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Continued from page 36 Guest Column them a 3030 long-stroke, you are missing out. Value-added selling is the act of providing more than just a part or service to your customers. Do you offer no-cost training sessions during air brake season? Do you offer free trans-health reports after every automatic transmission repair service? At Power Train, we constantly look for areas where we can add value to the products we sell. Our 24/7 Allison Transmission Tech Support Line is one example of adding value to our Allison transmission product line. As manufacturers continue to cut costs and provide less support to the end user, it is our responsibility as the distributor to step in and provide that support. Consumer research has shown that, even though it is not always tangible, a consumer is willing to pay more to gain value. Many of you probably have expected to see pricing by now. I am a ﬁrm believer that price is a justiﬁed number and offer- Price directly reﬂects the quality and value customers expect. ing the appropriate mix of low-cost products and high-quality products is a must. Our customers have proven that price directly reﬂects the quality and value they request. While having a competitive pricing structure is important, I think many times we get caught trying to sell on price and present ourselves as the lowest-cost provider. This mentality can destroy a company’s marketing efforts. Our pricing should reﬂect the value and quality we offer. Some customers may purchase on price, and for that reason, a strong product mix is necessary. But for those who purchase on quality, price has less impact on their decision-making process. As you’ve most likely noticed, each of the variables listed above are woven together into a tight net. One directly affects the others and vice versa. In order to positively impact your customers in their decision-making process, you must ﬁnd the best way for your company to balance the right variables. The challenge is finding the right ones. For product and service information go to: www.tpsdigital.com/info Simply click on the COMPANY NAME or enter the READER SERVICE NUMBER. RS# – – 001 060 002 – 006 056 – 059 057 003 055 047 029 Company Aftermarket Distribution Summit Alliance Brand Parts ArvinMeritor, Inc. ArvinMeritor, Inc. Chevron Commercial Lubricants Commercial Vehicle Outlook Conference Cummins Inc. Gold Eagle Great American Trucking Show (GATS) Hendrickson IPA Karmak, Inc. Kysor NTN Bearing PartSmart Page 11 3 IFC-1 28 IBC 27 5 9 25 26 14 BC 8 7 23 RS# – – – 058 Company Page Truck Parts & Service Aftermarket Buyers’ Guide 29 Truck Parts & Service Webinars 34 Truck Parts & Service Website 2.0 30 Whelen Engineering 10 Classiﬁed Ads 070 Accu-Pressure Safety Caps – Air Brake Book – ArvinMeritor, Inc. 074 Direct Equipment Co. 075 Fumoto Engineering Of America 071 Gage Bilt 072 S&S Truck Parts, Inc. – Truck Parts & Service Weekly eNews – TruckRealm.com 31 32 31 31 31 31 31 32 31 This advertisers’ index is a service to readers. Although every effort is made to maintain accuracy, Truck Parts & Service cannot assume responsibility for errors or omissions. A u g u s t 2 0 1 0 | T R U C K PA RT S & S E R V I C E 35

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