Generated by All in One SEO v5.0.0.1, this is an llms.txt file, used by LLMs to index the site. # Sheppard & Company Equipment Dealership Consulting, Training & Coaching ## Sitemaps - [XML Sitemap](https://consultsheppard.com/sitemap.xml): Contains all public & indexable URLs for this website. ## Posts - [AI in Equipment Dealerships](https://consultsheppard.com/ai_in_equipment_dealerships/) - Discover how AI in equipment dealerships boosts uptime and efficiency while human judgment delivers the critical last 20% that drives margin and customer trust. - [Three Numbers Every Dealership Should Track](https://consultsheppard.com/three-numbers_every_dealership_should_track/) - Track the three numbers that drive customer retention, boost dealership performance, and strengthen service efficiency across every department. - [How to Build Your Retention Engine](https://consultsheppard.com/how_to-build-your-retention-engine/) - Learn how to build a dealership retention engine using the TRUST Framework to strengthen relationships, boost loyalty, and drive growth. - [Do You Know Your Customer Retention Rate?](https://consultsheppard.com/do_you_know_your_customer_retention_rate/) - Dealers overlook the most important number in their DMS: customer retention. Learn why it drives profit, stability, and growth and how to start measuring it. - [When Retention Isn’t a People Problem](https://consultsheppard.com/when-retention-isnt-a-people-problem/) - Employee retention isn’t a people problem; it’s a leadership rhythm problem. Learn the habits that stabilize teams and reduce turnover. - [A Leading Indicator of Dealership Health](https://consultsheppard.com/a-leading-indicator-of-dealership-health/) - Learn how to turn training from a cost into a strategic investment that builds high‑performance teams and drives measurable ROI for your dealership. - [Strategic Clarity Is a Team Sport ](https://consultsheppard.com/strategic_clarity_is_a_team_sport/) - How Most Annual Plans Get Built.This article demonstrates how the best dealers don’t plan alone and how peer learning turns good plans into executable ones. Every year, I see the same scene play out… A leadership team shuts the door.A spreadsheet comes out.Someone writes “2026 Goals” at the top of a whiteboard. The plan gets tighter as - [Why Your Leadership Team Is Busy, But Not Aligned](https://consultsheppard.com/why-your-leadership-team-is-busy-but-not-aligned/) - Aligned leadership turns scattered effort into real progress by replacing busyness with clarity, focus, and shared priorities. - [Your 2026 Results Are Already Locked In](https://consultsheppard.com/your-2026-results-are-already-locked-in/) - Unlock stronger 2026 results by building the skills, habits, and training your team needs to execute with consistency and confidence. - [Top 25 for ’25: Books We Love](https://consultsheppard.com/top-25-for-25-books-we-love/) - Which one will you read (or gift) next? Our Top 25 Books for ’25 list is here! A handpicked list by the Sheppard & Company team of the ideas shaping our work, leadership, and learning in the heavy equipment industry. 1. Essentialism — Greg McKeown Summary: A compelling call to pursue fewer things, better. Why we love - [The Leadership Reset: Slowing Down So You Can Lead Forward](https://consultsheppard.com/the-leadership-reset/) - There’s a moment every December, usually sometime between the final sales push and the holiday closure, when the pace finally breaks. By now, you should be very close to or in the midst of this moment. Phones quiet down. The calendar opens up. The pressure you’ve carried on your shoulders for eleven straight months begins - [Why Your Dealership Culture Is Failing You](https://consultsheppard.com/why-your-dealership-culture-is-failing-you/) - On the surface, your dealership culture might look great. Everyone gets along. Meetings are smooth. People don’t argue. There’s “alignment” in the leadership team. But a culture that feels comfortable on the inside can be quietly destroying your competitiveness on the outside. I see this weekly when working with dealers who claim to have an - [Equipment Dealer Principals: 7 Signs You’re Ready for an Executive Coach?](https://consultsheppard.com/equipment-dealer-principals-7-signs-youre-ready-for-an-executive-coach/) - If you’re contemplating whether it’s the right time to engage an executive coach or even what an executive coach can