The heavy equipment industry doesn’t stand still. Technology is advancing, customer expectations are shifting, and the market is more competitive than ever. For dealerships, that means your CRM strategy can’t stay static either.
But what’s next?
To get the most from your CRM and stay competitive, equipment dealers need to look ahead. The 2025 Dealer Digest highlights three emerging trends that are expected to significantly shape how dealerships use CRM systems in the near future.
As Zach Hetterick, Founder of Harvesting Potential, puts it, “As I work with equipment dealers on a continual basis, and especially when they start to want to grow, we can’t overlook the conversation of a CRM”.
Learn more by downloading the 2025 Dealer Digest.
1. Integration with AI and Data Analysis
CRM systems have long helped dealerships organize customer data. But the next evolution is about turning that data into insights. The Digest notes that AI integration will take CRM beyond data management and into prediction, surfacing trends, behaviors, and opportunities before they happen.
Dealers that adopt advanced analytics and predictive tools will gain a clearer view of future customer needs, enabling faster, smarter decisions that drive growth.
2. Enhanced Mobility
There’s growing demand for mobile-enabled CRMs, and for good reason. Your team isn’t always at their desk. Whether in the yard, on the road, or at a customer site, sales reps and service technicians need to access and update records in real time.
Mobile CRM tools make it easier for the entire dealership, not just sales, to stay connected. As Zach Hetterick explains, “Many dealers say they want to know what the salespeople are doing… but traditionally they’re very sales focused and a CRM is not just for the salespeople, even though that’s often where we start”.
A mobile-first CRM ensures your field teams, product support, and marketing staff can all contribute to and benefit from shared customer data, no matter where they’re working.
3. Comprehensive Customer Lifecycle Management
CRM isn’t just about closing the sale anymore. It’s about managing the entire customer journey—from first contact through service and long-term support. The future lies in CRM systems that enable lifecycle visibility, helping teams across the dealership deliver consistent, personalized service.
As Hetterick explains, “In somewhat of a future state, we start to see CRM as a customer account management tool and we start to use it as a full-blown integration piece… we really wrap ourselves around those accounts”.
This type of integrated, account-based approach ensures that every customer touchpoint is tracked and aligned—boosting retention, satisfaction, and long-term value.
Stay Ahead of the Curve
Technology is moving fast—and so is your competition. Embracing trends like AI integration, mobile CRM, and full lifecycle management helps dealerships turn their CRM into a true growth engine.
Want to dive deeper into these CRM trends and expert insights? Download the full 2025 Dealer Digest to explore what’s next.
