In today’s market, companies do not have the freedom to invest in products or services that are “nice to have”. Although this seems like a broad statement, the fact remains that what may be a need by one department, may be seen by another department as unnecessary. Now as a Business Development Manager for the fastest growing fleet telematics company in the world, I too come across this problem from time-to-time. How does GEOTAB AFRICA overcome this hurdle?
First and foremost, your product or service must be relevant, case in point, if you are selling a car cradle for a NOKIA 3310 or ad space on a dying website, your percentage of success will be little to nothing. Your product or service must be relevant to the buyer now.
With that being said, at GEOTAB AFRICA our products are technically advanced and market leading. Ranging from the world’s first expandable telematics platform, which allows the add-on of 3rd party applications such as Garmin integration, to our GO TALK which verbally informs the driver if they are breaking any of the company’s rules and regulations. Add to this our award-winning software, which is second to none as well as our outstanding customer service. With all of this backing you, one can go to the market with confidence.
When presenting to a customer, we focus on our 5 business pillars: Productivity, Safety, Fleet Optimisation, Compliance and Expandability. In doing so, we are able to connect and address each head of department’s requirements, ranging from that of the CEO, CFO, COO, CTO as well as that of the Commercial Manager. We are NOT a black-box solution, each and every customer/industry has different needs and at GEOTAB AFRICA we are proud to say we meet the needs of all the different industries and this reflects in our diversified customers base, ranging from security, mining, transport, courier and so forth. GEOTAB AFRICA is also scalable, meaning we are there for you whether you have 2 vehicles or 10’000 vehicles.
GEOTAB AFRICA’s value proposition is focused on the advanced telematics market and unfortunately, due to the assumption of many consumers, we get brushed with the same comb as a run of a mill “tracking device”. As I indicated at the start of the blog, companies do not have the freedom of just investing in a product or service as a nice to have, so as the saying goes “the proof is in the pudding”. As such, GEOTAB AFRICA offers a Proof of Concept (POC) solution for potential customers that still need that little more convincing. Keep in mind that this is a big risk on GEOTAB AFRICA’s behalf, as we are investing fully into the customer as if it is the final transaction. Meaning we install our device into your vehicle, allowing you to test it out. You then get access to our software support to help you understand the system and use it to its full potential. We do all this, just to show you how awesome our product is.
This brings me to a very important point, the fundamentals of what the customer wants to achieve with our product should be noted and agreed upon. For example, if the customer wants Driver ID with our Source and Destination software or our Driver Vehicle Inspection Report, it should be clearly understood that this is what the customer wants, nothing less. For too long has the customer been overpromised and underdelivered.
The next crucial point of discussion will be the time-frame. Depending on the customer’s needs and requirements, a POC will not need to run for too long. Once the POC has been implemented, GEOTAB AFRICA is given the opportunity to showcase our unique offerings, one of which is the opening of our Software Development Kit (SDK). Our SDK allows the creation of customized applications by developers, to further enhance the value that can be extracted by the GEOTAB telematics solution as well as our driver fatigue solution, to name but a few.
Once the POC has reached its chosen time-frame, a final presentation based on the company’s own data and findings will be presented back to the customer. THIS IS THE PART I LOVE, not because we have met the customer’s expectations but because we have exceeded them. The satisfaction for me is that the customer sees the value and need of GEOTAB AFRICA as part of their organization. We assist companies and their staff to reach the next level of Productivity, Safety, Optimisation, Compliance and Expandability. All this through MANAGEMENT BY MEASUREMENT.
Author: Ryan Diesel, Business Development Manager – GEOTAB AFRICA