Follow These ‘Best Practices’ to Find the Best Fleet Industry Marketing Firm
Adopting “best practices” in selecting any vendor can assure significant benefits and added value in the operation of the business. That’s especially true in partnering with a marketing team to support the branding and marketing of fleet industry products and services.
First and foremost, any business looking for marketing services must choose a vendor whose culture and values align with its own ethos and business practices. Marketing service providers that bring fleet-specific experience, proven performance, service excellence, customer satisfaction, and a record of innovation increase the likelihood of a mutually beneficial relationship, speed, and success.
When done correctly, the vendor selection process must be comprehensive, with a thorough evaluation of key performance indicators that can weed out some vendors and later serve as relationship performance metrics.
Despite a common misperception among non-purchasing managers, vendor selection concerns more than price. Some of the common vendor selection questions to ask include:
- What is a vendor’s record of system and professional investments?
- What is the vendor’s record of performance, quantitative and qualitative?
- How do customers perceive the vendor, current and past?
- How does a vendor’s position and reputation compare to the competition?
- How can the vendor positively impact the business’s return on investment?
The RFP Process
The Request for Proposal (RFP) process offers several advantages when selecting a vendor. It forces a business to provide explicit information about needs and expectations so vendors can pitch pertinent services.
An RFP process is the best way to ensure an apples-to-apples comparison of each vendor, each service provided, any relevant skills, and the experience brought to bear in servicing the account. It ensures an unbiased vendor selection effort that is data-based, strategic, and thoughtful. It helps quantify short- and long-term benefits and can lead to more competitive bids.
RFPs communicate your needs and expectations so that vendors can pitch their ability to meet them. Setting the criteria at the start lets a company evaluate potential suppliers based on each listed item and ensures recognition of the essential requirements. At the same time, a company needs to identify which criteria are flexible and must-haves.