An equipment sale can be like a fruit tree that bears future fruit (parts and service) for several years until the customer purchases their next piece of equipment. Your service sales also support the parts department, so making sure you maximize service sales is important to the long-term health of your business. Ensuring that your parts department employees know the equipment well enough to sell and suggest the proper parts will make it easier for your customers to maintain their equipment easier.

In this article, rather than revisiting how to increase margins on equipment and parts, Jeff Sheets, founder and owner of OPE Consulting Services, encourages dealers to push the envelope on how they relate to their customers to make them want to come back again and again. Sheets says, “You not only need to care about customers today when selling them your product, but you also want to be there for your customers for their future needs, too. That is a foundation to build a great business on.”

Follow Sheet’s “SELL” acronym to ensure you are doing everything possible to capture sales in every department, not just equipment sales. For more information on how to increase sales with better customer service, visit the CRM section of our website.