Establishing Corporate Relationships: A Proactive Approach for Management
by Sabrina Mosley
This article provides an operational plan for increasing qualified corporate
account leads in the reservation stage and on-site arrival stage of the cycle of
service. This operational plan was specially created for a car rental agency,
but can be utilized by any service or customer-based business. However, before
implementing the proactive approach given here it is important to identify a
cycle of service for your business. Each stage of your cycle of service should
be connected to a goal that translates into ensuring a lasting relationship. In
a service-based industry the experience your associates and executives provide
give your company its unique edge in the marketplace.
The reservation stage in the cycle of service provides the best opportunity for
asking customers for their employment information. After the appointment is set
ask for home and work contact information. However, it will be the
responsibility of the reservation taker to add that information to the
reservation notes as well as the corporate account cold call sheet. In
conjunction with this, sweep the open contract bin weekly to complete the office
corporate account cold call list. This list is then passed on to the Office
Manager or to whomever the responsibility is delegated. When a corporate cold
call becomes a corporate account, the reservation taker will receive credit for
that corporate account lead.
At the time of the on-site arrival ask the potential customer if they are
renting for business use or personal replacement, then follow with some
qualifying questions. If the potential customer says they are renting for
business use, inquire if they receive mileage or rental reimbursement. Ask if
their company maintains a fleet of cars. If any of these situations apply we
know we can probably save their company money and the prepared corporate account
mini-packet should be given to them. If the reservation taker made note of this
customer as a pre-qualified lead in the reservation notes the employee that
services the customer and gets the lead sheet filled out will receive the credit
for the lead. Our large number of retail renters and those who rent without
making reservations represent about 30% of our total business. Retail renters
are our largest demographic of renters next to insurance and body shop referral
customers. While completing the rental contract and entering the employer
information ask if they are renting for personal or replacement use.
If they say replacement: Get the employment information to add to the corporate
cold call list. If the renter can supply enough information for the qualified
lead offer a one-time 5% discount for a completed lead sheet. If they cannot
complete the lead sheet give them a corporate account mini-packet. The
mini-packet should include a lead sheet and a brief explanation of the benefits
of setting up a corporate account.
If they say business: Ask if their company offers mileage reimbursement or if
their company maintains a fleet of vehicles. In either case we know we can
probably save this company money and we need to get a corporate account lead
sheet filled out. Offer a one-time 5% discount for the completed lead sheet.
Recommendations
Build rapport with your customer through conversation when the situation
permits, especially on customer pick-ups. Finding out where a customer works
should be a conversational piece that naturally leads to getting the information
for a qualified lead. Also, make sure that each person you pre-qualify as a
potential corporate account lead gets a mini-packet so that they can take it to
work and show someone else the benefits of setting up a corporate account.
About the Author: Sabrina
Mosley earned her Bachelor of Arts in Communication from the University of
Michigan in 2001. She has also achieved professional success in B2B marketing,
executive account management, media research, and consultative sales. For
professional development resources visit www.CatalogCourt.net ProDev Kiosk.
Source of this article:
www.goarticles.com
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