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Category: EQUIPMENT DEALER MARKETING

Metrics

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.

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CUSTOMER RETENTION
CUSTOMER SATISFACTION SURVEYS
EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
Key Metrics Reports
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MARKET RESEARCH
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2024dealerships

Top Equipment Dealership Marketing Tips for 2024

As we move into 2024, the most important metrics that heavy equipment dealers need to focus on are customer retention and purchase frequency. The economy is continuing to tighten, which means you have to hold on to your existing customers and encourage them to purchase more from you. In order to accomplish that, there are three primary equipment dealership marketing strategies that we recommend you start implementing right away:

  • Customer satisfaction surveys
  • Email marketing
  • Website SEO
Equipment dealership marketing strategy #1: Customer satisfaction surveys

A key part of any distributor marketing plan must be to understand what your customers need and how well your business is fulfilling those needs. Customer satisfaction surveys are the best way to find out that key information. At Winsby, we conduct surveys for our clients over the phone which helps increase their customer retention by 20% – 30%.

The reason they are so effective at increasing retention and improving your marketing is that they give you insights into what is most important to your customers and where your processes may be failing. For example, we had a client who was losing customers, and they didn’t know why. We suggested they conduct customer satisfaction surveys and ask about invoices. Through the survey we uncovered several processes in accounting that were not user friendly that no one at the company had known about. After solving that problem, their customer loss rate decreased significantly.

Our surveys are a crucial part of distributor marketing, because they boost retention. That’s important for construction equipment dealers, because the revenue that each customer generates skyrockets when they move from year two to year three of working with you. We normally see dealer customers purchasing 2.9X more equipment, 9.1X more rentals, 4.1X more service, and 5.6X more parts in the third year, compared to the second year.

Equipment dealership marketing strategy #2: Sending emails

In addition to boosting retention with customer satisfaction surveys, another key strategy for 2024 is sending out effective emails. One of the primary benefits of email is that they remind customers what products and services you offer and how you can help them solve their challenges. The result is that they will purchase more and more often from you.

At Winsby, we’ve found that customers on our clients’ email distribution lists buy two to three times more often than customers who are not on the list. In fact, the clients we send out emails for see a typical return on investment of around 4,300%.

In addition to increasing purchase frequency, one of the other benefits of emails is that frequent messages will help keep your customers away from your competition. The more they are reminded what you offer, the more they will buy from you, and the less they will be tempted to look elsewhere for what they need.

Equipment dealership marketing strategy #3: Website SEO

With a slowing economy, you need to take advantage of every possible customer. That means that website search engine optimization (SEO) needs to be a central part of every equipment dealership marketing strategy. How does your current website rank in searches for relevant keywords? Is your site acting as a lead generating and conversion tool, or is just existing on the internet?

A dealership website needs to effectively highlight what you offer, how well you offer it, and make it easy for visitors to find and purchase what they are looking for. If your website doesn’t move prospects and customers through your sales funnel, then something is wrong.

At Winsby, our team develops websites that produce results and continually adds content to them based on relevant keywords to boost your position in search results. That way, you won’t be leaving any potential business on the table.

If you want to implement a distributor marketing strategy that improves customer retention, increases purchase frequency, and captures more leads in 2024, then contact our team today.

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CUSTOMER RETENTION
CUSTOMER SATISFACTION SURVEYS
EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
Key Metrics Reports
LEAD GENERATION
LIST EXPANSION
MARKET RESEARCH
MARKETING FOR MANUFACTURERS
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Dealer Revenue

Equipment Dealer Marketing Strategies to Boost Revenue Growth

When you are looking to grow your revenues, you need to implement the equipment dealer marketing strategies that are most effective at identifying viable prospects, then converting them into customers. In order to develop this approach, you must understand which marketing strategies work best to generate a continuous stream of new leads, then convert those leads into customers that purchase regularly. The most effective approach is to implement several strategies that work well together, instead of trying one at a time.

For example, if you’re sending out emails, but the website you’re driving them to is not optimized for conversion, then your sales will suffer. Likewise, if you’re sending out emails but not focusing on expanding your email list by calling customers and prospects to obtain their emails, then your emails are probably not going to as many people as they should be, so the results are diminished.

We’ve put together some of the top equipment dealer marketing strategies that we find extremely effective in growing revenues.

