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 reasons why i sometimes tell my customers NOT to buy from me.
Not every aging forklift needs to be replaced. If a truck has a solid powertrain, readily available parts, and the repair costs make financial sense, I’ll often recommend repairing it instead of replacing it. Too many companies replace equipment simply because it’s getting older, not because it’s no longer productive.
Bigger isn’t always better. I regularly see companies shopping for a 12,000-pound forklift when a properly equipped 8,000-pound truck would handle every load they have.
Buying more capacity than you need often means a higher purchase price, an increased maintenance costs, more expensive tires, higher fuel consumption and even reduced maneuverability. The right forklift is the one that fits your application, not the biggest one on the lot.
Sometimes the smartest purchase is no purchase at all. If you only need a specialty forklift for a shutdown, seasonal project, or short-term contract, renting can save thousands of dollars while eliminating long-term ownership costs. Many times your budget requires a fixed cost, with the maintenance included. Owning could lead to unpredicted costs and in those situations, renting will make more sense as well. While you pay more per month to rent than own; renting generally includes maintenance provided by the rental company.
The cheapest forklift is rarely the least expensive forklift to own. I’ve seen companies save a few thousand dollars on the purchase price only to spend far more on repairs, downtime, and lost productivity over the next year. Value is measured over the life of the machine, not just on the day you buy it.
A forklift can be mechanically perfect and still be the wrong machine.
Questions I always ask include:
If the answer to any of those questions is “no,” then it’s not the right forklift. It will only cost both of us to push you into the wrong lift only to have it returned.
Anyone can sell equipment. What matters is earning enough trust that when the time is right to buy, you’re the first person the customer calls. I’ve found that saying “not yet” or “this isn’t the right truck” often creates stronger relationships than pushing a sale that isn’t in the customer’s best interest.
In the end, my goal isn’t simply to sell another forklift; it’s to help companies make decisions that improve their operations and reduce their total cost of ownership. Sometimes that means selling a truck. Sometimes it means recommending a repair, a rental, or waiting for the right opportunity.
Those conversations may not produce an immediate sale, but they almost always build long-term trust and that’s worth far more than any single transaction.
Special Note: If you’re still reading, like and share. It’s appreciated. At Forklift Exchange, we help customers determine whether new, used, refurbished, or rebuilt equipment makes the most sense for their application. If you’re planning a purchase and would like a second opinion, I’d be happy to discuss your options, send me a message.
Jason Flaska
Forklift Exchange
📞 630-842-0779
📧 jasonf@forkliftexchange.com
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