Industry Voices | How Dealers Can Deepen Consultative Customer Relationships in 2025

The automotive industry is returning to a 'new normal' after a period of complex turbulence.

Following the vehicle shortages of 2020-2021 and the record profits of subsequent years, the industry's 'sweet spot' is fading. Facing higher interest rates, increased inventory, and shifting market dynamics, dealers are in a critical period of resetting expectations.

Fortunately, it's not all bad news. In 2025, the commercial vehicle sales sector offers dealers tremendous opportunities. Retail consumer vehicle purchases may be somewhat lackluster, but commercial customers still regularly need to replace vehicles or expand their fleets because uptime is critical to their business operations.

Because dealers primarily focus on retail consumers, they may lack professionals with deep understanding of commercial buyers and what drives their purchases.

Opportunities in Commercial Vehicle Sales

Commercial buyers are motivated either by urgent replacement of vehicles that are down in their fleet or by finding new vehicles for business growth. They are unlikely to browse or waste time. Commercial vehicles offer dealers an excellent opportunity because profit margins on commercial vehicles are much higher than retail, and they also bring additional revenue streams through new services and solutions offered to businesses. Original Equipment Manufacturers (OEMs) are supporting this opportunity by investing in their commercial vehicle programs and product lines, such as Ford Pro, GM Envolve, and Stellantis Pro One.

Commercial customers are also extremely loyal. Building a positive experience and developing an ongoing relationship with your dealership will lead to future service and retail sales business, as well as opportunities for new vehicle purchases for their family members or employees. Additionally, these satisfied customers are likely to refer your dealership to other businesses, generating valuable referral opportunities.

Moving from Transactional to Consultative

This is why dealers must stop viewing sales as purely transactional and instead begin viewing them as consultative relationships. Starting with commercial customers, sales should not be a one-time transaction; rather, they should be planned and executed with a focus on building lasting, mutually beneficial partnerships.

Here are five ways dealers can transform their commercial vehicle sales in 2025:

• Understand the Local Market
  Research the types and total number of vocational businesses in your area to identify commercial customer opportunities. By understanding the local demand for specific types of vehicles, you can tailor your offerings and target the right businesses.
  
• Create a Commercial Vehicle Sales Culture
  Commercial vehicle sales need to be a top priority for the entire dealership. Leadership must be fully committed to the strategy and support the growth of this segment. Dealers often make decisions that hinder commercial vehicle sales growth, so top-down commitment to commercial vehicle priorities is essential.
• Adjust Marketing Efforts
  Traditional automotive marketing is overly focused on generating hundreds of consumer leads for a single retail sale. In contrast, commercial vehicle sales are more demand-driven, and one lead can result in multiple sales. Therefore, it is important to work with your marketing team to help them target business leads and set expectations for lead volume. Understanding the metrics of commercial customers is key to success.
• Train Your Staff
  Commercial customers (businesses) are fundamentally different from retail buyers (consumers). They are not swayed by coupons or promotions but are focused on keeping their fleets running smoothly. Train your staff to understand these needs and educate them on how to serve commercial customers. Additionally, consider offering specialized services such as dedicated commercial vehicle service lanes, priority scheduling, mobile service, or weekend appointments to minimize downtime for businesses.
• Invest in the Right Tools
  Supporting commercial vehicle sales requires more education and interaction with businesses. Invest in software and tools that help your team provide customers with detailed information about vehicle configurations, use cases, and upfit options. These tools not only help maximize your inventory utilization but also allow you to collaborate with commercial customers when planning fleets, providing a more consultative approach.

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