Moving from negativity and uncertainty to possibility and prosperity in your business.

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In an environment where the airwaves are poisoned with toxic reasons why you can’t grow your business, it makes us wonder: Is business growth consistently attainable in this climate? If it is…what tools can help you get there?

The long term failure of “more with less”

Eight years ago things were a mess. The great recession was hard on most. The negativity of that environment left companies feeling forced into doing more with less, “rightsizing”, and generally searching for an equilibrium point near the lowest common dominator of making just enough and making it at all. Today we move from omnibus negativity to patent uncertainty with the election, the noise about the candidates, the regulatory environment, taxes and global macroeconomic questions as the sound bites bombarding your business decision making. But there will always be noise. There will always be a reason or twelve to pull you back from bidding on that larger deal or expanding with the new product or service. Somehow the “more with less” efficiency models of our new normal have been rationalized to equate to responsible business operation. One problem, no great business story ever told aligns with the “more with less” strategy.

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Increasing sales with payments…without knowing anything about finance

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It’s just hard to be an expert at everything. And we find many manufacturers, dealers and vendors of commercial equipment are frustrated with the complexity of offering finance programs to their customers. Lots of paperwork, bait and switch lenders, customers turned down and it can take a really long time to get paid. But the advantage of offering payments to customers is an unavoidable benefit that is a key ingredient to success. If you feel this frustration, you’re doing it wrong.

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Do equipment sales team behaviors and the definition of insanity share the same neighborhood?

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The colloquial definition of insanity:

Doing the same thing over and over again and expecting different results.

Yeah, but what do they know about commercial equipment sales? Well, nothing. But considering the author of the quote was Albert Einstein and he basically was the smartest dude ever—I wouldn’t count him out when applying this to the behavior of commercial equipment sales teams. Here’s what we mean:

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Jim says he can get 5% interest rates from his bank. Poor Jim.

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As a business owner of an equipment intensive company, Jim is always on the lookout for new equipment. He has relationships with every dealer in the area and when the time comes to purchase, he’s paid for the equipment in several ways. His father, who started the business, only paid cash. While Jim tried to keep that up for several years, it became hard to do as competition increased and prices fell.

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There is a “person” in your phone that answers your questions. Amazon seems to read your mind when you land on their website. Some cars even parallel park for you. Often people think of companies like Google and Apple when they think of technology innovation, but in business, technology advances extend far beyond the mobile devices and websites. Commercial equipment in all categories offer gains in efficiencies, lower operating costs and even increased revenues. This has business stakeholders seeking ways to keep up…affordably.

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An easy marketing idea for your equipment. And we’ll do it for you!

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People get too many emails. Most of your company emails won’t be opened. But if 15% of your audience open your emails regularly and just 5% of them take action…it could lead to 15-20% overall sales growth. That’s big money.

So, to build a simple email campaign that will drive more sales opportunity do the following things:

  1. The Deal of the Month: the piece of equipment that will turn everyone’s head
  2. The Service Offering: whether maintenance, installation, delivery…or whatever these high margin value added services are a longer sales cycle at times. These email communications can help you plant the seed and water it.
  3. The Idea: A quick note that demonstrates your expertise to your audience.

Add a picture or two, ALWAYS market your deal of the month with a payment and voila—more sales. It’s really that easy. And for a limited time:

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Sell more equipment in 2016 at a lower net investment to your customers without losing margin.

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What if you could sell more equipment in 2016 at the same or better margins while your customers enjoyed a lower net investment. What if your customers could have more or better revenue producing equipment in-service without spending more total money?  They can.

In December, Congress brought back the strength of the Section 179 Tax Deduction for businesses. Under the “Protecting Americans from Tax Hikes Act of 2015,” the Section 179 limit is expanded to $500,000 with additional benefits of bonus depreciation for amounts over $500,000. The new law will make this a permanent change and that is really big news for your sales growth.

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In this highly competitive marketplace, equipment sales teams can easily become frustrated with pressure on price. Sales gurus will tell you, and correctly so, that we should all be focused on selling value over price—that a “total solution” approach often allows you to win more business and more profitable business. And while they are correct, some people are just about the price. But what if there was an easier way to overcome the price objection?

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Bob needs $125,000 of your equipment. Now what?

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Let me tell you a true story (with names changed to protect the innocent). Bob is in the market for about $125,000 in new commercial equipment. Part replacement for older equipment and part addition for some new business on the way, this package of equipment is pretty important to the company. Bob loves the industry leading brand. He takes of pride in being an equipment owner of this brand so he reaches out to his long time dealer relationship and Kim, the rep he works with at the dealer.

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