Equipment Trader

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 5B of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers Plan Dynamic Emails!! Read More

The year was 1849 and California was buzzing with activity – it was the start of the Gold Rush. Prospectors from all across the nation scrambled to stake out their claims and pan for gold, in the hopes of striking it rich. Though the process eventually gave way to mining companies, individuals who arrived on the scene early – called “49ers” – were relatively successful, with about half making a modest profit, after expenses, and a few thousand lucky prospectors becoming quite wealthy.

The California Gold Rush ended in 1855, but there is still gold to be found in commercials sales. The gold we seek today is not shiny nuggets retrieved from rivers and streams – our “gold” is our customers. Every time I give a seminar or consult for a dealership, I’m asked, “What’s the fastest way to grow my business?” My answer is always the same: “Through your best customers.” Just like gold that has been wisely invested, our best customers maintain and increase in value over time, providing both retained business and prospect referrals. Read More

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 5A of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers recognize the Benefits of Dynamic Emails. Read More

Here’s a fun fact: bottlenose dolphins and “false-killer whales” (which happen to look like orcas) are distinct species, but often form interspecies “super-pods” to coordinate hunting, with dolphins eating first and making way for the false-killers to prey upon smaller mackerel schools that hide among larger fish. In fact, dolphins and false-killers not only hunt together, but socialize, travel, rest, and even babysit in groups, forming lifelong bonds that occur over many years and great distances. At first glance, there’s no reason for these separate species to interact, but they’ve learned that together — in numbers which can reach into the hundreds — they can accomplish complementary goals. That diverse groups provide opportunities for mutual gain is a lesson commercial salespeople should learn as well. Read More

I get phone-calls and emails almost weekly from new commercial equipment salespeople. Many of them are near the end of a three- or six-month draw against commission and are looking for answers on how to survive when their draw disappears and their income becomes based on commission. I typically ask the same questions — and receive the same answers:

Q: “What has been your main prospecting activity?

A: “I was told to knock on doors of local businesses.

Q: “Have you attended any trade associations or group functions?

A: “I only go to the Chamber of Commerce events.”

Q: “Doing those activities, have you had meetings with decision-makers?

A: “Very rarely. How do I get those appointments?

You get the idea. Only a small percentage of these new hires make it past the guaranteed draw period, much to the frustration of the commercial sales manager. What sets apart the dealerships that seem to consistently find success when building their team? In my view, the answer lies in developing and implementing quality hiring, training, and management practices. Here are 10 tips (3 tips on hiring, 5 on training, 2 on management) to help you build the best dealership team: Read More

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 4 of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers Establish Local Partnerships!! Read More

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 3 of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers Create Referral Programs!! Read More

Yes, yes, I know the title sounds negative. Losing sales, after all, is a dealership’s worst nightmare. But talking about what NOT to do helps dealers identify mistakes to avoid and highlights the more productive solutions commercial salespeople should pursue. It’s an important conversation, because some of those pitfalls are not just small stumbles along the way, but major setbacks that contribute to missed sales opportunities and negative attitudes among sales team members. In other words, highlighting “How to Lose Equipment Sales” allows us to have a discussion about if your dealership’s systems and practices perpetuate a culture of success or failure. Let’s dig into 3 quick scenarios: Read More

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 2 of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers Grow Social Media Influence!! Read More

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 1 of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers Develop Provoking Content!! Read More

As the Fall season begins, we’ll soon be feeling a chill in the air and warming up by a fireplace with cups of hot chocolate or coffee (possibly pumpkin-spiced). However, warming up your cold calls should be a year-round practice! Most new commercial sales consultants struggle to get started with cold calls, and it is by far the most frequent and recurring topic I receive questions about. I am a big proponent of network- and referral-based selling, but I am not against cold calling. In fact, cold calls very often make perfect sense, if you do them right. Read More

Whether it be social media, websites, or online listings, there is a plethora of ways that dealerships can use technology nowadays to elevate their business to the next level. Is your dealership taking advantage of technology to run a more efficient and ultimately successful business?

Welcome to Part 2 of our commercial dealership Technology Trends blog series produced through a partnership between Commercial Web Services, Commercial Truck Trader, and Equipment Trader. As leading providers of innovative solutions that connect buyers and sellers in the equipment and trucking industries, we’re committed to using this blog series to help dealers reach more customers.

To that end, we’ve previously discussed how to take advantage of helpful technology available to commercial dealerships (you can read that post HERE). Today we’re talking about how to get dealership employees to buy-in to new technology solutions!! Read More