Equipment Sales Tips & Advice

Hello All,
I am new to the forum. Lots of great information on here.
I have been in a construction equipment sales position for the last 4 months, straight out of college. Our dealership is a full service agricultural and construction equipment dealership. Our main construction brands are New Holland Construction, Terex Construction and Yamar was a recent addition. The main types of machines that we provide are mini-excavators, skidsteer loaders, track loaders, backhoes, compact wheel loaders A main part of my job is calling on existing customers and prospecting new customers to expand our customer base and provide equipment solutions to our customers.

I am looking for some pointers from you guys for calling on customers and approaching prospects on the jobsite. What do you like/dislike in your equipment salesman during sales calls or when approaching you as a prospective customer? The aim of this is to help me figure out what I can do to better in my approach as a sales rep to better serve my customers and reach out to new clients.
Any feedback is greatly appreciated!

My dad sold commercial turf equipment for 40 years but I think no matter the product, it's all basically the same when it comes to sales. I asked him once what the most important aspect of selling is and he said "Know your product"! There's other things you need to know as well but you should study up on the products you sell and what the customer you're going to see would buy. The more questions you can answer the better but if you don't know, say you'll find out rather than make up something. It's also good to know competitive products and never bad mouth them. Sometimes the competition has a better product and a customer may really appreciate your honesty if you tell them. If products are similar highlight the features of the product you are selling and don't be pushy. My dad always gave the best price he could the first time, none of this dickering back and forth. He hated buying a new car because you get 6 different prices from 6 different dealers and any one of them could sell it at the lowest price. Also helps to get to know the mechanics that work on the machines and the people that operate them. Take as much factory training/ service schools as you can and you will be much more valuable to your customer. Where I work (industrial supplies) they have a poster on the wall of one the board rooms that says something like, Buying decisions are 2/3 more dependent on the level of service than they are on the name on the side of the product.

Well put Dave..
I have salesman coming thru all the time.. lifelong people in the industry and getting ready to retire.. they bring in their replacement to show them the ropes..
The "new guy" doesn't know crap!! and its quite embarrassing for the old timer..
SO, like Dave says, KNOW your business..
My salesman carries filters and exchange injectors in his "call truck".. just incase.. he sells the crap outta them..
I guess it didn't hurt that he came from a "service" background.. he gets right down w/ the mechanics to help solve a problem.. he even carries around a small toolbox in his truck..
Another BIG THING is, what kind of support do you have at the main office?? Can you jump on the phone and call the parts dept. to get price & availability on a part in seconds?? or do they put you off and tell you they'll call you back?? THAT is embarrassing.. and you feel powerless..
So, know your product and have a good support team and you'll go far AND be happy doing it..

My grandfather was a salesman, not equipment, but I learned a lot from him. He was a top salesman for many years....and he couldn't talk! I heard a coworker said of him he could sell cherry popsickes to a woman in white gloves in the middle of August! He had a tracheotomy in the early 50's. Very few people could understand him and he refused to use a vibrator. What he did do very well was communicate with body language, facial expressions etc. He was old school, he remembered everything. Wife's name, kids names, your favorite sports teams. He was very personable. If he said he would do something, come hell or high water he did it. Of all the salesman I dealt with more often than not it was accurate info and follow through that earned and kept my business. I always hated calling one and having to remind him who I was each time. If you call on somebody, don't go empty handed. Simple stuff like pens, notepads, calendars etc. There are some great things like that, cheap and useful. They'll remind people who to call.

As far as jobsites. Make sure you have and use all the PPE required if you go to a job. I'm not sure how many I would go to on a cold call. It looks bad to show up to meet a prospective customer wearing the extra stuff they keep at the guard shack for the unprepared people. I agree with the other advice 100%, know your product and don't do the pricing game. Give your good deal first, if they like it good, in not that's ok too you can't win them all. If they're truly in the market they know what the machines are worth.

Junkyard

I may not be the norm, but I prefer to obtain information via email or fax, so I can review and not have to take notes from a phone call.

When I bought my JCB 260 the first dealer was horrendous, did not seem to care if he got a sale at all. He was more about leasing machines, it seemed.

The thing with my dad is that he wasn't just a salesman, he was good friends with the bulk of his customers and knew the industry better than anyone. He was a master at sharpening reel mowers and never hesitated to share his knowledge or help someone out. The city of Edmonton (approx. 1 mil) told him he never had to make an appointment to come and see them. They knew if he was there it wasn't to waste their time. He set world wide sales records and over the course of his career sold more equipment than all of his competition combined. He said a lot of the new sales people just want to work their 9-5 and not put much effort into learning the products, the industry or their customers needs.

