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3 Min Read
Commercial truck buyers’ needs vary from those of retail consumers.
The automotive industry is resetting to "normal" after a complicated period of disruption.
Immediately following the vehicle shortage of 2020-2021 and a few years of record profits, the industry's "sugar high" is fading. With higher interest rates, increased inventory and shifting market dynamics, it is a critical time for dealers to reset their expectations.
Fortunately, it’s not all bad news. In 2025 there’s a significant opportunity in commercial sales just waiting for dealers. Retail consumer buying may be a little flat, but commercial customers remain regularly in need of replacement vehicles, or additions to their fleet, as uptime is critical to their businesses.
Since dealers primarily focus on the retail consumer, they may lack staff with deep knowledge of commercial buyers and what drives their sales.
Opportunities in Commercial Sales
Commercial buyers are motivated by either an urgent need to replace an existing downed vehicle in their fleet or find a new one for business growth. They’re not likely to be kicking tires and wasting time. Commercial offers great opportunities for dealerships as the margins on commercial vehicles are significantly higher than retail and offer additional revenue streams through new services and solutions being offered to businesses. OEMs are supporting this opportunity by investing in their commercial programs and lineups. Ford Pro, GM Envolve and Stellantis Pro One are such examples.
Commercial customers are also extremely loyal. A positive experience with your dealership which builds an ongoing relationship will also lead to future business in service and retail sales, and new vehicles for their family members or employees. Moreover, these satisfied customers are likely to recommend your dealership to other businesses, generating valuable referral opportunities.
Transitioning from Transactional to Consultative
This is why it is essential for dealers to stop viewing sales as purely transactional and start approaching them as consultative relationships. Starting with commercial customers, sales should not be one-off transactions; they should be planned and executed to focus on building lasting, mutually beneficial partnerships.
Here are five ways dealers can transform their commercial sales in 2025:
Understand the Local Market
Research the number of distinct types and totals of vocational businesses in your area to identify commercial customer opportunity. By understanding the local demand for specific types of vehicles, you can tailor your offerings and target the right businesses.Create a Culture of Commercial Sales
Commercial sales need to be a dealership-wide priority. Leadership must fully buy into the strategy and support the development of this segment. Too often, dealerships make decisions that hinder the growth of commercial sales, so a top-down commitment to commercial priorities is crucial.Align Marketing Efforts
Traditional automotive marketing hyper-focuses on generating hundreds of consumer leads for a single retail sale. In contrast, commercial sales are more need-driven, where one lead will likely result in multiple sales. That’s why it is important to work with your marketing team to help them target business leads and set their lead volume expectations. Understanding the metrics for commercial customers is essential to success.Educate Your Staff
Commercial customers (businesses) are fundamentally different from retail buyers (consumers). They’re not swayed by coupons or promotions but are focused on keeping their fleet running smoothly. Train your staff to understand these needs and educate them on how to serve commercial clients. Additionally, consider offering specialized services, like a dedicated commercial service lane, priority scheduling, mobile service or weekend appointments to minimize downtime for businesses.Invest in the Right Tools
Supporting commercial sales requires more education and interaction with businesses. Invest in software and tools that can help your team provide detailed information to those customers on vehicle configurations, use cases and upfit options. These tools will not only help maximize your inventory but also allow you to offer a more consultative approach when collaborating with commercial customers to plan their fleets.
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