Liebherr USA hosts sales and training seminar

By |  October 10, 2023
Liebherr hosted a three-day sales and training seminar at its U.S. headquarters in Southeastern Virginia. Photo: Liebherr

Liebherr hosted a three-day sales and training seminar at its U.S. headquarters in southeast Virginia. Photo: Liebherr

Liebherr USA Co. held an on-site sales and training seminar for internal and external distribution network participants to get hands-on machine time, featuring the bulk of the company’s offerings.

More than 70 participants took part in the three-day event at the company’s U.S. headquarters in southeast Virginia, according to Liebherr.

The event consisted of five classroom sessions in which participants gained product information from Liebherr experts, the company says, followed by tours of Liebherr USA’s headquarters and the neighboring Liebherr Mining Equipment facility. The Liebherr team and all participants were then taken to a local quarry to get seat time on a range of Liebherr’s earthmoving and material handling technology products.

“In a more and more digitalized world, in-person trainings continuously serve as the dynamic heartbeat of distribution networks, forging of connections and conveying essential information about Liebherr earthmoving and material handling equipment,” says Kai Friedrich, divisional director of earthmoving and material handling technology at Liebherr USA. “The value lies not only in the dissemination of knowledge, but also in the intangible magic of human interaction, sparking innovation and simply having a good time together.”

In the classroom

The first half of the event consisted of five classroom sessions held by the Liebherr product management team based in the U.S. and Europe. Each session focused on a different earthmoving and material handling machine, including crawler excavators, wheel loaders, dozers, material handlers and the TA 230 articulated dump truck.

Each session was run by two product managers who specialized in the featured machine, providing in-depth knowledge to equip distribution network participants with information about the equipment, according to Liebherr.

Hands on

At the quarry, the whole product range was featured during hands-on sessions.

The sessions allowed participants to utilize what they learned in the classroom and put their new field knowledge into practice – with Liebherr certified product managers on-site to support.

This was the first in-depth training on the TA-230, as participants were able to get under the hood and behind the wheel with product experts on-site to explain the latest Liebherr technology.

Serving a purpose

Nick Rogers, general manager of product management and sales support at Liebherr, says the seminar plays a vital role in empowering its dealer sales force with the tools and knowledge to successfully sell Liebherr equipment.

“The event serves as a catalyst for the product management team to consistently furnish informative resources, comprehensive support, and continuous training to the dealer sales channels,” Rogers says. “We firmly believe that by developing a deeper comprehension of our product lines and their distinctive features, sales representatives will be better positioned to engage customers with confidence, presenting solutions that ensure optimal results.”

Related: Liebherr debuts hauler, dozer at expanded campus

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Jack Kopanski

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Jack Kopanski is the Managing Editor of Pit & Quarry and Editor-in-Chief of Portable Plants. Kopanski can be reached at 216-706-3756 or

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