Forklift Dealerships: What does it mean to be a solutions provider?
We see forklift dealerships saying they provide solutions. We've worked on website pages for ...
4 min read
For years, forklift dealerships had one job: sell and service forklifts. Success came from knowing the equipment, building strong customer relationships, and keeping the sales process simple. Business was good if the dealership hit its sales goals and kept customers happy.
But things have changed. Competition is tougher, and big dealerships and national rental chains are growing fast. Customers expect quick service and a full range of solutions, and manufacturers demand more. To stay ahead, dealerships need a smarter approach to product expansion and marketing.
The Risk of Expanding Without a Plan
Many dealerships add new products to keep up with competitors. If one dealer starts selling pallet racking, others follow. Soon, dealerships offer everything from dock equipment to automation—without a clear strategy.
The problem? Expanding without a plan can backfire:
- Sales teams struggle to sell products they don’t fully understand.
- Service quality drops as teams juggle too much.
- Customers get confused about what your dealership really specializes in.
Adding products should grow revenue, not create chaos. The key isn’t selling more—it’s selling smarter.
How to Win: A Strong Product Marketing Strategy
Successful dealerships don’t just add products. They build a clear strategy that makes it easy for customers to buy and easy for sales teams to sell.
A dealership isn’t just about forklifts—it’s about solving customer problems. To stand out, every product needs a clear message, strong sales tools, and the right marketing.
Here’s how:
- Sales Tools That Work: Give your team the knowledge and materials to confidently cross-sell and upsell.
- Clear, Simple Marketing: Make it easy for customers to see why they should buy from you.
- Stronger Lead Generation: Use landing pages, flyers, and SEO-driven blog content to attract buyers before they start shopping.
When your dealership has a clear message, customers don’t need to shop around—they come to you first.
Build a Product Support System
To maximize sales, every product should have a support system that helps customers understand its value and makes selling easier for your team.
Start with these essentials:
- A simple message that explains the product’s value.
- Sales tools like flyers and brochures that sales reps can use.
- Landing pages so customers can find your products online.
- Helpful blog content (6-10 posts per product) that answers customer questions.
- Follow-up / Drip emails that keep your dealership top of mind.
With a strategy in place, sales teams work smarter, and customers see your dealership as the expert in material handling.
Own Your Market, Grow Your Business
Taking charge of your marketing isn’t just about getting noticed—it’s about being the top choice in your territory.
When customers search for material handling solutions, they should find you first. A strong marketing strategy builds trust, increases sales, and makes your dealership the go-to name in the industry.
Dealerships that focus on smart product marketing don’t just survive—they dominate. They win more deals, outperform competitors, and become industry leaders.
Take Action Now
Make sure every product in your lineup is helping your business grow. Download a free product support chain marketing checklist here.a Google Sheet to track every product and ensure it has the marketing support needed to increase sales and customer engagement.
