The commercial vehicle industry stands at the crossroads of innovation and tradition, facing a future where net-zero operations are not just ideal but often required by regulations. And beyond the net-zero conversation, there are many other challenges encountered by those in our commercial ecosystem, and they all need solutions. 

The complex and interconnected nature of this industry, combined with the urgent push toward sustainability, requires a strategic approach that goes beyond the conventional. Success in this brave new world hinges on the ability of commercial vehicle dealerships to help their customers navigate the challenges they face, including the shift to net-zero operations, by connecting the dots across the landscape of their business operations.

What are the “Dots”?

“Connecting the dots” in the commercial vehicle industry involves a holistic approach that encompasses business owners, commercial dealers, the diversity of vehicle and propulsion types, financing options, and the evolving infrastructure for refueling and recharging. Additionally, providing education on solutions facilitates informed decisions and strategies.

Recognizing the interconnectedness of these elements in a meaningful way significantly impacts the value chain of the businesses involved.

“In our industry, connections and connecting the dots is vital. Everything we work with is kind of incomplete until you connect the dots to make a complete solution.”

—Mandar Dighe, Vice President of Sales and Marketing at Knapheide

Transitioning Toward Net-Zero Operations

Net-zero operations refer to achieving a balance between the greenhouse gasses emitted into the atmosphere and the amount removed. In the context of commercial vehicles, this involves adopting new technologies, vehicles, and practices that reduce carbon footprints.

Dealerships can play a crucial role, not just as suppliers but as trusted advisors, guiding customers through the significant changes and implications for their businesses. Educating customers is pivotal, as it ensures a smooth transition while reinforcing the dealership’s position as a key partner in the customer’s journey towards sustainability.

First, Educate Yourself: Connect Your Own Dots

For a dealership to effectively support its customers, it must first deepen its own understanding of the industry’s shifting landscape. This involves engaging with industry experts, both within and outside the dealership’s network, to gain a comprehensive view of the challenges and solutions available. Networking with a diverse set of stakeholders enriches the dealership’s knowledge base, making it better equipped to guide customers.

Leveraging Industry Insight and Diverse Viewpoints

Consulting with external industry participants offers invaluable perspectives that might not be apparent from within your dealership. Seeking out and contemplating diverse viewpoints fosters a culture of learning and adaptation. The more well-rounded your industry knowledge, the better your dealership can offer up-to-date and innovative solutions to your customers.

Beyond Ego: A Collaborative Approach to Industry Challenges

Knowing how to serve your customers best requires a collaborative effort, one that can sometimes be hindered by egos. Recognizing the limitations of one’s own knowledge and being open to external advice is fundamental to overcoming the challenges faced by the industry today. By adopting a humble stance and being receptive to new ideas, dealerships can navigate the path to sustainability more effectively and efficiently.

“When I hear [“connecting the dots”] I think about all the different ways we can network and help each other. I’ve been on sales calls with a dealer and the prospect brings up something and I say, ‘We have someone who’s an expert on that. Would you like me to connect you?’ That’s connecting the dots and it makes a difference.”

—Coach Ken Taylor

Conclusion

The commercial vehicle industry has undergone significant upheaval, from the COVID-19 pandemic to the pressing need to adopt sustainable practices to supply chain / inventory challenges, and the list goes on. While many dealerships have been in survival mode, the time has come to jump to a new paradigm of thriving. Embracing the transition toward net-zero operations with a collaborative spirit and a customer-focused approach is essential for enduring success.

As business owners face the daunting task of “eating the elephant,” that is, the transition to net zero, dealerships can help by breaking down the process into manageable “bites” through education and guidance, ensuring a path to success that benefits both parties.

Remember, you only win when your customer wins.