There’s so much pressure over the holidays to give gifts that are both thoughtful and actually useful. That’s why we’ve made it easy to shop for your favorite construction worker by putting together 11 holiday gifts for construction workers. Continue reading “11 Holiday Gifts for Construction Workers”
One of Equipment Trader’s™ frequent partners – Commercial Truck Training – helps dealers develop commercial inventory departments from scratch. Yet too often, after their team leaves, the dealership’s top management stops following their expert advice and institutes new systems based on faulty assumptions about the equipment industry. These mistakes are classic cases of “fantasy vs. reality.” To help you avoid falling into these misconception pitfalls, we’re debunking 6 myths about equipment sales that don’t match the reality of the industry, along with our recommendations for each situation. Continue reading “Debunking 6 Myths about Equipment Sales”
As the leading online marketplace for buying and selling heavy machinery, Equipment Trader understands just how useful the Internet can be in finding your next piece of construction, agriculture, or lifting equipment. However, it is essential that online shoppers always be on the lookout for scams. Spikes in scams occur around the holidays in retail, and at the beginning and peak of the busy season in heavy machinery – but scams can happen all year round. Because we always want our customers to be safe, we’ve put together a list of 13 tips for avoiding scams when buying online. Continue reading “13 Tips for Avoiding Scams when Buying Online”
When it comes time to purchase equipment, where do you look? Buyers often turn to traditional dealers who offer both new and used equipment for sale, but there’s another option that shouldn’t be overlooked: purchasing formerly rented equipment from rental companies, such as United Rentals. As these dealerships update their rental fleets with new machines, they need to move on from their used equipment, which can create great deals for consumers. A number of rental companies sell their previously rented machines on Equipment Trader – from air compressors and excavators to loaders and scissor lifts – so today we’re breaking down the advantages of buying equipment that was previously a rental unit. Continue reading “Advantages of Buying Previously-Rented Equipment”
In a highly competitive market, the struggle for exposure can be difficult and expensive, and sometimes your own resources aren’t available for a costly campaign blitz. This is why commercial dealership success requires a nimble-minded ability to think outside the box and develop advertising solutions that don’t break the bank. In other words, commercial dealers need to learn how to be scrappy in marketing without spending a dime — or at least, spending very few dimes.
It’s important to keep in mind that being scrappy with resources doesn’t mean a dealership’s marketing strategies should suffer. Even on a tight budget, commercial dealers can maximize exposure, cultivate a sterling reputation, develop a leading voice, and become a powerhouse in sales. In Part 5D of our ongoing Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers Evaluate Email Campaign Success. Continue reading “Scrappy Marketing on a Budget: Evaluating Email Campaign Success”
As we head into the winter months, it’s time to prepare your equipment for colder weather, especially if your area will see snow and ice (if it hasn’t already). Fortunately, there are specific changes to the maintenance routine for your heavy equipment that can help you optimize your machinery’s performance all year long. Here are our tips for maintaining equipment in colder weather: Continue reading “Maintaining Equipment in Colder Weather”
In a previous lifetime, I was a high school football coach where I learned that you only win if you take a systematic approach to training, coaching, and playing. Those early experiences led me to a mantra that I still live by today, “In a bad system, even a talented individual is likely to fail. In a great system, even an average person is likely to succeed.” It’s true in sports and it’s true in sales. I have seen exceptionally talented salespeople fail, because they were in a bad system or had no system at all. I have also seen relatively average salespeople succeed beyond their talent level, because they had adopted a strategic and systematic approach to their work.
Because sales systems can have a major impact on your dealership’s success, it’s important to understand the main components of an effective system. So what makes a great equipment sales system? Continue reading “What Makes a Great Equipment Sales System?”
Renting equipment is an increasingly popular trend, including on Equipment Trader, where we’re seeing more inventory being rented on our marketplace than ever before. From construction and agriculture to landscaping and technical trades, renting equipment is an appealing option across industries for business owners and workers, who receive the benefits of machine use without having to make the commitment of buying and owning. So today, we’re breaking down 7 big reasons to rent equipment. Continue reading “Equipment with Benefits: 7 Big Reasons to Rent”
Equipment dealership marketing and sales look dramatically different than they did a few decades ago. Today, most buyers get the majority of their pre-purchase research online from an average of 30 touchpoints before making a purchase. In response to this changing landscape, dealers are increasingly relying on attribution analysis – the process of identifying which advertising channels convince consumers to make a purchase – to truly understand where their buyers are coming from and to guide their marketing and sales efforts. Continue reading “6 Tips for Boosting Equipment Sales with Attribution Data”
You may have seen our previous post about attribution analysis – the process of identifying which advertising channels convince consumers to make a purchase. Attribution matters because most big-item buyers – like those looking to purchase heavy equipment – get the majority of their pre-purchase research online from multiple sources, rather than coming into your dealership for the information. The complexity of today’s self-directed consumer sales journey makes attribution an essential element of lead intelligence that can significantly inform your advertising strategies. Continue reading “7 Models for Tracking Equipment Consumers’ Path-to-Purchase”