{"id":66823,"date":"2025-10-23T14:04:10","date_gmt":"2025-10-23T21:04:10","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=66823"},"modified":"2025-10-23T14:04:12","modified_gmt":"2025-10-23T21:04:12","slug":"process-improvement-dealers-honing-skills-to-ferret-out-net-new-business","status":"publish","type":"post","link":"http:\/\/www.enxmag.com\/twii\/feature-articles\/2025\/10\/process-improvement-dealers-honing-skills-to-ferret-out-net-new-business\/","title":{"rendered":"Process Improvement: Dealers Honing Skills to Ferret Out Net-New Business"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

The ability to consistently reel in net-new business is the modern-day practice of panning for gold. Think about it. You\u2019re 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\u2019s Mill is pocked with competitors, trying to jump someone\u2019s claim.<\/p>\n\n\n\n

There\u2019s 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?<\/p>\n\n\n\n

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\u2019s 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.<\/p>\n\n\n\n

\"\"
Michelle Shepard, System<\/figcaption><\/figure><\/div>\n\n\n\n

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\u2019ve learned, notes Michelle Shepard, vice president of sales. Systel also rolled out training on prospecting, solution selling, and leveraging AI, among other technologies.<\/p>\n\n\n\n

\u201cStill, we believe the most valuable learning happens in the field such as engaging with customers, listening, adapting, and solving problems in real time,\u201d she said. \u201cTraining builds the framework, but experience is what sharpens confidence and skill.\u201d<\/p>\n\n\n\n

\"\"
Hunter Woolfolk, DOCUmation<\/figcaption><\/figure><\/div>\n\n\n\n

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.<\/p>\n\n\n\n

\u201cOur SMEs work closely with manufacturers and vendors and attend conferences and trainings,\u201d he said. \u201cThey 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.\u201d<\/p>\n\n\n\n

\"\"
Dean Swenson, TSG<\/figcaption><\/figure><\/div>\n\n\n\n

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\u2019s weekly \u201cwar room\u201d meeting. While some of the focus centers on the prospect\u2019s data (such as lease, maintenance invoices and the like), a lion\u2019s share of the time is spent strategizing on how to win the deal. <\/p>\n\n\n\n

\u201cIt is great to get different viewpoints, thoughts and ideas that help the rep develop the best possible strategies to win the business,\u201d Swenson said. \u201cWe\u2019ve also focused training on the art of asking for referrals. There are definitely many dos and don\u2019ts when asking for referrals, and we role-play different tactics.\u201d<\/p>\n\n\n\n

\"\"
Ron Hulett, U.S. Business Systems<\/figcaption><\/figure><\/div>\n\n\n\n

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\u2019s 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.<\/p>\n\n\n\n

In the eyes of Ron Hulett, president and CEO, it\u2019s the people who enable the dealer to break free from the crowd. \u201cThe products have become so similar, it\u2019s almost like they are all coming out of the same building, just a different door with a different badge on the box,\u201d he said. \u201cTrue 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.\u201d<\/p>\n\n\n\n

To Hulett, it\u2019s a team effort that begins with marketing. \u201cToday\u2019s 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,\u201d he added. \u201cThat 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.\u201d<\/p>\n\n\n\n

\"\"
Christie Wakefield, POA<\/figcaption><\/figure><\/div>\n\n\n\n

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.<\/p>\n\n\n\n

\u201cWe also leverage outsourced resources to help train on vertical market content, which keeps our approach fresh and relevant,\u201d Wakefield said. \u201cAnd we always value the support we receive from our manufacturer partners, who play an important role in keeping our teams sharp. It\u2019s the steady combination of these efforts that helps our reps be more effective.\u201d<\/p>\n\n\n\n

\"\"
Erik Carlsen, Impact<\/figcaption><\/figure><\/div>\n\n\n\n

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\u2019s curriculum spans leadership development, day one customer interactions, and mastery of the sales tech stack.<\/p>\n\n\n\n

\u201cWhat sets us apart is the seamless transition from classroom to real-world application,\u201d he said. \u201cThe 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.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

The ability to consistently reel in net-new business is the modern-day practice of panning for gold. Think about it. You\u2019re 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\u2019s Mill is pocked with competitors, trying to jump someone\u2019s claim. There\u2019s 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\u2019s 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\u2019ve learned, notes Michelle Shepard, vice president of sales. Systel also rolled out training on prospecting, solution selling, and leveraging AI, among other technologies. \u201cStill, we believe the most valuable learning happens in the field such as engaging with customers, listening, adapting, and solving problems in real time,\u201d she said. \u201cTraining builds the framework, but experience is what sharpens confidence and skill.\u201d 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. \u201cOur SMEs work closely with manufacturers and vendors and attend conferences and trainings,\u201d he said. \u201cThey 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.\u201d 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\u2019s weekly \u201cwar room\u201d meeting. While some of the focus centers on the prospect\u2019s data (such as lease, maintenance invoices and the like), a lion\u2019s share of the time is spent strategizing on how to win the deal.  \u201cIt is great to get different viewpoints, thoughts and ideas that help the rep develop the best possible strategies to win the business,\u201d Swenson said. \u201cWe\u2019ve also focused training on the art of asking for referrals. There are definitely many dos and don\u2019ts when asking for referrals, and we role-play different tactics.\u201d 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\u2019s 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\u2019s the people who enable the dealer to break free from the crowd. \u201cThe products have become so similar, it\u2019s almost like they are all coming out of the same building, just a different door with a different badge on the box,\u201d he said. \u201cTrue 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.\u201d To Hulett, it\u2019s a team effort that begins with marketing. \u201cToday\u2019s 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,\u201d he added. \u201cThat 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.\u201d 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. \u201cWe also leverage outsourced resources to help train on vertical market content, which keeps our approach fresh and relevant,\u201d Wakefield said. \u201cAnd we always value the support we receive from our manufacturer partners, who play an important role in keeping our teams sharp. It\u2019s the steady combination of these efforts that helps our reps be more effective.\u201d 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\u2019s curriculum spans leadership development, day one customer interactions, and mastery of the sales tech stack. \u201cWhat sets us apart is the seamless transition from classroom to real-world application,\u201d he said. \u201cThe 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.\u201d<\/p>\n","protected":false},"author":166,"featured_media":66824,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1650,82,87,1638],"tags":[1186,764,1010,812,1011,1986],"_links":{"self":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66823"}],"collection":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/166"}],"replies":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=66823"}],"version-history":[{"count":2,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66823\/revisions"}],"predecessor-version":[{"id":66826,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66823\/revisions\/66826"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/66824"}],"wp:attachment":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=66823"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=66823"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=66823"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}