June 5, 2020  
 
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Marketing a Used Machine Tool Dealers Business

It's becoming more and more difficult for used machine tool dealers businesses to rise above the clamor of the marketplace. Innovative marketing strategies may be your best bet for out-promoting -- and outperforming -- the competition.

We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.

Great marketing translates into higher visibility and a larger customer base. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your used machine tool dealers business in the winners' column.

Make Sure You Have a Good Business Sign

Good signage is a Business 101 concept. Despite the fact that used machine tool dealers businesses are very different from each other, every company in this space should thoughtfully consider what your signage says to potential customers. Is your sign conveying key business messages? Should you go with or traditional business signage? These are just a couple of things to consider when buying business signs.

Given the fact that signage in used machine tool dealers businesses has to fulfill a number of special requirements, avoid glossing it over as an afterthought. Talk with somebody who knows a lot about business signage advice and get their input before you create new business signs.

Promotional Calendars

Sloppy marketing programs have no place in growing used machine tool dealers businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. Many list vendors appreciate promotional calendars because they are useful for timing the delivery of the resources your business needs to meet strategic objectives.

Loss Leaders

Smart used machine tool dealers businesses frequently sell specific products at ridiculously low margins to boost traffic and new customer acquisition. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For used machine tool dealers businesses, loss leaders substantially increase customer traffic and create opportunities to expose new consumers to the brand. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.

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