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title: Focusing your capabilities – winning customers with targeted expertise
description: Building services and offerings around specific industry needs and pain points can help dealers stand out from the crowd – as TK Transportkoeling are already showing.
---
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# Focusing your capabilities – winning customers with targeted expertise
[Sales support](https://www.thermokingnews.com/tk-stayfresh-blog/tag/sales-support), [DOTF](https://www.thermokingnews.com/tk-stayfresh-blog/tag/dotf), [Dealer inspiration](https://www.thermokingnews.com/tk-stayfresh-blog/tag/dealer-inspiration)
It goes without saying that all Thermo King dealers are stand out experts in the field of transport refrigeration. From helping customers **select the right units for the task at hand**, to fitting and servicing, all the bases are well and truly covered.
But is this enough in today’s hyper-competitive market? Or should dealers also be looking to go that little bit further, and **extend their expertise to cover specific industry challenges**? Could such a focus help dealers create a niche market for themselves – and strengthen their reputation with deeper levels of subject matter expertise?
To answer these questions, let’s take a look at one partner – **TK Transportkoeling** – and their focus on pharma distribution.
## Experts in the pharma cold chain
Pharma distribution, like most industries, has to constantly adapt to [meet evolving customer and regulatory demands](https://www.envirotainer.com/resources/industry-insights/2019/7-operational-excellence-challenges/). Pharmaceutical companies themselves now need to know more about their transport operations. They’re also under growing pressure to actively demonstrate the **quality and safety of temperature sensitive products** across the full length of their cold chains.
For TK Transportkoeling, a Thermo King dealer based in The Netherlands, that means starting conversations with organizations around the **topic of best practices**. In particular, the company works hard to promote its [Fleet Consulting capabilities](https://www.thermokingnews.com/tk-stayfresh-blog/tk-transportkoeling-success-story) around key strategic themes such as:
- Detailed advice on **meeting GDP guidelines**\* for safe pharma distribution
- Expert opinion on equipment options for **last mile deliveries**
- Insights for **improving risk management** during transport operations
*\*GDP guidelines: Good Distribution Practice guidelines, in this case specifically for medicines for human use, published by the [European Union in 2013](https://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:C:2013:343:0001:0014:EN:PDF).*
## Putting the good in GDP guidelines
The impact of GDP is that pharma companies when audited need to prove that **all ‘stakeholders’ comply with the regulations**. The legislation is far reaching, and [covers a range of topics](https://www.ema.europa.eu/en/human-regulatory/post-authorisation/compliance/good-distribution-practice) aimed at ensuring:
- Medicines are **stored in the right conditions** at all times
- Medicines in the supply chain are **authorized**, not fake/counterfeit
- The right products reach the right addressee **at the right time**
Achieving these goals require a mix of best practices and a host of technology capabilities. Customers are therefore **on the lookout for experts in the field**, whose knowledge goes beyond a pure focus on the technology itself.
## Building a reputation
This practical, industry-specific know-how is exactly what TK Transportkoeling has developed a reputation for delivering. As a result, pharma customers **seek out the dealer in search of answers** to their key questions including:
- What’s the **best selection of equipment** needed to meet a range of precise temperature ranges?
- How to **enable standardization** across the fleet while maintaining GDP compliance?
- What’s the best way to generate the data needed to **demonstrate our compliance**?
What’s more, TK Transportkoeling works closely with Thermo King to **test their performance calculations**. This adds a degree of reassurance for customers prior to purchase, and added to the industry expertise makes for [a powerful offering](https://www.thermokingnews.com/tk-stayfresh-blog/good-integrated-solution).
## Providing end-to-end visibility
TK Transportkoeling has also [applied their knowledge of Thermo King’s Connected Solutions to a range of pharma scenarios](https://www.thermokingnews.com/tk-stayfresh-blog/connected-solutions-a-powerful-play-for-pharma-customers). Knowing the damage and cost of allowing loads to drop outside their set points, the company offers Fleet Managers a full view of both vehicle and refrigeration data:
- Their end-to-end offering incorporates **multiple sensors** sending real-time data to a central TracKing platform
- The solution includes a focus on **integrating third party data** to provide a complete end-to-end view
- TK Transportkoeling has also equipped its **service vans with telematics**, to support a more proactive service and faster response times to any potential customer problem
## Hands-on expertise
Not that TK Transportkoeling is only focused on providing the ideal technology solutions to customers. The company also recognizes the importance of reassuring customers over day-to-day usage. That requires driver training to help ensure the units are **utilized to the fullest potential**, with an offer that incorporates:
- 4-hour driver and Fleet Manager training
- Focus on fuel efficiency, modulation, optimal loading space, and airflow etc.
- A course that mixes theory with the practical
This training is fully certified, and designed to **help drivers fully appreciate the technical side of what’s happening inside the trailer** – and [how best to respond to an alarm](https://www.thermokingnews.com/tk-stayfresh-blog/thermo-king-tool-spotlight-alarm-codes). For customers the result is greater confidence that TK Transportkoeling can deliver on their commitments – alongside practical benefits such as lower maintenance and repair costs.
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