Operator-approved: a softer approach to sales

Striking the optimum balance between satisfying an operator’s needs while appealing to the owner’s requirements for maximum productivity and efficiency is a delicate balance that most manufacturers and dealers in the construction industry continually strive to achieve.

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However, having produced machinery that is both cost-effective and reliable, LiuGong’s European dealers are taking a new approach to their sales method – with impressive results. The approach acknowledges the industry’s universal acceptance that, although not responsible for spending the money or signing the paperwork, the operator’s perception and decision is vital in selling machinery.

Therefore, against a backdrop of low awareness, LiuGong dealers are allowing the machinery to sell itself by having the confidence to offer a flexible hire before sale opportunity to customers who have no previous experience with the brand. It has even proved successful with operators who have negative preconceptions of Chinese machinery based on experience with other brands.

In The Netherlands, Hansan Bouwmachines B.V. made two of its first four sales in this way with the customers, Sterk Heukelum and Van Dijk Infragroep, committing to buying more than one machine from the manufacturer.

In the case of Sterk Heukelum, operator André Keijzer had previously refused to continue using another Chinese brand and was sceptical when the owner agreed a deal on a LiuGong 925LC excavator based on price. However, André was given the final decision as to whether to purchase or return the machine. He approved it, saying: “you cannot compare LiuGong to other Chinese brands; they are not at all alike.”

His views were echoed by Van Dijk Plant Manager, WillemJan van Werven, whose wheel loader purchasing decision was influenced by the flexibility of the long-term hire before buy opportunity as well as the machine’s price. He said: “Even though we know that Chinese brands will be future leaders in the construction industry, we were a little uncertain about what LiuGong could offer.

“We did a lot of research online before committing to the purchase and found that LiuGong is a major player globally and that most of the technical components are from western Europe so there is very little risk, but we were still keen to see how it performed. The operator, Erwin van der Sluis, has found it very easy to operate and we have found that the larger wheel loader makes it easier for the staff to do their jobs by speeding up processes and creating additional capacity. Knowing that in advance makes the purchasing decision an easy one!”

For more than 55 years, LiuGong Machinery Corporation has been a leader in China’s construction equipment manufacturing industry. From building the country’s first modern wheel loader, LiuGong has evolved to become one of the fastest growing, global, CE companies in the world offering a full line of extreme duty, intuitive machines for construction equipment owners constantly challenged to do more with less. LiuGong delivers opportunity to its employees, quality products and services to its customers, financial success to its investors, and community support in the regions it serves. To learn more about LiuGong, visit www.liugong.com

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LiuGong Machinery, No.1 Liutai Road, Liuzhou, Guangxi 545007 China