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Choosing the right material handling equipment supplier is more than a purchasing decision — it’s a strategic partnership that can define long-term success. For forklift dealers across Canada, the supplier relationship plays a critical role in shaping reputation, customer satisfaction, and business growth. Whether expanding a fleet of forklift trucks, upgrading industrial forklift offerings, or diversifying warehouse equipment options, dealers need a partner who brings more than just products to the table. Trust, reliability, innovation, and ongoing support are essential. This guide outlines the key factors forklift dealers should consider when selecting a material handling partner — and highlights how Starke Material Handling stands out as a trusted leader in the Canadian market.

12 Things to Look for in a Forklift Dealer

1. A Dealer-Centric Approach: Understanding Your Business Model

Every dealership is different. Some cater to small operations needing basic forklift trucks, while others serve large-scale logistics clients requiring advanced industrial forklifts with custom configurations. A quality supplier should understand the diversity of your customer base and offer tailored support. Suppliers who fail to understand your market often fall short in providing the support you need — from lead time reliability to after-sales service. At Starke Material Handling, we focus on a dealer-first philosophy. We don’t impose quotas or restrict your sales growth. Instead, we provide the flexibility and technical guidance you need to operate your business effectively — your way.

2. Diverse and Reliable Product Offerings

A strong material handling partner must offer a broad inventory to meet a wide range of client needs. This includes electric and internal combustion forklifts, narrow aisle solutions, pallet jacks, and other specialty warehouse equipment. Your customers expect options. Whether they’re looking for energy-efficient electric forklift trucks or rugged internal combustion industrial forklifts, you need access to a catalog that offers quality and reliability across the board. Starke's diverse product line is carefully curated to ensure each unit is tested, approved, and backed by comprehensive product warranties. From compact warehouse models to high-capacity outdoor units, our selection allows dealers to serve various industries — logistics, manufacturing, construction, and more.

3. Consistent and Transparent Technical Support

Downtime is a dealer’s worst nightmare. When your customers need service or encounter technical problems, quick and reliable support is critical. The ability to provide timely, clear, and expert technical support is one of the most important indicators of a quality supplier. This includes having expert teams available, clear documentation, and support channels that don’t keep your customers waiting. At Starke, we provide direct access to experienced technical specialists who are trained on every piece of equipment in our line. We don’t outsource support — we own it. That means faster answers, smarter solutions, and better results for you and your clients.

4. Flexible Financial Solutions

Material handling equipment can be a significant investment. A good supplier will offer flexible financing options to help your dealership grow without straining cash flow. Starke offers equipment financing plans that cater to your business size and stage of growth. Whether you're adding a few forklift trucks to your rental fleet or investing in a major stock refresh, we work with you to find solutions that fit your needs and allow you to stay competitive. Offering financing also makes your dealership more appealing to buyers who need payment flexibility — giving you an edge over competitors who rely on rigid purchasing models.

5. No Quotas, No Pressure

A red flag for many forklift dealers is being locked into rigid sales quotas. While some suppliers enforce monthly minimums, often regardless of market demand, Starke takes a different approach. We believe that dealerships should grow on their own terms. Our no-monthly-quota policy gives you the freedom to sell what you need, when you need — without compromising quality or service. This flexibility helps you better serve your customers while focusing on long-term growth instead of short-term numbers.

6. Innovation and Product Development

Suppliers should be constantly evolving. Technology in the material handling industry is rapidly changing — electric powertrains, safety automation, ergonomic features, and telematics are no longer "nice to have," they're expected. Starke continuously invests in the development of smart, future-ready equipment that meets today’s performance and sustainability standards. Whether it's lithium-ion battery integration, improved operator visibility, or enhanced lift precision, our products are designed to meet and exceed market expectations. As your customers demand more from their equipment, you need a supplier who delivers — not just today, but well into the future.

