How Fleets Make Buying Decisions

When it comes to reaching buyers, dealerships are familiar with this simple process:

Step 1: Create marketing strategy

Step 2: Execute marketing strategy

Step 3: Wait for prospects to respond

Your strategy may be effective but if it’s enough, why aren’t your phones ringing off the hook?

You need to be proactive when reaching prospects. You know what your sales process looks like but have you ever looked at that process from the point of view of a prospect? Knowing what the buying process looks like for a prospect can reveal business opportunities you may be missing out on.

According to our research, these are the biggest influencers on fleets’ buying decisions:

65% of Fleets Say Price

This is self-explanatory. Affordability is a huge factor for anyone purchasing anything.


49% say Ease of Maintenance

If a truck breaks down or has a maintenance violation, the need for maintenance becomes immediate. So they’re likely to seek maintenance from a dealership that can provide quality maintenance quickly.


45% say Dealer relationship

A lot of fleets are looking for a complete package when it comes to service. That is, one dealership they can buy their trucks from, get maintenance at, buy new parts from, etc. So the relationship they have with their dealer plays a big part when they’re making their buying decisions.


Knowing how your customers think gives you a better understanding of how the purchasing process works for them. With insight like that, you can tailor your marketing and sales strategy to be more appealing to customers during this process.

To help you understand how fleets make buying decisions, we produced the CCJ Reader Profile. Download the full report to better understand your customers.

Download the CCJ Reader Profile