Selling excavators and attachments isn’t always easy! New equipment is a major investment and it can be hard to convince customers to part with thousands of dollars. So how can you become a great excavator dealer and offer value to your customers? The first thing is to get your salespeople to understand the new way customers buy.
1. Get the best machines and attachments
The key to getting more customers is to offer the best products. If you’re selling top-quality equipment, it’s hard to go wrong. If you’re selling equipment you’ve seen the benefits of first-hand, you can sell with authenticity and enthusiasm because you believe in the product.
Sometimes the upfront cost isn’t reflective of long-term value, so make sure you’re comfortable selling products with a higher price tag if they promote long-term savings.
2. Your buyer (probably) knows their stuff
In the online age, everyone is Eddie the Expert. Your customers are most likely visiting you for professional reasons – most people aren’t buying excavators or attachments for fun! But on top of their industry knowledge, they also have the internet.
Chances are your customers have already done some online research before walking through the door. Rightly or wrongly, they probably have an idea of what they’re after and how much they’ll need to spend. This is actually great for you – you have an informed customer, which means that you can offer them much more than a regurgitated brochure, which leads us to our next point …
3. Put away the pitch
If your customer knows anything about excavators, your pitch isn’t going to work. Your role as a salesperson is to offer your customer the best possible solution for their needs.
The best way to do this is through active listening. Ask the right questions, about budget, purpose, function, industry – anything that makes a difference. Don’t listen so that you can reply, listen to truly understand what the customer is saying. There are two benefits to this:
- You’re absorbing information so that you can offer a solution.
- The customer can actually tell when you’re being attentive, and they’ll appreciate it.
Creating a respectful relationship is essential to building trust and closing a sale.
4. Offer a solution
While the customer may have arrived with some preconceived ideas, don’t forget that you’re still the expert! This is your time to shine. Be creative and offer solutions for the customer. Think outside the box and trust your experience.
Encourage customers to spend more if it’s genuinely worth it. Explain the reasons behind price differences; talk about productivity and efficiency. Selling equipment that’s more productive and efficient will give you satisfied customers who will keep coming back to you because they’ll trust your advice.
You know the ins and outs of these machines, so don’t hesitate to share your knowledge. Offer case studies to the customer to prove that your advice comes from a place a truth. And keep up to date with the latest advancements in excavator technology – it’s a changing industry.
Consider issues such as timing, delivery and shipping as well when crafting a customer solution. No point getting them excited about a machine that they won’t be able to use for eight months!
5. Back it up with great customer service
Be helpful, accommodating and empathetic. Once the customer’s made a decision, do everything to make that purchase as simple and appealing as possible.
Be upfront and set expectations. Let them know what you can do on an ongoing basis in terms of warranty, repairs and parts.
Reward the customer for choosing you! Once the customer has their machine, don’t forget about them. Stay in touch and make sure they’re happy. You can also get excellent feedback this way.
Being a great excavator dealership with good salespeople isn’t complicated, but it’s not easy either. There’s no formula for success. That’s because your customer isn’t a box to be checked off a list – they’re a person! Time to make sure that sales staff ask questions, listen carefully and solve problems. Be genuine and helpful, and you’ll be rewarded with a happy customer and a sale.