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Category: EQUIPMENT DEALER MARKETING

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Market Research Services for Equipment Dealers

Market research services help equipment dealers understand who their customers are and what they value most from a dealership. Armed with the right information, you can craft marketing messaging that will truly resonate with the prospects you’re sending it to, ensuring that they actually pay attention to and act on it.

Without consistent market research services, you could be sending the wrong messaging or the right messaging to the wrong people!

See what matters most to your customers

You might think this is a simple question, but many equipment dealers aren’t sure what the most important things are to their customers. It’s likely that your business is already excelling at these things, or your current customers wouldn’t be your customers at all. What you need to do is include those selling points in your marketing messaging and sales materials. For example, if what matters most to your customers is fast parts delivery and excellent new equipment availability, then that should be front and center in your emails and social media posts. Market research services can give you the insights required to offer what your prospects and customers are looking to buy.

Understand which offers are most effective

In addition to determining what parts of your business are valued most by your customers, equipment dealer market research services will also tell you which offers they will respond most to. Whether it’s discounts, financing offers, free delivery, or something else, effective research lets you know exactly what specials and offers will cause customers and prospects to purchase from you.

Find out how to contact customers

Market research services for equipment dealers will also tell you which communication methods are best for your customers—emails, in person sales visits, postcards, social media posts, Google searches, referrals, or ads. Once you know that information, you can adjust your marketing efforts to optimize your time and budget on methods that actually produce results.

See where you match up to competitors

The last primary way that market research services help equipment dealers is by giving them an idea of how they match up against their competitors. Who’s the top company in your region? Who’s in the middle? Who’s last? Where does your dealership fit in? With this information, your sales people can reach out to customers of the dealers that are near the bottom of the pack.

Hire an equipment dealer market research agency

A market research agency makes it simple to learn the information your dealership requires to be successful. For example, at Winsby we have an in house team of researchers who conduct surveys over the phone. With phone surveys, our team can ensure the answers are thoughtful and relevant, giving you full, accurate results and a large number of finished surveys. A market research agency like Winsby has the knowledge and experience to develop a highly effective script that will get you the answers you need and can put to use.

If you’d like to better understand your customers and market to boost sales, then contact the Winsby market research agency today!

Understand Your Customers Better

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DealerList

Equipment Dealer Marketing: How to Build an Email Distribution List

One of the key parts of equipment dealer marketing is sending effective emails that drive sales. Before you can do that, you have to have an up to date email distribution list that includes people who are interested in the types of products and services you offer. Neglecting your list will cause it to quickly become out of date and potentially obsolete.

Your email distribution list will never stay the same. The people on them change job positions, leave the company, or stop engaging with your emails. If you want email to remain an effective tool for equipment dealer marketing, then it requires constant work and attention.

How to create an email distribution list that drives sales

Make it easy to sign up
Another key part of equipment dealer marketing is having a website that makes it simple to understand what you offer and for potential customers to find what they need. A component of that is having form fills on multiple pages to capture the name and contact information of people who are interested in your products or services. It should be quick and easy to use, so web visitors can enter their email fast and your list grows.

Contact prospects similar to your customers
Look at your current email distribution list in terms of SIC or NAICS codes. Find out which industries are most represented in your current customer list, then find companies that are in the same industry and similar to them. Create a list of potential customers, call through it to determine who the decision makers at each company are, ask them for their email address, and add them to your email distribution list.

Verify your current list
As we mentioned, your email distribution list is never static. In fact, as much as 20% to 30% of your email list goes bad every single year. That means that up to almost a third of the people on your list are no longer engaging with your emails or can no longer make the decisions you need them to make after reading them. If you want your emails to be as effective as possible at driving sales, then you need to have as many active contacts on it as possible.

Emails are the key to equipment dealer marketing

Email is the most cost effective method for growing sales, increasing purchase frequency, and expanding the reach of your marketing efforts. But they only work if your email distribution list is current and up to date. That way, your messaging is read by the people who are ready to use your products and services and who can make the decision to go with your dealership.

