With owner-operators and fleets running their trucks longer to avoid the higher costs of 2007 emissions-compliant equipment, many OEM franchise dealers can’t provide timely service to all their customers. To avoid downtime, truckers and fleets are looking for independent parts and service providers. But they have to know where to find you and what benefits you offer.
That’s why embarking on a marketing campaign is crucial. Getting started can be daunting, but according to a recent Entrepreneur.com article, small business owners can simplify the process of coming up with a marketing message by answering three fundamental questions: What are you really marketing? Who wants to buy what you market? Why will people want to buy from you?
Your answer to the first question likely differs from what your customers would say they want to buy. That’s because you probably think in terms of the specific products and services you provide, while customers think in terms of the benefits those things deliver. For instance, you might think you’re selling components for multiple truck makes and models, along with the skills needed to troubleshoot and make repairs. Your customers, on the other hand, are probably looking at the bigger picture. They would say they’re looking for a service center that can get their vehicle back on the road as quickly as possible.
Begin your message by stating a benefit such as this and back it up by describing the particular products and services that allow you to provide the benefit.
To identify who wants to buy what you market, you can examine your current customer base or draw from marketplace trends. In the current industry environment, I recommend the latter. Many owner-operators and fleet owners are probably beginning to shop for a parts and service provider that can meet their needs faster than the one they’re currently using.
Entrepreneur.com recommends writing a one- or two-sentence description of your target audience and using it to help you select the right media outlets-from billboards to newspapers, radio and websites-for reaching these potential customers.
To answer the third question, you have to be aware of your competition. If you are going to attract new customers, you have to take business from someone else or convince a person who’s looking for a new maintenance and repair shop that yours is the best choice. Think about how you can add value to the customer experience. Ideas could range from offering free snacks or wireless Internet service for waiting drivers to giving discounts if a repair or maintenance operation takes longer than you or your employees say it will.
Your competitors are probably stepping up their marketing campaigns. If they’re providing incentives and you’re not, you could lose some of the business you already have.
Most small business owners, according to Entrepreneur.com, don’t begin a marketing campaign until they’re facing a financial crisis they won’t be able to overcome unless they bring in new customers. Don’t let that happen to you. Start your marketing efforts now, while business is good, and you’ll have the name recognition and repeat customers you need to make it through the tough times.
Advertising your company as a great place to work is a good idea as well. The technician shortage will only get worse with demand for truck maintenance increasing. Answering the three questions above can help you formulate a marketing message targeted at talented young people who haven’t considered the trucking industry as a career option.
I’m looking forward to hearing your thoughts about anything going on in our industry. Please send your comments to [email protected].
