Liebherr’s sales and distribution team gets hands-on earthmoving and material handling training

Liebherr USA's earthmoving and material handling technology team held the 2024 North American Sales and Training Seminar on October 18. Liebherr sales and distribution employees from the US, Canada, and Europe participated in the event.

"We were thrilled to host this year's North American Sales and Training Seminar. Based on the excellent feedback from last year's national training, we are pleased to expand this event and welcome our colleagues and sales professionals from Canada, further reflecting on the importance of the North American market to the Liebherr Group," says Kai Friedrich, managing director of Liebherr USA and divisional director of earthmoving and material handling technology.

Hands-on training for sales success

The two-day event allowed more than 100 participants to receive extensive hands-on training for multiple products across a variety of stations, including crawler excavators, wheel loaders, dozers, material handlers, and the TA 230 articulated dump truck. Each station was equipped with multiple machines, a digital display set up, and tents for onlookers. Additionally, each product manager gave multiple walk-around presentations during the event, highlighting each machine's latest features and new technologies.

"The North American Sales and Training Seminar is crucial in equipping our extensive distribution network with the necessary tools to be successful," says Nick Rogers, general manager of product management. "The training acts as a driving force for our internal teams to provide informative resources and comprehensive support to our dealer sales channels. We believe that by fostering a deeper understanding of our product lines and technologies, sales representatives will be better prepared to engage customers confidently, offering solutions that deliver results."

This event enabled attendees to apply their product knowledge to real-world application scenarios, with the assistance of Liebherr's certified product managers on-site. This training also provided a chance for Liebherr's distribution partners to participate in industry networking.

"This is a great opportunity to showcase Liebherr's product quality, innovation, and support services across our local US distribution network. Together, we can show that Liebherr is a major player in the North American market, and we will continue to expand our presence," says Friedrich.