This article originally appeared in the October 2024 issue of THE SHOP.
Whether your customer is a fleet owner with unique commercial needs, an overlander hoping to get away from it all or a suburban family looking to maximize SUV storage space, there’s an aftermarket cargo management solution that fits the bill.
Versatile and efficient, today’s systems add utility and a touch of personalization to any vehicle, appealing to all types of customers hoping to take it all with them.
Oftentimes the most difficult aspect of cargo management sales is getting drivers familiar and comfortable with the wide variety of options available. From there, accessory add-ons and installation services can become part of a total cargo carrying package.
Suppliers are ready to help with the introductions, offering observations on market trends, sales techniques and the hottest new products, meaning now’s the time to get started on an organized approach to boosting the profile of your cargo management solutions.
UNIVERSAL APPEAL
Fleet and professional customers can be a good place to start when it comes to offering cargo management products and systems.
Kenny Austin, general manager at Tmat Products, recognizes how “work organization” is greatly expanding the market for solutions such as stackable interlocking toolboxes.
“Milwaukee Tool’s PACKOUT system is red hot, but so are many other brands,” he reveals.
It’s important to remember, however, that despite business accounts and the need to use specialized vehicles to perform their services, commercial customers still face some of the same economic challenges as retail clients.
“Economic downturns are significantly affecting company budgets, particularly in transportation and cargo management,” notes Sara Ford, marketing manager for TrailFX. “As businesses face financial strains, many are compelled to cut costs, leading to reduced spending on transportation and investment in advanced cargo management solutions.
Thankfully, everyday pickup owners are also prime targets for the wide variety of versatile cargo management solutions available for today’s market.
“Now that trucks are family vehicles, the bed is more than a utility compartment—it’s become an extension of the interior,” observes Tony Savasta, VP of marketing for Westin Automotive. “We offer a custom-fit bed mat to add cushion and protection to the bed, and we are releasing a whole line of racks and accessories to complement the EXP Truck Topper for storage and comfort.”
A SOLUTION FOR EVERYONE
While it makes sense to target commercial customers for aftermarket cargo solutions, the products are also attractive to retail and household consumers as well.
“These systems offer significant advantages for personal vehicles and recreational use. Whether you’re transporting tools, sports equipment or outdoor gear, effective cargo management helps keep your load organized and secure,” says Ford. “From truck bedliners and adjustable racks to tie-downs and custom storage solutions, these products enhance safety and efficiency for any vehicle owner. Embracing cargo management technology isn’t just a commercial necessity—it’s a smart investment for anyone looking to maximize their vehicle’s versatility and performance.”
Drivers may turn to you for specialized solutions to unique hauling requirements. In-person introductions can help them see the endless possibilities today’s solution deliver.
“Outdoor enthusiasts prefer to touch and feel the products prior to purchase, so in-store displays are a must,” says Kristi Feeney, director of marketing – automotive aftermarket, for Lippert.
Many consumers turn to professionals for product recommendations and help setting them up on the vehicle, meaning shops will want to get comfortable with assembling and mounting the systems.
“Some of the larger cargo management products like toolboxes, truck caps and overland racks may seem intimidating to install. They do take more space to preassemble and have specific assembly steps,” says Savasta. “We go to great lengths to publish clear and comprehensive instructions to make the installation as smooth as possible, and our customer service department is always available to assist if there are any questions. We find that once a technician has done an installation or two, they are pleased to find it’s easier than they initially thought.”
READY WHEN YOU ARE
Keeping popular cargo management solutions on hand allows shops to serve customers’ urgent needs.
“Consider offering universal products that are readily stocked and available for immediate installation,” says Ford from TrailFX. “By keeping a range of versatile, high-demand cargo management solutions in-store, shops can cater to diverse customer needs without delays.”
This approach not only improves the efficiency of the buying process but also boosts customer satisfaction by providing quick, on-the-spot remedies for cargo carrying challenges, she continues.
“Immediate availability and professional installation services streamline the purchase journey, making it more convenient for customers and increasing the likelihood of repeat business,” says Ford.
Tmat’s Austin believes a comprehensive approach delivers the highest consumer satisfaction.
“Cargo management shouldn’t be in addition to your customer’s favorite storage solution—it should be built around it,” he advises. “Show how your customers can use your solutions with their favorite portable storage brands.”
Meaningful conversations focused on expected vehicle use and future plans can help shops create the ideal cargo management setup for each driver.
“Always ask the customer what they would like to accomplish with the installation of cargo management products. Explore how they use their truck and talk about all the options. Make a total plan for their desired accessories, so if budget is an issue, they can build their dream truck in stages and return to continue the upgrades,” says Westin’s Savasta. “The daily work truck owner may have a need for a ladder rack or one of our Brute toolboxes. Campers and overlanders may want a truck cap with a bed mat and cargo racks.”
He also agrees that a healthy inventory will spur add-on purchases.
“It’s good idea to keep plenty on hand so you can use them as a sales tool to build a complete package for your customer,” he advises.
When looking for maximum exposure, it pays to have your cargo management message prominently displayed online, notes Lippert’s Feeney.
“The path to purchase is an omnichannel journey that shops should always be considering,” she notes. “For many, the journey starts with research online—being found in the research phase is critical. Make sure your website content lists these products and services to increase your organic search ranking.”
CARGO MANAGEMENT PRODUCTS
HOT PRODUCT: ActiveLink Cargo Carrier System
FEATURES & BENEFITS: Carriers, bike racks and ball mounts allow quick swaps of hitch attachments without tools; made for active enthusiasts who demand flexibility and speed to keep up with their lifestyle.
Lippert
Kristi Feeney
Director of Marketing – Automotive Aftermarket
HOT PRODUCT: Tmat Truck Bed Organization
FEATURES & BENEFITS: Accommodates brand-specific storage accessories including mounts, blockers and wheel cribs; can be quickly installed and used out of the box; allows custom installs and setups in fleets, vans, campers and other applications.
Tmat Products
Kenny Austin
General Manager
HOT PRODUCT: Premium Heavy-Duty Contractor Rack
FEATURES & BENEFITS: Engineered to safely transport heavy equipment and materials up to 1,500 pounds; rugged design with black powder-coated steel tubing; high-strength steel cleats welded to each upright; rear hand grabs; adjustable to fit both long- and short-bed pickups.
TrailFX
Sara Ford
Marketing Manager
HOT PRODUCT: EXP Topper Truck Cap
FEATURES & BENEFITS: Insulated, double-wall aluminum modular construction for strength and ease of assembly; full-length door hinges offer durability and long life; convenient single twist-to-open handles; inside emergency release handle; electronic back hatch.
Westin Automotive
Tony Savasta
VP Marketing
