In student transportation, the relationship between a school district or contractor and bus dealer isn’t just about buying vehicles. It’s about building trust, communication, and long-term collaboration.

As with any customer-client relationship, the road runs both ways. Just as a school district looks to its dealership for dependable sales and service, dealers look to their customers for clear goals and realistic expectations.

A good district-dealer relationship should actually be viewed as a mutually beneficial partnership. And each party should bring more to the table than just questions and answers.

To explore how each party can bring their best selves forward for a meaningful relationship, SBF spoke with industry professionals on both sides to gather insights and advice you can apply right away.

What Dealers Want from Districts

An Open Door and an Open Mind

It might be easy to assume that a salesperson comes to you looking for a sale. But it’s important to remember that is not always the case.

As a former district director in Colorado, Greg Jackson of School Bus Logistics encourages districts to be open to visits and calls from dealers. “So many times, districts say ‘I can’t talk to these people,’ but you can! Have a relationship and get to know them. Yes, they have a job and need to sell, but they won't always try to sell you; they also want to get to know you.” 

Jackson says that there is much to learn from a dealer representative. Learn to speak their language, have regular conversations about the industry and what you’re experiencing. Ask for their insight or how they can help you (aside from selling you a bus). Even basic knowledge sharing can save you in a pinch. 

The more a dealer knows about real-world situations, the more they can adapt their business to help. Oftentimes, they’re happy to lend an ear, share a resource, or make a connection. 

Whitney Kopanko, director of marketing & school bus sales, Sonny Merryman, agrees. “The more we understand what you’re up against and what you're working toward, the better we can support you,” she said. “Sometimes we can connect you with the right product, person, or solution — or just be a sounding board. Either way, we’re here to help you succeed.”

“Let [a dealer] come visit you,” Jackson added. “They can help you more than they can hurt you. Don’t let anyone, your boss or purchasing, say that you can’t invite a vendor in. Ask questions and glean their knowledge. Maybe they can teach your mechanics something or offer another kind of service. They’re just as involved in and invested in the industry as you.”

Greg Bombard, school bus sales for Model1, encourages districts to be honest, upfront, and genuine. “I think sales can be very personal and a social thing,” he said. “People buy from people they like and trust… Loyalty is a good thing.  Even if it’s not to me. Our industry has a lot of changes coming in the next few years. These relationships will matter more as we identify and work through the changes together with our customers.”

Michigan-based Hoekstra Transportation wants to be viewed as a partner. “When customers come to the table with clear goals and open communication, we can better align our resources to help them succeed,” Mark Hoekstra, president and CEO, said. “The earlier we’re involved in planning — whether it's budgeting, infrastructure, or specs — the more value we can bring to the process.”

This communication can even help shape the future of school bus manufacturing. Hoekstra said they maintain a strong feedback loop with OEM partners and love getting real-world data and firsthand insights to pass along.

Some dealer reps may even have first-hand knowledge of what you’re going through. In Minnesota, Derrick Agate, director of sales for United Bus Sales uses his almost 20 years as director of transportation to relate to customers. “I can actually be a wealth of knowledge for my customers,” he said. “If they would be up front and share with me their struggles or their buying processes, I'd be able to help them read and maximize their budget and trade-in value.”

Ashtun Rayburn, a fleet maintenance coordinator, wrote on LinkedIn about the value of in-person relationships and becoming more than a voice on the phone or name on an email. “Face-to-face interactions and personal visits will never go out of style,” he said. “They create meaningful connections, foster trust, improve communication, and allow for personal touches that digital interactions simply can’t replicate. Plus, they offer a welcome break from the digital world we live in.”

Use of Services Beyond Sales

Don’t think your bus dealer is only there for sales.

Several dealers offer grant-writing service and support. They can help with everything from researching opportunities to writing and submitting applications. This leaves you to focus on running your fleet.

Agate believes the service side of their dealership is underutilized. “I don't think a lot of customers know that we provide brakes and batteries at very reasonable prices,” he said.

In Virginia, Sonny Merryman makes sure they are there to support you throughout the life of your bus with parts sales, training, service and maintenance, warranty administration, integrated electronics/technology and cameras, and even custom vehicle graphics and branding.

