The Tariff Effect: Why Fleet Customers Need Data-Driven Decisions Now More Than Ever

A Conversation Between Will Brogan & Casilyn Lund

Will Brogan sits down with commercial and fleet expert Casilyn Lund to talk about the latest tariff conversations making waves across the industry. While headlines scream about price hikes and delays, Casilyn keeps the focus on what matters most — equipping salespeople to guide their customers with data, strategy, and long-term thinking.

Will Brogan:

Casilyn, we’re seeing all kinds of headlines right now — tariffs, trade negotiations, price volatility, potential delays — sounds a lot like the early COVID chatter. What’s your take from the commercial and fleet side?

Casilyn Lund:

It absolutely feels familiar, Will. The uncertainty, the speculation — but here’s the thing: we can’t control tariffs, production slowdowns, or supply chain disruptions. What we can control is how we show up for our customers. Our role has to be steady, consistent, and focused on their business, not just the next truck deal.

Will Brogan:

So, let’s say I’m a fleet customer — maybe I’ve got 15 work trucks, I’m worried about pricing and availability... what should my salesperson be doing for me?

Casilyn Lund:

Great question. First — they should be offering a fleet analysis. No assumptions. No “just trust me” sales pitch. Pull the data:

• How old is your fleet?
• What’s your maintenance cost trending toward?
• What are your fuel expenses?
• What’s your replacement cycle historically been?

Then, they should introduce software tools that can bring that data to life:

• Maintenance Management Programs
• Fuel Management Solutions
• Telematics for Driver Safety & Route Optimization

These aren’t “add-ons” anymore. They’re necessary tools to help a customer decide if it’s smarter to replace now, wait it out, or adjust their fleet strategy.

Will Brogan:

Right — it sounds like the salesperson has to move from being a product pusher to a consultant.

Casilyn Lund:

Exactly. The price of metal might go up. Lead times might stretch. But if you’re not in consistent contact with your customer — showing them their own data — then you’ve given up your seat at the table.

Will Brogan:

You mentioned earlier that this tariff conversation feels like COVID all over again. How do you think sales teams should handle that comparison?

Casilyn Lund:

It’s tempting to panic — or worse — wait for the dust to settle. But smart fleet customers remember what happened during COVID:

• Those who waited too long to order are still catching up.
• Those who didn’t have a fleet plan scrambled for whatever inventory was left.
• Those without maintenance management were bleeding cash on downtime.

This is the moment for sales teams to stay proactive. Reach out. Stay visible. Offer solutions that protect the customer’s business regardless of what happens with tariffs. Panic is not a strategy. Data is.

Will Brogan:

It really comes down to being a long-term partner — not a short-term order-taker.

Casilyn Lund:

100%. Tariffs will come and go. Incentives will shift. Availability will tighten and loosen. But if you’re the person consistently providing clarity, strategy, and solutions — you’ll earn their trust for the next 5, 10, 15 years, or like I like to say - for the lifecycle of the business, not just their vehicles.

Final Thought from Will Brogan:

Uncertainty will always be part of the commercial and fleet landscape. But panic is not a strategy. Data is. Consistency is. Customer-centric solutions are.

Sales teams that stay close to their customers — offering fleet analysis, management software, and expert guidance — will not only weather this storm but come out of it stronger.