By Christopher Lyon, NTEA Director of Fleet Relations
This article was published in the August 2017 edition of NTEA News.
Time can be a precious commodity when communicating with fleet managers. Many fleet professionals, especially the newer generation, feel they can connect, learn and understand new concepts largely within the digital world. This is compounded by the demands placed on them to produce more with less resources. With faster diagnostics, automated systems and virtual learning, it’s easy to see how personal interaction can become limited.
Keeping the personal link
Some fleet managers do not believe they can allot extra time to invest in face-to-face meetings. Instead of having two-way conversations and looking at new options in-person, they prefer to obtain information via email. Quick questions are now asked with text messages instead of phone calls — direct communication is often discarded as extra noise. Fleet managers have gone too long without the personal aspect of doing business, and may have forgotten the benefits.
Adding value
Unless your organization produces a unique product that requires face-to-face interaction, your customers and prospects have other avenues to obtain information and equipment. The “something else” your company can provide may be key to building longer-term relationships. This is the personal touch — the ability to incorporate value beyond brochures, emails and text messages.
Importance to customers
The first thing customers want is a finished product that meets their requirements. If they were lucky enough to accomplish this with little face-to-face interaction, their main objective was met. At this point, some equipment sellers call it a success and move on. It’s important to stop and ask why your customers will benefit from going beyond emails and digital content. Common answers to this question include reliability, durability, and ease of service, safety and productivity. Talking with customers — asking what they liked or didn’t like about a product or inquiring about any issues they’re experiencing — can cover more ground than any email. With this information, take a step back and look at your processes, including sales, engineering and production.
Two-way communication
Although fleet managers do not feel they have time to devote to personal interaction, they are often losing out on opportunities to increase efficiency. While we cannot go back to the age where business was accomplished over a lunch discussion and handshake, it’s critical to retain a personal aspect, as it gives you a better idea of customers’ true needs. Bottom line: if you find the medium between providing efficient services electronically and incorporating direct communication, you will likely strengthen your business relationships.\
If you have any questions on this article or other fleet-related matters, contact Chris Lyon.