August 21, 2023
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While seasoned veterans of commercial vehicle sales may be able to easily identify the four types of commercial customers and their needs, as a new salesperson, you may find the task more difficult.
We get it.
When you’re just starting out, as with any other job, there’s tons to learn, especially if you’re new to the industry. It can be overwhelming, constantly being inundated with new and important information. We want to see you succeed in your new role as a vehicle solutions provider though, so don’t worry. We’re here to help, providing you with a breakdown of each customer type and what they're looking for.
Types of Commercial Customers
Obviously, having a thorough understanding of the products you offer will be crucial to your success, but so too will be understanding your customers. Throughout your career, you will likely encounter four types of commercial vehicle customers:
Sole Proprietors
Small Business Managers
Fleet and Facilities Managers
Operations Managers for National Corporations
Each of these buyer groups is motivated by different aspects of the products you offer, services you provide and the buying process. Knowing what is most important to each group as you're selling to them will be essential to your success rate.
Motivators Based on Buyer Types
Sole Proprietors: Fleet size 1-10
- Budget
- Personalization
- Inventory availability
- Easy ordering & maintenance
- Website & social information
Small Business Managers: Fleet size 5-15
- Quality
- Personalization
- Knowledgeable sales consultants
- Inventory availability
- Relationships
- Easy ordering & maintenance
- Website & social information
Operations Managers at Large National Corporations: Fleet size 50-huge
- Budget
- Standardization across fleet
- Knowledgeable sales consultants
- Hassle-free & fast ordering process
Fleet & Facilities Managers: Fleet size 50+
- Quality
- Standardization across fleet
- Knowledgeable sales consultants
- Relationships
- Easy ordering
- Website & social information
Getting Started
Now, before you jump into your first sale, take a moment to think about how you, your company and your product offerings can fulfill each of the motivators above. Being able to recall this information when asked will make you appear much more knowledgeable.
And, while the list of motivators is a great tool, it isn’t an absolute. Remember to listen to your customers as they talk to you, and take note of what they’re interested in. In doing so, you’ll be able to recommend better product matches and be well on your way to creating life-long customers.
