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SALES TRAINING
In the outdoor power equipment industry, great products alone rarely guarantee strong sales. Dealers also need skilled salespeople who understand their territory, build relationships with contractors and confidently put equipment in front of customers. Sales training plays a key role in that process. Many of the most effective techniques focus on proactive engagement— from structured prospecting to hands-on demonstrations— rather than waiting for customers to walk through the door.
To explore how dealerships can strengthen their sales approach, OPE + spoke with Tom Healy and Josh Whittaker of the North American Equipment Dealers Association( NAEDA). The organization works with equipment dealerships across North America, offering consulting and training programs designed to help dealers improve operations, develop stronger sales teams and grow their market share.
According to Healy and Whittaker, the fundamentals of equipment sales remain straightforward: get equipment into the field, create visibility and build relationships with customers.
“ If you’ re waiting for it to happen, you’ re going to be waiting a long time because it’ s just going to trickle in slowly,” Healy said.“ You got to force feed it.”
Building visibility in the territory
For dealerships representing brands such as Stanley Black and Decker, The Toro Company, Walker Manufacturing Company and Wright Manufacturing, strong recognition within the local community is essential.
Healy said contractors and municipalities should immediately associate a dealership with the brands it represents.
“ The community needs to hear the name of the dealership and know exactly who you are and what you sell. They shouldn’ t have a question in their mind. If you’ re a Toro dealer or a Walker dealer or a Wright dealer, they should know it because you are so well represented in your territory.” Building that recognition often requires involvement beyond the dealership itself.“ In order to get there, you have to become involved in community events. You must have your product at community events. I’ d love to take my machines and my mowers and let the townships or high-profile areas in our community run those machines. Just let them demo them. And then, all of a sudden, you know people are driving by in their vehicles and they see the township is mowing their lawn with their brand new Toro mowers. That gets people to start talking about it,” Healy said.
Allowing local municipalities or organizations to temporarily use equipment can create organic exposure and spark conversations among contractors and property managers.
For Healy, those moments of visibility are an important step in building long-term trust in the dealership and its equipment lineup.
Demonstrations that close deals
While digital marketing and online research play a growing role in purchasing decisions, hands-on demonstrations remain one of the most effective ways to convert interest into a sale.
Healy said dealers should actively bring equipment to potential customers rather than waiting for contractors to visit the dealership.
“ Let your landscapers borrow things. Let them try the equipment— get it in front of them. Don’ t just wait for them to come to you.” www. OPE-Plus. com
April 2026 OPE + 17