If you need help with making your email distribution list as profitable as possible for your dealership, the Winsby team can help.

Contact Our Team Today!
See How Winsby Builds Your Email List

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DealerMarketing

The Best Strategy for Equipment Dealer Marketing

When it comes to equipment dealer marketing, you can’t underestimate the benefits of email. But even they might not fully recognize just how crucial email marketing is to their continued success. From boosting the purchase frequency of your customers to increasing sales to introducing customers to multiple sides of your business, email marketing benefits are many and extremely valuable.

Let’s dive into some of those top benefits of email for equipment dealer marketing.

The key email marketing benefits for your dealership
  1. Grow sales from current customers – Construction equipment dealers are really multiple businesses rolled into one. One of the benefits of email is that you can tie those different businesses together and encourage the sharing of customers between departments. For example, if a customer comes to you to purchase a part or have their machine serviced, you can then get them into your email funnel and introduce them to your new and used equipment, rentals, and more.
  2. Boost customer purchase frequency – One of the most important email marketing benefits is that it can increase the number of times and amount of products or services customer purchase from you. For example, when Winsby develops and send emails on behalf of a client, their customers that are on their email list purchase two to three times more often that those customers who are not on their email list.
  3. Expand the reach of your marketing – Billions of people send and receive emails every single day, which is what makes them such a key part of your equipment dealer marketing. If you are constantly building and cleaning your email distribution list, then you can tap into the inboxes of more and more of those people. At Winsby, we help you find the right prospects for your list by calling companies similar to the ones on your current customer list. We ask for the email address of decision makers, and then start sending them information about your dealership’s services and offerings.
  4. Emails deliver a high ROI – Constant Contact, a leading online marketing platform, reports that the average ROI for email marketing is $36 for every $1 spent. That is a huge return and one of the most important email marketing benefits. You will not find a more cost effective marketing or advertising approach out there, including direct mail, print media, paid ads, or billboards. Plus, you can track how well they work, meaning you can better allocate your dealership’s scarce resources.
Improve your equipment dealer marketing

Once you recognize the benefits of email, then it is easy to see how they will help grow your business. You get a direct line into your customers’ and potential customers’ inboxes, allowing you to offer solutions to the problems they are trying to solve. But the thing is, you have to do the emails right.

That’s where our team comes in at Winsby. We’ll construct your email distribution list, come up with the best topics for your audience, and then write, design, program, and send out the emails. Afterwards, we’ll track the results and share them with you. We’ll take care of the entire process, so your equipment dealership can reap all the email marketing benefits!

Contact Winsby to Take Advantage of Email Marketing Benefits

How Winsby Handles Your Email Marketing

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CUSTOMER RETENTION
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EMAIL MARKETING
EQUIPMENT DEALER MARKETING
KEY METRICS
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LEAD GENERATION
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MARKETING FOR MANUFACTURERS
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marketing 01

Why Equipment Dealers Need a Full Service Marketing Agency

No business can survive without a steady flow of new opportunities coming through the door. This fact holds true for equipment dealers and distributors in every other industry. In most regions there a lot of options for contractors and construction business owners when it comes to new equipment, parts, service, and rentals. The question is, how do you make sure they come to you instead of going to one of your competitors?

The answer is a well planned and effective marketing plan that you stick to consistently. The difficult part is that equipment dealers have a lot to focus on. Owners and leaders are busy running the business, dealing with customers, working with team members, and just handling the day to day activities.

All those responsibilities leave precious little time to focus on things that don’t require immediate attention, like marketing. But if you can’t devote enough resources to your marketing, then your sales funnel isn’t replenished consistently, and your growth becomes stagnant, especially if current customers change their purchase frequency.

The solution to this problem is to hire a full service marketing agency.

Top benefits of hiring a full service marketing agency for equipment dealers

Rely on the experts – Just as at your dealership has parts and rental equipment experts, a full service marketing agency is your expert to bring in new business. A great full service marketing agency will suggest doing whatever is producing results for their other clients and for you. They are constantly improving their processes and will only recommend to you what is working for similar businesses.

