Aftermarket March 2023

I have worked with Mike Schlup, Kalimex MD for 19 years. As you would imagine, the brand started from humble beginnings. In the early years I worked in what was a glorified stationery cupboard but nevertheless we were focused on world domination, one sale at a time. In the last 19 years Kalimex has really taken off and is now the top performing distributor of the JLM Lubricants’ product range; A position they have occupied for 10 years – pretty much from when they started selling JLM products. This is no mean feat, given JLM have 45 distributors scattered in all corners of the globe and a thriving business at their home base in the Netherlands. With this in mind, I thought you would find it useful if I share some of the marketing tips that have contributed to the success of Kalimex because they can be applied in your workshop. As with anything, talking about marketing and planning marketing is great, but you must move swiftly onto actually doing it. 20 AFTERMARKET MARCH 2023 BUSINESS/KALIMEX www.aftermarketonline.net This month, #1 bestselling author Dee Blick looks at the importance of getting stuck in to your marketing Here are six cut-to-the-chase questions you need to answer and action: #1: Do we have an end target for 2023 in terms of sales? I am reminded of this quote from Seneca: “If one does not know to which port one is sailing then no wind is favourable.” Set realistic targets, ones you can reach at a stretch with some elbow grease; Tough, but within your grasp. Every month monitor how close you are to reaching them. Discuss the targets with team members so they are aware you are not standing still and they have a part to play in your success. Sales are the lifeblood of any business, whether the sales are from existing customers, new ones or as is more likely a mix of both. If you are not setting targets, you risk settling for second best, which benefits no one. Worse still, there is the risk of realising mid-way through the year that sales are not even covering your overheads, let alone making a profit. SIX KEY MARKETING QUESTIONS BY Dee Blick