Kopanko said training is one service that flies under the radar. They can teach AC and lift maintenance, electrical troubleshooting, vehicle operation, and high-voltage EV safety. Classes are available at our dealer locations or on-site, and can be customized to your specific needs. Afterward, use their call center if your techs hit a roadblock.

“We love helping districts minimize downtime and avoid unnecessary service calls,” she said.

Need help with your EV planning? Turn to your dealers for help with your electrification journey, too. 

Kopanko shared another newer service: electric bus funding research and support (including grant discovery and application writing), charger and infrastructure planning, charger sales and installation, and ongoing charger service and support.

Kopanko references Chesapeake City Public Schools and how Sonny Merryman’s “don’t hesitate to tell us your challenges and goals” philosophy can play out. Their team worked with Dr. Benson on a name badge system for their riders and drivers. Even though it had little to do with the school bus itself, they made sure to be there when they were needed.

Hoekstra Transportation, which offers parts support, maintenance and repairs, leasing solutions, a Collision & Paint Center, and online service training modules for techs.

“Districts are pleasantly surprised by the depth of consultation services we offer,” Hoekstra said. “Our team regularly helps districts navigate complex state and federal programs to secure funding for fleet upgrades, including electric bus transitions.” 

Because those additional services have experts in each area ready to help, they truly want to do that for you. Leverage their expertise.

What Districts Want from Dealers

Many school bus customers would rather stick with a proven and trusted dealer partner than constantly shop around and negotiate, so to earn loyalty, you have to start out strong.

Strong Customer Service & Communication

Katrina Morris, transportation director at West Shore ESD in Michigan, has worked with her Thomas Built dealer Hoekstra Transportation for about 13 years. After browsing all the bids for new buses, it was their customer service that stood out most and shaped her decision. 

“They have been very responsive and great to work with,” Morris said. “I value their customer service, how responsive they are, and how they treat us as the client.”

Dr. David M. Benson, director of student transportation for Chesapeake Public Schools, has worked with Sonny Merryman for 19 years. He appreciates their outstanding customer service and calls them a true partner. “There is no request that is too small, or that goes unanswered!” he said. “In most cases my questions are answered the same day. I am always kept in the loop as to the progress that they are making. This makes all the difference in the world to me.”

Staying in regular contact with customers reminds them that you’ve got their backs. “This came in handy when I had a bus break down out of town on a Saturday night,” said David Johnson, executive director of the Iowa Pupil Transportation Association and 2025 Trailblazer. “I called the dealership and asked if I could drop the bus off there that night, and they said that would be fine.”

Johnson also says not to let a district’s fleet size affect how you treat them. “A small district needs just as much or more help as the big district; small districts do not have the resources that the big district has, so the more you can help them, the better,” he reminds.

Rita Galván, director of transportation at Oxnard School District in California, has worked with her bus dealer Model1 for a few years. “From our very first introduction, they provided outstanding support, from answering questions and sharing valuable information on grants and vehicles, to being a key partner in supporting our electrification process,” she said. “Most importantly, the entire team, from sales to mechanics, have consistently made themselves available to both myself and my staff to address any questions or concerns.”

In South Carolina, things work a little differently since the state funds all bus purchases. Teena Mitchell, special needs transportation coordinator at Greenville County Schools, says that she does work with the state’s dealers, though. “We still build relationships with them,” she said. “I value open communication, being available to talk and get questions answered. That customer service means a lot to districts.”

Consistency

If staff changes, make sure your customers aren’t left in the dark about who they should go to.

“We recently had a new sales representative added to our area to replace our past rep who retired,” Benson said. “I can honestly say we have not missed a beat. Our new rep has come in and picked up right where our last rep left off. We are getting the same level of responsiveness and genuine concern that we have become accustomed to receiving.”

Respect & Trust

“You would be surprised how often vendors assume I lack knowledge when it comes to bus purchasing or understanding the specific vehicle needs of our district,” Galván said. “From the beginning, [my dealer] set itself apart as a reliable and trusted source, not only when inquiring about buses but also in conversations around innovation in pupil transportation.”

Other qualities Galván looks for are availability and responsiveness, accountability and following through on promises, responsibility and understanding of the industry, and integrity to be honest, transparent, and ethical.

Varied Service Offerings

A school bus is no small purchase. Don’t disappear once the transaction is complete. Districts can keep buses for up to 15 years, and they want to know there is someone on hand to help with parts, service, warranty work, or something else when needed. 

