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Nine Marketing Tips for GPS Tracking Companies
Improving sales is probably the most important challenge that all companies seek to achieve, regardless of the business or industry they are in. If sales do not increase, profitability will not grow, which could lead to financial risks. And, of course, GPS tracking, fleet management, mobility, security, IoT, and telemetry companies are not exempt from this issue.
For this reason, we decided to share with you these tips to improve your sales and carry out tracking projects specifically designed for our industry.
Table of Contents
1. Know Your Future Customer
2. Identify Your Prospect's Needs
3. Does Your Prospect Know What Satellite Tracking Is?
4. Showcase Your Service and What Sets You Apart
5. Offer the Most Suitable Solution
6. Segment the Plans You Offer
7. Define Your Offer Effectively
8. Encourage Your Customer to Use New Technologies
9. Use Effective Communication Channels
We recommend that you share these points with your sales team and analyze whether they are being implemented effectively in your company to determine if you need to work on any of them. Remember that the goal is to acquire more prospects and expand your customer base.
1. Know Your Future Customer
You must take the time to get to know your future customer well. This will help you carry out a personalized sales process and understand how to offer your solutions.
The following questions will help you gather more information about your prospect and deepen your knowledge:
- What does the customer do?
- What industry are they in?
- What types of vehicles do they manage?
- In which areas of the country/city do they operate?
- What is the size of their fleet?
- Do they already have installed equipment?
2. Identify Your Prospect's Needs
Identifying needs is fundamental for any project. You should always consider that all customers are different; some have a fleet with many vehicles, while others have only a few. The logistics they follow are also different, as is the merchandise they transport, and even their internal processes. Therefore, it's essential to accurately identify the needs of each one.
To do this, allocate a meeting to address your customer's needs and ask questions that will allow you to identify both opportunities and weaknesses, for example:
- What are their goals or their short and medium-term vision?
- What are their strengths and weaknesses?
- Which aspects of their fleet do they need to control?
- What kind of merchandise do they usually transport?
- What are their special tracking, security, or fleet management needs?
- What aspects did they not like about other tracking providers?
These are just some questions to guide you in meetings with your prospective client. Once you have a clear understanding of their needs, it will be easier to offer them solutions or services and show them how you can meet those needs.
3. It's important to know if your prospect is familiar with satellite tracking services or not
When a client is already familiar with tracking services, they can identify areas where the competition is falling short, such as service quality or availability, products or services not offered, quick technical support response, the ability to create customized solutions, and more. Therefore, it's crucial for your team to have a clear understanding of your company's strengths.
In such cases, the client will also be aware of prices and may compare them with what you offer. However, you don't need to worry if your value proposition is clear. You won't have to engage in a price war. For this reason, your team must create a well-planned sales pitch that effectively communicates the strengths of your solutions and other value-added aspects for your client's business.
On the other hand, if the client has no knowledge of tracking services, it will be easier to offer them prices and accessories that meet their needs.
4. Showcase your services and what sets you apart from the competition
It's essential to have a thorough analysis of your competition and identify their weaknesses so that you can contrast them with your strengths.
Take the time to analyze, along with your team, what distinguishes you from the competition. It could be 24/7 personalized support, ongoing training, human management (which you can offer for small fleets), solutions for specific niches or problems, guaranteed equipment, certified technicians and installers, and more.
Remember that your platform itself is a differentiating factor, so it's essential to be familiar with all the solutions, tools, and possibilities it offers.
Furthermore, it's crucial to understand that ongoing support and guidance are fundamental, as it conveys to your prospect that they can trust you, and that they are heard and well-supported, two vital aspects for customer retention.
5. Offer the most suitable solution
Your team should have extensive knowledge of the platform; this will help you show your prospect how the solution you're presenting works based on their specific needs. Remember that "seeing is believing," and presenting a solution and its integration with other platform features will grab the prospect's attention.
It's essential not to generate high additional costs in the initial proposal, as this can alarm the client and lead to project cancellation. Additionally, features such as panic buttons, alerts, real-time location, vehicle immobilization in case of theft, and more should be included by default in your services.
6. Segment the plans you offer
As we know, there are small, medium, and large companies, so you must tailor your services to these three types of clients. You should create customized plans based on your client's budget, for example, a plan with basic devices and possibly a reduced SIM plan (if you offer equipment) for tight budgets.
Likewise, you should offer solutions or equipment with more features to clients or projects whose decision to purchase or contract is not solely based on price.
Therefore, avoid offering exorbitant plans to clients with a small fleet, or basic plans to companies seeking robust and specific solutions such as fuel control, bus dispatch, telemetry, etc.
7. Define your offer clearly
Your offer should be as clear as possible to avoid future inconveniences or misunderstandings. When designing your solutions and services offer, be sure to mention:
- Equipment Installations: Specify if you provide on-site or in-house installations (it's advisable to offer a range of options to your clients).
- Rental Equipment: If the client doesn't have their own equipment, you can offer equipment for rent with SIM cards and data (specify the amount of data per month included with the SIM). Renting equipment ensures the client will have up-to-date equipment with no malfunctions due to age.
- Information: If the client has their own equipment and wishes to continue using them, inform your clients about possible issues when the device's lifespan is approaching its end.
Once you have your offer well-defined, create materials that can be used by your sales team and published through various media and channels, such as printed brochures, pamphlets, product or service one-pagers, videos, and audiovisual materials, etc.
8. Encourage your client to embrace new technologies
This is recommended for prospects with specific market niches. By showcasing all the benefits of your platform, you can automate processes that your prospect already uses but currently does manually.
For example, if your prospect manages a fleet of buses and currently organizes trips using Excel by manually entering driver names and the next bus to depart, propose an automated solution for this entire process. How? Offer the OnBus platform as the first step, which automates the bus dispatch process and allows uploading a 30-day itinerary from an Excel sheet. It also provides sensors for passenger counting, driver identification using RFID, iButton, and more.
The same applies to other situations, such as scheduling maintenance on the platform rather than using paper notebooks, or conducting inspections with dynamic forms instead of using paper sheets and tables.
9. Use effective communication methods
Technology is advancing rapidly, and therefore, our communication methods should progress as well. Email used to be the ideal way to communicate with a client in the past. However, now it's better to create communication groups through applications like WhatsApp or Telegram, which are not only convenient and widely used but also facilitate smooth and rapid communication.
These new communication methods will give your clients the confidence that if any issues arise, they will receive a quick response if the relevant personnel are in these communication groups.
We recommend that you share this guide with your team and ensure that you follow each point, adapting it to the situations in which both you and your prospects operate. We want to help you increase your sales and grow your business.
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