Top 10 Ways to Leverage UCC Data

So you have mastered running queries and exporting results from your Catapult account.  Now what?  How are you going to use the data to boost your sales and crush the competition?  Whether you sell, service or finance capital equipment, these ten applications can be put to use by anyone.  Let’s explore some specific examples of how to leverage the tools available within Catapult and Catapult Analytics to grow your business.

 

1. Refine Your Marketing List and Track Results

With Catapult’s Query Builder, you have filters at your fingertips that will allow you to generate a targeted list of buyers of a specific equipment type in a certain geography during a particular timeframe.  You can focus that list by brand, model, or even by SIC code.  If you’re going to spend the money on direct mail marketing, you’ll find greater success if you filter your list and present a refined, relevant message to each target segment.  Delivering the right message to the right prospects is vital to a successful marketing campaign.

To improve deliverability and minimize costs, take advantage of the Omissions filters in the Query Builder.  Applying either the CASS or DPV filter will reduce both printing and postage costs by removing any addresses that did not pass the selected validation process.

Once you’ve generated a targeted list and sent out a marketing piece that speaks directly to the needs of the segment you’ve chosen, be sure to measure the effectiveness of your campaign and determine your ROI.  With EventWATCH, you are automatically alerted to new activity for each of the buyers on a list you’ve generated.  Whether you compile a list for a mail campaign, an open house, or a trade show, with EventWATCH, you have the ability to analyze your campaign results to determine which marketing strategies are working and which are not.

2. Focus on Proven Buyers

Using the New Records displayed on your Catapult homepage, you can provide valid, actionable leads to your sales force.  Viewing the New Records results in conjunction with a Finance Summary Report can give you invaluable insight into a prospect’s buying habits.  Getting this information into the hands of your sales force will ensure that they’re focusing on prospects that are proven buyers who have recent financing activity.

3. Make the Big Players a Priority

If you’re not sure where to start with your data, we recommend the Top Buyers Report in Catapult Analytics.  Identify the big buyers in your territory, and make sure they’re being contacted – not just once, but on a regular basis.  Many of the top names will probably look familiar to you, but you may be surprised by some buyers who finance more than you’re aware of.

The Top Buyers Report will rank the big players in your territory based on financing activity, so you can ensure that your sales team is focusing the appropriate amount of attention on these leads.  With the User Defined Fields (UDFs) available in Catapult Analytics, you can easily assign custom values to territories so that with one click you can view a Top Buyers Report for each of your salespeople.

We also highly recommend using List Match to upload your list of customers to Catapult.  With custom values such as your account number or the name of the salesperson assigned to the account, you can quickly and easily identify the top buyers in your territory who are not yet buying from you.

4. Monitor New Buyers in Your Market

New buyers who find their way to your competition can put a big dent in your market share over time.  Make sure you’re aware of new buyers in your territory so that you’re a step ahead of the competition.  Using the First Time Buyers link on your Catapult homepage, you can identify prospects that are new to your dataset. These results can identify new business in your territory and signal a great time to build a relationship with these buyers at the beginning of their purchasing life.  Help them build their fleet, and then maintain that relationship through parts and service.

5. Increase Parts and Service Revenue

Instinctively, you may be inclined to put your focus on who is buying new equipment.  But what part of your revenue comes from parts and service?  Using the historical data in your account, reach out to those who have equipment that you can service.  In today’s economy, we’ve seen new equipment sales go down.  But servicing existing equipment, as well as equipment that’s being bought used, is a huge source of viable leads.  Catapult’s ServiceWATCH is designed to help you track potential warranty expirations, or identify an interval where parts or preventive maintenance may be needed.  You can also utilize the ServiceWATCH to identify used equipment sales as they happen, so that you can be the first to establish a parts & service relationship with that second generation owner.

 

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