Some people are masters at their craft—true experts who can solve technical problems in seconds. But when it comes to selling, they struggle. I recently met a forklift seller, Eddie, who could diagnose a hydraulic issue just by listening to the machine, yet his sales page was costing him business.
And I’ve met dozens of “Eddies” in the forklift world—technicians who could rebuild a mast blindfolded but freeze when asked to sell their service. They default to jargon like “ISO-certified hydraulic diagnostics” instead of saying “Your forklift will be back running in 2 hours… or you don’t pay”.
But here’s the good news: Your technical genius IS your biggest selling point. You just need to translate it into language that speaks to your customers’ panic—not your pride.
The Problem: Thinking Price is the Only Selling Point
Eddie believes his lack of sales is due to high prices. So, his entire strategy revolves around lowering them. His sales page reads like a discount flyer: Lower prices, cheap long-term rates, maintenance included.
The problem? Price isn’t always the issue. Buyers don’t just want cheap; they want value, reliability, and trust. And when a business keeps emphasizing low prices, it sends the wrong message—”this might be low quality” or “there’s no real difference between this and the competition.”
The Sales Page That’s Killing His Business
Here’s what Eddie’s listing says:
- Rental forklifts
- Diesel engines
- 4500 mm 3-stage container entry masts available
- Sideshift
- Various fork lengths available
- Solid tyres
- Fully maintained hire packages available for any rental requirements
On the surface, it looks like a basic equipment list. But there’s no why—no compelling reason for someone to choose Eddie over the competition. It’s purely descriptive, with no differentiation, no benefits, and no customer-focused messaging.
What Eddie Should Be Saying
Instead of leading with price and specs, Eddie’s sales page should focus on value and customer outcomes. Eddie should frame his forklifts as solutions.
Buyers don’t care about a “4500 mm 3-stage mast” unless they understand why it matters to them.
Here’s how he could improve it:
1. Speak to the Customer’s Pain Points
Warehouse managers don’t lose sleep over “hydraulic efficiency”.
They panic about:
- Missing shipment deadlines.
- Angry bosses screaming about downtime costs.
- Getting fired because a $20 seal took 3 days to replace.
So here’s how to fix that:
- Struggling to load and unload containers on time? Our 3-stage masts make it effortless, reducing handling time and improving productivity by x2.
- Avoid costly downtime—our fully maintained forklifts ensure smooth operations with zero unexpected breakdowns.
And that’s how your buyers will know what value you are offering to them.
2. Highlight Differentiation & Trust Factors
What makes Eddie’s forklifts different?
Why should customers choose him over the competition?
He could emphasise:
- Expertise: Backed by 10+ years of experience in forklift diagnostics and maintenance.
- Reliability: Every rental is thoroughly inspected and serviced for peak performance.
- Flexible Solutions: Custom hire packages tailored to your business needs.
Remember that this is also known as USP (unique selling proposition). It’s helps you stand out among your competitors.
You know that Nike’s “Just Do It” slogan? That’s their USP.
It tells their audience that it’s a high-performance footwear they can trust.
Therefore, keep only one USP and sell the rest of your products based on that.
3. Use Customer-Focused Language
Instead of just listing features, Eddie needs to show how those features benefit the customer.
- Before: Solid tyres
- After: Durable solid tyres ensure maximum stability on all surfaces, including rough terrain.
4. Position Price as a Benefit, Not the Main Selling Point
Instead of saying “cheap long-term rates,” reframe it as:
- Affordable rental solutions that maximise uptime and minimise costs—without sacrificing quality.
Here’s a Bonus Sales Page Formula you can use for forklift maintenance page
Headline: Is your forklift stuck? Get back to work in 90 minutes (or we work for free).
Body: We know downtime can cost you a lot of money and damage reputation. Here’s how we fix it faster…
CTA: Don’t wait till your forklift breaks. Call NOW—we answer 24/7.
Your website is your hotline for desperate customers
Don’t compete on price when you should be competing on value.
If your sales pitch reads like a spec sheet or a discount flyer, it’s time for a change.
Speak to your customer’s pain points, highlight what makes you different and focus on the value—not just the price.
Because being the best at what you do means nothing… if no one understands why they should buy from you.
