Database Associates

If you think “Knowledge” is an expensive attribute, try “Ignorance.” Data points, especially those focused on the customer profile and purchasing habits are invaluable. One would think that this is an easy exercise or task, yet 95% of all truck dealerships do a subpar job at creating and maintaining a meaningful database. Emphasis should be placed on the “maintaining.”

If possible, all sales representatives should be involved in gathering customer profile data and specific needs and preferred purchasing characteristics. What appears to be some of the more mundane questions, can illustrate to the customer your real interest in their transportation needs. Customers do not want to be unnecessarily interrupted, but key elements in profiling a customer can lead to a more comprehensive solution offered by your associates.