HighViz Marketing

Needs more forklift.

Dealership websites love to talk about:
• Warehouse solutions
• Heavy equipment
• Material handling solutions
• Safety and service

But you know what word’s missing?
Forklift.

Your customers don’t Google “material handling uptime solutions.”
They Google "forklifts for sale."

If your site doesn’t say forklift… you’re hiding the thing they actually want to buy.

So next time you review your website copy, channel your inner Will Ferrell:
Needs. More. Forklift.

If this week’s tariff news left you scrambling to figure out what to say to your customers—you’re not alone.

And if your email list is cold or your LinkedIn has been quiet, you may realize how hard it is to get seen when it matters most.

The truth is that you can’t wait until a crisis hits to start talking to your customers.

That’s why I’ve been updating a blog post I first wrote in October—about exactly this. How to stay top of mind, build trust before things go sideways, and keep your message visible when everyone else is reacting.

If you’re ready to warm up your list or prep your next message—I’ve got tools that can help.

Does Your Forklift Dealership Have A Crisis Communication Plan? Learn why having a strong email list matters during times of crisis. Discover the importance of regular communication and building your list.

Here’s what I’d do today if I were a a dealer principal or a territory manager at a forklift dealership:

1. Get a list of my customers
2. Open up LinkedIn
3. Search & follow customers
4. Like their most recent post
5. Follow customer’s company page

Now, thanks to the algorithm, you’ll see your customer’s posts in your feed. When they post:

👍 LIKE IT.
👏 ENGAGE. Contribute something insightful or funny to their comments.

🧠 This will help you take advantage of human nature and the Mere Exposure Effect. This psychological bias says the more you see someone, the more you come to trust and like them.