3 Ways Behavioral Science Can Help You Close More Machinery Deals
In heavy equipment sales, the conventional wisdom is to push hard on specs, performance stats, and ROI calculations. But research shows some...
2 min read
Jared Burton
Jan 21, 2025 10:42:13 AM
Selling heavy equipment isn't about rattling off specs and features. The stories that land with equipment buyers are about downtime prevented, productivity gained, and problems solved. Here's how to make those stories work harder.
Image credit Wikimedia Commons.
Equipment buyers don't remember horsepower ratings or lifting capacities. What sticks? The story of another contractor finishing their project ahead of schedule with the right machine or a quarry operator reducing fuel costs by 25% with an equipment upgrade.
Howard Tullman, serial entrepreneur and founder of the startup incubator 1871, recently shared some tips on sales storytelling in his Inc.com column. His article is worth a read — and here's how his advice applies to heavy equipment:
Try this: don’t lead with the standard equipment pitch. Start with what's costing them money — maybe it's equipment reliability issues or fuel consumption. That's the story they need to hear.
Good timing isn't about luck. It's about knowing when a customer is ready to talk solutions. A contractor behind schedule on a major project doesn't want to hear about new equipment features — they need their current machines running at peak performance.
Instead of claiming superior performance, share specific examples: "When Smith Construction's excavator went down, we had a replacement on-site within four hours." Real situations, real results.
Every equipment operator has unique challenges. Connect your story to their specific situation. A solution that worked for another quarry dealing with similar terrain conditions will get more attention than generic success stories.
The story doesn't end with the equipment delivery. Following up on maintenance schedules, parts availability, and service needs builds the kind of trust that leads to repeat business.
This is where good tools make a difference. Voze helps equipment sales teams track these customer conversations and insights. When a rep learns something valuable from one customer visit — like how a specific machine configuration solved a unique challenge — that information is immediately available to help other customers facing similar situations.
The right story at the right time can turn a skeptical equipment buyer into a loyal customer. But only if the sales team can keep track of what works, share those insights, and follow through consistently.
Sales managers looking to improve their team's storytelling approach can start by ensuring reps share those moments of feedback or success. This creates a library of real-world examples the entire team can draw from.
Remember: The best equipment sales stories aren't made up — they're built from actual customer experiences and results. Keep it real, keep it relevant, and make sure the whole team can learn from each success.
If you'd like to learn more about how Voze helps sales teams, schedule a quick chat with us!
Based on insights from Howard Tullman's article on sales storytelling fundamentals.
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