Top ways to improve your equipment dealer marketing

To grow revenue effectively and consistently, you need a comprehensive system of strategies that support each other and effectively move prospects through your sales funnel. Below are the equipment dealer marketing methods that we use for our dealer clients which show extremely high returns on investment.

Send Emails Every Month

Winsby writes, designs, programs and distributes emails for dealers. Customers receiving these emails purchase 2 to 3 times more often than customers who aren’t on the email list.

Customer Satisfaction Surveys

Winsby calls customers who purchased during the previous month to ask questions designed for various types of purchases to identify problems for the dealer to address. Dealers that have Winsby conducting surveys for them have a 30% higher customer retention than dealers that aren’t using these survey services.

Call Customers and Prospects

When Winsby calls your customers, they purchase four to six times more often with three times the revenue, compared to the ones that weren’t called.

Websites

How does your website rank in searches for relevant keywords? Winsby’s team develops websites and adds content to them to boost your position in search results and bring more people to your website.

Analyze Key Metrics

You have access to dashboards for your company that show the details about when and how often your customers are purchasing and the return on investment for Winsby’s marketing services. Plus, the forecasts tell you where your business is headed with a 95% accuracy.

Revenue growth: your next step

At Winsby, we act as your marketing department for the cost of a single employee. We’ll put all the right systems in place to help you grow your customer base and implement marketing that works. You’ll reduce your overhead costs, save time, and receive a fresh perspective on your business.

If you’d like to learn the details of hiring Winsby for your equipment dealer marketing and how their services will drive sales, contact the Winsby team today!

Contact Winsby

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CUSTOMER RETENTION
CUSTOMER SATISFACTION SURVEYS
EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
Key Metrics Reports
LEAD GENERATION
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Dealer Mistakes

What Equipment Dealers Should Include in their Marketing Emails

Emails are a crucial part of equipment dealer marketing. They are an extremely effective way to put your brand, your products, and your services in front of customers consistently. The benefits of email are that they remind people of what you offer and encourage them to purchase from you. Plus, by adding tips and best practices to your emails, you can establish yourself as the expert in your market.

In order to take advantage of email marketing benefits, you have to do them right. We’ve put together the most important things to include in your emails for effective equipment dealer marketing.

Showcase everything that you do

It’s important that you display all of your capabilities. Not everyone is looking for new equipment all the time!

Constantly expand your list

As many as 20% to 30% of the emails on your email distribution list go bad each and every year. The result is that up to almost a third of your contacts may no longer be viewing your marketing emails. To fix this problem, you need to constantly verify the contacts on your list to make sure they are still the right people to send emails to, and you need to add new leads and customers to your list as they come in.

Include a clear next step

Make it easy for the recipient to take the action that you want them to take. Each section of your email should have a clear and highly visible next step. For example, if you have a section of your email discussing preventive maintenance, then include a way to schedule an appointment. If you have a section that talks about a new piece of equipment, include a way to find out more about the machine.

Accurate subject lines

To take full advantage of the benefits of email for your equipment dealer marketing, your recipients must trust you. “Clickbait” subject lines have gone mainstream as a strategy to increase email open rates. However, they inevitably result in frustrated customers. To avoid this email marketing mistake, equipment dealers should hook the recipient with a compelling subject line that offers them something or makes them want to learn more. But it should always be relevant to what’s covered in the email.

Make emails friendly for mobile

Equipment dealers need to ensure that their emails look good on mobile. Let’s face it, people are looking at emails on their phones just as much if not more than they are on a desktop. Emails that aren’t mobile friendly don’t project a good image for your company. Test your emails in different browsers on different devices to make sure everyone is seeing what you want them to see.

Send emails that are professional and easy to read

To get the most value possible from equipment dealer marketing emails, they have to be simple to understand. Though your emails can be conversational and engaging to fit your brand voice, they should look sharp and professionally created with high quality images and appealing designs. Plus, always be clear and concise to show how you understand your customers’ pain points and can help.

If you want to take full advantage of the benefits of email for equipment dealer marketing, contact Winsby today! We can do it all for you and show you what’s working through your results.

