How you handle the business when you get it is at least as important as bringing it in, in the first place. If you don’t deliver a positive experience, meaning that you deliver all you promised and then some, customers are going to be disappointed, according to a recent article by Larry Mersereau, small business consultant, speaker and author in the field of marketing and promotion.
 
He notes that disappointed customers can do a number of things:

1) "They can complain. This is the ideal situation. I know, nobody likes complaints. But at least this type of customer is going to give you an opportunity to make things right. Suck it up and do what’s right. If your sales person lied or if your promises are a bit exaggerated and they’re calling you on it, fix the problem or cheerfully refund their money."

2) "Maybe they won’t complain, but they’ll tell their friends. (See, wouldn’t you rather be the one they complain to?) Most people won’t complain. They’re embarrassed, or afraid you’ll bite or whatever. They won’t tell you they have a problem, but they’ll ruin your reputation every chance they get. They can cost you a lot of potential sales, and you won’t even know it’s going on."

3) "They may just quietly go away. That’s better than telling their friends. But you lose any chance of getting future business from this customer. And face it, it takes a lot to get someone to buy from you the first time. It doesn’t take much to get a happy customer to buy from you the second time. Making sure you deliver the first time makes long-term growth a lot easier."

4) "Some sue. I’m sure you saw the story about the judge that sued his dry-cleaner for millions of dollars because they lost a pair of his pants temporarily. They found the pants, but the judge still sued. Frivolous as the lawsuit was, the dry-cleaner had to spend thousands of dollars defending themselves. If you pretend every customer is looking for an opportunity to sue, maybe you’ll be more careful about what you promise and how you deliver."

Part of your overall business growth strategy, Merserearu comments, has got to be getting more business from people who are already buying from you. People who have already done business with you are the best source for future business. They know you, know how to find you, how to do business with you, and they’ve had a positive experience with you.

According to Merserearu, every new sale is the beginning of a relationship—one that can be hugely profitable for you in the long term...if you handle the first transaction well. Deliver all you promise and then some. Next time they need what you sell, they’ll know exactly where they prefer to buy.

Source: Larry Mersereau (July 31, 2007). “Deliver what you Promise? Bringing In More Business.” (electronic newsletter)

Advanced nanotech batteries are becoming a driving force in making electric cars go farther and faster between charges, up to five times farther than today’s conventional batteries, according to ZAP and Advanced Battery Technologies, Inc. With this in mind, the two companies recently announced the opening of a joint development office in Beijing, China, to expand their research, manufacturing and marketing of advanced batteries for electric cars using the latest in nanotechnology.

Advanced Battery Technologies is incorporating the latest in nanotechnology to create a new generation of lithium-polymer batteries with a higher energy density while improving the performance, life expectancy and safety.

Lithium ion batteries have been a leading technology in electric cars for years. While the technology has been proven in smaller formats, it's been found to be less stable in larger formats. Because they are inert, nanoparticles do not sulfate in reaction with the chemistry of lithium-polymer batteries, unlike conventional graphite electrode materials. This innovation provides a more stable battery system, allowing larger-format lithium batteries with a safer, more robust chemistry.

These smaller, nanoparticles also create a greater surface area—up to 100 times greater—allowing a faster, shorter-distance transmission of electrons in and out of the battery, adding to the energy density while increasing the charge and discharge rate for improved performance. The more stable battery chemistry also adds to the life expectancy of the battery, with an estimated cycle life of more than 1,000 charges, more than double that of conventional batteries.

What this means for electric cars is three to five times greater performance in terms of range and speed, as well as faster charge times, in some cases, as little as 10 minutes.

Source: ZAP, Advanced Battery Technologies, Inc. (August 2, 2007). “ZAP, Advanced Battery Technologies, Inc. Join Forces to Commercialize Nanotech Batteries for Electric Cars.” ZAP, Advanced Battery Technologies, Inc. press release courtesy of PR Newswire.

Tesla Motors, a manufacturer of high-performance electric cars, says it has passed a significant milestone by passing the 500 mark in 2008 model-year Roadster reservations. “We are currently planning to produce 800 of the first model-year Roadsters," said Darryl Siry, vice president of sales, marketing and service at Tesla Motors. "The fact that more than 560 are already accounted for demonstrates the tremendous demand for the 2008 Tesla Roadster.”

Many Tesla Roadster customers already own hybrid gasoline cars and have purchased the Roadster to get the best of styling, performance and efficiency, Telsa says, claiming it twice as energy-efficient as the Prius.

“One common misconception is that because of the high-performance aspects of the car, it must not be as efficient as hybrid models on the market, such as a Prius,” notes Siry, “This is actually not true. Because of the unique all-electric design, the Roadster offers supercar performance yet is twice as energy-efficient as the Prius. For customers who want to make a strong statement about energy efficiency, the Roadster offers the opportunity to have the best of both worlds.”

