Connecting your customers to decision-makers

By Christopher Lyon, NTEA Director of Fleet Relations

This article was published in the February 2017 edition of NTEA News.

In today’s fast-paced work environment, finding the decision-maker in an organization can be challenging. As many of your customers rely on sales representatives and vendors as industry experts, final decision-makers often use the same strategy with their internal staff. Locating (and persuading) these individuals is the cornerstone for success in any business.

The mind space or quality time decision-makers can dedicate to projects is becoming less and less. During conversations with fleet managers, it’s clear they encounter these hurdles when trying to obtain the time and consideration needed to convince leadership of necessary capital expenditures. Taking time to educate customers will put them in a better position to justify these costs with their management.

Bridging the gaps
Many consumers believe the philosophy of cutting out the middleman will result in substantial savings. From a salesperson’s perspective, though, this role provides customer service expertise and can be a crucial link between manufacturers and customers. Without this position, the amount of detail and knowledge required would fall on the end user. It would not be possible to have the level of service needed without a knowledgeable sales force…or the middleman.

Have you considered how fleet customers see your organization? Are a preferred vendor? Most fleet managers have limited resources and wear different hats. Often, they are responsible for designing and ordering new vehicles and equipment, and controlling fuel inventory. In addition, they run a parts shop, manage repairs and maintenance, and oversee the fleet. By becoming a valued partner, you may allow fleet managers more time to do their job. If this can be accomplished, sales members will likely transition from middleman to team player.

Take action
Regardless of your current position, stagnating will not lead to successful business ventures. One way to stand out from the status quo of the sales environment is to become that invaluable partner. Being the industry expert on the vehicles and equipment you represent is the beginning — the next layer is being a resource that helps convince final decision-makers. Although you may not communicate directly with these individuals, it’s important to arm your customers with the information and data they need. Start by sharing what your business can offer that goes above and beyond the norm.

At trade shows, take advantage of the time to research, network and have face-to-face meetings. I spoke with industry fleet professionals on this topic, asking what they find valuable about The Work Truck Show^®. Along with seeing new product offerings and getting a feel for the industry in general, they place great importance on one-on-one opportunities with vendors, dealers and upfitters. Take this chance to step up and communicate what your organization offers. Fleet customers attending trade shows want to talk to you, so use this platform to fortify current relationships and begin new ones.

As these topics continue to gain traction within the industry, it’s important to stay on top of the latest trends and strategies. Key educational offerings at The Work Truck Show 2017, scheduled March 14–17 at the Indiana Convention Center, are dedicated to truck fleet resources and solutions. Learn more at worktruckshow.com/fleets.