How Caterpillar Changed the Way It Sells Equipment | The Dirt #11

Late last year, Caterpillar announced a new retail strategy that would fundamentally change the way the company sells its machines. Specifically, the company rolled out on-machine sticker pricing at its dealerships and the ability to shop for machines online. In this episode of The Dirt we talk to Cat retail expert Alex Stokman about these changes and what customer and dealer reaction to the changes has been.

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