“We have also had a number of recent buyers tell us that they were in the market for a performance car like a Porsche 911 or BMW M6 when they learned of the Tesla Roadster. These customers are choosing the Roadster over traditional sports car platforms with an understanding that the power delivery and handling dynamics of the Tesla Roadster are second to none.”

Early customers have also pointed to the historical value of the first model-year Roadster. “The first model year of any significant new platform tends to carry with it the thought that it may one day become a collectible," Siry adds. "Certainly, with an all-new model from an all-new American car company and a revolutionary all-electric powertrain, there are a lot of customers interested in the 2008 Roadster as an instant classic with historical value.”

The Tesla Roadster, a stylish, high-performance, 100% electric sports car, accelerates to 60 mph in about four seconds and has a range of more than 200 miles on a single charge. According to the company’s website, the roadster achieves a gasoline equivalent of 135 mpg and costs less than $0.02 per mile to drive (based on the EPA conversion factor). Tesla Motors expects to start shipping Roadsters to customers this fall.

Source: Telsa Motors. (June 23, 2007). “Tesla Motors Surpasses 500th 2008 Roadster Reservation.” Telsa Motors press release.

SEMA members and SEMA Show exhibitors are entitled to a free listing in the 2007–2008 SEMA International Buyers Guide, an annual buyer's guide distributed to every international buyer at the SEMA Show. The guide is also shipped to every U.S. Embassy and distributed at automotive trade shows worldwide.

The deadline to take advantage of this free listing is September 5. A copy of the form is available online at www.semashow.com/ibg

Questions? Contact Linda Spencer at lindas@sema.org.  

 

Block out the times on your calendar now for this week's webcast double-header, kicking off with tips on how to best "do the Show," followed by Barbara Sicalides' look at the implications of the Supreme Court's recent ruling on minimum resale price agreements.

"Don't Say 'Next Year I'll Do The Show Better.
JUST DO IT NOW—We'll Show You How!"
Tuesday, August 7, 2007
10 a.m. (PST)

Because a large portion of your annual marketing budget is allocated to the SEMA Show, it's important to capitalize on your investment. Discover how to accomplish your goals and achieve overwhelming success on August 7, at 10 a.m. (PDT) when Chuck Schwartz, CEM of ConvExx presents "Don't Say 'Next Year I'll Do the Show Better!' JUST DO IT NOW—We'll Show You How!"

Listen in as Schwartz shares case studies of SEMA Show exhibitors that have found success, and how you can capitalize on their winning strategies. Prepare yourself for the 2007 SEMA Show; start by creating a winning game plan today.

What the U.S. Supreme Court's Leegin Decision Means for Minimum Resale Price Agreements
Friday, August 10, 2007
10 a.m. (PDT)

The U.S. Supreme Court decided to upset 100 years of case law related to agreement to set minimum retail or resale prices. Learn the legal and practical significance of this decision and how it can affect your business. This week's presenter is Barbara T. Sicalides of Pepper Hamilton, LLP, Vice Chair of the firm's Commercial Litigation Practice Group. Her practice covers antitrust litigation and counseling, distribution disputes/arrangements, class actions, securities and other general litigation.

SEMA webinars are web-based seminars that can be accessed anywhere through the Internet and a telephone. In addition, all SEMA webinars are available for download, offering an extra level of convenience for those who may have missed the original broadcast. Check out all of the past webinar topics and sessions at www.sema.org/webinar.

More than 600 members of the industry joined the SEMA Installation Banquet & Gala Fundraiser in Irvine, California, July 27, to honor 2007 inductees Russ Deane, Ron Funfar and Nate Shelton, and to raise nearly $200,000 for children's charities Childhelp and Victory Junction Gang Camp. They also came to thank nine members for their service to the SEMA Board of Directors, as well as welcome 10 new members to the Board.

The event kicked off at 8:30 a.m. with a shotgun start to the charity golf tournament as SEMA councils fielded foursomes and squared off in the first Council Cup - Cash for Kids challenge. Tyler Tanaka (Turbonetics), DC Chavez (AEM), Kurt Miller and Mike Webster (Advanstar Communications) of the Sport Compact Council turned in the best council performance on the greens.

"Carl Sheffer and the SEMA staff organized a wonderful golf tournament that I was proud to be a part of," Tanaka, who also won "Closest to the Pin" and "Longest Drive" honors, said. "Not only was the competition fierce, but the camaraderie and enthusiasm before, during and after the event was electric. The tourney was extremely well run, the prizes and gifts more than expected, and I hope to be lucky enough to play again next time. My hat's off for such a worthwhile and enjoyable event."

Congratulations to all of the councils; they and their supporters raised more than $8,000 in charity contributions.

