DLL Bluepaper Says Dedicated Promo Materials Increase Used Asset Sales

DLL launched its first bluepaper, “Professionalizing used asset sales with dedicated promotional materials.” This bluepaper was developed after researching 362 manufacturers and dealers that already promote their used asset sales.

In the bluepaper, DLL says that the sale of used assets is becoming increasingly important for manufacturers, partially due to the rise of the circular economy. However, being actively engaged in the used asset market frequently goes against manufacturers’ traditional way of working, which is to produce new products in increasing numbers to keep their factories up and running. Combined with the fear of cannibalization, lower available budgets and a lack of strategic relevance, manufacturers often overlook or underestimate their used asset possibilities.

This bluepaper is the result of researching more than 360 examples of online and offline promotional materials across the construction, transportation, automotive, healthcare, food, agriculture and office equipment industries.

“The majority of our partners are already engaged in the used equipment market. Furthermore, we see that manufacturers and dealers are increasingly starting to look into refurbishment and remanufacturing,” said Rob van den Heuvel, senior vice president of Global Asset Management at DLL. “A clear communication strategy is key to building awareness in the market and successfully positioning a used product offering. Our bluepaper includes many industry examples and provides guidance that can assist manufacturers and dealers in further developing their strategy for used asset sales.”

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Terry Mulreany
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Susie Angelucci
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