Most companies in the aftermarket have a lengthy history. So how did a young company build a notable place in this world? Through a highly integrated and multi-level marketing program.
Proficient Performance, based in Irvine, Calif., exists solely online, with three websites that cater to different audiences: www.ProficientPerformance.com, www.ProficientDistribution.com and www.ProficientPublishing.com. They will soon launch ProficientDiesel.com.
Starting as a performance product distributor and retailer specializing in superchargers with the vision to provide a complete state-of-the art performance product line, the company has been a collaborative effort from the beginning.
JT Arranz, director of business development for Proficient Performance, says, “We have a strong team, not just strong leaders. Utilizing the skills and passions of each member towards a common goal is how Proficient knew it could not only survive, but thrive in the aftermarket industry.”
The company’s website is not just a list of products and order forms; it contains useful information and fosters a community for visitors. Customers can participate as members, receive newsletters, contribute to forums, offer feedback, order online and ask for live help.
The content of the site has been critical to the company’s success. Proficient Performance recognized the need to go above and beyond what other onliners were doing in order to stand out and compete.
“We had creative and functional concepts based upon meeting the needs of the customer in the most effective and efficient ways. In addition to our own concepts as enthusiasts, we continually get lots of great questions from our customers,” says Arranz, who adds that they constantly try to “over-deliver” for their customers.
In the vast expanse of the Internet, it can be difficult to reach your audience. Add to that the need to be viewed as a trustworthy business, and Proficient Performance had its work cut out for them.
The company has also embraced the power of the Internet for exposure, focusing on their target audience of retail stores, performance shops and consumers interested in performance products.
Proficient works collaboratively with other aftermarket professionals to create a marketing program that includes public relations, targeted print advertising, search term advertising, site optimization and new Internet marketing, adds Arranz. “This allows us to bring them back to our website to gather information and order product or contact us directly through several options, including a toll free number, e-mail or live online help. Rather than throw our advertising and marketing dollars to a wide variety of sources, we focus on only those that are reaching a concentrated sector of the niche market we serve.”
Proficient also enhances their business in other ways, along with the participation of the manufacturers. For instance, they test products before they are delivered. “This gives us an opportunity to become fluent in the details of the product, its installation and its function in terms of features and benefits — this again goes toward making us the best resource for buyers. It also strengthens our relationships with our vendors,” says Arranz.
Despite the uphill battle of being a young, online company, Proficient Performance has seen growth. By embracing multiple levels of communication and experimenting with new technology, the company has more than doubled this past year. If current trends continue, the company expects its distribution business to exceed the retail business by year’s end.
“Our customers tell us all the time how much easier our information-delivery and ordering systems make their lives. We receive phone calls, letters, e-mails, and of course, the best compliment we could receive is a referral — we receive a lot of those, too. We want our customers to be fully knowledgeable about what they are purchasing and what it will do for them so that they will be completely satisfied with their experience with us and with their experience with the product.”
Customers receive volume pricing, regardless of the size of their order, so there is no buy-in, no minimum order and no annual quotas — which bodes well with commercial customers.
From conception to execution, from product offering to website development, creativity and service has been the foundation of their company and continues to differentiate them from the competition.
The Vital Stats
Years in business: Three years
Growth plans: The company is preparing to launch ProficientDiesel.com, which will streamline information and product delivery to the diesel enthusiast.
Number of employees: 11
Wholesale/retail ratio: 40/60
Snapshot of Proficient Performance: It is an experienced automotive online retailer made up of a team of real industry and performance enthusiasts and racers. The company has three websites that cater to different audiences.
Competition: Jeg’s, Summit Racing Equipment, Performance Center
Locations/Facility size: A 2,200 sq.-foot local processing center in Irvine, Calif., and a national network of warehouses.
