When it comes to business, there are many things that are out of your control. It may be the struggling economy. It may be the increasingly conservative buying habits of nervous consumers. It may be the weather.
One of the things that you can control, however, is the degree of communication you provide your current AMSOIL customers. For an AMSOIL Dealer, communicating with your AMSOIL customers takes on added importance especially in a day and age when customer service seems to have become a lost art.
Is lack of customer communication an issue within the AMSOIL Dealer network? You be the judge. The Dealer Sales Department consistently receives inquiries from Dealers, Preferred Customers, Commercial or Retail-on-the-Shelf accounts that have never heard from their sponsoring AMSOIL Dealer. Some do not even know who their sponsoring AMSOIL Dealer is.
Often times, these customers end up reaching out to another AMSOIL Dealer for service or for assistance with a question or problem. Generally by the time we hear about this, the damage has already been done. An explantion needs to be provided to the customer that the Dealer they have sought out cannot assist them due to potential customer interference. If the customer wants to purchase, they’ll have to do so directly through AMSOIL or by contacting their sponsoring Dealer. The customer complains that they have never heard from their sponsoring Dealer and that the ordering process has never been explained to them. When they discover that the sponsoring Dealer will receive commissions on any orders submitted, the customer cannot understand why a total stranger who has never taken the time to contact them is going to benefit. Suddenly AMSOIL has a credibility problem that requires some damage control.
In most cases, a resolution to the situation can be made but not before providing the sponsoring Dealer with a wake-up call, urging the newly-contacted AMSOIL Dealer to stay away and issuing our heartfelt apologies to the customer. It is a responsibility that could be significantly reduced if all AMSOIL Dealers took the time to provide basic customer service and communicate with their current customers. Here are some standard communication suggestions for AMSOIL Dealers:
- Whenever you get a new Catalog Customer, call or email to thank them for their purchase and to see if they’d like to have the chance to buy AMSOIL at wholesale by becoming a Preferred Customer.
- Make sure all of your downline Dealers and Preferred Customers know who you are and how they can contact you. Let them know that you are available if they have a question or concern.
- Develop some type of relationship with your Commercial and Retail-on-the-Shelf Accounts. If not face-to-face, call or email them. Make sure they understand the ordering process, the Advertising Co-op Credit Program and the frieght and/or purchase discounts available to them.
- Provide follow-up communication with all leads whether T-1 issued or Dealer generated.
- Create a newsletter, whether it be paper or electronic, and ask your customers, Preferred Customers and downline Dealers for their email adresses, so they can receive this communication as part of the service you provide to your customers.
By following these basic principles, fewer customers will be inclined to reach out to another AMSOIL Dealer for assistance. This will result in fewer account interference issues, a reduction in unsatisfied customers and a much better overall image of AMSOIL and the Dealer network. Oh, and by the way, it will also result in more sales for you!
Being an AMSOIL Dealer is a unique and rewarding business opportunity. With this opportunity comes a certain bit of responsibility. We know that many AMSOIL Dealers work their business on a part-time basis, but we encourage you to find the time to communicate with your customers. This is obviously a very important part of retaining the customers you have worked so hard to get.