At the 2025 AED Summit in Orlando, Florida, Brian Tibble of EJ Equipment shared insights on how the company is driving growth, breaking into new territories, and maintaining its commitment to customer service. With over 25 years in business, EJ Equipment is strategically evolving to meet industry demands while never losing sight of its core values.
Expanding the EJ Footprint: Growth with a Purpose
Headquartered in the Chicagoland area, EJ Equipment is a trusted dealership for leading municipal equipment brands, including Vactor, Timco, Tiger, Ques, and most recently, SANY. Brian Tibble, who joined the company a year ago, was brought on to spearhead the next phase of growth.
“The company has a strong foundation, and my goal was to help it grow,” Tibble said. “That means expanding our geographic reach and increasing revenue through high-margin services like parts and service.”
EJ is making strategic moves into new territories such as Minnesota and Wisconsin, working closely with manufacturers to build awareness and trust.
Territory Growth: From Awareness to Action
Entering a new territory isn’t just about putting boots on the ground—it’s about making an impression. Tibble emphasized the importance of face-to-face meetings and leveraging existing manufacturer relationships to introduce EJ Equipment to unfamiliar markets.
“You can’t assume people know who you are. You have to get out there,” he said. “Our parts and service teams have been key to building initial trust.”
Their approach included:
- Stocking the right parts quickly to generate early revenue.
- Deploying outside parts reps to meet with customers directly.
- Focusing on awareness and customer education about EJ’s capabilities.
Prioritizing Parts and Service to Build Relationships
While many dealerships focus heavily on selling new units, EJ Equipment emphasizes a service-first mindset. “Anyone can sell a unit,” Tibble said. “What sets you apart is what happens after the sale.”
By delivering parts directly to customers and providing quick, reliable service, EJ creates long-lasting relationships. The team sees this as an investment, not an expense. These customer-first actions build trust, which eventually leads to more equipment sales.
Overcoming Growing Pains
Scaling up isn’t without challenges. Finding the right people—especially experienced sales professionals who understand high-value equipment—has been a hurdle. EJ has taken a strategic approach by maintaining its core team in established markets while recruiting new talent with local expertise.
“It’s tempting to move your best people into new areas, but you risk hurting your existing business,” Tibble explained. Instead, EJ is leveraging its experienced sales team to train and support newcomers while utilizing manufacturer support to increase coverage.
Integrated Communication: A Unified Sales and Service Front
One of EJ’s key differentiators is its seamless coordination between sales, parts, and service departments. Salespeople deliver parts. Parts reps flag service opportunities. Everyone communicates.
“Our parts desk is often the face of EJ to many customers,” Tibble noted. “They provide critical feedback and help identify new business opportunities.”
This cross-functional collaboration ensures that EJ doesn’t miss chances to strengthen relationships or make a sale.
Advice for Growing Dealerships
Tibble offered several tips for dealerships looking to scale:
- Don’t neglect your core business. Growth should be additive, not disruptive.
- Set clear budgets. Know what you’re investing and how you’ll measure success.
- Leverage manufacturer support. Use them for marketing, demos, and direct outreach.
- Stay visible. Don’t assume customers know you; get in front of them consistently.
- Communicate. Across teams and with customers, clear communication drives results.
“If you’re not focused on customer relationships, you’re not going to stay in business,” Tibble concluded. “It takes consistency, commitment, and a customer-first mentality.”
About EJ Equipment
EJ Equipment is a full-service dealership representing premier municipal and contractor equipment brands. With a focus on customer relationships and a commitment to growth, EJ Equipment continues to be a leader in the Midwest market.
