Sale of new machines: Problems and solutions in agriculture

Selling new machines is a particularly complex task for agricultural machinery dealers: due to the high value of the machines, consultations are often very lengthy and labor-intensive. At the same time, competition in this field is very high, as other dealers also offer the same machines at the same prices. If you want to be successful here in the long term, you therefore need sophisticated sales tactics that set you apart from other agricultural machinery dealers and retain customers in the long term. We have summarized which sales tools and solutions are particularly promising for the problems of the machinery deal business.

Clear communication and transfer of knowledge

Buying a new machine, especially tractors or other high-priced equipment, is a major investment. Studies show that farmers use numerous sources of information to make a decision on a machine, especially when making high-priced purchase decisions - as an agricultural machinery dealer, you should definitely make use of this knowledge. In addition to personal experience, dealers and the internet are the biggest sources of information that farmers use when making a purchase decision. For dealers in the agricultural sector, this means that not only must their employees be well trained, but also that their Internet presence should be designed to provide clear and structured knowledge. After all, this is where potential customers will look for information on specific topics.

But what can such knowledge transfer look like? In fact, it starts with the precise presentation of machine data and prices. Many machine dealers are still reluctant to include clear offers for new machines on their website - this is precisely the information that has a decisive influence on a customer's purchasing decision. Clearly structured information about the individual machines on offer is therefore essential in order to draw customers' attention to the company before the first sales meeting and to support the purchase decision. Of course, the sky is the limit here: experience reports on machines, videos of use or blog posts about which model is best suited for which area of application not only provide the customer with additional information, but also support your company's image as an expert in the agricultural machinery sector.

Digital features and sales solutions

Digitalization has taken on an increasingly important role in agricultural machinery in general in recent years. There are hardly any new tractors that do not come with digital features ex factory: Intelligent driving assistance, cloud connectivity and real-time data management systems are no longer dreams of the future, but have long been a reality on many farms. And this is also changing the expectations many farmers have of their machinery dealer: today, it is no longer just important to be familiar with engines and transmissions, but also to know how to use computers and digital solutions - after all, in the event of a fault, you want to have a partner at your side who can fix the problem as quickly as possible and is not overwhelmed by the technical innovations.

Here, the internet presence can make a decisive difference in the perception of a company in the agricultural sector: A simple website that consists only of text and a few images and has perhaps not been updated for years? This can give customers the impression that the agricultural machinery dealer has been left behind by digitalization - they would rather buy a new machine with lots of technology elsewhere. It is therefore better to place particular emphasis on the digital presence. A high-quality, up-to-date website with the integration of various media (e.g. videos) and interactive elements strengthens the image of a modern company. Special features such as a digital catalog or a configurator further underline the expertise as an agricultural company that is also well positioned in terms of digital solutions.

Stand out from the competition

What distinguishes one agricultural machinery dealer from another? Prices and machines are usually not, at least not in the new machinery sector, as almost every manufacturer has numerous dealers with the same price lists. The question therefore arises as to whether and how you can present yourself as an agricultural machinery dealer in order to retain customers as early as possible and at the same time stand out from the competition. Your digital presence in particular can be a great help here: This is usually the first point of contact with new customers and therefore plays a key role in shaping the company's image. It is important to emphasize the strengths of the company: Is your company characterized by a wide range of products? Present your portfolio in a digital catalog and invite customers to browse through it. Do you specialize in individual solutions and good customer service? A configurator offers customers the opportunity to order their dream machine from the comfort of their own home. Whether purchasing directly via your company website or spare parts service via WhatsApp - you need to play to your strengths and showcase them in order to represent your company digitally.

Strengthen customer loyalty

Everyone in the agricultural sector will probably agree that customer loyalty is the be-all and end-all if you want to survive as a company in the long term. Good service is, of course, the main factor in retaining customers in the long term, but other factors can also strengthen customer loyalty. In particular, regular contact with customers via social media can encourage them to identify with the company and discuss various topics. However, regular offers and promotions, e.g. workshops, further training or other events, also help to maintain close contact with customers. In addition to your presence on social media, you should pay particular attention to keeping your website up to date - if machines and other offers are updated regularly, this encourages customers to visit the website regularly and thus build a stronger bond.

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