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.
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The heavy equipment market has changed, but too many sales teams are still operating with outdated playbooks. Margins are tighter, buyer journeys are more complex, and even experienced reps are struggling to hit targets.
Selling Fundamentals is a high-impact training program designed specifically for equipment sales professionals. Built and delivered by industry veterans, this program helps reps move beyond product pitching and discounting to become confident, value-driven problem solvers.
FROM REACTIVE TO PROACTIVE
Selling Fundamentals for Equipment Dealerships
Who Should Attend
• Aftermarket Sales Professionals
• Territory Managers
• Sales Managers & Dealer Principals
What’s In It For You?
• Build trust with every customer interaction
• Use a clear, repeatable sales process
• Gain confidence in your sales approach
Key Objectives
Participants Will Be Able To:
- Grasp solution and benefit-based selling, with customer value and education as your driving force
- Leverage “selling the house” with cross-selling and upselling strategies
- Fine-tune your sales pipeline to turn leads into prospects faster
- Identify and use the right KPIs to accelerate your sales velocity
- Reflect on selling isn’t telling; your role is to ask questions and listen
- Learn and identify your customer’s behavioral buying styles
- Explore how structured sales conversations lead to higher close rates
- Apply critical negotiation techniques that lead to principled outcomes
- Learn how to prioritize your time to focus on the most important activities
- Know how to turn objections into opportunities using the LURC approach
- Understand how buyers buy to offer your customers a purchase solution that works for them
- Utilize technology to sell more for more, not just to complete an admin task
OUR DIFFERENCE
What Makes Our Training Different
Real-world challenges. Real impact. Real results.
At Sheppard & Company, we don’t just deliver training—we deliver results. With over 20 years of hands-on experience across OEMs, heavy equipment dealerships and the municipal maintenance market, our programs are built and delivered by professionals who understand your world. Our Selling Fundamentals training program is designed to keep you engaged, challenged, and growing. This dynamic, hybrid learning experience includes:
- Practical pre-work
- Six interactive virtual sessions
- Quick, effective knowledge checks
- A 2-day, in-person workshop packed with real-world scenarios
- A capstone project six weeks later to bring it all together and apply what you’ve learned
It’s not just training, it’s a proven process that delivers real-world sales impact.
Mike
Dealer Principal
Pat
Parts Manager
Time & Location
Program Dates & Availability
Toronto Workshop
Location: Toronto, ON
Virtual Dates: August 15, 22, 29, September 5, 12, 19, 2025
In-Person Dates: October 6 & 7, 2025 (25 seats available per session)
Pre-requisites: None
Program Fees: $4,250 CAD per participant
Chicago Workshop
Location: Chicago, IL
Virtual Dates: August 15, 22, 29, September 5, 12, 19, 2025
In-Person Dates: September 22 & 23, 2025 (25 seats available per session)
Pre-requisites: None
Program Fees: $3,500 USD per participant