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Take your audience on the journey to Connected Solutions

“A good starting place with Connected Solutions is to appreciate that most customers understand what the technology does and the potential it offers,” says Raluca Radu, Product Manager Connected Solutions.

“Our goal when it comes to sales and marketing support is therefore to promote Thermo King’s vision for telematics. It’s about emphasizing the power of data, the scale of our solution, and how easily customers can get started”.

A quote that helps explain our approach to creating the many supporting assets now available, and indeed the story for promoting Connected Solutions to prospects and customers alike.

Dealer support

One quick visit to the Connected Solutions toolbox lets you see the various components available. The question of course is what to use and where? Well, to answer that let’s map the assets to various stages of the ‘buyer journey’:

Awareness

If your prospect has ‘telematics’ on their to-do list but have yet to investigate the different approaches open to them: they’re in the awareness phase.

Key questions to answer:

  • What options exist for introducing telematics into my existing fleet
  • What are the performance benefits that can help further justify the activity?
  • What are the key factors I need to consider when reviewing products?

Suggested marketing assets:

The recommendation here is to send the prospect a short overview of the ‘big picture’ on telematics. What’s important is promoting an aspirational message around what can be achieved with the technology.

  • We’ve therefore created a short (65 seconds to be precise) video to send out

Interest

If your prospect or customer is researching the different telematics options open to them and assessing various capabilities and services: they’re in the interest phase.

Key questions to answer:

  • What support exists for getting the technology ‘live’ in my fleet?
  • What will this mean for our existing working practices?
  • What additional tools should we be factoring into the process?

Suggested marketing assets:

It’s here you want to be sharing information of Thermo King’s Connected Solutions offering, including:

Consideration

If the prospect is in the process of identifying telematics providers that can meet their now defined requirements: they’re in the consideration phase.

Key questions to answer:

  • What are the specific pricing models of different systems?
  • Which technologies come with a proven track record?
  • What help can they offer me for getting started?

Suggested marketing assets:

At this stage you want to (ideally) be presenting face-to-face and talking activation:

Decision

Finally (not counting post-purchase), if your prospect is reviewing the merits of particular telematics providers, having narrowed down their options: they’re in the decision phase.

Key questions to answer:

  • Who can offer me the best package in terms of cost?
  • Who provides the greatest flexibility and support?
  • Who can best help me optimize use of the technology?

Suggested marketing assets:

Here you’ll want to be talking specific details and offers, including:

Get connected to future opportunities

With Connected Solutions you get access to a number of important marketing assets (including logos etc.) that can be used to talk telematics with potential customers.

By aligning them to the stage your audience has reached in their buyer journey, you can help ensure the right information is available at the right time.

All assets are available in the Connected Solutions toolbox.

Visit the Connected Solutions Toolbox