Work with Winsby

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CUSTOMER RETENTION
CUSTOMER SATISFACTION SURVEYS
EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
Key Metrics Reports
LEAD GENERATION
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MARKETING FOR MANUFACTURERS
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ONLINE PRESENCE
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Dealer Metrics

How to Know If Equipment Dealer Marketing Is Working: Look at the Key Metrics

When it comes to equipment dealer marketing, looking at and understanding the key metrics is crucial to knowing whether what you’re doing is having an impact on your business. Like all companies, equipment dealers need to look at their marketing efforts as an investment. That means that you should clearly see how the money you spend brings more money in—and how much it brings in.

You have to look at purchasing patterns, when and how often your customers buy from you, what they are buying from you, and whether you can directly correlate your emails and other marketing efforts to sales.

Here are some of the most important key metrics for equipment dealer marketing.

Customer retention

For equipment dealers, gaining new customers is typically far more expensive than selling to your existing customers. If you want long term success and growth, then you have to keep your customer churn rate as low as possible. New customers take three to five years before they can be categorized as a stable customer. Stable customers purchase six to ten times more and are ten times more likely to be retained year after year.

At Winsby, we have an online portal where our clients store their invoices and see trends in retention and other key metrics, so they can identify any problems and fix them. Sales representatives can also go online and see the last time each of their customers purchased and how often so they can call them when they haven’t purchased in a usual pattern.

Revenue trends

In addition to looking at customer retention, one of the most important key metrics for understanding whether equipment dealer marketing is working or not is revenue trends. At Winsby, we’ve found that for equipment dealers, new customers within the past year constitute 51% of the customers a business has, 23% of transactions, and 25% of revenue. However, 61% of those do not purchase again over the next 12 months.

For the same equipment dealer, people who purchase in the second year represent 20% of customers, 21% of transactions, and 17% of revenue. If you retain these customers in the second year then they more than double how often they purchase for rentals, service, and parts. During the third and subsequent years the frequency in purchasing more than doubles again for all categories.

These numbers matter because they are what should be driving your equipment dealer marketing efforts. Every year that you keep a customer, the more valuable they are to you. That means that you have to be sending them targeted emails, check in with frequent sales calls, and survey them often to see if anything is wrong.

Purchase frequency

Purchase frequency is a crucial key metric to consider when evaluating the behavior of your current customers and your equipment dealer marketing efforts. It tracks the number of times a customer buys products or services from a company within a given period. Analyzing purchase frequency will help you recognize at risk customers. If someone begins purchasing less and less from you, then you are at risk of losing them. Before that happens, you can reach out to them and determine what the issue is and fix it.

Once you have a baseline of a normal purchase frequency, as well as knowledge about when and how much your customers typically buy, you can tailor your marketing efforts around existing purchasing habits and trends. If you are sending emails as part of your equipment dealer marketing strategy, but customer purchasing frequency continues to go down, then you know that your emails are not as effective as they need to be.

See if your marketing is working

It’s important to compare the purchase frequency and overall spend for customers who were exposed to a marketing activity versus those who were not. For example, if you have an email program in place to alert your customers of specials and services you offer, compare the spend for customers with an email to those who aren’t receiving your emails.

Are you calling customers regularly? Compare the spend to those you’re calling to those you haven’t called. What about contacting customer for follow-up surveys? Are the ones you talk to spending more than the ones you haven’t contacted? Below are some comparisons for a dealer over a 12 month period, as an example.

Marketing ProgramTransactions /CustomerRevenue /CustomerCost /CustomerROI times Active Customers
Calling
Called24$128,440$281231X
Not called37$93,965$0–
Emails
Emailed30$134,270$352378X
No email4$51,0443$0–
Surveys
Surveyed16$82,423$35966X
No survey7$48,616$0–

We track key metrics, so you know what works

At Winsby, we will only implement an equipment dealer marketing strategy that works. And we want you to know that it’s working too. That’s why we have an online report with real time dashboards that show the details about when and how often your customers are purchasing, what they are purchasing, and any red flags that you should be aware of.

Our financial experts will walk you through the numbers every month and provide insights about trends that may be happening with your business—good or bad—that you might not be aware of. That way, you’ll be armed with the information you need to make the best decisions possible for equipment dealer marketing and your business as a whole.

Planning for next year? We’ll run your key metrics analysis to show you where you are headed. The accuracy of our forecasts is over 95%.