do for you, here are seven signs indicating you might be ready for this transformative journey. - [Kill the Lone Wolf: Why Your PSSR Comp Plan Is Sabotaging Growth](https://consultsheppard.com/kill-the-lone-wolf-why-your-pssr-comp-plan-is-sabotaging-growth/) - Let's cut to the chase: if your Product Support Sales Reps (PSSRs) still operate on a "kill what you eat" model, you're leaving serious money—and long-term customer loyalty—on the table. In today's heavy equipment world, uptime is king, relationships are everything, and complexity is climbing. Your customers don't need another slick-talking sales rep. They need - [Managing PSSRs Effectively: A Guide for PSSR Managers](https://consultsheppard.com/managing-pssrs-effectively-a-guide-for-pssr-managers/) - A well-managed Product Support Sales Representative (PSSR) team can be the driving force behind increased revenue, stronger customer relationships, and long-term business success. However, managing PSSRs requires more than just tracking sales numbers—it demands leadership, strategic planning, and a commitment to professional development. Here’s how to effectively manage your PSSR team for maximum impact. The - [A Day in the Life of a PSSR: The Grind, The Glory, and The Gap](https://consultsheppard.com/a-day-in-the-life-of-a-pssr-the-grind-the-glory-and-the-gap/) - 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. - [How a PSSR Can Transform Customer Relationships and Revenue](https://consultsheppard.com/how-a-pssr-can-transform-customer-relationships-and-revenue/) - “I just can’t seem to make money with the PSSR role. I don’t see the value, and I’m not sure my customers do either.” So said a frustrated dealer principal I spoke with earlier this year. The reality is that many dealers struggle with finding value from the role of Product Support Sales Representative; however, - [Burning Matches: How to Make Change Stick at Your Dealership](https://consultsheppard.com/burning-matches-how-to-make-change-stick-at-your-dealership/) - My kids are competitive swimmers, and my daughter loves the long course (400 meters plus). As an endurance athlete, she thrives in the aerobic phase – streamlined stroke, steady breathing, and the ability to swim long distances. But to win a race, she’s learned that short bursts of high intensity (anaerobic) are usually required to - [Raising the BAR in 2024: Are you clearing the jump or dragging your feet?](https://consultsheppard.com/raising-the-bar-in-2024-are-you-clearing-the-jump-or-dragging-your-feet/) - Nine actions I recommended dealers take to raise their BAR in 2024. - [The Power of Brand Promise: A Must-have for Your Dealership in 2024](https://consultsheppard.com/the-power-of-brand-promise-a-must-have-for-your-dealership-in-2024/) - It’s not just a catchy tagline or a logo slapped onto a brochure. No, it’s the very essence of what your dealership stands for, the bedrock upon which customer loyalty is built. - [The Power of a Well-Designed Compensation Plan—And How to Get It Right](https://consultsheppard.com/the-power-of-a-well-designed-compensation-plan-and-how-to-get-it-right/) - Designing a sales commission plan is a complex and strategic task that requires careful consideration of multiple factors. It involves striking a delicate balance—motivating your sales team, managing market fluctuations, and ensuring the dealership remains competitive in attracting top talent. Navigating this process is particularly challenging in our industry, where market demand can fluctuate rapidly, ## Pages - [Home](https://consultsheppard.com/) - Global consulting, training and coaching for equipment dealerships with a deep expertise in the industry. We help you solve problems to drive meaningful change. - [About Us](https://consultsheppard.com/about-us/) - Experienced and credible professionals, leveraging dealership and OEM experience to drive results, using the latest tech in learning and behavioural science. - [Selling Fundamentals Training](https://consultsheppard.com/selling-fundamentals-training/) - Selling Fundamentals Selling Fundamentals​ is built for you, the equipment sales pro. You know that speed sells tractors. Let’s move fast and accelerate your sales performance. Learn More OUR TRAINING Selling Fundamentals Equip your team to thrive in today’s sales environment.The heavy equipment market has changed, but too many sales teams are still operating with - [PSSR