There is a strategic approach to sales where building relationships and trust with customers is just as important as the numbers and machinery itself — especially when navigating appraisals and trade-ins.

“A lot of times you’re trying to give them options,” says Brian Neuman, a sales representative from Vanderloop Equipment in Beaver Dam, Wis. “They just wanted to see where we were in the price and option game, if it was feasible.”

Customers are often uncertain about what they want at first when considering used machinery. Sales reps like Neuman need to help their customers explore their options and understand pricing.

“In our industry, it used to be, you’d price 10 things, and maybe you’re lucky to get one, now it’s probably 20 things,” he says.

Customers don’t want to waste their time on long conversations and end up in a hole with whatever price is provided to them. Sales reps need to establish their credibility and demonstrate their value to the customer, he says.

“I had to price something to see if I was even invited back to the party to appraise,” says Neuman.

He adds that his sales team does not cold-call or prospect often anymore. Instead, they research and focus on helping the customer understand how their product compares to sales rep’s products, which is crucial to make a compelling case for why the customer should consider different machinery.

“Get the guy to trust you to be in his shed,” he says. “There's a lot of that mind racing of how you can sell yourself to that customer.”

Beginning discussions about appraisals and trade-ins is a sign that the customer is starting to trust the salesman and show them their trade-in equipment.

Neuman says, “Once you can get that ice broken, they allow you to look at their trade in. If they're really serious, that's a little win.” 

Each step — whether it’s engaging them in conversation, pricing options or looking at trade-ins — is a small win that builds toward a potential sale.

“The appraisal part is the fun part because now they're like, ‘OK, you broke me down, give me a price on the trade,’” says Neuman. “Once you’ve got to that point, it doesn't mean you got a sale, but once they start talking appraisals and trades, at least their mind now has switched the gear to, ‘Well if the numbers work, maybe we can do this.’”

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