Scrappy Marketing on a Budget: Evaluating Email Campaign Success

Scrappy Marketing on a Budget: Benefits of Dynamic Email Campaigns

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. Continue reading “Scrappy Marketing on a Budget: Benefits of Dynamic Email Campaigns”

Sea of Opportunity: Tips for Organizational Networking

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. Continue reading “Sea of Opportunity: Tips for Organizational Networking”

Scrappy Marketing on a Budget: Evaluating Email Campaign Success

Scrappy Marketing on a Budget: Create Referral Programs

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!! Continue reading “Scrappy Marketing on a Budget: Create Referral Programs”

Mastering the Equipment Marketing Circus

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”

10 Tips for Creating an Ideal Sales Day

As a salesperson, your job is to get in front of decision-makers and facilitate productive conversations that lead to a commitment for business. Previously on the blog, we’ve discussed what it takes for a salesperson to put together an Ideal Sales Day that is constructed to maximize opportunities for networking and sales. The real point of the post was that organization and planning are the keys to your success. Continue reading “10 Tips for Creating an Ideal Sales Day”

New Reporting from Equipment Trader is a BIG DEAL

We’ve got some huge news to share: Equipment Trader is launching new reporting tools for dealers who sell their equipment through EquipmentTrader.com!!

This is a BIG DEAL. These reporting tools will provide dealers with a more advanced understanding of how buyers are interacting with their listings, how their inventory is performing, and how their inventory listings compare to competition in local and national markets, and more. Continue reading “New Reporting from Equipment Trader is a BIG DEAL”

An Ideal Sales Day vs. A Typical Day

Is there such a thing as a typical day for a commercial sales consultant? Maybe not, but there absolutely are certain priorities and actions that can make a day ideal for a dealership.

A commercial salesperson’s ideal day has its beginnings in the days and weeks beforehand, through a process known as “strategic planning”. A typical day that lacks previous planning means that we arrive to work unprepared to avoid distractions or to seize opportunities. An ideal day, however, is intentionally structured by focused and prepared dealers who consistently lay the groundwork for future success and create their own opportunities. Continue reading “An Ideal Sales Day vs. A Typical Day”

Are Your Listings Picture Perfect?

We can’t quite figure out why some dealers do not include photos in their online listings.

Buyers are always going to want to know what a piece of equipment looks like before they buy it, and they deserve as much if they are going to spend a decent amount of money on a machine. But providing photos is not only a seller best-practice for ethical reasons, it’s also better for business. Continue reading “Are Your Listings Picture Perfect?”

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 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”

4 Tips for Optimizing Inventory Listings

There’s a reason Equipment Trader is the leading online marketplace for buying and selling equipment. Well, actually, there are a few reasons. Today we’re going to talk about one that really excites our dealers: the opportunity to optimize their inventory listings so that they can more quickly and efficiently connect with the buyers who are most likely to be interested and make a purchase. Keep reading to explore 4 Tips for Optimizing Inventory Listings!! Continue reading “4 Tips for Optimizing Inventory Listings”