Over the past three years, we have seen a sharp uptick in construction equipment purchases in December. It’s the time of year when a business’s accountant wants the owner to take advantage of the tax code and exemptions and refunds for equipment purchases. Dealerships that desire to take advantage of this seasonal spike in potential buyers need to begin marketing now, before decisions are finalized.
After December has come and gone, there is a temporary lull in construction sales, but they ramp up very quickly again in mid-February. Similarly, dealerships that want to capture these February buyers need to reach them in January, when they are researching their equipment options.
The end of this year and the first quarter of next year are important sales times for construction equipment dealerships. Here are a couple of tips for making the most of the buying season:
- Photos are critical in online sales. Make sure that you take photographs of all important aspects of the unit, including the exterior front, rear and sides, as well as the tracks/wheels/tires, engine, and dashboard with hours displayed.
- When writing the unit’s description, make sure to describe what the unit can do. Many buyers search by function. If it has a dump body, make sure to highlight that feature and explain what are its benefits.
- Include a shop report, maintenance report or inspection report. Buyers are much more likely to purchase when they have more data.
In order to make the next three months successful for your dealership, it’s important that you reach your prospective buyers early and give them the information they need to buy from you!!