Save your time – A full service marketing agency takes a huge chunk of work off your plate. You and your team don’t need to spend time and resources on creating and updating websites, ads, emails, or social media posts—time and resources that could be better spent on your core business. Using an agency that really knows what they are doing will ensure high quality work, effective results, and a steady stream of leads.

Reduce your overhead costs – Relying on a full service marketing agency costs a fraction of hiring an entire in house team. Plus, with an outsourced team, you don’t have to think about managing their schedules, handling vacations or sick days, setting up their healthcare, or anything else that comes along with full time dealership employees.

Receive a fresh perspective – Sometimes you are just too busy or too close to your business to market it successfully. The parts of your equipment dealership that you think are most important to customers may not be. You might not even understand which top three attributes of your products or services matter the most to your customers. An outside full service marketing agency brings new eyes and perspective to your equipment dealership. Plus, they can help you conduct customer surveys to learn exactly what matters most to your customers and prospects. And they can show you the results, so you can see exactly what is working . . . and how well it is working.

If you’d like to learn the details of hiring a full service marketing agency for your equipment dealership and how it will drive sales, contact the Winsby team today!

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dealers

Which Lead Sources Should Equipment Dealers Focus on?

Like any business, equipment dealers need a steady stream of new leads and prospects to turn into paying customers. Without new customers coming in, your company will stagnate and your business won’t be successful. The hard part is finding good, productive lead sources that consistently generate new leads when you need them.

In this post, we cover the best lead sources for equipment dealers, and where your sales reps should be focusing their efforts.

Top lead sources for equipment dealers

If your sales reps need old or new leads to call, then the sources below are some great options that are worth their time.

Customers from different parts of the business – Equipment dealers have multiple departments that are almost like different businesses. The good part about that though, is that a customer can come in for a part, and then they become a potential customer for the service or equipment sides of your dealership. Sales reps should use customers of different parts of your business as lead sources for other parts.

Email open reports – Email open reports are excellent lead sources for equipment dealers. And if you aren’t sending emails, then you really should start. Aside from encouraging your leads and prospects to purchase from you, their level of engagement with the email can give important insights to your sales reps. They can reach out to recipients who have opened and clicked the email and even know if they are interested in parts or service or a new piece of equipment depending on which section of the email they clicked on.

Last purchase reports – One of the best lead sources for equipment dealers is a purchase report. Your current or past customers are also a great source for new leads. Your sales reps should look at last purchase reports and call anyone who hasn’t purchased in an average time period for your industry.

Website form fills – One of the most common ways to identify website visitors easily is with a form fill. Once you get the lead’s information, your sales reps can then reach out to them, answer any questions they asked in the form fill, and ask if all of their equipment needs are being fulfilled. Inbound lead sources like form fills are excellent for new leads, because the person is actively giving you their contact info and wants to talk to you.

Customer satisfaction surveys – The last lead source for equipment dealers that we’re going to mention is customer satisfaction survey results. Your sales reps should reach out to anyone who gives a negative review, so that they can offer a solution to the issue and turn an unhappy customer into a far more loyal one.

New leads are crucial for equipment dealers

New leads are the lifeblood of your business, and productive lead sources are how you bring them in. If you need help building a successful funnel and consistently bringing in new business, then we can help at Winsby.

Start Generating New Leads Today!

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bp emaillist

Equipment Dealer Marketing: Why Expand Your Email List

Your email lists are constantly changing. The people you’re sending emails to change jobs and switch roles, so it’s important to keep your list up to date in order to keep reaching your target customer effectively. This process never stops!

The best method for effectively expanding your list is to find people who are in a position to make key decisions and purchase your products or services. That way, you can be sure your brand and offerings are in front of the people who matter most for your business./p>

Why equipment dealers need to constantly expand their list

Email list expansion is crucial for any equipment dealer marketing strategy, because as many as 20% to 30% of the email addresses on your list go bad each and every year. What that means is that up to about a third of your recipients may no longer be opening and looking at your emails. For your emails to be most effective, you need the people receiving them to be those who can and will act on them.

