Some years ago, an auto dealer client presented me with a problem: how to sell more GM parts to other GM dealers. The dealers were falling behind on repairs to their customers’ cars because they couldn’t get parts quick enough from GM. My client found that by stocking fast moving parts in depth and shipping them overnight at a slight price premium, they could beat GM to the punch and help dealers get their customers’ cars out the door more expeditiously. It was either that or park them while waiting for parts to arrive from GM -- what service techs wryly called "giving them the Sunshine Treatment."
“You’re not selling parts, you’re selling time,” I told them. And recommended creating a brand that would quickly communicate their story: Modern Quik-Ship.
The concept was a huge success. It wasn’t long before GM’s parts zone manager reported seeing the Quik-Ship logo (designed after a packing crate stencil) “wherever I go.” The powerful new brand with the built in benefits story helped the client earn millions of incremental dollars over the years -- and it’s “getting stronger” reported the dealer principal from time to time. After 20 years, the Quik-Ship name was “retired” to accommodate expanded geographical coverage and a new 23 brand co-op based on Quik-Ship’s clear success.
Takeaway: Think carefully about what you may be selling beyond the obvious -- and, if possible, incorporate your key message in your brand name -- like Modern Quik-Ship did so successfully.
“You’re not selling parts, you’re selling time,” I told them. And recommended creating a brand that would quickly communicate their story: Modern Quik-Ship.
The concept was a huge success. It wasn’t long before GM’s parts zone manager reported seeing the Quik-Ship logo (designed after a packing crate stencil) “wherever I go.” The powerful new brand with the built in benefits story helped the client earn millions of incremental dollars over the years -- and it’s “getting stronger” reported the dealer principal from time to time. After 20 years, the Quik-Ship name was “retired” to accommodate expanded geographical coverage and a new 23 brand co-op based on Quik-Ship’s clear success.
Takeaway: Think carefully about what you may be selling beyond the obvious -- and, if possible, incorporate your key message in your brand name -- like Modern Quik-Ship did so successfully.
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