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Customer acquisition as an agricultural machinery retailer
Acquiring new clients for agricultural machinery - this is how it works.
Acquiring new clients for agricultural machinery - this is how it works.
In the past, it was enough to be the only agricultural machinery dealer in the area to attract enough customers and potential buyers. Today, however, things are very different - in the age of digitalization, potential customers no longer just visit the machinery dealer in town, but also search for dealers online. For your company, this means that you have to actively solicit new customers. To do this, you need to think about a marketing strategy and implement it skillfully in order to address potential target groups. But which strategies lead to success in customer acquisition in the agricultural machinery retail sector? We'll reveal them.
Word of mouth is a tool that is still said to be very effective, especially in the agricultural sector. After all, many farmers (and therefore potential customers) are well networked and regularly exchange information about their machines. Good service, attractive offers and loyalty for long-term customers pay off here: Those who have a good reputation among farmers are also recommended to colleagues and can therefore appeal to potential customers. However, many companies still make the mistake of resting on their laurels. The problem is that hardly anyone recommends a machine dealer to a colleague without being asked. In addition to talking to others, there are many other ways to find out more about a company's services and reputation. This is where dealers need to start: in addition to word-of-mouth recommendations, reviews on the Internet are a particularly good way of enhancing their image and presenting themselves as a company. The inclusion of customer testimonials on their website or in their social media posts, as well as reviews on Google, help to transfer their reputation to the digital world. Long-standing and satisfied customers are often happy to share their opinion of the company not only in private conversations but also online - you just have to ask them.
When customers search for a machine dealer, they often already have a specific model in mind. In other words, they search the Internet for a company that can offer them exactly this model. This is precisely why it is so important for machine retailers to present their products on their website: Anyone who still relies on a short website with an imprint and at most a mention of the brands represented will end up at the bottom of Google searches and become uninteresting for customers. Better: Present the models and brands you offer in a digital catalog on the Internet. This not only boosts your position in Google searches, but also looks particularly professional and appealing to customers. With an online catalog, customers can immediately see whether your dealership offers the machines they are looking for or suitable alternatives. This increases the chance that a customer will decide to contact your company.
By the way: Integrating a digital catalog on your website is incredibly easy these days. With MachineMaster, you can integrate a professional machine catalog into your website without any major technical effort. You can find more information here.
Social media is for fashion brands and computer games, but not for an agricultural company? Wrong: this is precisely where the young target group that is important for you as a machinery dealer is to be found. Large companies such as John Deere (1.2 million followers), Fendt (430 thousand followers) and Krone (350 thousand followers) are already leading the way and presenting their machines to the masses. But more and more agricultural influencers with thousands of followers also show that the agricultural target group is very well represented on social media. However, it takes a well thought-out strategy to establish yourself as a company here - blunt advertisements have not been effective in these media for a long time. Instead, it is worth filling a social media account with content that adds value for the viewer. Various strategies can lead to this goal: Whether informative knowledge transfer or funny image building for your company, there are many ways to build a loyal community of interested agricultural machinery enthusiasts.
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