As part of my sales-consulting and dealership-training work, I often interview candidates for job positions in equipment sales and management. In fact, I interview over 50 candidates every year, and – just like the insurance commercial says – I know a thing or two because I’ve seen a thing or two. Almost every factor I’ve seen contribute to sales success can be placed into two categories: “Skill” and “Will” (a pair of terms I’ve adopted from “The Sales Manager’s Guide to Greatness” by Kevin F. Davis). Continue reading “Ability & Attitude: Qualities of the Most Successful Salespeople”
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”
In Allan Dib’s book, “The 1-Page Marketing Plan,” Dib provides one of the best examples of marketing I have ever read. Here is an excerpt from the book:
“If the circus is coming to town and you paint a sign saying, ‘Circus Coming to the Showground Saturday,’ that’s advertising.
If you put the sign on the back of an elephant and walk it into town, that’s promotion.
If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity.
If you get the mayor to laugh about it, that’s public relations.
If the town’s citizens buy a ticket to attend, as well as buy concessions, that’s sales.
And if you planned the whole thing, that’s marketing.” Continue reading “Mastering the Equipment Marketing Circus”
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. Continue reading “10 Equipment Dealership Tips for Working Smarter”
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!! Continue reading “Generating Leads Through Content Development”
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?? Continue reading “How Far is Too Far?”
There’s a growing concept in sales that is changing how we think about online advertising: “multi-click attribution.” Traditionally, credit for a sale is given to whatever source last came into contact with a consumer; that’s called “last-click attribution.” But as the pathway of online sales becomes more complex, it’s increasingly important to recognize the role of multiple sources of contact which encourage purchases at various times in various ways. This more nuanced approach to understanding online marketing and sales is called multi-click attribution and it can be an extremely important tool in guiding your marketing dollars! Continue reading “What is Multi-Click Attribution and How Can It Benefit Your Business?”
Some days we may wish for simpler times, like those in Mayberry, but business is no longer as easy as opening the doors to your dealership and waiting for customers to arrive. Success now requires utilizing your computer or smartphone to take full advantage of opportunities to develop leads online, using emerging and innovative methods. Digital advertising in an online marketplace is a smart way to keep your business growing by meeting millions of buyers where they are – the Internet. Continue reading “Upgrading Mayberry: Digital Ads Bring Business Into the Future”
In prospecting for new customers there are many ways to target. Three important measures successful companies use to evaluate the effectiveness of any successful marketing campaign are “cost per prospect,” “cost per lead,’ and “cost per sale.” Let’s look at all three terms and then talk about the most effective ways to gain new customers. Continue reading “Gaining New Equipment Customer Leads”
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. Continue reading “Take Advantage of Big Months for Equipment Sales”