Secrets from Superior's Dealer Executive Meeting Revealed

Delivering When It Matters

While certain sizes or configurations may not always be immediately in stock, Superior’s growing North American manufacturing network gives dealers more flexibility than ever to complete orders quickly and confidently.

“Another reason we brought everyone together was so dealers could see the investment we've made over the last three years of unusually high demand,” says Gray. “If anything, we hope they see and feel that if there's a need, we can meet it, especially now that the market has normalized.”

With lead times currently at 12 to 18 weeks, careful inventory planning remains critical to meet end user demand. That’s why clear communication between dealer sales teams and their management is so important. It keeps everyone aligned on what’s available and where the best opportunities are.

Product Insights Are Empowering

The crushing business may still be young for Superior, but its momentum is undeniable.

Dealer executives heard firsthand about several repeatable product wins in the field, including strong performance of the P400 Patriot® Cone Crusher, growing demand for Sentry® Horizontal Shaft Impactors, and new opportunities emerging from the Portable Closed-Circuit Sentry HSI Plant for recycling applications.

“When we share real results from the field, it builds confidence,” says Gray. “It helps our dealers see what’s possible and shows the strength of what we’re building together.”

That same spirit of sharing is exactly what drives The Orange Edge. Through both the e-newsletter and printed magazine, dealers can stay in the loop on product updates, performance stories, and best practices from across the network.

Regular engagement helps every dealer team stay sharp, informed, and ready to win the next opportunity.

Fueling Dealer Growth

Superior shared details about its fall stocking program, which offers dealers aggressive discounts on select product lines.

“There are some pretty good deals to be had,” says Gray. “It’s our most aggressive fall stock program in several years.”

The company also announced that current pricing will remain in place until November 14, which means there are about two weeks left to lock in orders before increases.

During the meeting, leaders and dealer executives also had a spirited discussion about potential national account programs.

“The group decided we should explore national account agreements with select companies that have approached us,” Gray says. “The feeling was that it represents a great growth opportunity for both dealers and Superior.”

Winning Through Collaboration

Sometimes the best opportunities surface just by being in the same room with other dealers.

That was the case for Power Equipment Company (PECO) and Tractor & Equipment Company (TEC), which struck a deal during the meeting to pool equipment and deliver on a project in TEC’s territory.

A day after the meeting, McCourt Equipment posted a video of its 4250 Closed Circuit Sentry HSI Plant on LinkedIn. A recycling contractor in Colorado commented with interest. Earlier that week, McCourt’s Colin Keane met PECO’s Kevin Schubel at Superior, so he texted him about it. Turns out, PECO had one sitting in their yard.

These are simple examples, but ones that perfectly illustrate the power of connection across Superior’s dealer network. When collaboration happens, there just seems to be more winning.

Training for What’s Next

Superior continues to encourage dealers to utilize OptimizeU, its on-demand platform that offers learning on your own time. Dealers also expressed interest in additional training formats, including custom programs at dealer facilities for in-person training.

Additionally, Superior promoted an internal program to dealer executives called Forge Leadership Development. The program helps shape promising employees into the company’s next generation of leaders.

"We choose six or seven emerging leaders—some veterans, some newer faces—and give them a complete look at how our business runs during a year in the program," Gray says.