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Why I Sometimes Tell Customers Not to Buy From Me

After more than 20 years in the forklift industry, people are sometimes surprised when I tell them, “I don’t think you should buy this forklift.” It sounds like a strange thing for someone in equipment sales to say. After all, my job is to sell forklifts. But I’ve learned that the best long-term business relationships aren’t built on closing every deal. They’re built on helping customers make the right decision, even when that decision doesn’t benefit me today. Here are

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Why the Cheapest Forklift Often Becomes the Most Expensive One

One conversation I have had hundreds of times over the years starts the same way: “Gene, I found a forklift online that is $8,000 cheaper than yours.” Sometimes, they are absolutely right. Sometimes they have found an excellent machine at a great price. But just as often, that lower purchase price is only the beginning of the story. Price Is Only One Number When evaluating a used forklift, the purchase price is easy to compare. The real cost is not.

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The Best Forklift Is Usually the One You Never Notice

One of the things this business has taught me over the years is that the best forklifts rarely get anyattention. Nobody calls me to say,“Gene, our forklift worked perfectly again today.” They call when production stops.They call when a shipment cannot get loaded.They call when an operator is standing around waiting on a machine that should have been working.That is simply the nature of this business.The forklifts that receive the most praise are often the ones that do not get

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Forklift Exchange, Inc.

About

Forklift Exchange, Inc.

Since 1980, Forklift Exchange has grown into one of the United States’ largest material-handling machinery wholesalers. As a true one-stop shop for our partners and customers, we maintain a full inventory for parts support, offer equipment warranties, and provide nationwide service among continued investments into our facilities and team.

With OEM partnerships across the globe, we are continuously expanding our product offerings to offer high-quality and innovative solutions for all of our end users. Our 165,000-square-foot warehouse stores forklifts, trucks, and extensive equipment for construction, material handling, earthmoving, and aerial work.

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