Skip to main content
EVENT TRACKER
Keep track of rescheduled, canceled industry events with our COVID-affected event tracker - Powered by Snap Finance
Close
Sister Publication Links
  • Rubber & Plastics News
  • European Rubber Journal
tb-logo
Subscribe
  • Login
  • Register
  • Subscribe
  • News
    • OPINION
    • CORONAVIRUS
    • AUTO INDUSTRY
    • BUSINESS/FINANCIAL
    • COMMERCIAL TIRE
    • FACTORY FIXES
    • GOVERNMENT & LAW
    • INTERNATIONAL
    • MOTOR SPORTS
    • NEW PRODUCTS
    • RETAIL TIRES
    • SERVICE ZONE
    • SEMA/AAPEX
    • SMALL BUSINESS
    • TIRE MAKERS
    • SPONSORED CONTENT
    • New round of Paycheck Protection Program funding opens
      Vaccine may usher sense of normalcy
      Cover-up: More retailers requiring face masks to curb COVID
      USW alleges COVID-19 violations at Kumho plant
    • Conti starts production of ‘HL' load index tires for select OE customers
      GM banking on 'BrightDrop' EV to build commercial van business
      Stengel promoted to president of NAPA parent Genuine Parts Co.
      Former auto exec Tyrone Jordan joins Cooper board of directors
    • Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      COVID-19 takes huge bite out of European tire markets in 2020 —ETRMA
      U.K. race series extends contract with Goodyear through 2026
      New round of Paycheck Protection Program funding opens
    • Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      Evolving delivery trends good for CV tire sector — Cooper exec
      Conti adding light-duty products to General Tire OTR tire lineup
      GM banking on 'BrightDrop' EV to build commercial van business
    • New stimulus package fixes PPP loan confusion
      USW opposes Taiwan tire makers' dumping counterproposal
      New round of Paycheck Protection Program funding opens
      Taiwan tire makers propose settlement of import duties case
    • OK Tire adds Cooper, GT Radial passenger tires, Michelin, BFGoodrich commercial tires
      Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      Global OTR Library adds wheels, rims to portfolio
      Conti starts production of ‘HL' load index tires for select OE customers
    • U.K. race series extends contract with Goodyear through 2026
      Goodyear Racing staying on track
      General Tire Canada renews sponsorship deal with Raceline Network
      Indy Autonomous Challenge: High-speed, head-to-head, no drivers
    • Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      Hankook doubles size range of Ventus V2 all-season UHP line
      Conti adding light-duty products to General Tire OTR tire lineup
      Goodyear-brand belts back on the market under licensing arrangement
    • OK Tire adds Cooper, GT Radial passenger tires, Michelin, BFGoodrich commercial tires
      Wholesaler K&M Tire hosts virtual dealer conference
      Hankook doubles size range of Ventus V2 all-season UHP line
      New stimulus package fixes PPP loan confusion
    • AMRA to host 5 educational webinars in Feb., March
      Shocks/struts maker KYB unveils video training series
      Bauer Built completes expansion at Neb. facility
      Marinucci: Basic steps to email efficiency
    • WTC hosting webinar Jan. 20 on load-capacity standards
      Denver's Brian Sump named AAPEX Shop Owner of the Year
      DUB, TIS Wheels founder Myles Kovacs is SEMA Person of the Year
      AAPEX: Using social media to promote your business
    • New stimulus package fixes PPP loan confusion
      Vaccine may usher sense of normalcy
      2020 Review: PPP loans give boost to small businesses
      Latest COVID relief bill includes $325B in small-business support
    • Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      Papadimitriou to leave position with Pirelli after six months on job
      SRNA increasing prices on Dunlop motorcycle tires
      Sentury Tire hires Martin Winter as global OE technical director
    • Sponsored By Yokohama Tire Company
      7 questions to ask consumers when they need tires for a crossover SUV
      Sponsored By Yokohama Tire Company
      Stocking Tires for Crossover SUVs
  • SHOP FLOOR
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Video: Balancing Tire
      Safety tips for wheel balancing
      An introduction to wheel balancing
      Wheel weights: Balancing form with function
    • Video: Demounting
      Tire changer types, tips and trends
      How to clear rim rust and corrosion
      An introduction to demounting, mounting and inflation
    • Video: Safety
      Customers
      Considerations for shop safety policies
      Introduction: Creating a culture of safety
    • Video: Tire Repair
      Essential tools, materials and equipment for tire repair
      An introduction to tire repair
      How to properly patch a puncture
    • Video: TMPS Service
      The life-saving work of TPMS
      An introduction to TPMS service
      The importance of proper relearn procedures
    • Video: Training
      Internship ideas to attract tech talent
      Choosing the right auto service tech school
      Intro: Finding and training technicians
    • Video:Vehicle Lifting
      The gravity of proper lift points
      Safety essentials when using jack stands
      An introduction to lifts and lift safety
    • Video: Wheel Torque
      The importance of torque specifications
      Introduction to proper wheel installation
      Torque check and recheck recommendations
  • Multimedia
    • VIDEOS
    • PHOTOS
    • PODCASTS
  • Events
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
  • Data
    • DATA STORE
  • Resources
    • DIRECTORY
    • CLASSIFIEDS
  • ADVERTISE
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
May 15, 1995 02:00 AM

'BULLETPROOF' YOUR BUSINESS' FUTURE

John R. Graham
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    It's time to hit the bottom line. The issue in the 1990s is taking business away from your competition. If you want more business, often it must come from a pie that isn't getting any bigger. What's true for your company also is true for your competitors. If they want more business, it's going to come out of your sales!

