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A Call to Action (for Fleet Providers): Let Content Open Doors for You
2014-07-06 20:00:43| AutomotiveDigest.com - Automotive Industry News
As any great sales person will tell you, sales is not about a great product or service, its about the customers perception of value. For fleet decision-makers, value is helping to maximize the contribution of his fleet to the companys strategic goals as well as the savings derived from controlling costs. The more meaningful the value story, the better the chance that a fleet service or product provider can begin or move along the sales process with a fleet decision-maker. Even if the company has been an industry leader for 100 years, insists that every manager earn a Six Sigma Master Black Belt, regularly wins prestigious Best of awards, and reports fantastical total customer savings every quarter even with all of that, its important that you understand how to differentiate your value proposition in terms that are meaningful to the customer because thats the real key to winning and keeping business. As explained in the last column, earned media opportunities - print and digital advertising, public relations, trade shows, direct mail are important tactics for telling the value story. Yet, many times that story gets lost in translation, especially in advertising. Here are three common examples readily identifiable in most trade magazines representing every industry: 1. Smugness (The Top of the Mountain View) The message: We are XYZ company, the industry leader, with the best people, the best service, and the best technology. The Hype: The name says it all! A fleet manager can be confident that this companys star-power will rub off on him or her. It is the safest bet even without substantive proof. READ MORE The Article A Call to Action (for Fleet Providers): Let Content Open Doors for You appeared first on Automotive Digest.
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Category:Automotive