How can industrial leaders use auctions strategically to support long sales cycles and build long-term trust?

In this episode of the B2B Marketing Excellence & AI Podcast, host Donna Peterson sits down with Jason Levy, President of The Levy Group, to explore how industrial equipment auctions can become a strategic business tool rather than a last-minute decision.

Jason shares real-world examples from the industrial auction and asset recovery space, where timing is unpredictable, sales cycles are long, and trust is everything. Together, Donna and Jason discuss why early planning, accurate valuation, and relationship building are essential for manufacturers, plant managers, and operations leaders looking to reallocate capital, upgrade technology, or reduce risk.

This conversation reinforces a core theme of the podcast: companies that invest in relationships today are better prepared to make confident, informed decisions tomorrow.

Key Takeaways:

• Planning early gives leaders more control over timing, price, and outcomes
• Equipment value is often misunderstood without expert insight
• Auctions provide fair market value when the process is done correctly
• Relationships matter more when decisions involve multiple stakeholders
• Regular plant walk-throughs spark better long-term decisions

Action Step for Listeners:
Schedule a yearly equipment review with a trusted expert to understand what you use, what you don’t, and where hidden value may exist.

Episode Time Stamps:

• 00:00 – Introduction: Why relationship building matters in long sales cycles
• 01:20 – Meet Jason Levy: Industrial auctions, asset recovery, and preparation
• 03:20 – Why companies delay decisions on surplus equipment
• 05:10 – Planning reality: why auctions take 90–120 days
• 07:30 – Specialized vs. common equipment and timing expectations
• 09:30 – Setting realistic expectations around equipment value
• 12:10 – Valuation mistakes that lead to bad business decisions
• 14:30 – Trust as the foundation of valuation conversations
• 16:40 – Why surplus equipment is often ignored internally
• 18:40 – Using auctions to unlock capital and reduce risk
• 20:50 – Selling equipment to fund upgrades and growth
• 23:10 – New vs. used equipment misconceptions
• 25:10 – Environmental and workforce impact of reselling equipment
• 27:20 – Auctions as a strategic tool, not a last-minute move
• 29:10 – Final thoughts on trust, timing, and long-term relationships
• 30:29 – Episode close

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