How to Measure Business Performance: Top Key Metrics for Equipment Dealers

Consistently looking at your business metrics is crucial for running a successful and profitable equipment dealership. You can’t know what’s working, what’s not working, and what you can do to improve if you don’t view and analyze your numbers on a regular basis. There are several key analytics that are most important for equipment dealers. By focusing on them, you can make better decisions that are clear, data driven, and effective.

• Customer retention
• At risk customers
• Types of purchases
• Geographic market

Customer retention

Customer retention measures the percentage of customers who made purchases in the last 12 months and also did so in the 12 months before that. It’s one of the most valuable key metrics for understanding long term customer loyalty.

Why it matters:
Keeping a customer is far more cost effective than finding a new one. For equipment dealers, it’s especially crucial, because customers who stick around end up spending dramatically more in their third year of working with, compared to their spend during the second year:

• 2.9X more on equipment
• 9.1X more on rentals
• 4.1X more on service
• 5.6X more on parts

How to improve it:
The best way for equipment dealers to increase customer retention is to determine why people leave your company for the competition. The most effective method to accomplish that is through third party customer satisfaction surveys. At Winsby, we regularly conduct these surveys on behalf of our clients and consistently see a 20%+ increase in retention. Here are the results of our surveys for one group of dealers that we work with:

• The ROI of conducting surveys is 2,395X
• Customers surveyed spend an average of $74,823 more per year than those who aren’t surveyed
• Customers surveys make an average 13 more transactions a year than those who aren’t surveyed

At risk customers

Another of the most important business metrics for equipment dealers is at risk customers. These are customers whose buying behavior indicates that they may be preparing to stop working with you. Clear warning signs include a drop in purchase frequency or longer and longer intervals between transactions.

Why it matters:
Spotting at risk customers early is key to preserving your revenue. If they’re still in business but not buying from you, there’s a good chance they’re headed to the competition.

How to improve it:
Similar to improving retention, customer satisfaction surveys also are critical for avoiding at risk customers. They reveal pain points early, giving you the chance to address issues before the customer walks away for good. Tracking at risk customers is one of the smartest ways to measure business performance and maintain a strong customer base.

Types of purchases

The next of the most important key metrics for heavy equipment dealers is called types of purchases. This analytic shows you what customers are actually buying—equipment, parts, service, or rentals—and how often.

Why it matters:
Knowing the types of purchases helps you craft better marketing and sales strategies. Are customers buying emergency rentals? Replacing parts regularly? These patterns reveal what drives buying behavior and how you can better support those needs.

How to improve it:
Identify the smaller purchases—like filters and fluids—that often lead to larger transactions. These are your “trigger products.” Promote them strategically to strengthen customer relationships and increase revenue. Types of purchases is one of the more overlooked business metrics, but it’s incredibly useful for spotting opportunities to upsell and improve service.

Geographic market

Distance for geographic market looks at how many miles your customers will travel in order to do business with you. If distance matters, it will be very difficult to retain customers outside of that range. For example, most heavy equipment dealers have a service area that is usually a maximum of 60 miles. The primary reason is that if they’re any farther away, the dealer won’t be able to reach a customer who needs emergency service quickly enough.

Why it matters:
When you have trouble keeping customers beyond a certain distance, it’s not worth trying to sell your products and services to them. Understanding your geographic limits helps you avoid wasting time and marketing dollars outside of your true service area.

How to improve it:
At Winsby, we complete geographic market analyses to assist equipment dealerships with mapping out where their most valuable customers are and where growth potential exists. It’s a critical step when you’re learning how to measure business performance and scale effectively.

If you want to better understand the most important business metrics for your dealership, and take steps to improve them and grow your operation, then contact Winsby today.