2018 has so far been a breakthrough year. Our commercial sales training program has had more telephone calls in the last two months from dealerships who suddenly want to get into commercial sales than in the last five years combined. Over the last few years, sales have hit records as an improving economy, rising wages, and low interest rates have driven consumers to invest in new machinery. Read More

There’s a reason Equipment Trader is the leading online marketplace for buying and selling equipment. Well, actually, there are a few reasons. Today we’re going to talk about one that really excites our dealers: the opportunity to optimize their inventory listings so that they can more quickly and efficiently connect with the buyers who are most likely to be interested and make a purchase. Keep reading to explore 4 Tips for Optimizing Inventory Listings!! Read More

Cranes are taking turns lifting gigantic rocks. Virtual reality headsets are transporting people to worksites around the world. Concrete trucks are spinning on the show room floor. Screens and signs are filled with fun, dynamic graphics. Business cards are exchanged for chances to win smart-tablets and gift-cards. And the Equipment Trader table is handing out our famous color-changing cups (yellow when warm, green when cold).

The scene of your typical trade show is pretty well known, but it also demonstrates a compelling and complicated paradox that we don’t always talk about, related to just how important the set-up of your booth really is. Read More

Recently, we’ve been talking about using referrals to gain appointments with prospects. In November, I wrote about “leverage” and how you can create influence over customers by building positive and productive relationships. This relational leverage is valuable because it gives dealers the ability to ask for important favors from customers, like referrals. Then, in December, we talked about how those referral calls typically go and why they work so well when engaging a prospect.

As we dive deeper into the process of gaining referrals, I want to mention a saying that I live by: “In a bad system, even a great salesperson will most likely fail. But in a great system, even an average salesperson will most likely succeed!” Our system to Gain Endless Referrals is called our “Vendor Referral Program.”  Here are the main focal points: Read More

There are many ways to develop leads and connections, from growing your networking leverage and building a sphere of influence to advertising through emerging technology and bold marketing strategies. Personable relationships and attention-grabbing campaigns are certainly effective and lead to a great deal of sales. However, these are only two parts of a strategic, connection-generating trifecta. What is this third, final piece of the puzzle? We’re glad you asked, because today we’re talking about Generating Leads Through Content Development!! Read More

Webster’s Dictionary defines leverage as “a mechanical advantage gained by the use of a lever.” Applying that definition to dealerships, leverage is a sales advantage gained by creating and exerting influence over an intended target. I think the key to successful sales, therefore, is knowing how to develop and apply leverage over current and new customers. And the most effective way you can create and exert that influence is by building positive and productive relationships!
Read More

Equipment rentals are an increasingly large segment of machinery found in dealerships and on job-sites. That’s why recently on the blog we’ve been discussing popular Reasons to Rent and the growing phenomena of Peer-to-Peer rentals. But how much are rentals really growing?? Understanding the current state of the industry, and how it will continue to evolve into the future, is essential for both equipment dealers and customers who want to make the best choices in their work. So today, we’re breaking down Equipment Rental Trends and asking How Big is the Boom? Read More

The United States has been battered by huge storms over the past few weeks, as Hurricanes Harvey, Irma, and Maria decimated parts of Texas, Florida, and Puerto Rico. These areas continue to need help recovering, but there is a dramatic shortage of skilled workers who are available for rebuilding sections of Houston, neighborhoods in the Florida Keys, and most of the island of Puerto Rico. So where is all the skilled labor?? Read More

It’s perhaps one of the biggest tensions that marketing professionals have to wrestle with: How far is too far? Dealers selling anything from dozers and big-rigs to toothpaste and toys have to figure out ways to be relevant, edgy, and interesting, while still keeping their target demographics in mind. How can we keep our current customers feeling good about our products so they don’t leave, while also being dynamic enough to bring in new buyers – especially younger generations that can keep your company in business for decades to come?? Read More

I get calls on a regular basis from new commercial sales consultants and most have the same question, “What is the quickest way to grow my sales volume?” My answer to that question is always the same: take a “systematic approach” to the business. No one thing can really jump start sales, but over the last seventeen years training commercial operations, we have come up with a formula that works. As one of our most successful students, Nick Henshaw has said, “Just drink the Kool-Aid.” What Nick means is that simply following the cookie cutter system I created will really work. Ready? Here are 9 Steps to Equipment Dealership Success — and yes, they require work!! Read More