Commercial vehicle manufacturer and distributor makes own opportunities by going straight to the end-user
As a manufacturer of custom high-content work trucks for the utility, municipality and government vehicle market, Phenix Truck Bodies and Van Equipment wanted to grow its business. After 35 years in business, Phenix decided to increase its products and solutions offerings to include light truck and van equipment. The idea was to be Southern California’s “One-Stop-Shop” for vocational truck and van equipment solutions—large fleets and small fleets, large trucks or small vans—only one call for any fleet manager.
Expanding beyond the space that it had been successful in for 35 years required new products, clearly, but identifying new customers presented a huge challenge. Certainly, Phenix planned to participate in the existing sales channels by working through commercial truck and van dealers and leasing companies. Connecting directly with small and medium size fleets in Southern California to tell the Phenix story, however, would increase its growth opportunities exponentially. But how would Phenix find those customers?