1. There is opportunity around you. If you're in the automotive service business, be aware that fleet managers are watching how you perform! Some fleet accounts are driving by you or even right under your nose. One drug delivery company operates unmarked vans for security purposes. Another account with 200 vehicles is a regular customer with his personal vehicle at a shop that doesn’t even know it. Desirable fleet accounts in your area get solicited regularly by your competition so be proactive. Word of mouth travels fast. Be so good that people recommend you. Earn your excellent reputation. Be great so that they want to do business with you!

2. Give them what they want! Fleet accounts select a service provider for:

• Convenient locations
• Fast turnaround time
• Fair pricing
• Repairs fixed right
• Being trustworthy

A positive experience with your staff is a must. What areas in you business can you improve? You probably know the answer to this question. Some accounts are loyal and others accounts will shop around. You can influence their loyalty by putting energy and resources into this task. Conduct a “Quality Assurance” session periodically with your accounts to learn how you can get more of their business and earn their referrals.

3. There’s gold in them there hills! Back a few years ago the Motor & Equipment Manufacturers Association estimated that the national average for maintenance per retail vehicle was $975.00/year. Cars may require less service today, but many organizations have fleets that are aging. Most fleet vehicles put on two to three times the number of miles that individual retail consumers do. If a company has five vehicles they may spend $5,000 or more annually in maintenance and repair services. That means an organization with 19 vehicles would be worth $18,525 or more in maintenance and repairs annually. One construction company with 19 vehicles estimated they did $4500 per month in mechanical maintenance services, that's $54,000 per year. Drivers were averaging 40,000 miles per vehicle annually. That's 760,000 total miles annually for the whole fleet! $1-2000 in maintenance and repairs per fleet vehicle is not uncommon! The attention you give these accounts is worth it and has a cumulative effect over the years. Do you want to enhance the corporate value of your business? Then go after it!

4. Goals and persistence make THE difference! Many typical repair shops have less than five loyal commercial accounts. Others have set a goal to have as much as 15-20% of sales coming from commercial fleet business to even out the peaks and valleys of the seasons. Make a list of your top prospects. Write down measurable goals that are exciting to you and have attainable target dates. Review your goals often. Then take action. It may take several contacts to get an account to start and may include a combination of phone calls, mailings and most importantly personal visits. Be persistent and be professional. It may take as many as six customer visits and 3-6 months before you gain loyalty. Have a loyalty plan. Make a commitment. Then make it happen! Go out and see your top customers periodically too.

5. Find their Hot buttons! Find their points of self interest by asking key questions, e.g., “What is important to you?” and “What is missing for you from your current provider?” Fleet managers want fast response time, fair and consistent pricing and accurate estimates, vehicles fixed right the first time and returned in clean condition, communication on the progress of repairs or delays, road hazard warranties, quick oil changes, evening hours/drop box, priority service, shops that are easy to work with, shops that aren’t overly busy, help with maintenance scheduling (a huge opportunity for repair shops!), better control of vehicle management, shuttle service or pick up/delivery, proper vehicle identification on the invoice, safety and security especially of their tool equipped vehicles, even employee discount cards. The owner of the business typically cares about profitability and appreciates doing mutual business with someone he or she can trust. Fleet managers want “convenient and easy” with no hassles. Drivers want to get going. Each account and each level is uniquely motivated. A few may want discounts, but others will pay top dollar for quality and great service. Don’t make assumptions about what is most important to them. Ask them. Treat the account uniquely. Find the special needs of the account and get to work profitably solving their problems! Don’t forget that you are on probation first before your new customer becomes a loyal customer. Focus on building trust in the relationship with regular contact.

6. Bonus secret: You can get employers to promote your store for you. Employers are frequently open to a trustworthy vendor who offers special programs and benefits to their employees. If you create a special offer for them, they will put it in employee paychecks, newsletters, e-mail, or the cafeteria. Organizations have even been known to pay to duplicate your marketing materials for you.

©2001-2010 Paul Esch. All Rights Reserved. Paul Esch is President of Breakthrough Business Success, Inc. He works with business leaders to improve sales, marketing and management performance.  Call Paul today at 651-501-7979!

For more on our Fleet Account consulting program, go to: http://www.breakthroughbusiness.net/consulting_details.php?id=3