3 Ways to Sell More Construction Equipment

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Insight for Industrial and Capital Equipment Industries

3 Ways to Sell More Construction Equipment

John Burleson | February 12, 2015

Sales GrowthFinding a way to ramp up your sales is a task that most sales managers, directors, and executives talk about a lot. It’s actually a holy grail of sorts for every business that utilizes a dedicated sales force.

 

For a construction dealer, selling a few additional pieces of equipment can make your year. This is especially true for those selling road building and heavy construction equipment. But before you’re ready to start coaching new tactics and strategies to your sales reps, let’s look at what we know.

 

Information is readily available to any and everyone. It doesn’t matter who they are. A person with a internet access can find out everything they need to know about pretty much anything.

 

According to the 2014 Equipment World Connectivity Study, 83.1% of contractors use the internet to search for equipment, truck, or tool information.

 

The study also shows that large amounts of contractors are even progressing further into the sales funnel without ever contacting a dealership:

 

  • Researching brands and models

  • Researching specs

  • Reading reviews of models

  • Finding a dealer

  • Estimating sales price

 

Now that you understand this information, let’s look at how you can ramp up your team to sell more equipment.


1. Better Sales Conversations

 

As you’ve seen, contractors have a lot more power in the sales process. The information that sales teams have provided to buyers is now more readily available.

 

In many cases, these contractors have already made a decision before they actually contact a sales rep. And this changes the types of sales conversations that your sales reps are engaging in.

 

Instead of focusing on pitches, your sales reps need to understand their customers’ needs. And customizing their message to align with buyer priorities is key to increasing the effectiveness of their sales conversations.

 

Your customers are busy. They don’t have time to sit through a sales pitch when they’ve already made up their minds. Sales professionals have to help their customers solve real business problems.

 

This means doing better research, developing focused objectives, asking the right questions, and presenting solutions that closely align to customer needs.

 

2. Value Propositions

 

Sales professionals often talk about selling value, but few are good at practicing what they preach. It’s easy to focus on price. It’s a lot harder to identify, quantify, and present value to a buyer.

 

Value is a great way to offset pricing pressures.

 

For instance, contractors want to know price. But they also need to know the capabilities of a piece of equipment before they buy. A piece of equipment that is $10,000 cheaper sounds great, but that doesn’t do them any good if it can’t perform the way they need it to on a job site.

 

Selling value involves a clear understanding of the benefits of your product and an in-depth knowledge of your customer. This includes identifying what is important to your contacts, whether they be managers, stakeholders, or executive decision makers.

 

Selling on value takes effort and persistence.


3. Sales Coaching

 

Most sales managers are promoted from the ranks of in-the-trenches sales professionals, and they are often some of the highest performing sales reps. But they aren’t always the best at coaching their employees.

 

Effective sales coaching can have a profound impact of sales growth.

 

High performance sales coaching involves creating a real coaching culture among your sales managers. They have to be capable of assessing skills gaps, developing plans, observing calls, and following a consistent process.


High-performing sales teams have all of these characteristics in common. They are willing to understand their prospects, and improve their sales process to meet the needs of their customers. If you want to improve your team’s results, start working on these areas today.

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