Are you missing the mark(eting) when selling equipment privately?

Advice for sellers Komentarze

How to market and sell heavy equipment and trucks.

Your ad costs can add up quickly, and are they reaching the right people?

For equipment sellers, private sale is often their logical first choice, and if the right people see what you’re selling, it can yield the returns you’re looking for. But getting your equipment in front of enough of those ”right people” – i.e. buyers who need and want your machine – is easier said than done when selling privately.

The basic premise of marketing your equipment seems simple enough – the more people who see it, the more demand, and the more demand, the more offers or competition to buy, and that hopefully leads to a higher selling price for you. But how do you ensure that happens? Once you’ve posted your equipment on an online listing service for example, it’s competing with thousands of other listings. You can pay to have it promoted or you can buy ad space elsewhere, but do you know how to target the right audience, and where? In short, effectively marketing your equipment can be one of the most time-consuming and costly steps in the sales process.

How to market and sell heavy equipment and trucks at Ritchie Bros.

Sell equipment where your advertising is included – along with the knowledge behind it

When you sell equipment through a third party with a reputation for attracting motivated buyers, you’re already ahead of the game. Better yet is to sell with a company who has experienced marketers at work behind the scenes and a proven track record of equipment marketing expertise and advertising that works.

When you sell with Ritchie Bros., regardless of the solution – live unreserved auctions, weekly online auctions, our online marketplace and more – you benefit from the services of one of the industry's largest, most experienced marketing departments, giving your equipment unequaled exposure to buyers worldwide. AND all your equipment marketing is included as part of your contract. There are no hidden fees or extra charges for our unparalleled global exposure.

Selling heavy equipment and trucks at Ritchie Bros.

The right campaigns targeting the right buyers

Using targeted, strategic marketing plans and multiple advertising vehicles, we don’t just attract more people, we attract the right people – motivated buyers in your industry. Here’s a look at some highlights of our marketing efforts when you sell with Ritchie Bros.:

  • Email campaigns
  • SEO and SEM marketing
  • Online ads
  • Social media
  • Printed brochures (direct mail)
  • Radio ads
  • Trade publication ads
  • Public relations
  • Trade shows and events
  • Listings on complementary websites
  • Outbound calling & face-to-face interactions


Ritchie Bros. is a 24/7 marketing juggernaut, and as one of our customers, Karl Kocon of K & R Truck & Equipment (AB, Canada) put it, “The advertising that Ritchie Bros. provides cannot be bought.”

In 2020, our combined marketing efforts drove:

  • 140,500,000+ visits to Ritchie Bros. websites
  • 24,000,000+ searches of equipment through our mobile app alone

If you’re interested in taking advantage of our decades of experience marketing and selling equipment and trucks for customers around the globe, and learning more about all the options we offer, contact us today for a no-obligation consultation.

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