Move More Inventory!

A Marketing Guide for Equipment Sales

As we all know, more leads equals more business, right? Yes. You probably thought there was going to be some smart-ass catchphrase, there's not. It’s simple, a bigger pipeline equates to more deals closed. While quality matters and other factors come into play, seasoned sales pros know a large pipeline is wins 10/10 times. The question is now how do you get a big pipeline? It comes down to one thing…. Leads… you need more leads. Below, you'll find the most effective strategies I've successfully used and continue to use for generating more leads, filling up the rolodex!?

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Method 1: Email… the Cold Way? ?

Okay so you wanna send some emails huh? Here is how…?

First you need to get a list of prospect emails. HOW? Here is how. Remember you sell heavy equipment and machinery, so you want to target construction, logistics companies, etc. Here are the steps to do so from sourcing leads to automating your sending:?

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1. Scrape LinkedIn using a tool called Findymail or use tools like Apollo.io or Zoom Info to acquire a list of prospects to email. After obtaining the list, perform list hygiene by running it through a program like ZeroBounce or MillionVerifier. This process removes "bad" or bounce emails, leaving only the "good" ones (more details on this later). Now, you'll have a clean and organized list. IMPORTANT: If you use Findymail, no further verification is needed!?

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2. Now, you need a way to send. Avoid using your work email – that's a rookie mistake. Instead, purchase a lookalike domain from providers like GoDaddy. For example, if your email is [email protected], buy a domain like theheavyequipmentdudes.com. Notice the subtle difference? This is a lookalike domain. Forward this domain to your company's main domain, and you're all set. Once you have this domain, set up an email account with it using a service like Google or Outlook.?

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3. Finally, add your new email account to a program like Instantly.ai. They offer an email "warmer" feature which you should activate and let run for a week or two before sending any emails. This preparatory step is crucial. After a couple of weeks, upload your email list, craft a compelling script, and launch your campaign. Aim to send about 50 emails a day. With the right approach, you'll soon see a steady flow of leads interested in buying or leasing equipment from you!?

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Method 2: Content... Content... Content...?

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Here's the second method: a killer content strategy. This is gold, especially if you can nail the consistency part. It's simple and straight to the point but you must use LinkedIn or Facebook (I prefer LinkedIn as it is far better for this).?

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Step 1: Each week, max out LinkedIn's limit by sending 200 connection requests to your ideal prospects. We're talking about construction ops managers, owners, logistic company bigwigs, you name it.?

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Step 2: Showcase your wins! Sold a fleet of forklifts? Snap a pic or better yet, shoot a video of them loading up. Give a quick rundown of the sale. This isn't just content; it's you in action, proving your chops. Your prospects will see your equipment in motion, keeping you at the top of their minds when it's buying time. Extend this approach to other sales pros, encouraging referrals for equipment they don't carry. Stick to this for 18 months, and you'll be outpacing your competitors, flooded with LinkedIn messages from potential buyers. Again, consistency is key here – notice a theme yet?!?

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Bonus: Ads for your Top Producer?

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Maybe you already have a stacked pipeline. If that’s the case and you have consistent deal flow, obscurity is your biggest problem. You can remedy this by setting up a $25 dollar daily spend ad on LinkedIn and running targeting your ideal prospects. You can point this ad at anyone. Just set aside 9k a year to spend on this. I recommend making 20 plus good ads you can run per year. “What should my ad be” you might ask... I have no clue. That is for you to figure out. But get this right and you've unlocked one of the most effective tactics to strengthen your pipeline and ensure you're the first one your target audience thinks of when they're ready to make a purchase.?

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The Final Method… (NOT FOR THE WEAK)??

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Alright, guys and gals... If none of the options above tickled your fancy and you found yourself thinking, "Forget these, I want something different," then brace yourselves. Here it comes...?

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Cold Call and Dial for Dollars Until You Drop?

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Wondering where to get numbers? Cognism is a great place to start for access to phone numbers. Alternatively, you can pull UCC filings and reach out to people who have bought equipment in the past to see if they have other equipment needs.?

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How to: First thing in the morning, do nothing but dial. Your goal? Get at least 20 people on the phone every day. Shoot to get 20 people a day to tell you NO and I promise you will have a lot of Yes’s in there.?

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The Smart Way: Consider using a dialer like the one offered by Close.com. You can either manage it yourself or hire a Virtual Assistant to handle it for you.?

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Now, about the script... What should you say? That's for you to develop and figure out. This is just a guide to get those leads!?

? Closing Statements for my Closers:?

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You need to increase your lead flow to build a bigger pipeline and move more inventory. By following any of these methods CONSISTENTLY you can, and WILL, generate more business!??

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If you’re looking for more marketing support like this and a lending partner that funds 97% of their equipment and lease deals shoot me a message!?