June 5, 2020  
 
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Marketing a Used and Rebuilt Industrial Equipment Dealers Business

Small and medium size used and rebuilt industrial equipment dealers businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

For a used and rebuilt industrial equipment dealers business, the line between success and failure is based on more than the execution of core competencies.

Messaging that relies on outdated delivery channels is often a waste of time and resources. You'll also need to incorporate creativity, common sense, and flawless execution into your marketing routines.

Email Campaigns

Today's consumers are extremely tech-savvy. They rely on social media and email to both receive and transmit brand messages. So if you can deliver messaging to your customers' inboxes, the likelihood it will be seen and read by a large percentage of recipients is extremely high. In many used and rebuilt industrial equipment dealers businesses, the hardest part of an email campaign is gathering the email addresses of likely customers. Premium mailing list providers can mitigate the cost and hassle of in-house list generation. More importantly, providers typically give business owner an assurance that their lists are accurate and up-to-date.

Competitive Awareness

Competitive awareness is the starting point for creativity in marketing. Innovation is desirable in marketing, but if your company doesn't maintain a presence in the channels that are being used by other used and rebuilt industrial equipment dealers businesses, you may not have all of the information you need to make an informed marketing decision. Although you might be convinced that a new strategy will give your company an edge, it's reassuring to consult with a professional marketer before you go too far down the road.

Price Matching

In a difficult economy, consumers expect businesses to engage in a certain amount of price matching. The principle is simple: Since pricing is a primary factor in product selection, your business agrees to match advertised competitor pricing. Without price matching, if they can locate lower pricing from a competing used and rebuilt industrial equipment dealers business, potential clients will abandon your brand in droves. Today's consumers are educated and informed. They use social media and other tools to identify the best pricing, making it imperative for small business to consider the value of a well-publicized price matching strategy.

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