How to reach Diesel Motorsports enthusiasts???

I get asked this all the time at the industry meetings during the winter months. Yes, our enthusiasts and fans are in rural counties all across the country.

What is left for conventional advertising in order to reach the rural counties?

Rural newspapers in small towns are dead or gone, newsstand magazines circulations has dropped every year with social media taken their place and radio is replaced by bluetooth personal music. So what is left, the forums are dead and numbers have dropped.

Social media through FB, Instagram, and twitter seems to be the most efficient way to reach the diesel market using electronics. The best way is grass roots events like DIESEL Motorsports and some of the State diesel groups we designate as affiliate events.

The state pulling groups hold multiple events from June 1st to the end of September in many small towns at city and county fairs wanting sled pulls. People in the industry have no idea how popular the sport is in the rural towns, they are shocked when I tell them there is a pull almost everyday of the week in every state from Missouri over to New York!

DIESEL Motorsports has in the past 10 years held diesel events in every part of the country, North, South, East and West. The past years we have focused on where the sport is highly concentrated since it cost a lot of money to hold an event along with the travel.

We get quite a few calls from people who want to hold an event, DIESEL Motorsports tries to help any way we can to educate them on the expenses and liability for holding an event. It can be daunting when you evaluate all aspects of holding an event.

When it comes to reaching the right people for diesel, we change and upgrade every season in order to properly reach the diesel crowd. Over 1/3 of our budget goes to reaching the right people for our events!

If you want to know how to reach the market, give us a call or email!

What is best for your truck? Performance parts, wheels/tires, oil/fluids, interior accessories, and which brand of truck??? DIESEL Motorsports . . .

I get a lot of people wanting to know what is best for their trucks? I see a lot of questions on FB and forums what someone should do for their truck?

It can be very confusing for any novice diesel truck owner, there are a lot of people who claim to know what is best! And they are the first to tell you all about it!

Remember a couple of crucial elements, how do you drive your truck and what do you want your truck to do for you?

I have seen may trucks outfitted with similar products and have seen them all get repaired or not because of how they are driven. If you drive like a old man then you would make a normal diesel truck last a very long time. If you drive like a bat out of hell or like the kid who can break any toy then you will need repairs often.

What is best for your truck is what is best for the way you drive your truck. I drive moderately but I was always the kid who broke toys and drive vehicles hard. So I keep my modifications on my diesel truck simple but powerful and always overbuild. It looks like a plain old truck but can gettyup and go when I want it to and stop it when I want.

Every one is different and for those who are good with electronics and pushes their truck there is a great amount of what can be done to their truck. Many companies offer all levels of what is best for your truck. Some are really innovative at what they provide and do for the diesel performance market, but then again some are very careless. 

If you read it on the internet it must be true - right? I think we have all seen that scenario play out many times. Talk to the actual brick and motor shops who work on these vehicles on a daily basis. They know what will work with how you drive your truck.

I tried 20" wheels and tires and went back to 18" with my older truck. It just rode better with smaller tires and wheels plus adding newer shocks and Ride-Rite airbags made all the difference in the world.

It's different for everyone and their different trucks, I have seen Dodges, Dmaxs and Fords I like just as much as mine. It depends on what YOU like and how you use it.

Of course I try and use our sponsor's products because almost all of them are built in the USA! Jobs for every truck owner provided by our very own sponsors. Our sponsors contribute to the sport and deserve to have their products used because they are giving back to the sport!

It's only fair right? Do what is best for you and your truck . . .  bottom line!

How to sell more at your diesel shop - part II - planograms!?

What is a planogram in a retail or shop environment?

It's a small display of your most popular products that the customers can view or see at your shop or office while discussing what to do with their truck! Usually a easy 4 x 8 foot section of pegboard or wire mesh works best!

It doesn't take much space and it showcases what you like to install and provide services. DIESEL Motorsports has installed a few of these at auto stores featuring our sponsor's products. Many of the manufacturers will supply the parts or boxes if they know it is a display in your store or shop.

If your WD does not offer this service you can do it yourself!

You can go to your local lumber/hardware outlet or store to purchase the pegboard or wire mesh sheet(s). They usually have the hanging hardware to go with the pegboard or wiremesh panels for hanging your products or parts. 

For those near a major city most have retail warehouses where you can buy the displays for any size wall along with the hardware.

