Turning Data into Deals: How NAXT Helps Equipment Dealers Personalize Sales for Higher Customer Loyalty

Customers prioritize personalization. According to data from McKinsey, 71% of buyers now expect personalization, and 76% are frustrated when interactions are impersonal.

For many companies, marketing is the logical starting point for personalization. If teams can create campaigns that resonate with target audiences, they can capture and hold customer attention.

But marketing is only half the battle. To seal the deal and build customer loyalty, businesses need personalized sales approaches that build on marketing efforts. In this piece, we’ll speak to the power of centralized data in personalization, examine how data enables meaningful interactions, and explore the real-life outcomes of personalized efforts.

The Power of Centralized Customer Data in Personalization

Centralized data is a key component of effective personalization because it enables a big-picture view of customer purchase histories, preferences, and previous service interactions.

For dealerships, centralized data may include:

Customer sales and rental histories
Service requests and interactions
Equipment returns
Survey or satisfaction ratings
Seasonal spending trends

Achieving centralization, however, remains a challenge for many dealerships. In large part, this is tied to the use of multiple tools such as enterprise resource planning (ERP), customer relationship management (CRM), warehouse management, service management, and e-commerce software. Different tools often use different data formats and may be managed by different organizational teams. The result are “silos” — disparate sources of information that don’t reliably communicate or collaboration.

This digital separation, or siloing, creates sales challenges. Consider a sales team that can see the rental history of a large-volume customer but has no access to service data. This means they only have half the story — if the customer has been experiencing an uptick in service issues, attempts to boost sales volumes without addressing this concern will fall on deaf ears. With access to this data, teams can create personalized offers that directly address these issues and help customers feel like more than simply another sale.

NAXT can help solve sales challenges by creating an integrated view of data across departments.

How Data Enables More Meaningful Sales Interactions

Data provides context. The more data that dealers can access and apply to sales strategies, the better equipped they are to align sales efforts and customer expectations.

In practice, data-driven sales personalization may include:

Service contracts based on equipment usage
Trade-in deals tied to purchase cycles
Lead follow-up informed by historical context
Seasonal offers based on customer needs

Key Benefits of Personalized Sales

Applying a personalized approach to sales offers several benefits for businesses, such as:

Faster sales cycles
Increased upsells
Improved customer satisfaction
Enhanced retention

The Role of NAXT in Building Stronger Relationships

Effective personalization improves customer satisfaction. According to data from the Boston Consulting Group, 32% of customers say personalization helped them find the best price, 31% said it made the experience more enjoyable, and 31% said personalized processes made the experience faster or easier.

NAXT provides the data-driven foundation that dealers need to build stronger relationships. For example. NAXT collects all cost and revenue data on new, used, and rental equipment. In addition, service costs and revenue are tracked to individual machines rather than departments to provide complete transparency. This allows teams to proactively schedule necessary maintenance rather than waiting until machines break down on job sites.

In addition, NAXT’s unified system approach lets you connect customer purchasing choices with equipment service records to ensure customers get the best and most reliable machines for the job.

Real Business Outcomes from NAXT-powered Personalization

With the NAXT platform, dealers are better equipped to build personalized sales strategies that resonate with customers. But don’t take our word for it.

Before and After: Sioled Systems vs. Centralized Platform

Substantial growth left Foley Cat struggling to manage multiple software silos. “At one point, we had counted over 70 apps we had developed in-house just to make our day run,” says Danielle Papenberg, who was serving as Director of Organizational Development for Foley at the time. The company selected a NAXT implementation to create “one localized system that employees could use across the organization…to make us more efficient and more productive from an internal standpoint.”

This is a common scenario for equipment dealers. Increased sales and service demands lead to the creation of in-house processes that become central to operations, but are functionally fragmented. NAXT comes preconfigured with more than 700 equipment dealer processes that cover 95% of dealer needs right out of the box.

Sales + Service Alignment

For over 70 years, the Nicaragua Machinery Company (NIMAC) has been the go-to distributor of premium equipment brands for construction, agriculture, and transportation companies in Nicaragua. In 2025, NIMAC made the move to NAXT365. “This solution will provide numerous opportunities to optimize our processes and enhance the quality of service we deliver to our customers. With this decision, we take a key step toward fulfilling our digital vision,” said Dayton Caldera Chamorro, Commercial Manager at NIMAC.

By combining sales and service data, companies like NIMAC are better positioned to improve customer retention. Consider a common dealership scenario: As seasonal construction winds down, rental volumes fall. While satisfied customers are likely to return the following year, there’s an opportunity here to create well-timed sales touchpoints — provided companies have access to the right data.

Using NAXT, dealers can access equipment-specific data to determine what type of machinery customers use, how often repairs were required, and how many service requests were made. This data helps provide granularity, even if end-of-season customer surveys indicate overall satisfaction. For example, if data shows consistent issues with specific machine types, sales teams can create next-season offers tailored to customers that include alternative options.

Final Thoughts: Data Isn’t Just for Marketing — It’s a Sales Advantage

Reliable, well-maintained machinery gets customers in the door. Personalized sales and service keep them coming back.

Put simply, modern dealerships thrive on consumer connections. Marketing creates the spark for these connections, but sales fan the flame. The NAXT dealer solution helps your company unlock key customer insights and underpin personalized sales efforts by eliminating silos, centralizing data, and empowering sales staff to build better relationships.

Ready to put personalization to work for your dealership? Discover how NAXT can help. Schedule a demo today.

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