Work It Out: Upfitting Professional Work Trucks & Fleets

This article originally appeared in the February 2025 issue of THE SHOP Magazine.

While shop teams head to the garage each day to work on vehicles, independent professionals in the community are counting on their vehicles to allow them to do their work. Why not bring the two together by offering customization services for businesses and fleets?

Taking on professional upfitting jobs means offering innovative, reliable, repeatable solutions for company vehicles that are always on the go. Toolboxes, racks and storage systems can be paired with steps, lights, electronics and a wide array of related components that improve safety and efficiency.

Industry insiders explain what it takes to connect with commercial vehicle customers, what they need from a partner and ways to overdeliver for a client base looking to get back to business in hurry.

MORE THAN A TRUCK OR VAN

When it comes to the vehicles professionals need to help them make a living, it’s important to remember that each user has unique requirements.

“Work truck and van customers often need vehicles that are not just transport tools, but integral parts of their operations,” says Sara Ford, marketing manager for TrailFX. “As such, utility and customization are key features they look for when choosing a vehicle or accessory like a contractor rack. They often look for accessories that adapt to different vehicle configurations, making it more flexible for businesses that use multiple trucks or frequently change vehicle types.”

Shops should adopt a mindset of service and versatility to create strong relationships.

“All work customers require their vehicles for work; however, they need versatility based on specific jobs,” says Steve Raivio, director of sales for Worksport Ltd. “Servicing a work truck/van customer requires a lifestyle philosophy designed to fill specialized needs for each specific customer, ensuring that each driver can utilize their vehicle to its maximum potential.”

One solution all professional customers seek is organization.

“Having tools and materials organized helps jobs get done more efficiently, increasing productivity,” says Dallas Donovan, Dee Zee account manager. “We offer five-drawer toolboxes for smaller tools, nuts and bolts all the way to 96-inch topsider toolboxes for flatbeds.”

Another is security.

“They all carry valuable possessions in their work truck/van,” notes Justin Lee, marketing director for Firstech LLC.

TAKING CARE OF BUSINESS

Mobile professionals are like other groups of users in that they are always happy to share their opinions with peers. Shops can take advantage by doing solid work for a fair price to build their reputations.

“Once shops establish themselves as specialists in the work truck and van space, they can benefit from referrals within the industries they serve,” notes Ford. “Contractors, small business owners or fleet managers are often well-connected with others in similar fields and word-of-mouth recommendations can drive new customers to the shop.”

Donovan agrees.

“A good product being installed along with a smooth process can lead to more fleet business from positive word of mouth from the initial customers’ experience,” he says.

Protecting their investments is a smart next step.

“Security solutions like Compustar are a great way to raise the average selling price for work truck/van customers,” says Lee. “These customers are usually adding valuable customizations to their vehicles and a security system is the perfect add-on to protect those investments. Compustar offers a wide range of security solutions, ranging from straightforward digital alarms to comprehensive tracking and monitoring systems.”

Performing as much of the work in-house as possible is a good way to ensure things are done right the first time.

“Doing the installation ensures the shop has full product knowledge as well as knowing the customer will be satisfied with properly installed products,” says Raivio.

CAST A WIDE NET

Carrying adaptable parts lines is a good way for shops to get their foot in the door with various local contractors and fleet operators.

“Add products that offer more usage or functionality to the vehicle, such as the AL3 full bed access tonneau cover or the Solis/COR systems that turn the truck into a mobile nanogrid,” says Worksport’s Raivio. “It is essential to offer lifestyle and versatility based on individual customer requirements.”

For professional customers, durability is key.

“Focus on quality products that can stand up to the jobs at hand,” suggests Donovan. “A good example of Dee Zee products is our truck toolboxes, fuel transfer tanks and rough side steps.”

While specialized knowledge is important to professional customers, so too is product diversity.

“Offering a range of customization options will appeal to a broad spectrum of businesses,” says Ford from TrailFX. “Providing flexible packages or bundling services—such as offering discounted installation with the purchase of certain products—can make these upgrades more appealing and encourage return business.”

Finally, strong relationships give shops the confidence to serve a wide range of customers.

“As a security company, we believe that security starts with trust. Establish a trust and friendship with the business owner and/or the operator,” says Lee from Firstech. “Ask questions about the business—not just what they are interested in purchasing from your shop. You may find there are ways that your businesses can help each other grow in the marketplace.”

WORK TRUCK PRODUCTS

HOT PRODUCTS: Truck Toolboxes

FEATURES & BENEFITS: Many different varieties of applications, shapes, sizes and colors for different job uses; constructed using years of experience and quality control to stand up to the hard use they’re designed for.
Dee Zee
Dallas Donovan
Account Manager

HOT PRODUCT: Compustar PRO T13 Remote Start & Security System with DroneMobile LTE
FEATURES & BENEFITS: Offers 24/7 vehicle security monitoring with theft alerts sent to your remote fob and your smartphone via the DroneMobile app; in the event of a stolen asset, GPS tracking for swift vehicle recovery.
Firstech LLC
Justin Lee
Marketing Director\

HOT PRODUCT: Service Body Contractor Rack
FEATURES & BENEFITS: Versatile, durable solution for transporting tools and materials; adjustable to fit various service body bed and cab heights; supports up to 1,000 pounds; built-in rear grab handle; removable rear crossbar; anchor points integrated into each corner post.
TrailFX
Sara Ford
Marketing Manager

HOT PRODUCT: AL4 Full Bed Access Tonneau Cover
FEATURES & BENEFITS: High-quality, dent-resistant tonneau cover offering full bed access; dual side seals to maximize weather resistance.
Worksport Ltd.
Steve Raivio
Director of Sales