Equipment Trader

Ability & Attitude: Qualities of the Most Successful Salespeople

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 –… Read More

9 Best Practices for Dealers Renting Out Equipment

An ethical and efficient rental operation will keep customers coming back, increase your chances for referrals, and maximize the earning potential of…

Mastering the Equipment Marketing Circus

“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…

10 Equipment Dealership Tips for Working Smarter

2018 has so far been a breakthrough year. Our commercial sales training program has had more telephone calls in the last two months from…

Generating Leads Through Content Development

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…

How Far is Too Far?

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…

What is Multi-Click Attribution and How Can It Benefit Your Business?

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…

Upgrading Mayberry: Digital Ads Bring Business Into the Future

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…

Gaining New Equipment Customer Leads

In prospecting for new customers there are many ways to target.  Three important measures successful companies use to evaluate the effectiveness…

Take Advantage of Big Months for Equipment Sales

Dealerships that desire to take advantage of this seasonal spike in potential buyers need to begin marketing now, before decisions are finalized.

Thriving During a Market Slowdown

The Great Recession is largely over, but recovery has come somewhat slower for our industry than others and the economy, even as it grows, will have normal cycles with ebbs and flows. The smartest dealerships can actually continue to grow market shares during down times. You can, too!!