Commercial Industry Insights

Author: Allison Smith, CSM II

Navigating the Commercial Vehicle Landscape: 

Insights from a Northern California Electrical Contractor

This month, we had an insightful interview with Matt, the owner of a commercial electrical company that has been serving Northern California for over 40 years. Matt's fleet comprises 15 diverse vehicles, including service bodies, flatbeds, and crane trucks. 

OEM Loyalty? 

When I asked about his willingness to switch OEMs, Matt shrugged his shoulders and suggested, "If the price is right, I will switch OEM." However, he mentioned his preference for Ford. Everything has a price, right? But it seems loyalty to the chassis brand is more stronger than a couple of thousand dollars in discounts. The body manufacturer? That is pretty set in stone. 

Matt expressed a strong preference for Harbor bodies when asked the same question. He stated it is not likely that he would switch body manufacturers, "The quality is worth the money, plus, it's a good fit on the Fords." He emphasized the importance of visibility, noting Harbor's low-profile design. Seeing how set he was, I asked if he had ever used another brand. He had an experience with a different body that reinforced his decision to stick with Harbor. "We bought something cheaper once; it was around $12,000 less than our normal buy. It got the job done, but I will never do that again." Sticking with the same body type makes for an easy switch between upfits. These commercial pros know how their tools fit in the boxes, they have an organizational system- Screws here, saws there, hammer, batteries, plumbing, electrical, etc. It all has a place. Switching body manufacturers or even body models is just not efficient. 

Dealership Services: A Time-Saving Solution.

Convenience is time, and time is money. As most businesses use their commercial vehicles as mobile advertisements, it made me wonder: How many other appointments, services, and customizations do these trucks go through after they leave the lot and before they make it to their first day on the job? More appointments mean more time and, therefore, less money. So, the thought of a one-stop shop was brought up. Would commercial buyers pay the extra money to have the dealership do their paint and extra accessories? According to Matt, "YES! If the dealership had relationships with third-party vendors to do our customizations, or if they could do them in-house, that would have made things so much easier," he exclaimed. "One less appointment, one less stop. I would pay the money for the convenience and less time the truck is not on the job.” Most of your dealerships have body shops and paint shops. Could this be a real Upsell moment to set your dealership apart from others? Talk with your CSM about making banners, ads, or pop-ups about vehicle accessories or paint upgrades. 

Online Shopping: The Experience 

We all have that one person in our lives who shops for 3 months to pick out the right toothbrush. However, when a company's success is on the line, decisions need to be made. So, how long do buyers shop around before pulling the trigger? When actively searching for vehicles, Matt's online window is remarkably short. "If I am actively buying, I look for one day up to one week," he states. The approach to online listings is decidedly visual. If he does not immediately see what he is looking for, he is on to the next place. 

Let's think about links for a second here; say Matt was to visit your retail site, but the Work Truck links are hidden under three other tabs. He is not sticking around to search for something. The assumption is that you don’t have what he needs. Or photos, for that matter, if he saw the right photos, he would click into the listing. Simple as that. Photos = Engagement. There was a considerable emphasis on the need for genuine vehicle photos, not just stock images. When I asked if it was fair to say photos are an essential part of his online shopping experience, Matt said, "Yes, I will not click on a listing that does not have photos. And not just the computer stock photos; I want to see the photos of the actual vehicle." Why the actual vehicle? Matt said that he can see from the photo of the upfit if it is the right one. He has seen these boxes enough, knows what he likes, and is able to tell by the photo that it is indeed the correct one. 

I know just talking, asking questions, and getting answers is kind of a second-hand experience to an individual’s shopping habits, so I pulled up a WTS website, handed the phone to Matt, and asked him to shop for me. I experienced firsthand how he used the facets on the side, selected his typical F-250, and started scrolling. Once he saw an F-250 with the right body on it, he clicked the photo, immediately started scrolling through the other photos, looking at each one, and flipping back and forth between the photos on the service body. After he was finished with the photos, he asked if there were any specifications. And guess what! The invoice was submitted, all the body specs were laid out right there, and he could read the specs without a problem.  "Seeing the body, boxes, and their dimensions together is very convenient." To a career trade worker like Matt, specifications matter. The more details you can provide the buyer, the less imagination there is. 

I know you get the calls from your Success Manager reminding you about the body invoices and photos, and their importance so often we probably sound like a broken record. 

We remind you for a reason, we want you to be successful...after all, it is in our job title.