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MARTIN-SENOUR INTERVIEW: GENUINE PARTS COMPANY A candid conversation with people who find the "Market Blitz" ideal for gaining new customers and increasing sales in existing accounts. Richard Beckmann is Division Manager of the Genuine Parts Company in the greater Atlanta area. He and his two sales man agers-- Bobby Gable and Ike Coleman --oversee 30 stores and a sales staff of 31 jobber salesmen. In talking with Messrs. Beckmann, Coleman, and Gable, we found them enthusiastic supporters of the "Market Blitz" concept because of the positive returns it generates in increased sales and new business. Just what is a Martin-Senour "Market Blitz?" For Genuine Parts, it's a concen trated sales effort lasting one week. We find that holding at least one a year produces the best results. What kind of results? A thirty percent sales increase. After our first "Market Blitz," we discovered that sales do not slack off; we are able to sustain the high level of sales generated by the blitz because of the new business we gain. Ike Coleman Richard Beckmann Bobby Cable "The 'Market Blitz' is a way of life for Genuine Parts in the Atlanta market. This is our third Martin-Senour Paint Blitz and each one seems better than the one before in the amount of sales and new customers we gain." What about existing customers? We use the blitz to introduce new and improved Martin-Senour products to our existing customers. This adds up to in creased sales . . . sales that could have been lost to competition. The "Market Blitz" sounds like a great marketing tool. What makes it so successful for Genuine Parts? Careful planning. We can't em phasize this enough. We start planning for a "Market Blitz" at least thirty days in advance, and hold planning and review meet ings every week thereafter. On the day of the blitz, we hold a break fast kickoff meeting to set the tone for the blitz and to get the salesforce pepped up to help them do the job expected of them. "There's no dip in orders after a blitz; we sustain a high level of sales because of the new business we bring in." What type of accounts do you call on during the "Market Blitz?" Any that are potential MartinSenour product users: independ ent body shops, car dealer body shops, fleet accounts, industrial accounts, vocational schools, marine accounts, and farm accounts. How do you divide up your salesforce? We divide the salesforce into six teams of five men each. Each team is responsible for calling on a list of customers and potential customers. How do you keep tabs on the prog ress of the blitz? Each day's results are tallied and posted on a scoreboard. That way, each team and team member can see how they're doing in relation to one another. Do you offer incentives? Yes --for our customers and salesmen. We insist that our sales men take along sample premiums when they make their calls. This stimulates orders. What about D.C. involvement? We include our D.C. from the very beginning. It's important that the D.C. carry an ample inventory of Martin-Senour products. Nothing sours the effectiveness of a blitz like backorders. And Martin-Senour Representa tives? What's their involvement? Like our D.C., we include our Martin-Senour Representatives from the start. During the blitz, Martin-Senour Representatives rotate with a different salesman each day. You mentioned that you were able to sustain sales after the blitz. Do you do anything special? Absolutely. We know from experi ence that body shops welcome personal sales calls and will re spond with increased orders. We make it a point to call on existing accounts at least once a week, and twice a week on new ac counts. In our business, service is the name of the game. Sounds like you're really sold on the "Market Blitz" concept. A "Market Blitz" conducted at least once a year is a necessity in today's competitive market . . . not only to help keep our sales force at peak efficiency, but to maintain our share of market. A blitz is one of the best ways we know to gain new business and increase sales from existing accounts. Paints, Tapes, Abrasives and Adhesives