7. Parts Availability and Exclusive Discounts

When a customer’s forklift is down, they aren’t just losing productivity — they’re losing money. Downtime can delay operations, disrupt schedules, and damage client relationships. As the trusted forklift dealer, you're the first call they make. That’s why quick access to parts isn’t just a convenience – it’s critical to protecting your dealership’s reputation and your customers’ bottom line. At Starke, we understand the urgency. That’s why we offer exclusive parts discounts to our authorized forklift dealers, backed by a streamlined and reliable supply chain. Our parts network is designed to ensure availability, minimize back orders, and eliminate unnecessary delays. Quick, dependable service helps you get equipment back up and running fast – which not only keeps clients satisfied, but also reinforces your role as a reliable partner. In a competitive market, that level of responsiveness can be the difference between a one-time sale and a long-term customer.

8. Warranties That Mean Something

Warranties are a key part of any purchasing decision, especially when it comes to high-investment industrial forklifts. But not all warranties are created equal. Many suppliers bury their terms in fine print or offer limited coverage that doesn’t reflect the real-world needs of your customers. Starke provides comprehensive product warranties across our entire line. We stand behind our products and back that confidence with warranties that cover both parts and labor for significant periods — giving your customers peace of mind and giving you one more selling advantage.

9. Training and Onboarding Support

As your dealership grows, so does your team. Whether you're bringing in new salespeople, mechanics, or rental managers, proper onboarding is crucial. A supplier should support your training efforts to ensure your staff are knowledgeable and confident. Starke offers dealership training and onboarding resources to make sure your team knows the equipment inside and out. From technical manuals and marketing materials to hands-on product training, we’re invested in helping your dealership operate at its best.

10. Environmental Responsibility

Today’s consumers — and regulators — are more focused than ever on sustainability. As a forklift dealer, it’s increasingly important to align with these values, especially as demand grows for low-emission and energy-efficient equipment. Many companies are working toward ambitious Environmental, Social, and Governance (ESG) targets, and they expect their supply chain – including material handling providers – to support those goals. Partnering with a supplier like Starke, which emphasizes electric powered forklift trucks and eco-conscious innovation, positions a dealership as forward-thinking. In addition to meeting market expectations, offering sustainable equipment can open doors to new client segments, support long-term cost savings through energy efficiency, and enhance your brand’s reputation in a competitive landscape.

11. Reputation and Experience You Can Count On

Before signing on with a supplier, it's important to examine their track record. How long have they been in the business? What do current dealers say about them? Do they have a proven history of standing by their partners, especially when challenges arise? A strong track record demonstrates not only industry expertise but also consistency, reliability, and a commitment to dealer success over the long term. As the exclusive distributor of Starke forklifts in Canada, we’ve built a trusted network of dealers who rely on us for quality, performance, and partnership. Our reputation is built on long-standing relationships – not transactional deals – and that speaks volumes about the value we bring. For dealers, that kind of stability reduces risk, boosts confidence, and provides peace of mind that their supplier will be there not just today, but for years to come.

12. Real Dealer Perks That Drive Growth

At Starke, we don’t just hand you products and send you off to figure it out. We’ve built a dealer program designed to help your business thrive. Here’s a quick summary of what you get as a Starke dealer:

• Direct technical support
• Equipment financing
• Comprehensive product warranties
• Tested and approved products
• Dealer incentives
• Exclusive parts discount
• Diverse product line

These aren’t just bullet points – they’re business tools designed to support your dealership’s health, stability and growth.

Choose a Partner, Not Just a Provider

Selecting the right material handling partner is one of the most important decisions a forklift dealer can make. It’s not just about pricing or product range — it’s about who will help you grow, support your customers, and adapt to the future. From product diversity and financing to technical support and innovative features, Starke Material Handling offers everything you need in a strategic partner. More than just forklift trucks — we provide tools, knowledge, and backing to help you succeed in a competitive Canadian market. Ready to elevate your dealership? Join the growing network of Starke forklift dealers across Canada and experience the difference that a true partner makes. Call us today at (905)-227-3291 to get started.