If you are consistently verifying contacts and adding new ones, then your emails will be far more powerful for your sales and business growth.

How equipment dealers can expand their lists

The first step is to check and see if the email addresses on your list currently are still relevant and valid. Start by reviewing your customer list and then calling anyone who doesn’t have an email on file, in order to add it. Make sure you’re not just adding the email of the first person you talk to, you want to determine the decision maker and add theirs. You should do the same for companies who have stopped opening or clicking your emails. Call and ask if there is a different email you should be sending to.

After working through your current list, the next step for your equipment dealer marketing email strategy is finding new companies to add. Identify your target customers by analyzing your list in terms of SIC codes or NAICS codes. Then find other companies that are similar to the ones you’re currently working with.

Develop a list of potential customers, then call them to ask about their current needs, and ask for permission to start sending emails.

What’s the benefit for your dealership?

The primary benefit of these activities is to build your email list into an increasingly effective marketing tool. Customers on your list who receive marketing emails typically purchase two to three times more than customers who are not on your list.

After adding a new person to your list, you should be checking regularly to see if they are still at the company. You should also dedicate time for adding new businesses to your email list, so you can replace the email addresses that go bad. That way, you have customers and prospects that are engaged and ready to do business with you.

Contact Winsby

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Revenue Growth

How Equipment Dealers Can Increase Revenue: Target What Customers Are Buying

The goals of marketing for equipment dealers are to achieve revenue growth by connecting with more customers, to increase retention, and to boost how often customers purchase. But in order to achieve these goals effectively, dealers need to sell what their customers are looking to buy. That means you must fully understand what your customers want and how they want it. The way to accomplish this goal is for equipment dealers to incorporate market research services and customer satisfaction surveys as key parts of their marketing efforts.

Achieve revenue growth by knowing your customers

Market research services and customer satisfaction surveys are tools that equipment dealers can use to better understand their customers who are buying their equipment, parts, and service. These services help you really get at the heart of what customers want from you by actually talking to customers to hear what they have to say.

By implementing customer satisfaction surveys and market research services as part of your equipment dealer marketing strategy, you will measure how happy your customers are and identify where you need to make improvements. Once you understand what people want to see and what is most important to your customers, you can align your business, your marketing, and your sales message with their needs.

It is a lot easier to improve revenue growth when you are selling exactly what your customers want in the ways that they want to be sold. But you won’t know what they want unless you ask them.

How customer satisfaction surveys work

At Winsby, we conduct customer satisfaction surveys over the phone, because they generally provide a much better sample. Our team typically reaches a customer over the phone on every third call. And then once we are talking to them, about 97% agree to take the phone survey. This rate is much better than responses for email surveys, for which a good response is 2% of recipients.

Plus, when you do surveys over the phone, you have the chance to learn much more from your customers. They can fully explain what issues they are experiencing and what they want to see, even if those responses go beyond the specific questions. With email surveys, you can’t even be sure that the recipients are reading the questions.

The proof is in the results

The cornerstone of revenue growth is customer retention. And the key to improving customer retention is showing customers that you care about them, identifying and fixing any issues that come up quickly, and consistently providing what they need to be successful. Our clients that implement customer satisfaction surveys as part of their equipment dealer marketing see about 30% to 40% higher customer retention rates than those that do not. The reason is that those dealers can improve every part of their business, from heavy equipment service to sales to rentals to parts, and align them to exactly what their customers want.

In other words, customer satisfaction surveys allow you to sell what the customer is buying.

If you want to start achieving consistent revenue growth for your equipment dealership, then talk to our team today. We provide the market research services and customer satisfaction surveys you need for success.

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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MARKETING FOR MANUFACTURERS
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ONLINE PRESENCE
REPUTATION MANAGEMENT
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