Work with Winsby

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CUSTOMER RETENTION
CUSTOMER SATISFACTION SURVEYS
EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
Key Metrics Reports
LEAD GENERATION
LIST EXPANSION
MARKET RESEARCH
MARKETING FOR MANUFACTURERS
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Dealer Website

How to Build an Effective Equipment Dealer Website for Conversion

Having an effective website is a crucial piece of equipment dealer marketing. Websites are where equipment purchasers go to check out your company and what you offer, and websites are often the first contact a potential customer has with your equipment dealership. An equipment dealer website must be easy to read, simple to navigate, and showcase all the services and products that you provide. But more than just containing information, an effective website also has to convert leads into customers.

Below are some ways that equipment dealers can improve website conversion.

Create engaging website content

Consistently developing new, attention grabbing content for your website is a critical part of lead conversion. Engaging content helps you build credibility and encourages people to turn to you when they need service, parts, or a new piece of equipment. It will also increase the chances that they will sign up on a form or pop-up on your site, which brings us to the next way to improve website conversion: using smart pop-ups.

Use smart pop-ups

Having pop-ups on your equipment dealer website can greatly increase your conversion rates. Use the pop-up to offer a discount, more information, or a freebie to encourage visitors to sign up. There are different pop-up options that you can use on your site. Push up and push down pop ups move the content away as they side from either below or above the page.

Place clear call to actions (CTAs) throughout your dealer website

Website visitors are more likely to take the action that you want to take if you have clear compelling CTAs. Use a creative design that is eye catching and difficult to miss. Make them simple, so the reader knows exactly what you want them to do. Place CTAs throughout your website with multiple on each page so that the visitor can take the desired action no matter where they are on your site.

Make your website fast

The average session on websites reached by a Google organic search is 53 seconds. For someone going directly to your website, the average session is 1 minute and 50 seconds. That’s not a lot of time, and you don’t want people wasting it waiting for the page to load. If your site takes too long to load, it negatively influences your visitor’s purchasing decisions and the conversion rate.

If your load time is slow, then consider having web professionals take a look at it. They can optimize your equipment dealer website for conversion and give you more tips for boosting your customer base.

Become an authority on all things equipment

People will be interested in what you offer when they have confidence in your authority in your specific field. The way you establish that authority is through creating best practices pages on your website. They will allow you to show the knowledge you have about different types of machines, how to maintain them, and how to make them as productive as possible. Plus, by sharing best practices with website visitors and linking to them through your marketing emails, you are giving added value to the people who are engaging with your content. Doing so will help convert prospects into customers and create more loyal customers.

Include customer comments on your dealer website

One of the best ways to improve website conversion is to include positive reviews and customer stories. Most customers are going to check online for reviews before they spend their money on a product or service. Make it easy for them to find the good ones by adding them to your site along with testimonials. Your conversion rate will soar with evidence of customers benefitting from what your dealership offers.

If you want help improving website conversion, then contact the equipment dealer website experts at Winsby today!

Categories

CUSTOMER RETENTION
CUSTOMER SATISFACTION SURVEYS
EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
Key Metrics Reports
LEAD GENERATION
LIST EXPANSION
MARKET RESEARCH
MARKETING FOR MANUFACTURERS
MARKETING STRATEGY
ONLINE PRESENCE
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AtRisk Dealers

How Equipment Dealers Can Identify At Risk Customers

When equipment dealers have at risk customers, it means that they are in danger of losing them. They start purchasing less and less from you, maybe going to another dealer for some of their parts and service needs and eventually leaving you altogether. The only way to keep this from happening is to identify who those at risk customers are and correcting the issue that is driving them away.

Use key metrics to determine who is at risk

The only way to identify at risk customers is to understand their behavior and how it is changing. Specifically, equipment dealers want to look at the customer’s purchase intervals or purchase frequency. If the interval between purchases is longer than usual, then it may indicate that that customer is going to a competing dealer for parts, service, or equipment.

When you notice a customer’s purchase frequency is decreasing, your sales team should reach out to them as soon as possible. Most people will not take the effort to tell you that your company is not serving them adequately. Understanding purchase frequency and other key metrics gives you insights into how your customers are feeling that you can act on.