The SEMA Installation Banquet & Gala Fundraiser supported by DUB Magazine and Hot Wheels, presented by Advanstar and Alcoa, evening program began at 6 p.m. with a silent and live auction, the highlight of both including bids for a 2008 Harley-Davidson Softail Fatboy. The winning bid of $26,500 was placed by Bianca Hennings of Window Canvas.

A rousing version of the "Star-Spangled Banner," performed by 10-year-old Taylor Longbrake, opened the dinner and program that followed, led by emcee Dave McClelland, and honored the Hall of Fame inductees and featured thoughts from outgoing SEMA Chairman Mitch Williams and incoming Chairman Jim Cozzie.

SEMA thanks all for the extraordinary volunteer effort, and encourages all who would like to volunteer for next year's event to contact Special Events Administrator Lisa Moreno at lisam@sema.org.

SEMA thanks outgoing Board Members...
-Joel Ayres, Leer/Truck Accessories
-Paul "Scooter" Brothers, Competition Cams Inc.
-Craig Chatt, DCi
-Anne Graves, SECO Performance Centers
-Kathy Bybee Hartzell
-Chuck Lombardo, California Street Rods
-Dennis Overholser, Painless Performance
-Steve Swanson, Hushmat
-Bob West, Westin Automotive Products

...and welcomes its incoming Board Members
-Rick Rollins, Superchips Inc
-Gale Banks, Gale Banks Engineering
-Donnie Eatherly, P&E Distributors
-Larry Erickson, Ford Strategic Design Studio
-Tony Napoli, Jr., American Speed Centers
-Mike Spagnola, Street Scene Equipment
-David Stutts, Hot Rod Air Inc.
-Van Woodell, Weathers Auto Supply
-Jeep Worthan, Auto Meter
-David Wrobleski, Jim Wrobleski & Co. Inc.

The deadline for SEMA members to submit nominations for the 2007 SEMA Person of the Year is this Friday, August 3. To nominate an individual, e-mail Christine Papavero at christinep@sema.org.

The SEMA Person of the Year honor recognizes an individual for his or her distinguished service to the trade associaiton and the specialty-equipment industry. The 2007 SEMA Person of the Year will be honored at the SEMA Industry Awards Banquet held during the annual SEMA Show in Las Vegas. For complete information on the Show, which is set for October 30–November 2, visit www.semashow.com.

The 2007 SEMA Show will feature live, in-booth master classes on welding, fabrication, painting, mobile electronics and more, courtesy of West Coast Customs (WCC), the shop best known for producing the cars seen on MTV's "Pimp My Ride."

The West Coast Customs Experience will occupy approximately 10,000 sq. ft. outside, near the shuttle drop at the Las Vegas Convention Center, according to WCC spokesman Reza Izad, and feature three to four master classes per day. The 90-minute classes will be small, only 8–10 people, Izad says, hence early sign-up is critical. About 400 people will have the opportunity to join the classes.

And the instructors will not only be from WCC, but will also include masters in the respective fields from other shops and companies in the industry, Izad notes.

"Ryan [Friedlinghaus]'s shop has always done everything in-house—fabrication, interiors, paint—so we'll try to recreate that experience at the SEMA Show," Izad says.

In the fall, TLC will air new reality show "Street Customs," featuring West Coast Customs.

SEMA recently announced the launch of its ProPledge warranty assurance initiative to increase sales of specialty-auto products through new-car dealers. ProPledge is a cooperative venture comprised of SEMA-member accessory manufacturers and professional installers.

The industry-led pilot program, delivered through the Specialty Equipment Warranty Alliance (SEWA), a SEMA subsidiary, was launched on May 15. The program establishes a uniform warranty that covers defects in products and installation for a minimum of 36 months/36,000 miles, terms corresponding to most new-vehicle warranties. The program includes protection to the consumer in the event a product or installation defect results in the denial of a vehicle warranty claim, and provides parts and labor repair or replacement at no cost to the car dealer or vehicle owner.

The program is being test-marketed for 18 months in key regions around the country and include a diverse array of product categories, ranging from sunroofs, leather interiors, mobile electronics and custom wheels to suspension components, ground effects, cat-back exhaust systems and assorted truck gear.

To participate, for complete information on the program, or to see which companies are currently involved, visit the ProPledge website, www.propledge.com.

Next Friday, August 10, is the deadline for members of the Motorsports Parts Manufacturers Council (MPMC) to register as exhibitors of the 2008 MPMC Media Trade Conference. Complete event information, a schedule and a registration form are available for download by clicking here.

Due to the popularity of the conference and its annual sold-out status, members are encouraged to reserve space now. Space is limited to 100 exhibitors. The event is set for Tuesday, January 22–Thursday, January 24.

The annual MPMC Media Trade Conference brings members of the working press together with owners and principals of some of the most well-known companies in the motorsports parts arena to discuss product releases, current innovations and more.

For information on the MPMC, visit www.sema.org/mpmc.