Commercial Industry Insights

Author, Allison Smith, CSM II

Unlocking Commercial Sales: Leveraging Customer Insights for Strategic Growth

As we engage with a diverse array of commercial professionals across the country, a consistent theme emerges that offers significant opportunities for our dealerships: Convenience. Understanding and capitalizing on this core desire can transform our sales approach and enhance profitability.

In today's fast-paced business environment, convenience has become a paramount expectation. Consider the explosive growth of delivery services; bringing products and services directly to the customer's doorstep simplifies their lives. This principle can be powerfully applied within our dealerships.

Enhancing the Purchase Experience: The Power of In-House Solutions

We've consistently heard that commercial clients deeply value a streamlined process. For example, many professionals utilize both corded and battery-powered tools. Offering in-house installation of essential accessories like inverters represents a crucial "winning moment." This allows their employees to charge tools and power equipment on-site without disrupting a client's premises, a significant convenience.

Furthermore, commercial vehicles often serve as mobile advertisements. The prospect of merely selecting a desired paint scheme or decals and having the vehicle ready to go upon pickup is a highly coveted convenience. The less time these professionals spend coordinating additional appointments or installations after driving off our lot, the more valuable the purchase becomes. They are willing to pay for this added efficiency and reduced downtime.

Proactive Engagement: Bringing the Dealership to the Customer

Your commercial buyers are incredibly busy people who do not dare to take the time out of their day to upgrade something that still…” works”. They will use a tool until they have to duct tape the battery on it (true story) and even then, they will run it with the duct tape until nothing happens when they pull the trigger. Trucks are tools. They will run them until there is no longer a driver seat or it “put, puts” down the road, whichever comes last. So, in the name of convenience, why don’t we take the trucks to them? 

Consider the dynamic at local suppliers (e.g., plumbing supply houses like Slakey Brothers, or lumber yards). These are the "hidden gems" of the commercial world. Unlike big-box stores, where professionals quickly grab a specific item and leave, suppliers often involve a waiting period while materials are prepared. This downtime creates a unique opportunity for engagement. Professionals build first-name basis relationships with supplier staff, and while they are waiting on their material, they are looking at the tools they did not know they needed, and the ones that could be a great replacement. Power tool companies do this because they know commercial pros are not going to go out of their way to get something they have convinced themselves they do not need. Genius. 

By strategically placing a demonstrator commercial vehicle at these local supplier locations, we can achieve several objectives:

• Targeted Exposure: The clientele at a plumbing supply house is precisely the audience for a service truck, just as a lumber yard attracts potential buyers for contractor trucks. This inherently narrows the audience to the right demographic.

• Captive Audience: During their waiting period, professionals have the downtime to organically interact with the vehicle.

• Body Manufacturer Awareness: Given the strong preference many professionals have for specific body manufacturers (e.g., Knapheide vs. other brands), having a variety of body types on display can cater to different preferences and spark immediate interest.

Leveraging the On-Site Presence for Data and Leads

This physical presence at supplier locations opens doors for invaluable data collection and lead generation:

• Information Gathering: Utilize tracking links and QR codes on the vehicle or at the supplier's counter. Encourage interested buyers to scan for more information, special offers, or to enter a raffle.

• Direct Engagement: Leave business cards or promotional flyers with supplier staff or directly on the vehicle.

• Marketing Opportunities: Utilize the truck itself as a mobile billboard to highlight current discounts or incentives.

• Raffles for Engagement: Consider using a long-standing inventory truck as a prize in a raffle. Buyers could fill out cards with their contact information, providing a ready source of new leads and opportunities to build relationships. I am not saying give the car away, but free inverter installation, X dollars off MSRP, an extra year on warranty. Things that could be the tipping point for making the vehicle fit in their budget. 

By embracing innovative approaches to convenience, from in-house customizations to strategic off-site displays, we can significantly enhance the commercial vehicle purchasing experience, deepen customer relationships, and ultimately drive greater sales success.