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”
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”
If you read our last post about content marketing, you know how important it is, but now it’s time to dive a bit deeper on how to actually put this technique to good use. It’s important to give your content a purpose – that’s why building a content strategy is crucial and can help you determine how to manage all of the amazing content you create. Content can definitely just live on your site, but with a solid strategy in place, it can reach more consumers and can even help you generate leads. Let’s take a look at a 6 steps for building your content plan/strategy and how to get the most bang for your buck: Continue reading “How to Create Content That Keep Consumers Coming Back For More”
Success in equipment sales often comes down to small actions that place your dealership just ahead of the competition. Yet while the actions are small, the return in sales can be huge, which is why I refer to this principle as “the magnifier effect”. To think about it another way – consider a horse race where the lead horse only wins by a nose, but the prize money for 1st place is 10X what the runner-up receives. That is the power of the magnifier effect and why we are breaking down 6 Tips for Taking the Lead in Equipment Sales: Continue reading “6 Tips for Taking the Lead in Equipment Sales”
Consumer expectations have changed over the years, and now more than ever before, people are expecting more from brands. They don’t just want a discount on products – they are craving information, personalization, and relevant content that fits their specific needs.
But what is content marketing, exactly? Content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, social media posts, etc.) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.1 This approach is strategic, effective, and comes across in a more authentic way to consumers. Many top companies are using this style of marketing in order to reach new audiences and to show consumers they aren’t just a brand trying to sell them a product – they are also a useful resource.
So whether you sell loaders for construction, compact tractors for farming, or any other type of heavy machinery, you might be wondering, “what exactly can content marketing do for my business?” Glad you asked. Let’s dive into 5 overall advantages of content marketing: Continue reading “What’s The Fuss About Content Marketing?”
With a growing equipment rental industry, and some great benefits for dealerships that offer equipment rentals, sales and marketing managers will have to develop and implement effective and appropriate strategies for connecting with renters and providing a high-quality rental experience. An ethical and efficient rental operation will keep customers coming back, increase your chances for referrals, and maximize the earning potential of the rental side of your business. To help accomplish this feat, today we’re breaking down 9 Best Practices for Dealers Renting Out Equipment!! Continue reading “9 Best Practices for Dealers Renting Out Equipment”