Lay the sheet or area out on your floor and start to think what you would display. Start by going to your inventory or what you sell the most to your customers. Make a list of 10-20 products from that list and start collecting either the parts or the boxes they come in for display. Like I stated many of the warehouses or manufacturers will help if you ask. 

Once you have collected the items start with the bigger heavier items at the bottom. Many of the stores sell shelves that can attach to the sheets which makes for a great bottom. Leaving a couple inches between each item start placing the biggest to the smallest near the top. It's just like putting together a puzzle!

If you want to feature a couple of items make the space for them larger and place some small advertising signs around the item. These can be made on your computer using thicker paper or mount with spray glue on cardboard, then zip tie or velcro to the wall board.

The idea is to show the parts that customers would want on their trucks with you installing them! Seeing is believing and a customers always like looking at the product before they purchase. You can even use cleaned up units that no longer work as long as they look good. 

Show the chemicals and oil you sell to your customers and service their vehicles, people always like to know what is being used and what is available for their trucks. 

Many times it opens to conversations based on the 1st article on how to sell better at your shop which in turn leads to sales and profits!

Planograms - easy to make and always leads to sales!

PS - if any diesel shop needs help in laying out the planogram you can contact myself for some help!

What Classes are running for Pulling 2016!

Looks like the post from 3 years ago gets read a lot so let's move up to this year. Yes, the classes for pulling have changed somewhat in order to include everyone who wants to pull.

All the rules for pulling and classes are FREE on our web site - www.DIESELmotorsports.US

2016 DIESEL Motorsports Pulling Classes

Work Stock - street trucks with bolt-on modifications but with a OEM like turbo

2.5 Class - Street truck with 2.5 turbo with ballast

2.6 Class - Old 2.6 turbo rules for past trucks that built strictly for 2.6 turbo with no fixed driveline

2.6 Pro Class - smooth 3.0 with open driveline

3.6 Super Pro Diesel - smooth 3.6 turbos, dual turbos and modified/Super Stock trucks

Street Semi - street legal licensed semi trucks

In a nutshell but check the rules for clarity and make sure all safety equipment is present for pulling. DIESEL Motorsports will reserve the right to combine some classes if enough trucks are not present to fill a class. 

It is our intention to run all trucks who want to compete using a fair ruleset for all. The trucks are important to us and the diesel shops who rely on them for business. There is a reason the tractor clubs do not change their rules every three years, it keeps the costs down for the competitors so their numbers remain strong.

This is the first time we have changed rules for pulling in five years. The sport is still growing and including the street trucks are very important to our business.

Come pull with DIESEL Motorsports where you get paid right after the event!

Which WD do you buy from??? As a jobber/dealer - DIESEL Motorsports!

I have worked in the past with many WDs in the industry and the answer should be who can get you the part fast (in stock) and for a fair price so you can make a profit!

When I was hired as a consultant by an old WD that is now part of Keystone I did a study to show price differences of the top 100 top selling sku's. Between four different WDs the parts were all within $1 of each other when it came down to price. 

Next would be the shipping, but many deliver on a daily basis now days! The BIG component should be do they have it in stock so you can get it quick. If they are out of stock then you fall back to a drop ship which will take a few days. Remember the longer your customer waits for the work the more dissatisfied they become with your shop. Go with WD who stocks the most parts.

When working with some of the jobber stores they had 3 WDs on speed dial and I was told they just go down the line till they find the one who has it in stock and can get it to them - plus price but most are similar.

It comes down to personal service too, do the people you talk to know the industry or parts you are ordering. If they don't it only takes longer because you have to explain to an order taker who just answers the phones. 

If you order online with the part numbers it takes away the pain of talking to people but then how efficient is their online order system. Do you still get your parts on time to satisfy the customer.

The idea solution is to keep extra parts you use all of the time so you have extras for fast repairs or upgrades for the customers. This does cost money but if you have enough business it will make you money because you can service your customers faster than the other guys.

Which WD supports your effort to advertise using Coop funds or supports your efforts at events and shows. Do they provide POP displays, banners, etc for you to promote the parts you sell?

And yes when is the last time you saw a salesperson from your WD, I know, never because many have cut back on travel because the margins are getting smaller and smaller for the WDs. Realize it takes $millions of dollars to properly operate as a WD and they do the best they can with what they have to work with on a monthly basis. 

