Roland Machinery Co. turned to Ritchie Bros.’ online marketplace to move inventory.
Roland Machinery Co., a busy U.S. Komatsu dealership with 17 locations serving a wide variety of customers in five mid-western states, found itself with some surplus used inventory that wasn’t getting the visibility they wanted.
Jay Germann, Used Equipment Manager for Roland Machinery, thought Ritchie Bros.’ online equipment marketplace, Marketplace-E, offered them the ability to reach buyers they might not normally reach.
“We thought there are probably others out there that are looking to buy in another way, and we can hit on them through Marketplace-E. We did a few of them (Marketplace-E sales) and it worked!”
Jay considered other sales channels and various forms of specialty advertising for the inventory, but after consulting with his Ritchie Bros. rep, felt that “Marketplace-E looked like something that would work. I liked the way the platform looked and I thought customers would enjoy buying that way.”
And what did Jay like best about the platform? Being able to control the deal; being able to set a price and then giving a customer the option to buy it now or make an offer. With Marketplace-E offering sellers a choice of buying formats, Jay used both to achieve successful sales: “It worked out great. We were highly impressed with it.” Equipment that Roland sold via Marketplace-E included a Wirtgen W2100 milling machine, a Sennebogen 835M material handler, a Komatsu PC490LC-10 excavator, and a Komatsu D61PX-23 dozer.
Roland Machinery also benefitted from Marketplace-E’s ability to allow sellers to sell equipment where it sits. Says Jay, “One of the pieces that we sold – I think that the buyer actually paid a little bit more because he was able to come to our location and see that we’re the real deal. He was able to come to our yard, get in the seat, operate the machine and check it over. He said: ‘I’ll take it,’ and the deal was done.
“We have our own customers, but Marketplace-E brings a whole different type of buyer to the table that we wouldn’t see – the type of guy who’s too busy working during the day. He gets home at night, gets his iPad out and looks for equipment. It’s easier for him to point and click. I like that.”
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