Construction equipment buyers: 3 insights suppliers can’t ignore

Our new ebook, Construction Equipment Purchasing: 10 Research Insights Every Supplier Can Act On, draws on KHL’s latest buyer research to reveal how contractors, fleet managers and equipment purchasers research, evaluate and choose suppliers. The findings highlight significant shifts in buyer behaviour that should influence every marketing and sales strategy.

Here are three insights from the report that every supplier should be paying attention to.

Buying windows are shorter than you think

Construction equipment buying decisions now typically happen within 1–3 months. By the time a buyer contacts your sales team, they’ve often already researched suppliers, read industry content, spoken to peers and created a shortlist.

That means visibility needs to start long before procurement begins. Suppliers that consistently appear in trusted industry media, newsletters, events and educational content become familiar, credible and lower risk when buying decisions are made.

The full KHL report explores where buyers research, who influences them and how suppliers can stay visible throughout the buying journey.

Service sells more than specifications

KHL’s research found that after-sales service is now the most important purchasing factor, ahead of price, technology and lifetime value.

Buyers want confidence that equipment will stay running, problems will be resolved quickly, and support will be there long after the sale. That’s why the strongest marketing doesn’t just showcase product innovation — it demonstrates customer success.

Case studies, customer testimonials and real-world performance stories help reduce risk and build trust long before a sales conversation begins.

Trusted content wins buyer confidence

Construction buyers don’t start with product brochures, they start with questions. They rely on industry publications, search, webinars and recommendations from colleagues to understand their options before speaking to suppliers.

Independent, evidence-based content plays a critical role in building credibility. Thought leadership, editorial coverage and customer case studies position your brand as a trusted expert rather than just another vendor.

The full ebook brings together ten research-backed insights into how today’s construction buyers think, research and purchase, helping suppliers create marketing strategies that generate stronger pipelines and more qualified opportunities.

Download Construction Equipment Purchasing: 10 Research Insights Every Supplier Can Act On to explore all ten findings and the practical actions your marketing team can take.