As the year comes to a close we should all look back at events and opportunities of the past to reflect on what could have been done to bring different results for our Dealerships. For example, look at the ratio of actual on-site demonstrations performed by your sales people during the last year; how many demonstrations resulted in actual sales? How many were lost .... and why? Without in-depth evaluation of the year's performance by your individual sales people and the sales team as a whole, you will not improve your sales and procedures. Your Dealership will not grow!

Evaluate your teams as a whole. Do they work well together? Are there individuals who have exceeded expectations and how was it achieved by them? Can you duplicate their tactics, resulting in the same success for others on the team? What improvements can be made to the presentations your sales people give? The answer to these questions and others will mold your sales guidance and procedures for the following year. By brain storming these important observations and reviewing the resulting sales (or Lack Of!!) can develop new tactics for the following year. You can't do much to change the past but you can sure make certain that the past is used to make the present and future much more successful.

Take a survey of your products and the focus of your dealership. Which are the products that create your highest profits and have the highest demand? Look at your "repeat revenue" items as this is an area many dealerships overlook. Most of our revenue comes from new business but it is very foolish for a dealership not to develop "repeat revenue" items such as popular supplies, software sales and service contracts. Try something new such as creating a data processing center for your new customers; new customers are sometimes overwhelmed just learning equipment but what can scare away a deal is the fear of data-processing! Eliminate this fear by creating an entity in your dealership that can process your new customer's data for a fee, while they learn and adjust to operating their new equipment. Once they are comfortable move them into their own software and processing. By doing this you have increased your value to the customer and stood out above the average competitor you will face.

When "the time comes" that you need to create a "value" for your dealership most of it will be based on your regular flow of repeat revenue and sales volume. It is the repeat revenue and loyalty areas that pay the bills, so don't neglect them !!

Bob has served the Mailing, Fulfillment and Packaging Industries for over 35 years. He can be reached at: boblicari@devlexintl.com.