This is all great advice! Thank you to all you guys for your input, it is much appreciated and will be put to good use :thumbsup

Boy, x2 everything said above...

Sales people who don't know their product, deeply, & their competition, & who don't follow my requests (like email the info), are a complete waste of time!!

And don't be afraid to use the phrase- "I don't know, but will find out & get back to you." Bs answers- just don't work. And you'll not be trusted again after that.

We used to laugh- had a professional equipment salesperson for years, who started virtually every answer with- "it looks like....". Took us a while to eventually figure out the loophole he always left for himself. But in all seriousness his answers were usually spot on.

JCBiron is an example of a great salesman

And I have to add that online here is a stupendous salesman from JCB down in southern Illinois, even though he was too far away to order me my JCB 260....he helped me solve several problems and answered questions with integrity and intelligence.

He knew MUCH more than the salesmen in my area and in Wisconsin. What kinds of things? about the mud flaps and why they were added to the skid loader... etc etc...

He is on this forum to inform people, and he does an awesome job. He would be a good one to model after, .. JCBiron, 100 PERCENT GREAT SALESMAN!

This forum is ALSO STUPENDOUS AND so is Stumpy Wally. I cannot describe how much he contributes to this forum, and his photos and illustrations are awesome.

Yeah , very good points .

Old dealership in my area started out humble & taking care of customers .

Owner would sell a new piece of equipment at cost just to put the color of Iron out on farms & jobsites they were representing .

He would take anything in on trade to move new equipment .... Car , pickup or team of horses in the late 1950's .

Whatever the potential buyer had to trade he would do whatever it took to make the sale on the new Iron .

His position was sell the customer at cost on new Iron & make a little money on service .

I'm guessing not much has changed today ?

Road Construction equipment

Hello All,

I am also newbie here and found that it is a great place to discuss about equipment.
I am associated with heavy equipment manufacturing company like asphalt plants, asphalt batch mix plant, asphalt drum mix plants etc.
So in this aspect I want guidance that what should be my focusing area for selling this plants..

Make it easy on your buyer (we are busy). Get the piece of equipment to him and let him use it. Im not buying what i cant demo. pay attention to your customers if you dont take me seriously when i ask for information and return my calls in a timely manner then im moving on to someone who will, usually permanently. As soon as someone calls and asks about a new piece start working on getting one to them to use, go the extra mile to get it to them personally. After hours, early hours whatever it takes, give the extra effort to get the equipment in front of your customer. Figure out your customer base and who is an up and comer in your area, the established companys probably already have a dealer and salesman preference but the new guys are looking for someone to give them some attention and give them some respect. As far as knowing your equipment yes its important, but also know when you show up ive already spent some late night hours online reading about your equipment. Just some of my thoughts from past experiences I usually buy 2 or 3 pieces of new or used equipment a year.

The same rules apply no matter what you're selling. Why limit sales calls to up and comers? Call on everyone that can benefit from your products and services. Know your product (better than your customer), find out as much as you can about the customer's business, provide great service and your name will get known. Might have to go back a half dozen times or more even if all you can do is drop off a business card or brochure but be professional and not pushy and you might be surprised. Customer relationships account for way more than the name on side of the equipment.

the most important thing is to know the product and then point out benefits, not features

Know your product inside and out. Call all sales leads not trying to sell them anything. Get into communication, find out what they need and want. Fill that need. That is the simplicity of it. Make more calls than you ever considered doing, and keep a stat on numbers. Numbers of calls out equals a certain amount back. Keep track of how many calls come back to you. Give it 6 weeks to get an accurate measure of how effective you are. After each call, mail them something like your card, brochure, a photo of piece. Something to look at and know you by. Record yourself speaking on the phone - (not them) you will learn what not to say. Many sales people give up after no response in a week. No, it doesn't work that way. Don't use any "tricks" to grab their attention or be a super sales guy or they are more likely to run. Interested and friendly has it. Once they are in the door, is the time to close.

If applicable:
What is your valuable final product? For instance, what do you see occurring at the end of every sale.
Exchange in abundance: Give them more than they expected. Don't tell them about it, just do it. For instance, they buy a tractor, throw in something extra. They bring their son to learn the business, do something for that kid. My father always kept boxes of stuff for visitors kids to keep them busy and happy during the sales and closing period.