Zooming in on the decision maker
A key focus of military espionage is identifying key people to target during an attack. In business, top executives fend off unwanted attention with what pro salespeople call “gatekeepers.” Getting by the secretaries and personal assistants is a perpetual game for sales reps. This is the most difficult part of “drilling down.” Promotional materials that get directed to the circular basket, and phone calls directed to an anonymous voice mail, are worse than useless because they wasted your time, energy and money.
    Identifying the key insurance contact may be hardest of all. Only determined persistence in drilling may eventually reveal the real decision maker for a DRP or drive-in status. Fortunately, commercial accounts are much easier to work with. You already know the usual suspects: plumbers, electricians, pest control companies, couriers, heating and air conditioning repair people and more. A simple phone call may get you the name of the vehicle manager. A visit almost definitely will. Once you have a name, any mailings or calls will be directed to the right person. And you now have a target person to take to lunch or to go golfing, sailing or racing.

The final drill
Assuming you’ve had the good fortune to get on a first name basis with the dealership GM, the insurance company DRP coordinator, and a slew of fleet managers, you’re now in a position to make the final drill. It’s tempting to assume all you need to do now is talk about your shop’s superior equipment, facility, personnel, turn-around time and CSI praise. But you would be wrong.
    It would be unusual to find yourself talking to a prospect who had never sent a vehicle to one of your competitors. If you are just now beginning to solicit his or her business, it would be safe to assume he or she has had vehicles with body damage needing repair in the past. The key “drilling question” for you to ask is, “Have you always been completely happy with the shop or shops you have used in the past?”
    If you get a superficial “Yes” as an answer, drill a little further. It would be rare to encounter a prior business relationship that never had some “rocky” moments. If you succeed in nailing down some specific dissatisfactions, you have a toe in the door to emphasize your advantages in that specific area. And you have a reason for this prospect to at least try your shop for his or her next repair job.
    Your determined drilling will have hit pay dirt!

    Tom Franklin has been a sales and marketing representative and consultant for forty years and is the author of the books, “Business Battlefield Marketing for Body Shops,” “Tom Franklin’s Top 40 Marketing Tactics for Body Shops,” and “Strategies for Greater Body Shop Growth.” His marketing company now provides marketing solutions and services for body shops and other businesses. He can be reached for questions or comments at (323) 871-6862, by fax at (323) 465-2228, or by E-Mail: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it