Fleet Management Market Entry: GS Fleet Poland Case Study

Do you like travelling? Let’s go for a trip with GS Group. GS Fleet is a technology company that provides solutions for fleet management. They offer a system (software and hardware) that helps companies monitor and manage their vehicles more efficiently. Their services include:

• Real-time GPS tracking of vehicles
• Monitoring driver behavior
• Generating reports on fuel usage, routes, and working time
• Helping companies comply with local regulations
• Improving safety and security (e.g. theft prevention)
• Supporting specialized transport, like temperature-controlled deliveries

In short, GS Fleet helps transport and logistics companies reduce costs, improve efficiency, and maintain better control over their fleet operations. It is a well-known company in Scandinavia — and they wanted to enter the Polish market.

Company Background

Founded in 1992 in Norway, GS Fleet operates mainly across Scandinavian and Baltic countries, with an office in Germany. The company employs around 200 people and manages over 200,000 active vehicles for more than 1,200 clients.

So why Poland? They spotted a dynamic, fast-growing market — and from their perspective, a land of opportunity. They believed there were hundreds of potential clients waiting to be reached. Companies that matched their ICP perfectly. Businesses that, at least in theory, should be actively looking for exactly the kind of solution GS Fleet offers.

Every Journey Starts with a Map

The main goal was not only to find new clients in Poland, but also to validate the market and build brand recognition. Because entering a new country is never just about sales. It’s about understanding whether the market is ready, whether the product fits, and whether the brand can earn its place. If you want to understand what market validation really means, we wrote about it here.

For GS Fleet, Poland was a test — and we were here to help them pass it.

Like always, we started with onboarding. We met three times to understand the product, how it works, and most importantly, why clients actually need it. On the GS Fleet side, we worked closely with Ingrida (Ingrida (Kasačiūnaitė) Balčė). From our team, Dominik Wantuch (our CEO) joined the onboarding sessions together with Jarek Kotłowski, who became the project owner responsible for driving the sales process on the Polish market.

Fleet management systems are not simple. They combine hardware, software, real-time data, and a whole range of regulations that vary by country. To sell something effectively, you need to truly understand it — not just what it does, but why it matters, how it fits into a client’s daily operations, and what problems it solves that they might not even realise they have.

That’s why we ask a lot of questions during onboarding. Some may seem obvious. Others feel uncomfortable. But that’s exactly the point — only by asking the right questions can we start giving the right answers.

Want to know more about how we work? Here’s how we work with new clients.

Finding the Right Passenger

Once we understood what GS Fleet offers and how it works, we moved on to identifying the buyer persona.

Our initial assumption was that carsharing companies would be the perfect fit. It seemed obvious — this segment, we thought, needed exactly this type of solution. Unfortunately, we were wrong. We realised it after the first calls.

So we kept digging. We analysed the market, tested our assumptions, and looked for patterns. And that’s when the breakthrough came.

The real match turned out to be companies renting out construction equipment and trailers. They have large, dispersed fleets, high operational costs, and a very real need to monitor and protect their assets. The key decision-makers? Fleet Managers and CEOs — the people who feel the pain of uncontrolled costs and inefficient operations every single day.

Most of them were aware of solutions like this, but not all. And educating the market about new tools is always a valuable experience — showing potential clients what’s actually possible.

Sometimes the most obvious answer is not the right one. And that’s exactly why we never stop asking questions.

What Did Polish Clients Actually Think?

Every new market comes with its own set of objections. Poland was no different.

The most common one was price. It usually is. But the second objection was more interesting: many potential clients pointed out that new machines and vehicles already come with integrated GPS systems built in. So why pay for an additional solution?

It’s a fair point. And it’s exactly the kind of objection that teaches you a lot about the market.

The clients who were most interested turned out to be companies where theft had actually happened. When you’ve already lost a machine or a vehicle, the conversation changes completely. Suddenly, the cost of protection feels very different from the cost of replacement.

That is the reality of selling in a new market. Not everyone feels the pain yet. But those who do — they understand the value immediately.

Which Direction Worked Best?

At Architecture of Sales, we always use multiple communication channels. Cold calls, emails, LinkedIn — the most popular forms of outreach. But which one turned out to be the most effective?

Cold calls.

Both short and long conversations about the solution were the key to testing market interest and booking meetings effectively. There is no better way to understand how a potential client thinks than to actually talk to them. You hear the hesitation, the curiosity, the objections — in real time. And that’s something no email or LinkedIn message can replace.

Over three months of active outreach, Jarek conducted 223 emails, 90 short calls, 39 long calls, and 25 LinkedIn conversations — plus 202 planned calls and 46 follow-ups to keep the pipeline warm.

Numbers Speak for Themselves

The collaboration was planned for 3 months. In December, Jarek focused only on follow-ups with prospects already in the pipeline. Over the entire project, he conducted a total of 823 activities and scheduled 18 qualified meetings with potential clients.

The first three months were remarkably consistent — 6 meetings per month — which shows that the targeting was right and the approach was working. December was purely about follow-ups: keeping conversations warm and making sure no opportunity was lost.

18 meetings in 3 months. Not bad for a brand new market entry.

The Last Stop on This Journey

Every trip has to end somewhere. And this one ended in an interesting place.

From December, GS Fleet decided to take a break — to evaluate the results, think about next steps, and figure out the best way forward. We respected that. Good partnerships are built on honesty, not pressure.

The latest update? GS Fleet is considering building their own internal sales structure in Poland. And honestly, if that’s the direction they choose, it means one thing: the market validated itself. Poland turned out to be worth investing in.

Over three months of collaboration, we consistently hit the meeting targets, brought 4 clients to the pilot stage, and with one of them — reached a purchase decision. A signed contract is still ahead, but a decision is already a win.

What Did This Project Teach Us?

Every project leaves something behind. This one was no different.

For Jarek, the biggest takeaway was learning how to run effective sales presentations — not just presenting a product, but truly reading the room, adapting the message, and turning a demo into a real conversation. That’s a skill that stays with you long after the project ends.

Jarek’s Perspective — Project Owner

“This was my first project at AoS and it was quite a challenge. Full Sales Outsourcing is not a small thing. I had to break old mental patterns, learn a completely new approach, and build good habits when it comes to running sales presentations. Throughout the whole process, Dominik was a huge support. He spent a lot of time practising presentations with me, playing the role of a very demanding client. And when I say very demanding, I mean it. Those sessions were intense. I will be honest, they even showed up in my dreams. But that is exactly how you grow. Together we also worked out the right steps in the sales process to show the product value in the most effective way. Looking back, I would not change a thing.”

Ready to Enter the Polish Market?

If you’re thinking about entering the Polish market and not sure where to start, don’t waste your time figuring it out alone. See how we work and what it costs, or read our Poland market entry guide to find the right direction. Schedule a call with our CEO, Dominik, and let us help you find the right direction.