Every morning, you wake up with a mission: to bridge your customer’s needs and your dealership’s ability to solve their problems and support their equipment.
But let’s be real—this isn’t a job for the faint of heart. It’s part detective work, relationship management, sales hustle, and a lot of putting out fires before they spread.
Let’s walk through a day in the life of a PSSR (Product Support Sales Representative)—one that is equal parts structured and chaotic, predictable and surprising.
7:30 AM – The Plan Before the Storm
The day starts with a plan, at least in theory. You operate with a structured weekly schedule, setting up calls and visits that align with your customer’s needs. Today’s agenda?
- Coordinate with the branch sales coordinator on a 48-hour new machine delivery.
- Follow up with your Service Manager on large work order quotes and outstanding repairs.
- Discuss target parts lists with your Parts Manager.
- Map out the most efficient travel route for the day’s customer visits.
- Get in the truck and get moving.
By 8:00 AM, the day is already shifting. A key customer just called you—a recently delivered excavator is down with a leaking final drive, and they need answers now. It’s time to pivot.
9:00 AM – The First Customer Visit (And the First Curveball)
Pulling up to a job site, you’re ready to discuss planned maintenance contracts and upcoming promotions. But the customer has other concerns. “This part you sold me last month? Not holding up. And I’ve got a machine down costing me $1,500 an hour.”
The visit quickly turns from proactive support to urgent damage control. You snap photos, record serial numbers, and call the Parts Manager while standing in the dirt. A solution is in motion before the truck door shuts. While there, you ping the machine’s telematics and take an oil sample. Maybe there’s more to the issue than a new part failing prematurely.
This is where top-performing PSSRs shine—not just in selling but in solving problems before competitors even hear about them.
11:00 AM – Quoting & Closing (or at Least Trying To)
Back in the truck, the next call is with your Service Manager. There’s a large work order quote to replace a transmission on an aged, overworked backhoe hanging in limbo, and it’s time to push it forward. A quick call to the customer confirms some hesitation—price concerns, of course.
“Look,” you say, “you’ve got two choices. Fix this before it fails, or deal with double the cost and triple the downtime later.” The customer grumbles but agrees to a visit tomorrow for final negotiations.
No sale yet, but momentum is building. That’s half the battle.
1:00 PM – Parts Strategy vs. Reality
After grabbing a quick lunch eaten in your truck, you check in with your Parts Manager. There’s a list of OEM compact track loader rubber tracks to push, ideally aligned with existing customer fleets. Your dealership has a surplus, and your OEM needs to see movement. Sales need a nudge.
But here’s the reality: customers don’t want to be “sold to”—they want solutions to their problems. So, as a PSSR, your mindset shifts to the customer wins. Instead of a generic sales pitch that no one feels good about, the conversation shifts:
“Hey, I noticed your fleet has a lot of CTLs running aftermarket rubber tracks that you seem to replace every 500 hours. Have you considered shifting to higher durability OEM to increase the wear span and reduce your overall cost of operation? Are you interested in giving our rubber tracks a shot?”
This approach moves the needle. Customers appreciate insight over a sales push. Another step toward building trust.
3:00 PM – Service Approvals & a Quick Pit Stop
Your service manager just let you know that an in-shop inspection revealed some additional repairs needed on a front-end loader (tractor) for one of your partner customers. You call the customer immediately—time is of the essence.
“I know you weren’t planning on this, but here’s why it makes sense to replace the counterbalance value now.” A well-prepared PSSR anticipates objections, has cost breakdowns ready, and makes the customer’s decision as easy as possible.
Approval secured. It’s another win for uptime.
On the way to the next stop, there’s a quick detour to drop off a set of air filters to a small landscape customer. You know this customer is an up-and-comer in local landscaping and want the guy to know that you’re in his corner. However, it’s a favor, not a habit to your dealership—after all, a PSSR isn’t a delivery driver. But strategic gestures like this reinforce relationships.
5:00 PM – The Wrap-Up (Or the Start of Tomorrow)
Sitting in your truck in your driveway, you’re tying up loose ends—logging customer interactions in your CRM, setting follow-ups, and planning tomorrow’s route.
The numbers may not always show it, but the real value of a PSSR isn’t just in sales—it’s in being the trusted advisor, the problem solver, and the customer’s first call when something goes wrong.
The Grind, The Glory, and The Gaps
The life of a PSSR is tough. It’s long hours, constant adaptation, and a fine line between proactive selling and reactive firefighting.
But let’s be honest—are most dealerships fully leveraging their PSSRs? Too often, these roles are under-supported and expected to “figure it out” without the right data, tools, or leadership guidance.
Managers, take note:
- Are your PSSRs armed with real customer insights or just a list of parts to push?
- Do they spend more time selling solutions or chasing approvals?
- Are they rewarded for proactive problem-solving or just for hitting sales targets?
The best PSSRs aren’t just sales reps. They’re the face of after-sales support, keeping customers loyal long after the initial machine purchase.
To every PSSR out there grinding every day: You’re the glue that holds it all together. And to every manager: If you’re not actively empowering your PSSRs, you’re leaving money—and relationships—on the table.
What’s your take? Let’s start a conversation.
