Taking Customer Relationships to New Heights
Building strong client connections requires constant consideration & care.
By Josh Poulson
Building customer relationships is just like building anything else—you start at the bottom with a strong foundation and then consistently add to it. (Photo by Jef White)
Named the 2022-23 SEMA Person of the Year, Josh Poulson is the principal of Auto Additions in Columbus, Ohio, which was named Restyler of the Year, 2012-13. Auto Additions offers a complete line of product upgrades including 12V and appearance packages with a specific focus on the dealership segment. Josh is immediate past-chairman of the SEMA PRO council.
Relationships with your customers are the most important part of sales—especially if you are selling to car dealers or other business-to-business (B2B) customers. Why is that, and how can you ensure those relationships are successful?
WHY ARE RELATIONSHIPS IMPORTANT?
In any type of sales or service industry, the products or services offered among competitors are usually very similar, if not entirely the same. Pricing, too, is often in line with other companies, as they each try to win business or make themselves competitive.
So, what is it that will help you get over the top and gain continual repeat business from your customers?
It’s your relationships.
We’ve heard many times that the automotive aftermarket is a “relationship business,” and that is truer now than ever. When you not only provide a quality product or service at a fair price, but also do it in a way that makes it easy time after time and then, when an issue or problem does come up, you handle it professionally, your customers are much more likely to do business with you.
HOW TO BUILD PARTNERSHIPS
Just like it sounds, building anything takes time. If you were to build a wall, for instance, you would have to start at the bottom and build a foundation and then, piece by piece, you’d start to construct.
It isn’t until you’ve been working for a while that you can actually step back and begin to see some of the results of your construction project. And it’s the same with building a relationship with your customers—it starts from scratch and slowly (sometimes, painfully slowly) grows over time.
However, there are some secrets that can help make sure you capitalize as you continue to grow:
MAKE IT EASY
We all know about the so-called “Easy” button. The reason that resonates with us is because it’s true—we all appreciate when buying something is as easy as pushing a button.
So, take a step back and put yourself in your customer’s shoes. How “easy” is it to do business with you and your company? Is it easy to get information when needed? Is it easy to get the correct price or quote? Is it easy for them to then turn around and present that information to their retail customer? Is it easy to schedule or coordinate? Is it easy to get a problem handled when it arises? Is it easy to get paperwork (digital or physical) to flow smoothly?
How easy is it to do business with you? If it’s not as easy as it could be, then what can you do to fix it? Perhaps suggestions from your customers or others in the industry can help.
Meanwhile, if you answered “yes” to all of these questions and you really do make things easy, then (loudly) sell this fact to your customers. Make sure they know how easy it is to do business with you, and provide examples.
Take time to understand your customers’ needs and then work to fulfill them. (Photo by Jef White)
PUT TIME INTO IT
Aftermarket restylers can’t just snap their fingers and have relationships be in full bloom. It takes time and effort.
This usually includes visiting your customers in person—sometimes even when you don’t have anything to sell them. It requires good communication, which takes time. It isn’t about just giving a price, but actually listening to what their real needs are and trying to accommodate when you can.
Taking phone calls or texts after hours or answering an email at an inconvenient time is simply a cost of doing business in our modern world. I can’t tell you how many times I’ve heard, “Hi Josh, I know you aren’t working but I have a quick question…” Whether it was on a weekend or during a vacation or trip out of town, my customers knew they could still count on me.
Putting time into customer relationships can sometimes mean doing a bit of heavy lifting for them. Focus on customer service as much as possible, and if you’re missing a small piece of information, try to get it without their help.
Look for any way you can facilitate the sale to make it easier on them.
One example that comes to mind was when a dealer once wanted to give me a package to do on a truck. It was his idea and after we discussed it, he said he would send me the info for the type of truck he wanted to do.
He, of course, got busy and never got back to me. But, instead of calling and asking him for the information, I decided to just go to the dealership and walk his inventory and help him find the right one.
What I realized is that he had a lot of choices and didn’t have the time to go through his inventory. Me doing that “heavy lift” for him finalized the sale quicker and easier than if I would have just waited.
So, how can you spend time building your relationships?
