When a customer says, “The other dealer is cheaper,” how does your sales team respond?
Join Brooks Group’s Dan Markin and SMS Equipment’s David Liptrot to learn how to develop winning dealership sales teams who can sell value, not price.
For heavy equipment dealers, price competition is a constant challenge. If your customers view products and services as commodities, deals come down to who can offer the lowest price.
But competing on cost alone puts profitability at risk and makes it harder to build lasting customer relationships.
When technical sellers have the skills to move beyond machine specifications and price comparisons, they can demonstrate business value that sets your solutions apart.
Equip your reps to move beyond equipment comparisons to uncover customer needs, differentiate, and communicate the business value of choosing your dealership.
Designed for dealer principals, sales leaders, and managers responsible for equipment sales, this session will provide actionable strategies to help your sellers shift the conversation from cost to value and win more profitable business.
What You’ll Learn:
Help sellers differentiate your solutions by connecting equipment capabilities to customer’s productivity goals and operating costs
Equip your team to overcome price objections and protect margins without relying on discounts
Make parts availability, service support, and dealership expertise a meaningful part of the buying decision
Develop consultative selling skills that build credibility with owners, fleet managers, and other decision makers, strengthen customer relationships, and create long-term value
Webinar Speakers
Dan Markin
Vice President, Sales Strategy and Consulting
The Brooks Group
Dan Markin brings over 20 years of senior leadership experience to The Brooks Group and is well-versed in B2B sales training, sales leadership, and sales strategy. He is passionate about coaching salespeople further develop their capabilities for greater success by understanding their individual strengths.
David Liptrot
Vice President, Construction Sales, West
SMS Equipment
David Liptrot is the VP of Construction Sales, West at SMS Equipment.