
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?
Goal #1
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Goal: Dominate parts & service

Data Utilized: Violations

Goal #2
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Goal: Find used truck buyers and enter them into our parts and service marketing program

Data Utilized: Equipment age and 2nd, 3rd, and 4th Owner
Goal #3
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Goal: Make sure our sales team reaches out to one new customer every month

Data Utilized: List of prospects
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
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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.

Goal: Add two new service clients from people outside your area of responsibility monthly

Data Utilized: Route info
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.