Commercial Industry Insights

Beyond the Lot: What Your Commercial Customers Really Think

Author: Allison Smith CSM II

We all know the commercial vehicle world has its own unique rhythm. To truly serve our customers, we have to understand what drives their decisions—and surprisingly, it's often not what we think. We recently sat down with a landscape supplies business owner from Sutherland, whose insights revealed some refreshing and practical truths about how his company operates.

Old Trucks and an Unspoken Code

When it comes to his fleet, this owner has a simple philosophy: run them until they "put-put" their last breath. He hopes to get 10-15 years out of his medium-duty dump trucks, a testament to a "use it until it's dust" mentality. Interestingly, he doesn't consider warranty a factor at all, and while he prefers new vehicles, the decision to buy is usually prompted by a vehicle breaking down or a change in state regulations.

But perhaps the most fascinating insight was his delivery radius. He only travels up to 60 miles, not because of vehicle wear, but to respect the territories of other local businesses. This speaks to a strong, unspoken code of integrity in the industry, where success is supported by a community of fellow business owners.

Online Shopping: The Need for Speed and Specifics

This owner's online shopping habits are all about efficiency. He won't even click on a listing without pricing because he doesn't want to wait for a call back. Photos are "very important," but more than just a pretty picture, he needs to see the specifications of the body, particularly how much it can lift (he needs 6-7 cubic yards, or about 17,000 pounds). This tells us that detailed, transparent information is key to earning a phone call. 

His purchasing decisions are not driven by brand loyalty. He has no specific OEM or body manufacturer preference, buying "whatever is on the truck." The deciding factors are simply price and availability. He is even willing to travel 100-150 miles to find the right truck, showing a clear dedication to a thorough search.

Strategic Placement and an In-Person Reality

With their four Medium Duty Dump Trucks, the company makes 5-7 runs a day, plus a steady flow of people who bring their own truck or trailer to get loaded with materials in the yard. I watched the speed at which a customer's order was filled—a walk-in loaded with a skid steer and on the road in minutes—was a powerful reminder of how fast their world moves. The busy schedule and hard labor I saw in person sparked what I am now calling my "Convenience Theory”, if we bring the truck to them and make it as convenient as possible for the commercial pro, would that garnish more engagement? So I asked if he were making a supply run, and at his supplier there was a dump parked, would he look at it? Yes! He agreed that if a dealership were to display a dump truck at a farm show or a supplier's lot, he would absolutely stop and look. He understands that this is a strategic move by the dealership—placing the vehicle in front of the customer while they're already in a commercial mindset.

For a customer like this, the sale isn't about the bells and whistles. It's about honesty, efficiency, and having the right information at the right time. By understanding their unique needs and speaking their language, we can better serve these hard-working pros.