As the year winds down, a critical opportunity arises for businesses to save significantly on new and used heavy equipment through Sections 179 and 168 of the tax code. These tax incentives allow construction companies, contractors, and industrial firms to gain substantial financial advantages, making this the ideal time to invest in essential machinery and tools. For equipment dealers, this season presents a unique chance to align with year-end spending patterns and emphasize the value of purchasing equipment before the tax deadline.
To help you most of Section 179 and 168 tax seasons, Equipment Trader is sharing key tips for attracting serious buyers and closing more deals.
Prepare Your Sales Team with the Right Knowledge
It’s essential that your sales team understands the nuances of Sections 179 and 168 so they can answer any customer questions with confidence. Provide them with updated training and resources so they’re well-versed in explaining how these tax incentives work, and how a purchase now can make a big impact on a buyer’s bottom line.
Provide them with a FAQ sheet they can refer to. This knowledge will allow your team to better guide buyers through the process, overcome objections and ultimately help customers feel comfortable with their investment.
Educate Your Buyers on Tax Savings
Many business owners may not be fully aware of the tax advantages offered by Section 179 and Section 168. Clear, educational content about these tax breaks can position your dealership as a knowledgeable resource, building trust and drawing buyers in. Consider incorporating information into your marketing materials, such as Blog Posts and Videos that explain the basics of Section 179 and 168, covering eligibility requirements, how depreciation works, and examples of qualifying units.
For a more targeted approach, consider launching an email campaign that highlights the potential tax advantages. Share a series of emails that outline these benefits, and send timely reminders as the year’s end draws closer. This keeps your dealership top-of-mind for buyers weighing last-minute purchases.
Emphasize Year-End Savings in Your Messaging
This is a prime season to bring the benefits of Section 179 and 168 directly into your marketing strategy. A strong message around the year-end tax benefits could be the tipping point for buyers who are on the fence about investing. Remember that SEO is extremely powerful when conducting targeted advertising. Use terms like “Receive Tax Savings on Used Heavy Equipment Purchases with Section 179!” in your ad campaigns. Tailor ads for different platforms, whether it’s Google Ads, social media, or display ads on industry sites, and emphasize the urgency of the year-end deadline.
Create a social media content around Section 179 and 168 benefits, but get granular. For instance, break down estimates of their potential tax savings based on purchase price of your units, which can motivate faster decisions, and then link back to your listings. Also consider social media posts that highlight customer experiences, especially those who are repeat buyers around tax season.
Prioritize Ads for Both New and Used Inventory
One major appeal of Sections 179 and 168 is that both new and used equipment can qualify. Make sure to emphasize your selection of reliable pre-owned inventory in addition to new models. Many businesses are looking for value-based purchases, and by offering both options, you can broaden your reach.
With thousands of buyers browsing Equipment Trader each month, competition ramps up during this time of year. To capture customers aiming to maximize their tax benefits, now is the moment to showcase qualifying units to as many potential buyers as possible. Consider ad enhancements like Premium Select, which can boost your listings to the top of search results and increase visibility.
By making the most of Sections 179 and 168 tax seasons, you’re not only driving sales but also supporting customers as they make financially strategic decisions. With clear communication, well-prepared promotions, and a knowledgeable team, your dealership can turn this tax season into a win-win, generating revenue while helping customers make the most of valuable tax-saving opportunities.
Stay prepared and maximize this tax season by taking advantage of the sales tools and resources available on Equipment Trader. From consumer insights to enhanced advertising options, you’ll be well-equipped to succeed in the market this winter.
This material has been prepared for informational purposes only, and is not intended to provide, and should not be relied on for, tax, legal or accounting advice. You should consult your own tax, legal and accounting advisors before engaging in any transaction.