Fundamentals Training](https://consultsheppard.com/pssr-fundamentals-training/) - PSSR Fundamentals Our PSSR Fundamentals training program empowers Product Support Sales Representatives to uncover new revenue opportunities and drive parts and service growth by delivering proactive, value-added support to their customers. Learn More OUR TRAINING PSSR Fundamentals Unlock new revenue. Build stronger customer relationships.Today’s aftermarket sales environment demands more than just product knowledge. Margins are - [Parts and Service Manager Training](https://consultsheppard.com/parts-and-service-manager-training/) - Leadership Training Aftermarket Accelerator: L100 Manager Training Helping Equipment Dealer Parts and Service Managers ThriveSheppard & Company’s Aftermarket Accelerator is purpose-built for parts and service managers in equipment dealerships who want to lead high-performance, customer-centric teams and drive results beyond industry benchmarks. This program was created in response to a growing challenge in the heavy equipment - [Training](https://consultsheppard.com/training/) - Training programs to empower dealer managers to build, engage and retain high-performance teams. Designed for Sales, Parts, Service, GMs, and CFO Training. - [Sales Training](https://consultsheppard.com/sales-training/) - Technical Leadership Selling Fundamentals Sales Training Helping Equipment Dealers and Their Leaders ThriveSheppard & Company’s Selling Fundamentals program is designed for sales professionals in equipment dealerships who want to elevate their skills, drive consistent results, and become customer-centric leaders.Built specifically for the heavy equipment industry, our training goes beyond traditional approaches, combining hybrid learning with - [Andrew Dewar](https://consultsheppard.com/about-us/andrew-dewar/) - Andrew Dewar SENIOR OPERATIONS MANAGER Ottawa, ON With 25+ years of experience in operational excellence, Andy specializes in optimizing processes, improving efficiency, and driving sustainable growth for heavy equipment dealerships and OEMs.His background includes leading continuous improvement initiatives at multiple OEMs, driving IT strategy at a major dealership group and holding key leadership roles in - [Laura Rutty](https://consultsheppard.com/about-us/laura-rutty/) - Laura Rutty LEARNING AND DEVELOPMENT SPECIALIST Ottawa, ON Laura leads the design, development, management, implementation and administration of our learning programs and internal employee training, ensuring individuals and teams are equipped to succeed.With a Bachelor’s in Psychology and a Master’s in Education, plus over 5 years of experience as a Board Certified Behaviour Analyst, Laura - [Luke Sheppard](https://consultsheppard.com/about-us/luke-sheppard/) - Luke Sheppard PRINCIPAL Ottawa, ON Meet Luke Sheppard, the dynamic Principal of Sheppard & Company, a global management consulting firm serving the heavy equipment industry. With a penchant for solving dealer problems through lasting behavioral change, Luke is the driving force propelling mid- and senior-level managers in the equipment industry to do their best work - [Operational Excellence](https://consultsheppard.com/operational-excellence/) - We have designed a Dealer Operational Excellence for Results system for equipment dealers to execute strategy more effectively than your competitors. - [Services](https://consultsheppard.com/services/) - We are a global consulting, coaching, and training organization with deep expertise in the heavy equipment industry and a focus on business outcomes. - [Blog](https://consultsheppard.com/blog/) - Insights for equipment dealers and their leaders to stay updated with the latest tips, trends and news in the heavy equipment industry. - [Speaking Engagements](https://consultsheppard.com/speaking-engagements/) - Our engaging speakers have extensive industry experience, know how to communicate in an engaging and highly interactive delivery and can motivate your audience. - [Executive Coaching](https://consultsheppard.com/executive-coaching/) - Personal, proficient and productive executive coaching for equipment dealer CEOs, Principals and Presidents designed for busy heavy equipment executives. - [Contact Us](https://consultsheppard.com/contact/) - Let's discuss how we can help you increase the performance of your equipment dealership and your leaders to drive revenue and a better customer experience. - [Consulting](https://consultsheppard.com/consulting/) - We provide consulting for equipment dealers in a number of focus areas to drive growth and performance of your organization and team. - [Error 404](https://consultsheppard.com/executive-coaching/error-404/) ## Portfolio - [Investment Plan](https://consultsheppard.com/portfolio/software-asset/) - Project Description You need information security services to proactively prevent and protect confidential data, as well as detect internal and external threats. 