    Therefore, taking a wait-and-see attitude is more dangerous than ever. The only prudent move is to ``bulletproof'' your business so you'll be ready when competitors' guns start firing.

    Unfortunately, when it comes to marketing and sales, many businesses refuse to take the necessary action to prepare for extended periods when competition is unusually severe.

    The major task is to bulletproof your busines so that you're well protected from any type of attack. Even though this concept may seem obvious, few businesses really are prepared when trouble comes over the horizon-either in the form of aggressive competition or a changing economy. Most simply hope for the best.

    Nevertheless, there are practical steps a business can take to guarantee its future. Whatever the reason, it's possible to be ready when the Huns come over the mountains.

    What will happen if you, the owner or dealership manager, follow this strategy? In the best of times your business will be even better! Meanwhile, should a competitor try to shoot you down, your business won't be so vulnerable.

    Here are seven strategies that will provide the armor to keep your business moving forward.

    1) Never, never stop worrying. Those who think they have it all figured out deserve the worst-and they'll get it. Companies in business 50 or more years close their doors every day.

    Staying on top demands a high level of awareness of new ideas and concepts. That's today's intensity. Those who think they've reached the pinnacle are already going down the other side.

    2) Never take any customer for granted. Salespeople talk about ``owning'' a customer or having a territory ``wrapped up.'' That's yesterday's thinking. It's what we continue doing for customers that counts-not what we did earlier.

    3) Never think you've got all the business you need. Amazing as it seems, there are businesses that honestly believe they have a corner on the market. Like people, companies also can develop a false comfort level. They like things moving along smoothly. No pain. Little strain. This permeates every level of their operation.

    It's these businesses that are at the top of their competitors' hit lists. They're particularly vulnerable because complacency has seeped into everything they do. Their customers begin to sense it, too. It comes across as arrogance.

    4) Never assume you really know your customers. One of a salesperson's primary roles is to gather information on customers: What's happening to them? What changes are taking place? What problems are they facing? What difficulties are they encountering in the marketplace? What are their opportunities?

    Without answers to these questions, you can't meet their needs. All you can do is react and put out fires.

    5) Never assume tomorrow is going to be better than today. This is not to suggest that it's wise to think of the future as a disaster. Rather, the intention is to emphasize the need for viewing the future as highly unpredictable-to assume trouble lies around every corner!

    This sense of uncertainty can be useful because it drives us to ask the key questions: What should we be doing now to make it difficult for a competitor to gain a foothold? What would happen if we lost our key customers? What should we be doing to stimulate new business two years from now?

    We ignore the future if we assume tomorrow will automatically be better.

    6) Never stop selling your company to customers. Customers must ``buy'' your company before they buy its products and services. If they're merely buying what you sell, chances are, they won't be doing business with you for very long. A company's major task is to do everything possible to cause the customer to want to do business with it first and foremost.

    7) Never develop a reputation for having the lowest price. A price-driven business is a candidate for trouble. If the lowest price is all you can offer customers, you're sending them a message that there's no other reason to buy from your company. Someone else will come along and undercut your price in order to get their business.

    The job of bulletproofing isn't just an option for any company today. It is the very basis for keeping the business strong and growing. It requires planning, consistent attention and intensity. But the results always are worth the effort.

    Mr. Graham is president of Graham Communications, a marketing services and sales consulting firm in Quincy, Mass.

    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    tb-logo
    Reader Services
    • Contact Us
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber & Plastics News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Plastics News China
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • List Rental
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • News
      • OPINION
      • CORONAVIRUS
      • AUTO INDUSTRY
      • BUSINESS/FINANCIAL
      • COMMERCIAL TIRE
      • FACTORY FIXES
      • GOVERNMENT & LAW
      • INTERNATIONAL
      • MOTOR SPORTS
      • NEW PRODUCTS
      • RETAIL TIRES
      • SERVICE ZONE
      • SEMA/AAPEX
      • SMALL BUSINESS
      • TIRE MAKERS
      • SPONSORED CONTENT
    • SHOP FLOOR
      • BALANCING
      • DEMOUNTING
      • SAFETY
      • TIRE REPAIR
      • TPMS
      • TRAINING
      • VEHICLE LIFTING
      • WHEEL TORQUE
    • Multimedia
      • VIDEOS
      • PHOTOS
      • PODCASTS
    • Events
      • ASK THE EXPERT
      • LIVESTREAMS
      • WEBINARS
      • SEMA LIVESTREAMS
    • Data
      • DATA STORE
    • Resources
      • DIRECTORY
      • CLASSIFIEDS
    • ADVERTISE
    • DIGITAL EDITION