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Post Leasing & Sales, Inc

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • These are primarily large scale fuel suppliers/distributors, co-ops for agriculture, construction companies, business owners with sizable fleets, and convenience store operators/owners who need reliable petroleum transport equipment.

Audience Type

  • B2B
  • Major segments: Fuel supply & distribution, Agriculture co-ops, large construction companies, Convenience store operators.

Industries (if B2B)

  • Fuel & Energy
  • Agriculture
  • Construction

Needs – Primary Buying Considerations

  • Reliable petroleum transport equipment
  • Personalized pre-sale and post-sale services
  • Large and varied inventory

Demographics

  • Business Size: Medium to Large scale

Psychographics

  • Value reliability & quality of equipment
  • Need post-sale support and warranty
  • Seek variety & customization in equipment.
  • Decision-Making Roles:
  • Primary Decision Maker: Business Owners, Procurement Heads
  • Secondary Decision Influencers: Operations Heads, Fleet managers
  • Support Roles: Procurement teams

2. My Message to My Target Audience

Refined Elevator Pitch

  • Post Leasing & Sales provides fuel-related industries with reliable, customised petroleum transport equipment enabling seamless fuel delivery and business efficiency.

Understanding Their Pain Points

  • Inefficient fuel transport mechanisms
  • Difficulty finding high-quality, used transport equipment
  • Challenges in getting transport equipment customised to unique needs

Transformation

  • Access to reliable, tailored petroleum transport equipment
  • Increased operational efficiency and productivity
  • Expansion of operations through improved fuel delivery

Unique Selling Proposition (USP)

  • Customisation of used and new equipment to meet specific needs
  • Trade-in options for used trucks
  • Six-decade long industry experience and reputation

Brand Values & One-Liners

  • 'Fueling your business growth by moving you forward.'
  • '60 years of trust in every trade and transaction'
  • 'Customised petroleum transport solutions designed for you'

Tone

  • Post Leasing & Sales communicates with a tone that is reliable, professional, and experienced. We want to instil confidence and assurance in our customers.

Hero Text Idea

  • Flag Text: U.S. and International Petroleum Transport Solutions
  • Main Headline: Tailored Petroleum Transport Equipment to Fuel Your Business
  • Sub Headline: Decades of experience in delivering reliable, customised petrol transport trucks to businesses across the globe. See the remarkable transformation in your operations today!
  • CTA: Find Your Perfect Truck

3. The Media I Will Use to Reach my Target Market

Website

  • Enhance SEO strategy focusing on industry-specific keywords like 'Fuel Trucks', 'Petroleum Transport Equipment'
  • Implement Google Analytics to track visitor behavior and conversions
  • Optimize website for mobile use, considering the on-the-go nature of the target audience

Social Media

  • Increase LinkedIn presence, targeting business owners in the fuel supply, agriculture, and construction segments
  • Share client testimonials, refurbished truck transformations, and behind-the-scenes content

Paid Advertising

  • Google Ads for industry-specific keywords targeting fuel distributors and suppliers
  • LinkedIn ads targeting industry-specific segments and decision-makers

Content Recommendations

  • Blog posts showcasing refurbishing process, war stories from the field, and petrol industry insights
  • Case studies highlighting successful customer transformations

Podcasts

  • Sponsor relevant industry podcasts like 'Oil and Gas Industry Leaders Podcast' or 'Fuel Market Watch'

Directories

  • List on industry-specific directories like 'Petroleum Equipment Directory', 'Fuel Marketer News Directory'

Publications

  • Advertise in trade publications like 'Fuel Oil News', 'Petroleum Age'

Partnerships & Outreach

  • Partner with fuel supplier associations for member discounts
  • Network with fleet management companies for potential collaborations

SEO and Content

  • Seek guest blogging opportunities on industry-specific websites for increased visibility
  • Regularly update website with fresh, SEO-optimized content

Offline and Local Media

  • Sponsor industry events and trade shows
  • Use direct mail targeting local businesses in the fuel supply, agriculture, construction industries

Online Events

  • Attend and host webinars within the petrol industry space.

Online Networking

  • Engage in forums on platforms like 'Oil Price', 'EnergyPedia' discussing fuel supply and equipment

Cold Outreach

  • Targeted email campaigns for convenience store operators/owners and sizable fleet businesses.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • "Fuel Truck Buying Guide": A comprehensive guide on what to consider when buying a fuel truck
  • "Industry Insights": A monthly newsletter sharing important updates and trends in the petroleum transport industry
  • "Case Studies": Showcasing successful customers who improved their operations using Post Leasing & Sales' trucks

Tripwire Offer

  • Initial inspection and consultation on trade-in trucks
  • Reduced pricing on selected inventory items as a one-time offer
  • A minor yet essential accessory or add-on for petroleum transport equipment at a nominal rate

Welcome Sequence

  • First email: A warm welcome and brief introduction about the business
  • Second email: Detailed information about the business, its services and USPs
  • Third email: Customer testimonials and case studies
  • Fourth email: Promotional offer on selected inventory

Segmentation

  • Leads are segmented based on needs (new trucks, used trucks or trade-ins)
  • Segmentation based on business size and type (fuel supplier, farm, construction company, etc.)
  • Segmentation based on location (domestic, international)

Chatbot and Automation

  • Implement a chatbot to answer common queries about the services and inventory
  • Automation to send follow-up emails based on segmented lists
  • Use CRM to automatically assign leads to sales team based on segmentation

