The internet has revolutionized our world in countless ways; few inventions in history have had such a tremendous impact. The heavy-equipment industry is no exception. Dealers all across the country have benefited from establishing a presence online and communicating their equipment offerings to the market via website. Even more so, the used equipment industry has taken to the medium as an extremely effective means of linking machines to buyers, empowering the end user to identify and acquire a better deal on the right piece of equipment. But few have done that more successfully than Woodburn, Oregon-based Apollo Equipment. Founded in the mid-1990s, Apollo has leveraged the internet since the day they started, and have paired their online savvy with their deep network of relationships to offer customers a vast umbrella of awareness to identify the best used-equipment match.

Sam Ozuna is the Vice President of Apollo Equipment. He cut his teeth in the industry as the marketing and sales manager for Diamond Z grinders. “I was with Diamond Z since the day they made their first grinder,” recalled Ozuna. “That was back in 1989. The market in California back then was so hot with all the co-gen plants buying our material, that you couldn't grind fast enough.” While the 'gold-rush' in material grinding eventually came back to Earth, Ozuna continued to help Diamond Z grow their markets until the opportunity to join Apollo Equipment came his way early last year. “Actually, my father-in-law, Hank Vanderwey, started the company. With my relevant background, we recognized the potential I could bring to the business, so I came on board about a year and a half ago.” Apollo focuses mainly on used recycling equipment, selling everything from grinders, rock crushers and screeners, to loaders, excavators and dozers. Because Ozuna had developed such a deep background in the recycling industry, his expertise was beneficial to Apollo's model of assisting customers with not only finding a good deal, but identifying which equipment would be best for their needs. “We are not interested in selling someone a piece of equipment just to move units,” Ozuna explained. “Many of our customers come to us because they are starting out fresh and don't want to make an investment in new equipment.” As a result, their customers are not always completely aware of what their equipment options are. “We help identify their needs and match them with the best machine and the best deal. I'd hate to sell someone a horizontal grinder when a tub grinder is really going to be better for what they need.” The consultative approach to selling used equipment has garnered Apollo a wide base of repeat business, a result that is exactly in line with their goals. “We're really looking to build relationships,” continued Ozuna. “We look for that repeat sale. If we help someone get started in business with the right piece of equipment, more often than not they'll be back in six months because they'll be ready for a larger machine already. Most used equipment dealers don't offer that kind of support.”

Surprisingly, Apollo sees very little local business, another rare characteristic for a used equipment dealer. “I would say maybe 5% of our business actually comes from Oregon,” Ozuna speculated. “Our customers really come from all over the United States.” And with the success of their use of the internet, even further. “We get a good number of customers from overseas now…Sweden, Canada, Mexico, Japan, Puerto Rico; some of those overseas markets are 10-15 years behind what we do, so the used equipment markets over there are even less developed.” Yet another uncharacteristic advantage for Apollo Equipment is their inventory yard. “We're in the process now of actually expanding our yard to a much larger piece of property,” Ozuna said.

With their success at establishing strategic relationships, Apollo has not only built a network of dealers with whom they contact for equipment, but manufacturers as well. “Many new equipment manufacturers have used our services to move trade-ins quickly, so they don't have to assume the burden of carrying that equipment,” continued Ozuna. “As a result, we've recognized the potential to maybe take on some new lines now as well.”

Apollo continues to push the equipment-dealer envelope. “Right now, we're gearing up and sizing up for our new facility in South Salem. That will help us buy more equipment and expand our equipment servicing capabilities,” Ozuna explained. “We already have one mechanic on staff, and we're looking to bring our local equipment back into our own shop to fix here.” Apollo's staff of eight have been able to accomplish an enormous amount, and they have hardly come close to exhausting their full potential.

From leading the way in leveraging the internet medium to build a global used equipment network, to establishing a consultative and service-based used equipment dealership, Apollo has been charting new territories in every direction. And with plentiful new opportunities on their plate, the Apollo Equipment of the future is likely to be just as forward-thinking and out-of-the-box as they always have been.