The cars your salesmen and women drive through town to see clients and prospects means a lot to your business and its growth. It is a central part of your branding. The decision of which cars to buy for sales activities is equally important as other tactical and strategic decisions.
Luxurious cars like Mercedes Benz and affordable small cars like Kia Picanto are employed in sales activities throughout Ghana and Nigeria. Investing in appearance and branding is very vital in business as this represents you and what you stand for. A car definitely speaks volumes. Here are some considerations
Confidence is undoubtedly a key to success in the field of sales. There are many things people do to boost their confidence when meeting a client or a prospect. From outer grooming such as attractive ties, new hairstyles and teeth whitening to hidden preparations such as new undergarments and recital of lines that boosts confidence. All these and many more that you would not even believe are done to raise confidence levels ahead of sales pitches. But what would be your confidence level if you do all the above and many more, only to show at the client’s premises in a rickety car? Deflated. Cars used for sales definitely affects your confidence and businesses must invest in the right cars that makes sales people feel on top of the world, exuberating confidence. [prp prp_theme=”inside post”]
Who would you hand your money to? The banker who comes to you in the latest Mercedes or the one with an old car bad-conditioned car? You want to win the trust of your clients and prospects. You want them to trust you with their money and business. You must earn the trust. Some people are not comfortable with a man who shows up in very expensive cars. But don’t show up in a very bad one too. You do not have to drive Ferraris around to make sales. But certainly drive in a good car. Look at the type of clients you’re seeing and get appropriate cars that would be respected by them, not those that will scare them. If you win their trust, you’re almost winning their business.
If you’re looking to distinguish yourself from your competitors, one of the ways to do this is through the type of cars your salesmen and women drive. In Ghana for instance, many banks use Toyota corollas and Honda Civic or City. These are the cars for the lower level salesmen. The mid-levels are driving Honda Accords whilst top management rides in Mercedes, range rovers and land cruisers. There is a subtle competition at that end, as part of their branding and growth.
Attracting top talents
The cars that your staffs drive around town is likely to influence somebody’s choice of making you the employer they want to work for. Offering your salesmen luxurious cars to drive when meeting clients, is certainly an influence in the decision to work for you or not. Though not an ultimate decider, it has power to influence the decision.
Every business would want to line up the best cars for their salesmen and women. They know the benefits this would bring to the business. But there is a constraint. Luxury cars are expensive and many businesses in Ghana, Nigeria, Kenya and across the globe cannot afford to buy tens and hundreds for their numerous sales men and women. [prp prp_theme=”beside post”]
In Ghana for instance, in an attempt to reap the full benefits of showing up in good cars, small companies invest heavily in brand new cars that end up leaving them with very little to do the core business with. Buying good cars for your business is important, but not at the expense of your core business. What is the point in having many brand new cars but without stock to trade? A balance must be achieved. Your fixed investments should not be too high if you are not in heavy-duty machinery businesses like lumbering and mining. Cars are fixed assets and though beneficial, some restraint must be shown when investing in them. Many microfinance businesses in Ghana are operating at losses, yet they have a large fleet of cars.
Start small when your business is small and change the cars appropriately when your business is growing.