Emma Tyrer explains why Commercial Motor is the best place for buying and selling new and used trucks
Road Transport Media’s sales director Emma Tyrer explains why Commercial Motor is the best place for buying and selling new and used trucks.
What was the first item you ever sold?
Myself! I had a paper round, did a bit of babysitting, collected eggs, and later worked in a fish & chip shop, and at the student café at Harper Adams College in Shropshire.
In no more than 10 seconds, why should I advertise a truck in Commercial Motor?
Commercial Motor has been a trusted brand since 1905. It is the industry’s number one-read publication, and the only weekly print title containing both quality editorial and thousands of classified advertisements. It has a hugely knowledgeable editorial team (Thanks Emma! – Ed) and, of course, a sales team that is always eager to help.
Advertising in print, online or both? What’s best for me?
It’s important to have a good marketing mix. We are working in a traditional market where customers appreciate a printed magazine. They know that in the pages of Commercial Motor they’ll find a large selection of trucks and trailers offered by trusted sellers.
Online is growing fast, and is the place to see a lot of stock in one place. And don’t forget about our social media channels, and our email newsletters too. For me, it’s about packaging it all up together. We don’t have a large crossover from print buyers to online buyers, so you should be in both places.
Emma Tyrer’s CV in brief
Following on from the child labour, where Emma certainly proved that she had a good work ethic, her first real job was in admin and quality control at Fruit of the Loom. “After that I worked at Epson Printers, where I was a trainee buyer, followed by Wrekin Construction, where I was working in customer services on the BT utilities contract,” she recalls. Then followed a stint at Deltec International/Diamond Dispatch, this time as a customer services executive. In 2004 she got into the publishing industry, working on the sales teams of numerous RBI titles, including Contract Journal, Farmers Weekly and, of course, Commercial Motor.
Her current role, which she was promoted to last month, sees her heading up a team of eight field sales and telesales representatives.
If you were to sell something other than advertising space, what would it be?
I’m always being told that I am on holiday (I’m not by the way!). However, if it meant getting great discounts on my future holidays, then I wouldn’t mind being a travel agent. That said, I’m very happy in my current job.
Who is a typical Commercial Motor print advertiser?
Our readers are made up of all those involved in operating, buying or selling new or used trucks and trailers, and our advertisers are the companies selling the products and services that these people need. We are at the very heart of the marketplace, and have been putting buyers and sellers together for over a century.
Sales people are known for their persuasive nature. You have a freezer full of ice that you want to sell, when suddenly the phone rings. It’s an Eskimo! How does the next conversation go?
By calling me, the Eskimo has already established that he’s in the market for ice. So, I’d start by explaining the benefits of buying his ice from Commercial Motor Ice Products. I’d inform him that our company was established in 1905, and then talk about the thousands of satisfied and loyal customers who have been buying our ice for decades. I’d tell him that we offer a complete package, not only selling the ice, but also offering igloo-building help and advice. To clinch the deal, I’d ask one of the editorial team to visit the igloo and write a story on it. (And we’d happily oblige, assuming we deemed it of interest to the readers! – Ed)
Tell us your favourite (printable) joke.
A lorry carrying Vicks VapoRub overturned on the motorway. Amazingly, there was no congestion for hours!
What is the secret to building a good relationship with customers, and ensuring repeat business?
First and foremost it’s so important to understand what the customers are looking to achieve. Then, after devising the perfect solution, offering them plenty of guidance and advice along the way. Taking the money and running is not my style, and is never the way to build a lasting relationship or encourage repeat business.
The UK’s best-selling weekly haulage title, affectionately known by many as the Industry Bible, has been at the heart of the marketplace for 114 years. Its loyal readers, the majority of whom are the owners/MDs/directors of haulage firms, spend an average of 62 minutes per week reading it. Each issue has an average pass-on rate of 2.8, equating to 19,410 readers per edition.
If you would like to reach these readers, please get in contact with Emma using the details below, or contact one of her team.
What does the future hold for print advertising?
Given that sales of Commercial Motor are still strong, I believe the magazine has a long and successful future ahead of it. Readers still have a great level of confidence and trust in print.
Do you still get your hands dirty, and sell on a daily basis?
Absolutely! I still have around 40 customers who I look after directly and I am always available for any customer to contact. If you don’t do the job yourself then you can’t understand a changing market, or the customers’ requirements.
Drunk Driver Falls onto M6
A lorry driver has been disqualified from driving after being so drunk at the wheel he fell out of his cab onto the M6 carriageway.
Polish driver Pawel Kwik was arrested after police were called to an incident at junction 2 northbound at 7.15pm on 11 January.
Kwik was so drunk it was initially thought he was suffering a cardiac arrest and when the police arrived at the scene the M6 was temporarily closed whilst numerous ambulance resources attended.
However, it quickly became clear Kwik wasn’t in cardiac arrest and he was arrested on suspicion of drunk driving.
Following interview he was charged and remanded in custody to go before Leamington Spa magistrates.
The magistrate disqualified the 31-year-old from driving for 22 months after taking into account his guilty plea.
He was also issued with a £416 fine, costs of £135 be paid to the CPS and surcharge to fund victim services of £41.
Inspector Jem Mountford said: “We are extremely thankful that no one was killed or seriously injured as a result of this incident.
“Pawel was almost three times over the legal drink drive limit. He not only put his own life at risk but that of everyone else using the M6 motorway.”