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[customer trust](https://consultsheppard.com/tag/customer-trust/) - [transparency in service](https://consultsheppard.com/tag/transparency-in-service/) - [parts availability](https://consultsheppard.com/tag/parts-availability/) - [service responsiveness](https://consultsheppard.com/tag/service-responsiveness/) - [customer understanding](https://consultsheppard.com/tag/customer-understanding/) - [trusted advisor](https://consultsheppard.com/tag/trusted-advisor/) - [dealership solutions](https://consultsheppard.com/tag/dealership-solutions/) - [track record](https://consultsheppard.com/tag/track-record/) - [operational excellence](https://consultsheppard.com/tag/operational-excellence/) - [dealer customer experience](https://consultsheppard.com/tag/dealer-customer-experience/) - [retention engine](https://consultsheppard.com/tag/retention-engine/) - [dealership loyalty](https://consultsheppard.com/tag/dealership-loyalty/) - [customer lifecycle](https://consultsheppard.com/tag/customer-lifecycle/) - [proactive service](https://consultsheppard.com/tag/proactive-service/) - [customer follow‑up](https://consultsheppard.com/tag/customer-follow-up/) - [dealer communication](https://consultsheppard.com/tag/dealer-communication/) - [service consistency](https://consultsheppard.com/tag/service-consistency/) - [customer expectations](https://consultsheppard.com/tag/customer-expectations/) - [retention rate](https://consultsheppard.com/tag/retention-rate/) - [dealership health](https://consultsheppard.com/tag/dealership-health/) - [service billing cycle](https://consultsheppard.com/tag/service-billing-cycle/) - [invoice cycle time](https://consultsheppard.com/tag/invoice-cycle-time/) - [heavy equipment dealerships](https://consultsheppard.com/tag/heavy-equipment-dealerships/) - [customer return rate](https://consultsheppard.com/tag/customer-return-rate/) - [service department performance](https://consultsheppard.com/tag/service-department-performance/) - [customer trust signals](https://consultsheppard.com/tag/customer-trust-signals/) - [billing process efficiency](https://consultsheppard.com/tag/billing-process-efficiency/) - [AI in equipment dealerships](https://consultsheppard.com/tag/ai-in-equipment-dealerships/) - [human judgment in AI](https://consultsheppard.com/tag/human-judgment-in-ai/) - [predictive maintenance for dealers](https://consultsheppard.com/tag/predictive-maintenance-for-dealers/) - [dealership digital transformation](https://consultsheppard.com/tag/dealership-digital-transformation/) - [AI service diagnostics](https://consultsheppard.com/tag/ai-service-diagnostics/) - [equipment uptime strategy](https://consultsheppard.com/tag/equipment-uptime-strategy/) - [parts stockout prediction](https://consultsheppard.com/tag/parts-stockout-prediction/) - [AI‑enabled service workflows](https://consultsheppard.com/tag/ai-enabled-service-workflows/) - [first‑time fix rate improvement](https://consultsheppard.com/tag/first-time-fix-rate-improvement/) - [AI in parts planning](https://consultsheppard.com/tag/ai-in-parts-planning/) - [fleet utilization optimization](https://consultsheppard.com/tag/fleet-utilization-optimization/) - [technician decision support tools](https://consultsheppard.com/tag/technician-decision-support-tools/) - [AI pilot ideas for dealers](https://consultsheppard.com/tag/ai-pilot-ideas-for-dealers/) - [service margin improvement](https://consultsheppard.com/tag/service-margin-improvement/) - [AI and customer trust](https://consultsheppard.com/tag/ai-and-customer-trust/) ## Portfolio Categories - [Design](https://consultsheppard.com/project-type/design/) - [Development](https://consultsheppard.com/project-type/development/) - [Ideas](https://consultsheppard.com/project-type/ideas/) - [Technology](https://consultsheppard.com/project-type/technology/)