Ram Boss Claims Future Commercial Success Depends on Pushy Sales People
Last year, the Ram brand’s campaign to get more of its commercial products out on the road got a huge boost when the US Postal Service ordered more than 9,000 Ram ProMaster commercial vans. Now, Ram is looking to continue its commercial success—and Bob Hegbloom, the brand’s boss, believes this can be done with pushier sales people.
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During an interview at the Chicago Auto Show, Hegbloom said that Ram’s commercial sales people need to have an approach different from the one that the regular vehicle sales people follow. On the commercial side, “you go out and do a lot of calling and bringing the products to them and showcasing it. It’s a different philosophy, and it’s building relationships. It’s buying a box of donuts and showing up at an association meeting, saying, ‘Here are our products, here’s what we can do for you, here’s my card, and I’m out of here.’”
Hegbloom went on to say, “Our guys don’t do that now, so we’ve got to get them into that space, and that’s been part of the challenge.”
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The Ram brand head honcho is now counting on the roughly 1,000 Ram BusinessLink dealers to get their sales staff out into the field, growing its relationships with small businesses.
Currently, Ram’s share of small-business commercial vehicle sales has almost doubled from 7.8% in 2010 to 14.8% in 2015. The Ram commercial lineup currently boasts two commercial vans, including the award-winning Ram ProMaster City, and pickup and chassis cabs.
News Source: Automotive News (subscription required)