Lift your Sales

Quality, ease-of-use top the list for lift buyers


"That means a huge selling point when techs are talking about lifting just about any type of vehicle with one lift," Eaton said.

Turning a Buck
The price range for lift equipment will depend on what capacity lifts users are seeking. Perlstein said that a 10,000lbs. above-ground two-post lift is at most $5,000 and at least $2,500 (or less if it is non-certified). For car dealers and larger operations who have multiple bays or are looking for premium equipment, prices can skyrocket up to $50,000.

"I think the first thing [mobile distributors] need to know is that they're buying from a credible company that stands behind their product." Eaton said. "Next, they need to know that [the company's] an active ALI member … with a national network of authorized distributors, installation and service groups. They need to know they're getting a one-stop shop — they're getting sales and service in one company."

Jim Dirksen, director of North American Sales for Rotary Lift, stressed the importance of good research when selling lift equipment. Distributors need to understand vehicle service from the smallest to the biggest details.

"Make sure there's a local service reputation for the company," Dirksen said. "The most expensive lift a shop will ever buy is the one that breaks, because it is not generating any revenue while it is down for repair. The lift is the most important tool in the shop. Without it, you can't access the and service the vehicle."

Sources:
Steve Perlstein, Mohawk Lifts, www.mohawklifts.com
Mike Eaton, Challenger Lifts, Inc., www.challengerlifts.com
Jim Dirksen, Rotary Lift, www.rotarylift.com

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