2. My Lead Nurturing System

Marketing CRM

  • Current Platform: Mailchimp
  • Replacing Mailchimp with HubSpot for advanced segmentation and automation capabilities

Sales CRM

  • Recommended Platform: Pipedrive for better pipeline tracking and handoff process

Automated Follow-Ups

  • Post-opt-in automation: Welcome email sequence
  • Trigger for follow-up: Based on engagement level with the emails
  • Reactivation sequence for dormant leads

Newsletter

  • Frequency: Monthly
  • Topics: Industry insights, new inventory updates, case studies of successful clients
  • Segmentation: Based on business type and needs

Retargeting & Ads

  • Platforms: Google Ads (for keyword targeting), LinkedIn Ads (for B2B targeting)
  • Goals: Increase brand visibility among target audience and drive traffic to the website

Social Media and Content

  • LinkedIn: Updates twice a week – company news and testimonials
  • Blog: Monthly – new inventory highlights and industry insights

Webinars and Events

  • Hosting a quarterly webinar on fuel industry trends and equipment updates

Other Nurture Channels

  • SMS: Send inventory updates and promotions to segmented lists
  • Chatbot: For instant assistance and lead capture on the website

3. Sales Conversion Strategy

Sales Process

  • Streamline customer interaction with dedicated points of contact
  • Personalized consultation for equipment customization
  • Integrate CRM with the website for automated lead tracking and follow-up
  • Implement a systematic feedback system post-sales

Sales Assets

  • Develop a standard pitch deck explaining Post Leasing & Sales's unique offerings
  • Create a detailed SOP for lead follow-up process
  • Formulate an objection handling script focusing on budget, trust, and customizability concerns

Testimonials and Case Studies

  • Collect customer testimonials immediately post-sale
  • Develop detailed case studies showing business transformation of high-value clients
  • Highlight testimonials and case studies on the website and in pitch decks

Conversion Rate Insights

  • Set KPIs for lead to conversion rate and regularly monitor
  • A/B test website forms and CTAs for improved conversion

Urgency and Offers

  • Introduce time-sensitive offers for fleet upgrades
  • Communicate scarcity of highly demanded truck models
  • Develop a 'Fast Mover' program incentivizing swift purchases

Guarantees and Risk Reversal

  • Emphasize post-sale warranty during sales conversation
  • Display trust seals on the website
  • Establish a transparent process for trade-ins and upgrades

Shock and Awe

  • Send a Post Leasing & Sales branded gift after the final sale
  • A handwritten note thanking them for their trust and business
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email outlining next steps and delivery timeline.
  • Kickoff call with a sales representative to clarify any remaining questions.

Communication Cadence

  • Bi-weekly updates via email on order status and delivery timeline.
  • Post-delivery follow-up call for quality check and customer satisfaction survey.

Client Education

  • Access to a dedicated FAQ section on the website.
  • Video guides on website explaining services and operations.

Personalized Touches

  • Anniversary card sent every year on the purchase date to deepen relationship.
  • Thank you note sent post-purchase acknowledging customer's decision to choose the service.

Visuals and Documentation

  • Before and after photos of used equipment refurbishments.
  • Detailed reports on equipment specifications and modification.

Feedback and Proactive Support

  • Regular customer satisfaction surveys capturing broad feedback.
  • Prompt follow-up on issues reported with a commitment to resolve within 72 hours.

Guarantee or Promise

  • All equipment come with a full warranty support for a specified period.
  • A 'love-it-or-leave-it' guarantee, allowing returns within a specific timeframe if unsatisfied.

Operational Excellence

  • Detailed documentation provided for every transaction.
  • Efficient communication standards maintained through all client interactions.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Promote service agreements for preventative annual equipment maintenance
  • Offer extended warranties or service contracts for added assurance

Upsells & Cross-Sells

  • Upsell equipment modifications for bespoke needs
  • Cross-sell used equipment to budget-conscious farms, co-ops

Bundling & Packaging

  • Bundle new/used equipment with contracted maintenance services for a holistic offer

Loyalty & Retention Programs

  • Reward repeat customers with exclusive discounts/specials
  • Referral incentives for customers referring new businesses

Custom Services and Personalization

  • Offer premium equipment customization tailored to customer's specific needs

Pricing Strategy

  • Offer incentives for repeat purchases/long-term business relationships
  • Tiered pricing, reflecting level of equipment customization

Customer Data and Insights

  • Leverage CRM to track customer purchase frequency and tailor upsell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a $500 credit towards future purchases for every successful referral.
  • Give the referred customer a $100 credit on their first purchase.

Shareable Assets

  • Create an attractive e-brochure about Post Leasing & Sales products.
  • Design shareable social media posts celebrating successful referrals.

Timing and Triggers

  • Request for referrals after successful delivery or post-purchase support.
  • Automate referral requests via emails, 30 days post-purchase.

Client Success Stories

  • Regularly post testimonials and success stories on the website and social profiles.
  • Use customer success stories in the referral request emails.

Referral Contests

  • Conduct a quarterly referral contest with attractive rewards for the highest referrer.

Partner or Affiliate Programs

  • Collaborate with fuel suppliers, agriculture co-ops for a joint referral program.
  • Offer tracking systems to ensure proper referral recognition.

Thank-You Experience

  • Send a handwritten thank you note expressing gratitude for successful referrals.
  • Announce top referrers on the company website and social profiles.

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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