Connecting online ordering to construction customers
Construction remains a difficult market to break into with online offerings, however, added SMS Equipment Regional Sales Manager, Parts & Service, Michel Anctil. While there has been growth, it hasn’t been as quick as in other industries, he suggested.
“Unlike automotive, heavy equipment is a lot more of a relationship... the long-term commitment with a business partner is not as prevalent in other businesses as it is in heavy equipment,” Anctil noted. “Our customers are concerned that [online ordering] takes away from that personal feeling.”
Reliable parts ordering and service is essential for heavy equipment buyers, and as they move to online ordering, they want to be certain that they do not lose any of the service they are used to.