The more of a one-stop-shop you can be, the less reason for a customer to turn to other vendors.

Parts and maintenance are highly desired services. But since many dealers already offer this, consider how to diversify and differentiate what you can do.

“I know several dealers are working on becoming more than just that guy you call to buy a bus from,” Johnson said. “Expanding parts programs, making it easier to order parts online, that is an incredible value to the customer.”

Morris sometimes uses her dealer’s mobile mechanic to fix an issue their own garage can't fix or to ready the fleet at the end of the school year for the next year.

Able to do financial forecasting? Due to Johnson’s relationship with his sales rep, the two sat down and discussed his entire fleet to put together a 10-year plan with projected costs. 

Grant writing assistance and/or alt-fuel and EV services can be hugely helpful for small transportation teams, too. Help your customers understand concepts that can be tricky to grasp and walk with them as they navigate uncharted waters.

Be a Resource and Friend … No Matter Customer Status

Even if a district is not able to purchase buses from a specific dealer, they value having a trusted partner and friend they can turn to for support, questions, or just to talk shop.

When you build a high level of trust and position yourself as an expert, you can be a real asset. When Johnson was a new transportation director, one of the local dealerships helped him learn about a fleet’s needs and offer information about the industry. Guess who he thought of first when it was time to buy? 

Know that districts sometimes need to pivot, and standing by them regardless of customer status can mean they’ll come to you when the time is right.

“It’s not personal when districts switch to other OEMs,” Morris said. “Sometimes it is because of the latest and greatest thing on the school buses. Don’t get upset and stop seeing the district. This is a time when your customer service can really shine through!”

Greg Jackson asks dealers to hold off on the constant hard sell, as it makes the relationship uncomfortable and can feel one-sided. And often districts have multi-year contracts they can’t back out of. “When you build a relationship, I’ll get to know them over time and give them the contract later,” he said. “It can happen.” 

Jackson enjoyed traveling to shows with his dealer contacts and would have meals on the road together. “It was never contentious even if I wasn’t buying from them,” he said. “In this industry, you can’t be sheltered from having relationships. You lose out on opportunities to learn.”

Galván also values that her dealer rep has become a true friend, and she looks forward to spending time with him at conferences. As a self-proclaimed introvert, he’s a familiar face that brings comfort in a crowd. “He consistently takes the time to connect me with others or introduce me to individuals who are incredibly resourceful and have vast experience in pupil transportation. These connections have been invaluable to me as a director.”

Think about how you can better the industry by helping someone in need. If you know someone is experiencing a pain point, is there a helpful resource you can share or a connection you can introduce them to for help? 

Do you host customer appreciation events? If so, great! If not, why not? It can be a simple parking lot barbecue just to say thanks. While they’re there, give them a tour and show off some features of new buses they may not have seen up close yet. Plus, when you gather multiple customers together (current or potential), they can network with their peers and gain even more insight into shared issues. Guess who they’ll thank for the connection?

Branch out and get to know the schools in your community — and share up front you’re not looking to make a sales call and just want to get to know them. Be truly invested in their success.

Think of yourself as an advocate and cheerleader for your customers and the industry at large.

School bus dealers will see even more success when they position themselves as strategic partners and not just service providers. 

One Customer/Dealer Spotlight

West Shore WSD and Hoekstra Transportation is just one example of a thriving partnership. Morris’ bid in 2012 has resulted in over a decade of mutual support. 

“Over the years, this partnership has extended far beyond product delivery,” Hoekstra said. “Together, we've supported fleet growth, implemented new technologies, and provided hands-on training and ongoing support. What makes this relationship truly special is the mutual respect and shared purpose behind it.”

Each holiday season, the West Shore ESD team decorates a school bus for the local Christmas parade, and each year, members of the Hoekstra team travel to help decorate and share in the celebration. 

“This is what makes the relationship special,” Morris added. “It is like a family.”

Building Trust to Drive Your Future

As you can tell, relationships matter more than a sale. After all, we’re all here for the same mission: To transport students to and from school safely and efficiently. And when we all work together to do this, we drive the industry forward.

A beautiful relationship won’t blossom overnight, but with the right approach, it can grow into a partnership that can endure for years — and miles — to come.

What’s the relationship with your fleet dealer like? Share your tips in the comments!