Most dealers fight over the same customers, technicians, and deals.
But the top dealers? They don’t chase. They attract.
If your lead generation is based only on outbound methods, such as cold calls, third-party lead services, or blast emails, you'll be behind.
The best dealers don’t wait to be chosen. You build a brand that makes you the obvious choice.
LinkedIn gives you the perfect platform to do just that. The question is: Are you using it?
Your dealership competes against changing customer expectations, price-driven buyers, and tougher OEM sales targets. At the same time, warehouse automation is evolving, and the industry is shifting, making it more important than ever to position yourself as a leader.
Customers are price-shopping, and skilled sales reps and technicians have options. If you want to stand out, you can’t just run a great business—you have to make sure people see it.
Think about the most successful dealers in your industry. They aren’t just known for selling forklifts. They’re recognized leaders in material handling. When customers and employees think of a dealership they trust, they think of them first.
That kind of reputation doesn’t happen by accident. It happens when you show up consistently, lead with confidence, and give people a reason to follow you.
If you’re struggling to attract top talent and keep your dealership ahead of the competition, LinkedIn can be your secret weapon. Here’s how you can use it to make your dealership the go-to choice for both customers and employees:
If you aren’t talking about your dealership, don’t expect anyone else to. Post about your team’s wins, share industry insights and highlight what makes your company a great place to work. When you showcase success, the best talent takes notice.
Great sales reps and technicians aren’t just looking for a paycheck. They want leadership, opportunity, and stability. When you share your vision for your dealership—how you’re growing, how you treat your team—you position yourself as a leader they want to work for.
Most CEOs, owners, and dealer principals don’t post at all. Even showing up once a week puts you ahead of 90% of the competition. Consistency builds trust. It keeps you top-of-mind. And when the right opportunity comes up—whether it’s a hire, a sale, or a business deal—you’re the first person they think of.
The best people don’t just follow job listings. They follow leaders. When potential employees see that you’re engaged, knowledgeable, and committed to the industry, they naturally want to be part of what you’re building.
One post won’t change everything overnight. But when you commit to showing up, the results compound.
Most dealers are invisible online. But you have the opportunity to stand out and own your market.
Most CEOs in material handling struggle to stand out. Without a clear online presence, top sales reps and technicians don’t see you as an employer of choice, and potential customers go to competitors who are more visible. But the ones who take control of their visibility don’t just sell more—they build a business that attracts top talent, earns customer trust, and dominates their market.
But the ones who take control of their visibility don’t just sell more—they build a business that attracts top talent, earns customer trust, and dominates their market.
Let's talk if you’re ready to use LinkedIn to attract the right employees, partners, and customers. Contact me here to get started.
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