Use customer satisfaction surveys to keep at risk customers

Once you understand which of your customers are purchasing less from you and thinking of leaving, you can take the right steps to fix the situation. Conducting customer satisfaction surveys with at risk customers tells you exactly what their problems are. They’ll allow you to determine any issues people are having with your company before they turn into big problems.

Acquiring a new customer can cost five times as much as keeping a current one, so increasing your bottom line depends on ensuring at risk customers don’t stop being customers. If equipment dealers can catch problems with at risk customers before they turn into bigger issues, then they can fix them and show the customer that they care. At Winsby, we often see at risk customers become some of the most loyal customers to equipment dealers once they take steps to fix any problems.

Act on customer feedback

You can’t just identify at risk customers and determine what is wrong through customer satisfaction surveys and then do nothing. You have to listen to what they are telling you and take the steps to make it right. If you receive feedback from an unsatisfied customer, you’ll have the opportunity to contact them by phone and make things right by addressing their concerns. Nothing tells customers you care like giving them your time and attention.

If you’re an equipment dealer that is afraid of losing at risk customers, then Winsby can help. Contact our team to start looking at key metrics and conducting customer satisfaction surveys today!

Work with Winsby

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PurchaseFrequencyDealer

Purchase Frequency for Equipment Dealers

Equipment Dealers Need to Pay Attention to Purchase Frequency

Purchase frequency is a key metric to look at for heavy equipment dealers. It gives you an inside look at the behavior of your current customers and lets you know how successful your marketing efforts have been. Purchase frequency tracks how often a customer buys a product or service from your dealership within a given period.

In this article we’re going over why equipment dealers should track and understand purchase frequency, and how they can improve it.

Are customers buying from your competitors?

This key metric tells you what your customers are up to. For example, if purchase frequency is decreasing, that could indicate that they are buying from one of your competitors instead of you. Construction, demolition, and other businesses that use heavy equipment need a continuous supply of service, parts, and machines. If they are no longer receiving those things from you, then they are going somewhere else.

Know which parts of your business need to improve

Equipment dealerships are really multiple businesses linked together and rolled into one, and you need all of them firing on all cylinders to be successful. If your service department and equipment sales are strong, but parts purchase frequency is falling off, then it’s time to take a closer look at that aspect of the company and take steps to improve it.

Understand customer purchasing behavior

Once you start consistently tracking this key metric, you learn valuable information about your target customers’ behavior. After determining the baseline of a normal purchase frequency, along with information about when and how much they typically buy, you can focus your marketing efforts around existing purchasing habits and trends.

The benefits of email marketing

The primary benefit of email marketing is that it boosts your customers’ purchase frequency. For example, when Winsby develops and send emails on behalf of a client, their customers that are on their email list buy two to three times more often than those customers who are not on their email list.

Emails give your customers and prospects information on all your products, services, and industry best practices to help establish your company as the expert in the field and show everything you offer. They remind your customers about your company and encourage them to purchase from you instead of a competitor who may not be sending them emails.

Winsby will help you track and improve key metrics

Purchase frequency is a key metric that every equipment dealer should be paying attention to and finding ways to improve. At Winsby our team does the heavy lifting for you. We’ll track purchase frequency, let you know of any customers that are falling off, and create and send emails on your behalf to encourage them to buy more often.

Contact the Winsby Team Today!

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CUSTOMER RETENTION
CUSTOMER SATISFACTION SURVEYS
EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
Key Metrics Reports
LEAD GENERATION
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MARKETING FOR MANUFACTURERS
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dealer leads

Top Lead Generation Tips for Equipment Dealers

Lead generation for equipment dealers is similar to generating leads for other B2B companies. It starts with finding businesses similar to ones you are already working with and determining who their decision makers are. Then, you reach out to ask for their contact information, see if they have any unmet needs, and add their email to your list. And the sales funnel begins!

We’ve put together some lead generation tips for equipment dealers to help you out through this process.

Use market research

One of the most important lead generation tips is to do your research first. Survey existing customers to see what aspects of your business are most important to them and which types of media they respond the most to. Armed with that information, you can start targeting your marketing campaigns to focus on what your customers care about most and using avenues that resonate, whether it’s emails, ads, webpages, or in person visits. The more effective your marketing, the more often prospects will enter and engage with your sales funnel.

