Heavy Equipment Dealers

Did You Know?


Customers are 2.4 times more likely to stick with a brand when their problems are solved quickly (Forrester)

In the heavy equipment industry, the sale and service of machinery are fundamental. Customer experience plays a pivotal role in shaping the success of dealerships. Unlike traditional retail, heavy equipment dealers operate within a B2B model, where relationships are protracted and transactions involve substantial investments.  Dealers must prioritize delivering a seamless customer journey, from initial inquiry and purchase to ongoing service and maintenance.

Unlike many consumer-focused industries, where customer churn may have less immediate consequences, heavy equipment dealers rely on maintaining strong partnerships with businesses in construction, agriculture, and other industries. Customer loyalty in this sector is often measured by the frequency of equipment purchases, contract renewals, and the reliance on the dealership for ongoing support and maintenance services. 

Customer experience extends beyond the point of sale; it involves providing comprehensive support throughout the equipment’s lifespan. Dealers should focus on minimizing downtime through efficient maintenance and repair services, timely availability of spare parts, and proactive communication to keep clients informed about equipment performance and potential issues. By prioritizing a positive customer experience, heavy equipment dealers can enhance client satisfaction, strengthen business relationships, and ultimately drive business growth through customer retention and advocacy.

Case Study

Leading equipment manufacturer expands customer adoption of new technologies leading to significant customer expansion after uncovering a key insight about operator training.