Sales and Marketing Strategies for Used Equipment

With the current supply shortages reducing the inventories of new equipment, equipment dealers are finding that used equipment is currently the best alternative. We have put together some strategies and best practices to help you optimize your used equipment sales process to reach new customers and re-engage with prior customers.

1. Build an Online Catalog

An online catalog is an excellent way to showcase what used equipment you have to offer. The catalog should be optimized for mobile like our self-service eCommerce platform for your customers, ePortal,. You can add in the relevant details, such as meter readings, photos, and price, with the option to check out online. Our e-Emphasys customer ePortal has these capabilities. Customers can even download and pay their invoices through the portal, saving your back-office time spent manually sending them.

2. Online Advertising

With the right keywords and targeting, Google Ads can be an effective way to reach new customers and advertise your used and new equipment. There are many types of ads, including shopping ads, and location-based ads, which restrict your ad only to a local area that you set. In addition, creating digital content with SEO (Search Engine Optimization) in mind is a great way of reaching your target audience. ePortal has built in SEO capabilities to ensure your listings appear prominently on search engines.  A digital marketing agency can help you with these, however Google also offers free training videos showing you how to get started. This can be a great way to reach customers entering the buying process.

3. Maintain a Detailed CRM Platform

It is less costly to retain customers than it is to find new ones, and with a good CRM platform you can track opportunities for upcoming sales. Our e-Emphasys CRM is a robust CRM platform based in Microsoft Dynamics that provides real time information on all customer interactions, along with customer history, powerful, flexible quoting tools, and automated processes. You can set reminders for follow ups, view dashboards to identify opportunities for incoming used equipment, while maintaining detailed customer interaction records. Our CRM and entire digital management platform has helped Jon Shilling, CEO and President, at General Equipment and Supplies “Our customer satisfaction with e-Emphasys has definitely increased as we are able to get information. We’re able to get real-time looks at inventories and get answers to our customers when they’re sitting right in front of us in the office.”