Reaching a larger audience becomes a matter of adjusting to the latest customer demands. For example, the company has been selling both new and used forklifts for decades, but in the past, new forklift sales surpassed those of used ones. In today’s economy, sales of used equipment, just like sales of used cars, is up, while sales of new equipment are down. The company sees this trend and offers very good deals on reconditioned forklifts. It even offers warranties that meet or exceed new lift truck warranties. In this way, the industrial supply company can expand its customer base and take advantage of the big used vehicle market at the same time.
Yes, a company must be competitive to survive. It must also be cooperative, though. It competes for market share at the same time that it stresses cooperative service with its new and existing customers. Everything it offers is for the customer’s benefit as well as the company’s. By selling quality products at competitive rates, this industrial supply company can’t help but grow.