More than ever, consumers have turned to the Internet to learn about, browse for, and complete transactions. For equipment, this trend feels different than the shopping process of years past. Instead of dealers like you talking with consumers face-to-face while they contemplate their purchase, now, a huge portion of that process has moved online.
As a dealer, accurate inventory listings on our marketplace and up-to-date contact information, helps you provide valuable information and participate in the pre-purchase process.
But what happens when an interested buyer picks up the phone to inquire about one of your units they saw online? How do you have a conversation with the lead naturally, helpfully, and in a way that shows you understand their personal goals and needs? Continue reading “Lead Enrichment 101: The Basics”
Online research is crucial to many buyers today, and if selling your heavy equipment is a top priority, posting it on Equipment Trader is a great place to start reaching those buyers. We have millions of visitors actively looking for their next piece of machinery on our site each month, so you’re sure to get plenty of eager eyes on your unit. If you’re wondering how to make sure your listing can stand out from the rest, check out our 8 tips for selling your equipment: Continue reading “8 Tips for Selling Your Equipment”
It can be funny to see how over-the-top comic-book fans can be at events like Comic-Con, but then you realize people can be just as passionate about attending certain events in the heavy equipment industry. Okay, most of us don’t show up in costume, but trade shows, expos, and conventions are still a huge deal.
Trade shows are a unique opportunity to be surrounded by professionals and other individuals in your field, where conversations about work are easy and don’t require lengthy explanations about industry terms. This makes industry events fantastic opportunities to make connections, find that product that will take your business to the next level, and of course, compete with your colleagues for who can find the best giveaways.
Of course, convention and expo attendance that is truly successful requires some level of strategic planning. Below are our tips for maximizing your trade show attendance: Continue reading “7 Tips for Maximizing Your Trade Show Attendance”
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”
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”
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?”
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”
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 5C of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers Implement Dynamic Emails. Continue reading “Scrappy Marketing on a Budget: Implementing Dynamic Email Campaigns”
Prior to the Internet, a consumer’s path to purchase was relatively linear. They relied heavily on local equipment dealerships for knowledge and information about various pieces of machinery, coming directly to you – the dealer – at the beginning of their decision-making process. With the rise of online research, however, it is very rare for today’s customers to do their pre-purchase research in the store. This is particularly true for consumers looking to make major purchases – like heavy equipment. Continue reading “Why Attribution Matters for Equipment Dealers”