Why We Sponsor Field Service: A Sponsor's
Perspective from FleetMatics
"Field Service is a strategic opportunity to communicate the transformative value of what we offer to the primary market."
The Challenge: Finding Seniority
When we go to other events and trade shows, we tend to meet lower-level managers, people who might be responsible for ordering tires or making sure that their vehicles are outfitted properly to save the most money. While we have good conversations with many of those people, they are not the contacts that we need to get in front of,because they can’t say yes when it comes to making a final decision. They are not responsible for strategic business decisions, and they do not have the power to move initiatives like ours through their companies, because those initiatives require buy in from a number of different departments. We need buy in from the field service team, the safety team, the finance team, and the IT team. In short, we need to speak with high-level decision makers to be able to sell our services to them, and then have them sell those services internally as well.
Encountering Decision Makers at Field Service
That’s the value of Field Service for us – it’s finding those strategic people who have the power within their companies to be able to make those initiatives happen, and to have conversations with them. At a trade show, it feels more like everybody is on guard because the prevailing attitude is, “I'm going to have to walk through all these booths and everybody is going to sell to me.” And when we attend trade shows and there are probably 20 companies like us there, which makes it very difficult for us to stand out. We provide a value added service that others don’t, and we provide information that allows people to change their business. Field Service is a strategic opportunity to communicate the transformative value of what we offer to the primary market.
We’re able to have that kind of conversation because there are strategic thinkers there who have big problems to solve. Those attendees go to the event with specific challenges in mind and they have buy-in from their companies to find the right solutions to those challenges and implement them. We are able to have more conversations with those decision makers specifically because of Field Service.
Forging Lasting Relationships Year After Year
Part of the value of Field Service is that a lot of attendees keep coming back year after year. Iget to know their faces and I can just walk right up to them and say hello.That’s a huge thing because it allows a company to build a brand. The value lies in not just going once as a one and done, but by going repeatedly and establishing a repeated presence, which really helps to drive up awareness.