RigDig Business Intelligence | Build an AOR Specific Goal

August 28, 2019
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You may think you know all there is to know about your AOR but is it safe to think that when your AOR is constantly in flux? Fleets go out of business while new businesses open. Warranty cycles end. Trucks unexpectedly breakdown. Different fleets have brand preferences and varying needs for certain truck parts. How can you respond to the constant changes in your AOR and the different demands fleets have when you have no way to stay updated or keep track?

Having access to insights on current customers and potential prospects can put you ahead of the game. You can gain these insights through data like a fleet’s size, brand preference, average age of their vehicles, location, violations, etc. Data provides a wealth of knowledge on the people you’re trying to reach.

But having data is only the first step. Knowing how to use it to your advantage is what sets you apart from your competitors. So how can you get data to work for you?

Let’s take a look at a few sample goals and the part data plays:

Goal #1

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Goal: Dominate parts & service
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Data Utilized: Violations
[/box] [/one_half_last] A fleet’s violations are a strong indicator of a fleet’s needs when it comes to parts and maintenance. Knowing a prospect’s violations gives you insight into what to offer. For example, a fleet with consistent light violations will need a lighting supplier. That’s where you come in.
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Goal #2

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Goal: Find used truck buyers and enter them into our parts and service marketing program
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Data Utilized: Equipment age and 2nd, 3rd, and 4th Owner
[/box] [/one_half_last] So how do you find used truck buyers using data? Take a look at their current equipment. What’s the average age of their equipment? Are there trucks in their fleet were previously at other fleets? This information is a strong indicator of whether or not a fleet has a preference for used trucks. Fleets who show a propensity to buy used, will also make great parts and service customers. Make sure your marketing is reaching these prospects as your parts and service departments runs promotions and specials.

Goal #3

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Goal: Make sure our sales team reaches out to one new customer every month
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Data Utilized: List of prospects
[/box] [/one_half_last] With the constant changes in your AOR like fleets going out of business, new ones popping up, company drivers becoming owner-operators and the other way around, what was once a strong list of prospects may not be anymore. Data helps you stay on top of the ever-changing industry.

Even with all the data you need, you can still be reaching out to the wrong people. So the first step to take here is to define your ideal prospect so you know who you’re going after. Laying out specifics like fleet size, location, brand preference, etc. helps you narrow down who you’re going after and data can provide a list of prospects that fall into your criteria for an ideal buyer.

Goal #4

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Goal: Add two new service clients from people outside your area of responsibility monthly
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Data Utilized: Route info
[/box] [/one_half_last] You may think you only have access to prospects within your AOR but what about those passing through? If a truck passing through breaks down in your AOR, this is an opportunity for you to offer parts and maintenance. The question is how do you stay on top of such opportunities? You can use data to learn what fleets have routes that run through your AOR and add those prospects to your bank of potentials.

Though these were only a few sample goals, they should give you a clear picture of the type of goals you can set using data. There is so much you can learn about your own AOR through data. Staying on top of the constant changes in your AOR is key to building strong attainable goals that grow your business.