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ILL-Equipped Equipment Marketing

Equipment Companies are ILL-EQUIPPPED

I have purchased endless amounts of equipment for years and years. One thing that has remained unchanged throughtout the years is the lack of practical application experience amongst equipment salesmen and saleswomen. They can all recite the company play book, have an endless array of acronyms, know the price points of their products, and are all seemingly very dedicated, especially to making the sale. There is only one problem. Very few of them understand how to use the equipment in a real environment. It's not their fault, it's the fault of the company they work for, because the company they work for uses their design engineers to train the sales force. Let's face it, techie-engineer types tend to solve problems in a whole different fashion. One that involves logic first and foremost without giving heir to economic or social pressures that involve the reality of every day life. To futher illustrate my position, I'm going to tell you a story.


Three guys were playing golf. A Pastor, a social worker, and an engineer. All three were capable golfers, but approached the game differently. The pastor said a few Psalms and crossed his heart before hitting each ball. The social worker was very adept in regards to rules and regulations, not to mention the etiquette of golf. The engineer was very,very technical in methodology and had the most scientifically advanced set of golf clubs known to man. They had all played together for many years in a golf scramble every Tuesday. As a team, they were almost unbeatable, but individually, they all played average golf. On one such outing, the group of three got behind another group of extremely slow golfers. So slow that it took them almost an hour to play each hole. Finally, their patience ran out, but upon questioning the slow group to allow them to play trhough, it became evident that they were all blind. Astonishment and surprise are the only words to describe their reaction. In an attempt to solve the problem of playing golf with the added handicap of being blind, they each offered their own unique solution. The Pastor said that he would remember the blind golfers in his prayers, and ask for their sight to be restored. The social worker said he would see if he could find some audible golf balls, or if seeing-eye dogs were available to assist them in playing. The engineer scoffed at both ideas. Since he was on the board of directors for the golf club, he was going to recommend that the club offer the three blind golfers a half-price membership with the stipulation that they be only allowed to play at night.

I recently purchased a new alignment machine. My salesman presented this machine as the best fit for my needs. He bombarded me with features, advantages, and benefits. So much so that I almost bought two. Upon installation, when we tried to look up the alignment specs for our first alignment of the day, we could not look them up by VIN number as I was previously told. Instead the trainer told me, "It's coming." After talking to my salesman about this issue, he blamed it on the sales information he was given, and offered to give me something for free to ease my pain. When I contacted the companies technical service department, I was told the machine I bought does not have that capability, but I could receive full value towards a unit that has that particular ability, plus the capability of about 20 other acronyms and abbreviations.


For my next equipmet purchase of any kind, I will require a team of individuals to present the product. The salesman, the trainer, the engineer that designed it, and all of the people that assembled it. I think if I can get them all in one room together, I might be able to understand what I'm buying and how I'll really use it. On a side note, I will require a 'company' thesarus to explain what the heck all of those acronyms mean, and the appropriate synonym to use in it's place when I'm trying to bill my customer for a task performed with the equipment they supplied.  In the mean time, I've presented my salesman and his company with my own acronym.  See if you can decipher it. (G.Y.H.O.O.Y.A.)  Pronounced guy-hoo-yah. 

Come on equipment guys! My customers expect more from me, and therefore I expect more from you.


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Uploaded By: WAP
3 years ago

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