For the third year in a row, the economy has topped the American Transportation Research Institute's (ATRI) annual list of Top Industry issues. While fleets can do little to affect the economy, that does not mean they should sit still and wait for economic conditions to improve.
Now seems like a good idea to get back to some of the basics that lead to success. Ask yourself this: When was the last time you personally visited a customer? I am not talking about sending your sales representative; I am talking about upper management making appointments to sit down and chat with customers. The purpose of these visits is not to sell the customer more. Instead, it's about learning how the customer’s business has changed, as well as what their current pain points are. Once you know what is keeping your customer awake at night, you can begin formulating a plan to mitigate the pain as much as you can.
Are there things you can do with altering pickup or delivery schedules that will make their lives easier? Have you spoken to them recently about backhaul opportunities?
Can you make changes to the maintenance schedules for their vehicles to either extend intervals to save money or shorten them to address developing problems early and prevent on-road breakdowns?
Can you review their parts purchases?
Is now a good time to look at the good-better-best parts strategy?
Are there areas where “good” parts will perform well enough? Of course, you don’t want to jeopardize the health of a vehicle, but there are certain circumstances where the “best” part is no longer necessary.
It is not always possible to reduce operating costs for your customers, but sometimes it is helpful to have someone just listen and be empathetic.
It’s also time to get your sales staff out on the street, setting up face-to-face visits with potential new customers. Email and phone contact serve their purpose, but nothing compares to an in-person visit in order to build a relationship and to nurture an existing one.
Even though we are unable to control the economy, we are able to control how we respond to it. My suggestion is that you “hit the streets” and spend time meeting with customers, listening to their concerns, and doing what you can to make things better for them. Sometimes, it is as simple as saying, “I feel your pain.”