When relationships are strong, customers will come to you first. (Photo by Jef White)
TRY NOT TO SAY ‘NO’
I used to say I wanted to be the “Yellow Pages” for all my customers, but then phone books disappeared, so I changed it to say I wanted to be the “Google” for our clients. These days, of course, I have to say that I want to be the “AI” or the “ChatGPT” for my customers.
It all references the same mindset—mainly, that whatever their need, they ask me first and either I can do it for them or I can give them a reference. And if it can’t be done, I explain why and, by the end of the conversation, they have given up on the idea instead of calling around to my competitors.
With strong relationships, those customers trust me because of the extra miles I have gone for them in the past. So, if it is in your power to help them—even if the request is out of the ordinary—try to do what you can. And if you can’t do it, make sure they understand why.
The goal is to become their source of information and, by doing so, continue to grow the relationship.
Finally, this same principle applies to handling issues when they arise. If there’s anything you can do to ease their pain or take more of the blame than you probably deserve, by all means do it and know that you will get that money or business back as you grow the relationship.
I understand that sometimes you have to stick to your guns during a disagreement, but even when you have to do that, can you lessen the blow by offering some other solution or a way for them to make up the loss in the future? Anytime you can work with your customers instead of against them you will grow the relationship.
SOLID RELATIONSHIPS
How will you know when you’ve built a solid relationship? The answer is, you’ll just know!
Sometimes customers will directly mention things you’ve done, showing their appreciation. Other times you may find out from your competitors or your staff that the relationship is good.
In the end, it will be found in the numbers—the sales or the referrals that you gain as a result or working with a dealership or wholesale client.
How “easy” is it to do business with you and your company? What can you do to make it easier? (Photo by Jef White)
BATTLE OF THE BUILDERS ADDS NEW BIKE BUILDER SHOOTOUT
The popular SEMA Battle of the Builders competition is expanding in 2026 to include a motorcycle category. (Photo courtesy Specialty Equipment Market Association)
The SEMA Show’s most popular build competition has expanded to include two-wheeled vehicles with the all-new SEMA Battle of the Builders: Bike Builder Shootout.
For more than a decade, SEMA Battle of the Builders presented by Mothers has recognized the industry’s most talented vehicle builders, providing a platform to showcase the creativity, craftsmanship and innovation behind high-level custom builds. For the 2026 version, the competition will expand its reach to include motorcycles, giving custom bike builders a dedicated opportunity to compete and earn recognition on the industry’s biggest stage.
“Motorcycles have always been a vital part of the customization community, and we’re excited to officially bring these builders into the SEMA Battle of the Builders spotlight,” says RJ de Vera, vice president of marketing for the Specialty Equipment Market Association (SEMA). “The Bike Builder Shootout creates a new platform for motorcycle builders to showcase their craftsmanship, creativity and passion while competing alongside some of the most talented custom bike builders in the industry.”
The dedicated motorcycle competition is designed to recognize standout custom bikes from builders across the country. Entries will be evaluated by a panel of motorcycle industry experts based on craftsmanship, design innovation and overall execution.
The inaugural judging panel will include Zach Ness of Arlen Ness Motorcycles, Jeff Holt of V-Twin Visionary and Pat Patterson of Led Sled Customs—three respected leaders in the custom motorcycle community with decades of combined experience building, designing and promoting biker culture.
Motorcycle judges will review submissions before selecting the Top 10 finalists. Those finalists will then help deter- mine the Top 3 category winners and select the overall Bike Builder Shootout champion, creating a competition judged by the builders and industry experts who understand the craft firsthand.
“The motorcycle community has always been built on creativity, craftsmanship and a passion for creating something unique,” says Bob Kay, judge chairman. “The Bike Builder Shootout gives builders a dedicated platform to showcase the time, skill and innovation behind their machines while being recognized alongside some of the most talented builders in the industry. We’re excited to be part of a program that celebrates the people pushing motorcycle customization forward.”
The new Motorcycle category joins the four existing Battle of the Builders automotive competition classes: Hot Rod & Hot Rod Truck; 4 Wheel Drive & Off-Road; Sport Compact, Import Performance, Luxury & Exotic; and BF Goodrich Young Guns.
Attendees at the 2026 SEMA Show, set for Nov. 3-6 in Las Vegas, can find all the entrants in the Battle of the Builders area in the Central Hall.
