Here’s something to consider the next time a semi passes you on the interstate. From the outside, that big rig may look like an ordinary 18-wheeler. But it’s actually the embodiment of a long haul sales cycle, and it’s loaded down with a 16-ton purchase decision.

The image is certainly apropos. Because for many industrial businesses, the purchase of a commercial truck fleet can represent their largest single investment. More importantly, commercial trucks are literally the engine that powers the business. Whether the application is construction, deliveries, or other commercial duties, these trucks must combine exemplary reliability and low maintenance with the performance to handle the most demanding jobs.

For these reasons, the purchase decision associated with any commercial truck or fleet involves an extended and exhausting sales cycle. To understand the challenges inherent in this difficult purchase decision, and practical ways to migrate the customer through them, let’s examine a compelling success story from International Truck and Engine.

Exemplary trucks.
International produces International® brand commercial trucks, mid-range diesel engines and IC brand school buses. The company is also a private label designer and manufacturer of diesel engines for the pickup truck, van and SUV markets. With the broadest distribution network in North America, International also provides financing for customers and dealers.

International was launching its “All Family Promotion.” This major sales initiative promoted the entire International family of trucks, including three distinct classes:

• Medium-Duty trucks
• Heavy-Duty trucks
• Severe Service trucks

The annual event was scheduled to run from January through April.