Martin Roth: Participate in Every Deal
IEDA Podcast
There’s an “air gap” in the equipment channel, and it’s causing your dealership to miss out on buying events. So says this month’s podcast guest, Martin Roth, who is co-founder of a new equipment dealer-specific tech company, Filmore. “The air gap is the space between what's happening in the field and what's sitting in your system,” he says. Data is publicly available that shows when a contractor in your region has won a big contract, signaling that an equipment investment is about to happen. Your salesperson might never see it, and neither will your competitor's — but...
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Justin Leslie & Jamie Luminais: Make It Easy for Customers to Rent from You
IEDA Podcast
Over 75% of rental customers fail to meet insurance requirements at the time of rental. It’s a stunning statistic. Verifying certificates of insurance (COIs) is not just a box to check – it serves as the goalkeeper for your rental operation in terms of transferring risk away from the equipment business – risk that could quickly turn into hundreds of thousands of dollars in real cost on any rental transaction. That much you already know, but what about the risk of losing a good customer because the process at your rental counter is slow and cumbersome? They want speed, but you need...
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Yesinne Alvarez: Credit Reports: You Need to Know What You Don’t Know
IEDA Podcast
Does your equipment business routinely conduct credit reporting for every customer and every transaction? In this episode, our featured expert, Yesinne Alvarez, walks you through the business case for understanding the current business health of every company you do business with, large, medium, and small. Regular and consistent credit checks are considered a business best practice, and it shouldn’t be a one-and-done event for new customers only, Alvarez says. Credit reports help protect your equipment business from many risks: From guarding against fraud and theft to just discovering...
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Rocky Moretti: The Research Force that Helps Win Highway Construction Funding
IEDA Podcast
On Sept. 30, the federal surface transportation bill — The Infrastructure Investment and Jobs Act (IIJA) — will expire. How will Congress act? Will Congress act on time? These are key questions, and the answers will have enormous impact on states’ ability to keep up with ever-increasing maintenance and rebuilds of their roads and bridges. In this episode, we welcome Rocky Moretti to the mic — he’s the director of policy and research at TRIP – the National Transportation Research Group, and for the next half-hour, we’re introducing what this major research and...
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Mike Harmon: Customer Insight Through a Lender’s Lens
IEDA Podcast
Tune in for some customer intelligence and perspective, but not from an equipment buyer…but rather from someone who has a front-row seat on buyer activity every day. This month, we’re talking to Mike Harmon, vice president of sales at IEDA Associate Member AFG. A well-known IEDA sponsor and advertiser, Harmon brings us some market insight through the back door, you might say, based on his daily interactions with equipment end users as well as independent dealers. Kicking off with a look at trends and rates in the construction equipment finance sector, we then explore what’s on the minds...
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William Zilinski: Are You a Good Leader?
IEDA Podcast
In the early days of your journey to build up a profitable equipment business, you might not have put a lot of emphasis on what it would be like to become a leader. Now that you’ve got a team, whether small or large, applying good leadership skills may be on your radar, especially when problems crop up. In this episode, we welcome a professional counselor to the mic, bringing a different kind of perspective on what good leadership looks like – and how poor leadership can deeply impact the people in your company. He has spent 25 years counseling people with a wide range of stressors and...
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Alexandra Levit: Reversing the Hiring Crisis
IEDA Podcast
If your equipment business struggles to find employees, you’re not alone. Across all industries, businesses are battling to find anybody who will take their jobs...skilled or unskilled. And business owners are understandably frustrated. However, so are many young people. Some graduate college and can’t get a job. Others can’t seem to find their way, unable to connect their interests to a career and wage they can live on. Our guest expert this month, , brings fresh insight from her new book, Make School Work. This conversation will not only get you thinking about the key concept of...
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Marty McCarthy & Brian Marron: The Business Benefits of the “One Big Beautiful Bill Act”
IEDA Podcast
As the new year begins, many business owners are turning their attention to taxes. In this episode, we sit down with CPAs Marty McCarthy and Brian Marron, both directors at CBIZ who specialize in supporting construction-related companies. Together, they break down several key ways the “One Big Beautiful Bill Act” (OBBBA) affects independent equipment dealers. One of the most significant benefits under OBBBA is bonus depreciation, and our guests explain how dealers can use these changes not only for tax efficiency, but also as a strategic sales tool—while still maximizing advantages on...
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Dave Gordon: The IEDA “What’s Up” Round-Up
IEDA Podcast
In this last edition of 2025, we’re unpacking two of the association’s most important initiatives: (1) the Foundation’s scholarships for deserving technician students and (2) some exciting changes and highlights for the Annual Meeting February 13–15. If you love the IEDA and love the construction equipment industry, this is a conversation you don’t want to miss. Host Kim Phelan and IEDA Executive Director Dave Gordon update you on the impressive growth of the association’s scholarship program and how you can engage with the IEDA Foundation to help protect and fuel its successful...
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Mitch Helman: Fall Auction Trends
IEDA Podcast
Mitch Helman, Sales Manager at Sandhills’ AuctionTime, joins the program to talk about heavy construction equipment values, inventories, and other trends he’s observing this fall. To kick things off, we’re unpacking highlights from the Sandhills October Used Construction Equipment Report, and making a few predictions on how November’s report will compare. Mitch talks about different types of equipment buyers and how their mindsets differ. He’s also got something to say about dealers and the root cause of the current inventory situation. Tune in for clues about the stability of...
info_outlineThere’s an “air gap” in the equipment channel, and it’s causing your dealership to miss out on buying events.
So says this month’s podcast guest, Martin Roth, who is co-founder of a new equipment dealer-specific tech company, Filmore. “The air gap is the space between what's happening in the field and what's sitting in your system,” he says.
Data is publicly available that shows when a contractor in your region has won a big contract, signaling that an equipment investment is about to happen. Your salesperson might never see it, and neither will your competitor's — but whoever figures out how to see it first has the best chance to win the deal for the next machine they buy.
“It's not that the information doesn't exist,” says Roth. “It's that there's no plumbing between the information and the person who could do something about it.”
Enter Filmore. It finds the contractors in your market who are about to buy, rent, or need service on equipment, and puts them in front of your salespeople in the tools they already use.
If your sales team learns about buying activity in the past tense, listen in how one AI-driven technology puts dealers ahead of the curve and provides real-time, actionable information – including the human contact – into the hands of your salespeople.
With roots in the heavy equipment business, Roth says he and his partner created Filmore “because I kept meeting dealers who were buying data and not using it.” Join us for some insights that will expand your scope of what’s out there…and what competitors are starting to use.
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Produced By: Social Chameleon