Driving Mobile Service Business

Driving Steady Demand with Simple Marketing and Technician Ownership

 

Challenge

Excel Truck Group had strong brand recognition on the sales side, but as a dealer was viewed as a pricey premium provider for service and maintenance. That meant that high profit, smaller jobs were being captured by smaller, cheaper competitors. Another challenge - bay space. Growing the service business meant selling more technician hours, but with limited bays, that would've meant adding new bays to existing facilities (expensive or impossible) or bringing the service to our customers. 

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Approach

We focused on direct, tangible tactics that aligned with how our customers actually made decisions. That meant going local, going seasonal, staying simple, and putting technicians in the driver seat.

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• Created targeted flyers promoting high-priority services (like seasonal maintenance or DOT inspections)
   

• Used limited-time discounts to create urgency and drive action
   

• Tailored messaging by location, depending on customer base and regional needs
   

• Distributed promotional information through parts counters, email blasts, and direct mail — putting the offers directly in front of buyers
   

• Coordinated with service managers and frontline teams to ensure readiness and follow-through

 

• Created flyers and content that highlighted the skills and expertise - and had the specific contact information for - individual mobile techs. We weren't just selling mobile service. We were selling the relationship with real people who cared about and understood their customers.
   

Results

• Immediate lift in scheduled mobile service appointments during campaign windows
   

• Increased visibility of underutilized offerings (like inspections or preventative maintenance packages)
   

• Built a repeatable promo calendar the service team could rely on year-round

 

• Improved morale and engagement from mobile techs, who were chasing their own business and driving sales when they weren't turning wrenches.
   

• Strengthened alignment between marketing, service, and sales — a win that lasted beyond the campaigns

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• We grew the mobile service business from a small handful of trucks and mobile techs to more than 20 - a fleet working around the clock, improving customer satisfaction and generating a huge amount of business.

 

Why It Worked

This wasn’t about clever creative or big ad spend. It worked because it was grounded in how the business ran and how customers behaved. We didn’t try to reinvent the wheel — we just got it turning in the right direction.