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Capital Equipment Expertise.


If your material handling business is facing challenges of managing sales and marketing strategy, it may be time to work with a strategic partner like Concept. Whether you are struggling with converting leads into closed sales, improving lead quality, finding the right tactic for garnering more sales-qualified leads, or simply have limited knowledge about quality lead generation, Concept is dedicated to understanding your challenges in capital equipment and offering a comprehensive, data-driven solution.

Our B2B material handling sales development and lead generation services have helped companies and dealers grow for almost 20 year. Our sales development programs are created utilizing our expert team of business development professionals. We have been extensively fine-tuning and troubleshooting of our calling programs which have generated hundreds of thousands of dollars in new business revenues for our clients.

Below are some of our clients’ material handling categories:

The Concept Difference.

Concept is a unique sales development and marketing agency. We specialize in helping our material handling and capital equipment clients track all leads through any portion of the sales funnel. We develop a custom reporting dashboard for each client, so they have complete visibility into how their leads and campaigns are performing. With our partnerships with Salesforce and HubSpot CRM platforms, our clients are also able track their conversions from various media buying platforms. At Concept, we connect all sales and marketing efforts back to actual closed deals and prove true ROI.

Through our successes and failures operating in this space, we’ve come up with a list of areas to focus on when making these calls. Below are the areas that are often overlooked but can make all the difference when it comes to selling your product or service.

Set Accurate Expectations

Not all cold calls are going to result in a scheduled appointment with an identified “need” or opportunity. But, if you manage your own expectations correctly, these calls can be a building block to a future sale.

Open Up Your Value Offering

Sales reps from lift truck dealers are often trained to focus solely on truck sale opportunities. However, too often when it comes to cold calling and prospecting, this focus can hinder a rep’s ability to even get a foot in the door to a new account.

By opening up your initial phone conversation with an introduction of ALL of the areas your dealership can support, it allows for a more engaging conversation. Spend time on the initial call asking questions regarding not only their fleet, but also things such as:

Give a Healthy Balance of Fleet Segment Targeting

In strategy discussions with dealers, many are focused on their ability to identify, target, and penetrate only the “A” fleets in their territory. While finding a way to convert an “A” account can cover a lot of ground when it comes to market share vs. “C” & “D” accounts, putting too much emphasis on “A” accounts at the expense of progress with more attainable and high likelihood to close accounts in your market is a high-risk strategy that if not successful leaves dealerships with little to show.

As you pursue the value of the “journey” and stop focusing on only the “destination”, having a way to track these conversations, information gathered, and future next steps for follow up is crucial. Having an effective Customer Relationship Management (CRM) Software is crucial to maximizing this.