Bob Janet: A Simple System for Bigger Sales and Profits
When you purchased tires from my tire business we would measure the amount of life left in your brakes, ask when you needed an oil change and then called you when we figured it was time for you to replace your brakes or change your oil.
I can go on and on and provide thousands of examples because my index cards became my major form of marketing. Those white index cards were my main marketing system and made me so much money that I called them my “gold cards.”
I was talking about this marketing and sales technique during a sales growth seminar for the Exterior Supply Group when the owner, Mike Emily, gave us another good idea. Knowing that the more you know about your competition the easier it is to sell against them, Mike came up with the concept of the “red card,” which contains every bit of information you can gather about each of your competitors. The information includes data on their sales people, prices, products they carry and products they push most, their buying terms, hours of operation, delivery information, who their customers are, and what those customers like best and least about them. You always want to know what your competitors are good at so you can do better, and what they’re not good at so you can capitalize on their shortcomings. Like your customers, you can never know too much about your competition.