| Every business gets hit during a severe and | | | | Since each of these customer segments has |
| elongated recessions, even those business models | | | | different needs, expectations, and desires they each |
| we assume to be somewhat recession proof. Indeed, | | | | require a slightly different strategy in attracting their |
| over the course of my personal business endeavors, | | | | business. Local fleets, whether private, public, or |
| I've always made hay during recessionary times and | | | | non-profit will need a personal sales call. Thus, you'll |
| often done better during such periods than even in | | | | have to divide your area into zones and map out the |
| the high-flying money flaunting expansion periods. | | | | industrial areas, delivery fleet location, city corporate |
| Now then, let me discuss one business model that | | | | yards, county fleet buildings, school bus yards, and |
| has done historically well in recessions - Truck | | | | then come up with a plan to systematically make |
| Washes. | | | | sales calls. |
| Yes, that is correct - Truck Washes. Why you ask? | | | | Each sales presentation should be custom tailored to |
| Simple, the freight must go on for certain items and | | | | each type of fleet, as they have different needs. Not |
| the trucks, trains, and transportation sector is needed | | | | all fleets are created equally. A fleet of garbage |
| to get goods to market. And although it takes a | | | | trucks is much different than a fleet of construction |
| beating as does any industry with fewer buyers, | | | | vehicles, as is a fleet of LTL trucks (less-than-load). |
| some trucks for a good many products and services | | | | Each fleet manager is also under different budget |
| must role on - "Keep on Trucking" is the battle cry | | | | constraints as well, and you will have to work to help |
| so to speak. Okay so, let's suppose you are in the | | | | them lower their overall costs, by cleaning their |
| truck washing sector and your business is down a | | | | vehicles more efficiently. |
| little, and you wish to expand it. You are going to | | | | When it comes to the private recreational vehicles |
| have to do some marketing. | | | | you'll need to find ways to direct mail RV owners |
| To do so, first you must break your business | | | | using the storage company's monthly invoices and |
| marketing down by customer segment - These | | | | give discounts and referral fees to the operators of |
| segments include: | | | | the storage spaces for RVs and motorhomes. For |
| - Local Fleets | | | | the Race Car crowd, the word travels fast, but you |
| - Local Private Over Size Vehicles | | | | have to invite them to your facility and let that |
| - Over-the-Road Independent Truck Drivers | | | | word-of-mouth get going. Indeed, I hope you will |
| - Large Fleet Carriers | | | | consider all these excellent marketing tips for your |
| - Race Car Crowd | | | | truck wash. |
| - Recreational Vehicles | | | | |