By Christopher Lyon
NTEA Director of Fleet Relations
chris@ntea.com
This article was published in the February 2016 edition of NTEA News.
Today, more emerging fleet managers are filling positions left by retiring work truck industry veterans, offering new opportunities for supplier/customer relations. How can you promote your business and be positioned as an industry leader?
Many fleet managers recognize “preferred vendors” as having superior customer service. This trait can help you both retain and grow your customer base. In addition, networking is one of the most powerful tools on both sides of the spectrum. Fleet managers often compare notes, so if customers share positive experiences with your company, new doors can open.
Breaking down barriers
Customers can be creatures of habit, remaining with a supplier because it’s easier. Unfortunately, this can lead to missed opportunities for purchasers and vendors.
Fleet managers are often satisfied with current suppliers, despite issues they view as minor, such as late deliveries, inadequate communication and lack of after-sale support. As such, they may not be aware of the customer service they’re missing.
Getting your business in the spotlight
What are some good strategies for reaching new fleet managers? Avoid the hard sell. Take a few extra moments to put together information you want to convey in a clear and concise presentation. Remember, if fleet managers are happy with the level of service they receive, scrutinizing their current suppliers may seem as though you’re criticizing their choices. They want to hear how you can help them reduce overall cost, improve productivity and increase vehicle uptime. Fleet managers have internal customers, as well, so offering exemplary service enables them to better meet their needs.
What can you do for them?
For potential customers, it must go beyond the traditional sales pitch of saving them money or doing a better job. Understanding their needs and acting as an advocate for their success can be half the battle. Common topics to consider include:
Additionally, it may be helpful to discuss why lowest price isn’t necessarily the best price. Bring up the concept of complete life-cycle cost, as well as the intangible value of the level of customer service you can provide. Be careful not to make any promises you can’t keep.
Remaining a preferred supplier
Good sales professionals know the importance of post-sale follow-up to maintain customer relationships. To continue to improve the level of service, you need to know how you performed and what you can do better.
One of the biggest pitfalls to avoid is becoming the supplier or salesperson who forgets about customers until the next buying cycle. Calling on clients between 90 and 180 days after the initial in-service appointment may provide valuable data and give you the chance to ask about upcoming purchases and requirements. You may also be able to discuss new equipment that could be of interest to them.
Networking
With The Work Truck Show 2016 less than a month away, I would be remiss if I didn’t reinforce the importance of making the most of your presence at the event. Actively aim to draw in potential customers and clients. Most fleet manager attendees are looking for solutions to their growing needs, so take the time to meet with them and understand what they are looking for.
Visit worktruckshow.com for Show information, including a schedule of sessions and events, registration, an interactive floor plan, FAQs, and more.
If you have any questions on this article or other fleet-related matters, contact Christopher Lyon at 248-479-8196 or chris@ntea.com.