Which one do you use? The one that give your business the best advantage for profits and service for you to pass on to your customer!

How to sell more at your diesel shop!

Many shops ask all of the time how can I get more business? I tell them it's not about getting more business but more profitable business!

Regular maintenance pays the overhead because it comes in from sources that need servicing on a schedule or time table. It's all about self promotion for your services and shop!

Typical marketing is through advertising through the same avenues that everyone else is doing, ads in magazines, radio, tv cable and local newspapers. This is deemed "Interruption Marketing" because you have to stop what you are doing to acknowledge the ads. This does work but it takes lots of funding, persistence and large space advertising. Many of these items most of us cannot afford.

A form of self promotion that could work is called "Permission Marketing", it's about selling yourself and your services with social contact and integrity.  It's when you put your customer's or client's wants and needs first - YOU are the solution to their problem!

It is very reasonable to do because it comes from you, you constantly offer new products and services while offering a solution to customers. It's building a relationship with your customers, treat each one like they were all equal. You never know when one of them decides to spend monies no mater what they currently are driving.

This doesn't mean you spend countless hours talking with each one about their truck or problems with their truck. It means you offer advice in a nice and mannerly time period and always talking additional upgrades and/or service that your business can provide at a reasonable cost. Remember time is money and you have customer's trucks to repair and upgrade in order to bill.

This does take some time to research some in the evenings on new parts and what is currently available for your customer's vehicles. Many of the trade publications offer new part sections in their magazines or online magazines. Most of the trade publications are free if you are a shop or business such as Shop, Engine Builder, Counterman, and SEMA. Just take some time to look what DIESEL Motorsport's sponsors have to offer to the marketplace. Many offer new items every year or multiple items for our industry.

The more you know the more valuable you become to your customers. Ask for their emails or cell numbers so you can remind them on servicing their diesel, always allow a two week period before they need it so they can make arrangements. Alert them to new products or specials you currently have for a truck. Even send them friendly reminders for diesel get-togethers or events.

Plan a training session or seminar during a dyno day at your shop! Contact your WD and see if they have a manufacturers rep they can send out for a seminar? Many can do this if given advance notice.

If you are doing a special install on a high-end nice truck, ask a few customers if they want to come by to watch or see the end result, like a double or triple turbo install. 

There are many ways you can become the specialist for your customers! Think about and execute on a weekly basis, you will soon find your bottom line moving upward! The more specialized the higher the profits because people value your service!

Competition produces so called characters . . . yes the diesel industry produces our own!

Throughout the years motorsports has produced some wild characters in it's history! NASCAR, NHRA and IHRA has some of the boldest people in their history that stand out as known characters in the industry.

That is what makes our race/pulling industry fun to follow for the short time it has been around. Many people have come and gone that were on top at one time or another for their competition achievements or just their personality. 

Most are bigger in life personalities or egos depending on who you ask! 

The real hero are the people who have made a living at keeping the industry alive through providing parts or service at their diesel shop. Many of our competitors come from the diesel shops because that is how they advertise their business. By building a killer competition truck for racing or pulling it shows their top abilities to build a performance diesel.

I have fun watching and talking to the top competitors and the shops, because this is the people who keeps the sport going at the events. Some have been problems in the past  but DIESEL Motorsports has dealt with all on the same level as a professional competitor. 

Every sanctioning body has rules and we do too, so when those are broken we reply in kind. However in 8 years of competition we have only banned one competitor for a short period. All others are welcome as long as they follow the rules of competition.

I have had some ask if they can come back and I have replied of course you can, as long as you follow the rules. It's just business!

No one can deny that they are all characters including myself! That is what makes America great is that we can all express ourselves as individuals. I brag to industry leaders that our rural crowd is the most individual creative people in automotive sports and yes we are some people's biggest nightmare.

Again, DIESEL Motorsports is about doing your own thing with diesel performance be it racing, pulling or showing your diesel truck. We just try to make it legal, insured and safe so none of us get in trouble with the industry.

This week DIESEL Motorsports will announce the launch of the DIESEL Hall of Fame on our web site and those who have been honored as some of the diesel industry pioneers!

Bring your rigs, trucks and personalities to the events this year and let's just have some fun!