Ram is looking to its sales staff at Ram BusinessLink dealerships to help drive its commercial vehicles sales going forward, brand boss Bob Hegbloom told Automotive News.
Hegbloom said he’s hoping sales staff at Ram’s 1,000 BusinessLink dealerships in America will begin to forge relationships with local small businesses in order to grow sales. BusinessLink sales staff currently don’t step out of the dealer to help promote their product, but that will soon be subject to change.
“Trying to get into (the small-business) piece of the market is difficult,” Hegbloom told AN. “(for commercial sales) 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 the box of donuts and showing up to 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.’
“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,” he added.
Hegbloom said Ram’s small-business vehicle sales have grown from 7.8 percent in 2010 to 14.8 percent in 2015, a figure that includes sales of the Ram pickup and chassis cab in addition the ProMaster and compact ProMaster City commercial vans.