S6:E31 I Beyond the Tariffs: Strengthening Dealer-Customer Relationships

Tariffs have shaped the commercial vehicle industry for decades, and today’s trade war landscape presents both challenges and opportunities for dealers. In a recent podcast discussion, Steve Henning (VP Marketing) and Kathryn Schifferle (Founder & CVO) of Work Truck Solutions explored how dealers can adapt and thrive amid economic shifts.

The conversation begins with a look at the historical "chicken tax" from the 1960s, which had a profound impact on the automotive industry. Schifferle describes today’s tariff situation as a "slow crisis," one that demands strategic adaptation and deeper customer engagement rather than reactive decisions.

Henning and Schifferle emphasize that commercial customers operate differently from retail buyers—when a business vehicle is down, revenue is directly impacted. This makes proactive outreach crucial. Dealers should connect with customers early, consider asking how tariffs (or perhaps the overall economic climate) are affecting their fleet decisions, and offer solutions that strengthen long-term partnerships. Training sales teams to do things such as highlighting US-built vehicles, monitoring shifting regulations, and offering creative financing options can further help businesses navigate uncertainty.

Schifferle also emphasizes the crucial role of service departments in maintaining fleets. With new vehicle acquisitions becoming more difficult, keeping existing trucks in peak condition is paramount. A well-maintained fleet minimizes downtime and financial losses, making dealership service teams more valuable than ever.

To help dealers navigate these challenges, Schifferle introduces key resources, including industry playbooks, strategic processes, and best practices designed to foster resilience. The discussion closes with a focus on partnerships—finding trustworthy allies, maintaining transparency, and staying flexible to meet evolving customer needs.

This episode is a must-listen for commercial vehicle professionals looking to turn tariff challenges into strategic advantages.