3 Ways to Improve Dealer Adoption of Portals

 As the world becomes increasingly digital, it is becoming more important than ever for heavy equipment dealers to adopt web and mobile portals in order to stay competitive. With the generational shift in the sales force, where younger reps are becoming more prevalent, there is a greater willingness to use technology to streamline workflows and increase productivity. In this blog post, we will explore three key strategies for increasing the adoption of web and mobile portals among heavy equipment dealers.


1. Make Tools Easy to Use

One of the biggest obstacles to adoption of web and mobile portals is the perceived difficulty of using these tools. Many older sales reps may be intimidated by the idea of learning a new system, especially if they are not particularly tech-savvy. In order to overcome this hurdle, it is important to make the portals as intuitive and user-friendly as possible.

One way to achieve this is to conduct extensive user testing during the development process. By having real users try out the system and provide feedback, developers can identify pain points and make adjustments to improve the overall user experience. Additionally, providing clear and concise training materials can help ease the learning curve for new users.

Another strategy is to design the portal with a modern, sleek interface that is visually appealing and easy to navigate. This can make users feel more comfortable and confident using the system, and can also help create a positive impression of the company as a whole.


2. Make Tools Useful 

Another key factor in increasing adoption of web and mobile portals is ensuring that the tools are actually useful to the sales reps who will be using them. If the portals do not provide clear benefits and improve workflows, then there will be little motivation for users to take the time to learn and integrate them into their daily routines.

One way to achieve this is to involve sales reps in the development process, soliciting their feedback and ideas for features that would be most helpful in their day-to-day work. This can help ensure that the portals are designed with the specific needs and challenges of heavy equipment sales in mind.

Additionally, it can be helpful to provide clear use cases and success stories that demonstrate the value of the portals. If reps can see concrete examples of how the portals have helped their colleagues increase efficiency and close more deals, they will be more likely to buy into the system and commit to using it themselves.


3. Make Tools Available Whenever Needed

Finally, it is important to ensure that web and mobile portals are available whenever and wherever sales reps need them. This means designing the portals to be mobile-friendly and accessible from a variety of devices, including smartphones and tablets.

In addition to providing greater flexibility and convenience for users, mobile access can also help improve data accuracy and completeness. With the ability to enter information directly into the portal while on the job site, reps can ensure that all relevant details are captured in real time, rather than relying on memory or handwritten notes.

To further promote accessibility and availability, heavy equipment dealers may also want to consider integrating their web and mobile portals with other commonly used tools and platforms. For example, integrating with email and calendar apps can help ensure that reps never miss an important follow-up, while integration with CRM systems can help streamline the sales process and provide more comprehensive data insights.



As heavy equipment dealers look to stay competitive in an increasingly digital world, web and mobile portals can be powerful tools for improving sales workflows and increasing productivity. However, in order to be effective, these tools must be easy to use, useful, and available whenever needed. By incorporating these strategies into their portal development and rollout plans, heavy equipment dealers can maximize adoption rates and reap the full benefits of these powerful technologies. Additionally, as younger sales reps become more prevalent, it is likely that the use of these tools will only continue to grow, making it even more important for companies to prioritize their development

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