Make your website a tool

Your website is not just for highlighting your products and services. One of the best lead generation tips is to put forms throughout your website to collect the contact information of people who visit it. You can even make it worth their while to give you their information by offering something in return, like a brochure, a discount, a sample, or an ebook with tips and best practices relevant to their business.

Create lots of content

When it comes to lead generation best practices, developing a ton of content is important. You should be regularly creating blog posts, case studies, and white papers, then adding them to your website. The result will be that your SEO will improve, so more people will visit your website organically. Posting content also gives you ideas that you can send out via emails or offer to download on your site.

Add some chatbots

Adding chatbots to your website is one of the essential lead generation best practices for equipment dealers. Because chatbots are available 24/7, you can generate leads through them even while sleeping! Simply set them up to match your brand personality and voice, and they will be your 24/7 digital sales representatives.

Work every lead source

Equipment dealers have a variety of sources for potential leads. The problem is that some of them are often neglected. Your sales team should prioritize the most fruitful lead sources, but if you have the time and resources, one lead generation tip is to work them all. Here are some examples of lead sources for equipment dealers:

  • Customers from other parts of the business
  • Email open reports
  • Website form fills
  • Customer satisfaction surveys with negative feedback
  • Last purchase reports showing how long it’s been since a customer purchased

The more lead sources you work, the more leads you’ll have coming in through the door.

If you want more information on lead generation best practices for equipment dealers or would like seasoned experts to handle some of the heavy lifting, contact Winsby today!

Contact the Winsby Team

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CUSTOMER RETENTION
CUSTOMER SATISFACTION SURVEYS
EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
Key Metrics Reports
LEAD GENERATION
LIST EXPANSION
MARKET RESEARCH
MARKETING FOR MANUFACTURERS
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ONLINE PRESENCE
REPUTATION MANAGEMENT
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dealer web

How Equipment Dealers Identify Website Visitors

An effective equipment dealer website is really a cornerstone of your marketing and sales activities. It’s where prospects and customers go to see what products and services you offer, to judge whether they are interested in working with you, and to see how to get in touch with you. You have put a lot of work into it, making it easy to navigate, adding great copy, and optimizing it for SEO, so it shows up higher on Google’s first page.

After all that work, you want to use your equipment dealer website as effectively as possible. To accomplish that, you need to identify your website visitors.

See who’s visiting your website

There are two primary ways that you can identify website visitors. One is by adding a form fill on multiple pages that visitors can fill out. You can offer to answer their questions or a lead magnet, like an ebook, brochure, or special pricing. They fill out their contact information in return for the lead magnet or having their question answered.

The issue with using form fills to identify website visitors is that it is very inefficient. About 98% of web visitors won’t take the time and effort to fill it out. A much more efficient method is using software that identifies visitors. These programs tag each of your webpages to determine the IP addresses of anyone who lands on the pages.

The same software then notifies your sales reps and anyone designated in your organization when a person visits your site, so you know who’s on your site, which pages they are viewing, and so you can contact them quickly. Plus, the best thing about using this type of software is that you can usually add your email and customer lists to it, so anyone on those lists will be identified as soon as they visit your site. You’ll see who is interested in buying as soon as they start looking!

Boost your sales

Research shows that if you call someone within five minutes of visiting your equipment dealer website, they are 100 times more likely to purchase than if you call them an hour later. Time is of the essence, and understanding who is on your site as quickly as possible will go a long way to help your sales team determine what a visitor is looking for and guiding them toward a purchase.

When equipment dealers can identify website visitors, it allows them to use their website to its full potential, develop new leads, and boost their sales.

Understand user activity

More than just using a software to identify website visitors, you can use it to track their activity once they are on your site. If you see which pages they visit or spend the most time on, then your team can use that information to understand what the customer or prospect needs and offer the best solution possible for their situation.

Use Winsby to identify website visitors

At Winsby, we tag your equipment dealer website with a program that monitors visitors, so you’ll know exactly who is coming to your website and which pages they are visiting. You can then receive alerts via email or text when someone visits your site. Plus, we’ll send you weekly reports showing exactly who came to your website, including how many times and what pages they visited. Then you can reach out to them and add them to your sales funnel!

Contact Winsby to Identify Website Visitors Today
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