. President Dean Swenson notes all of the reps will bring their net-new opportunities to the dealer’s weekly “war room” meeting. While some of the focus centers on the prospect’s data (such as lease, maintenance invoices and the like), a lion’s share of the time is spent strategizing on how to win the deal.
“It is great to get different viewpoints, thoughts and ideas that help the rep develop the best possible strategies to win the business,” Swenson said. “We’ve also focused training on the art of asking for referrals. There are definitely many dos and don’ts when asking for referrals, and we role-play different tactics.”
Often times, it is the marketing department that primes the sales pump. U.S. Business Systems sees much of the heavy lifting taking place in the form of community involvement, as well as radio programs that have the dealer’s SMEs discussing subjects including cybersecurity and cost reduction in print. The Elkhart, Indiana, dealership works with individuals who perform targeted contacting of current and prospective clients, which helps them stay top of mind.
In the eyes of Ron Hulett, president and CEO, it’s the people who enable the dealer to break free from the crowd. “The products have become so similar, it’s almost like they are all coming out of the same building, just a different door with a different badge on the box,” he said. “True separation from the pack comes from good people, living out the core values of the company and delivering on our promise. That has been the case for a long time, and we continue to drive that message.”
To Hulett, it’s a team effort that begins with marketing. “Today’s buyer is more informed than ever, they have done a lot of research and have almost made up their mind before you even get to talk with them,” he added. “That means our marketing has got to have the right content, the right message and the right timing to make it work. That is no simple task. It takes working with folks that understand all of those things and developing the programs based on the latest tech available to make your marketing dollars deliver the results you want.”
Among the largest dealers such as Pacific Office Automation (POA) of Beaverton, Oregon, consistency is a key. Christie Wakefield, vice president of marketing, notes their teams are aligned on clear messaging, which is reinforced across the board so that reps can speak confidently about how POA creates value.
“We also leverage outsourced resources to help train on vertical market content, which keeps our approach fresh and relevant,” Wakefield said. “And we always value the support we receive from our manufacturer partners, who play an important role in keeping our teams sharp. It’s the steady combination of these efforts that helps our reps be more effective.”
When he was vetting potential destinations, one of the primary selling points Erik Carlsen found compelling about Impact Networking was its nationally recognized training organization. Now chief sales officer for the Lake Forest, Illinois-based dealer, Carlsen notes the company’s curriculum spans leadership development, day one customer interactions, and mastery of the sales tech stack.
“What sets us apart is the seamless transition from classroom to real-world application,” he said. “The most impactful learning happens in the field, shoulder-to-shoulder with clients, where reps gain confidence while closing deals. Our philosophy, learning while winning, is deeply ingrained in our culture and results.”
