Acquisition Opportunity Having been acquired by Alta Equipment Group Inc. in October 2020, Howell Tractor & Equipment presents an opportunity to leverage Alta's extensive customer network and enhanced regional reach to upsell additional machinery, parts, and service contracts.

Market Expansion With a focus on heavy construction, mining, and material handling industries in Northern Illinois and Northwest Indiana, targeted marketing initiatives can capitalize on the region's ongoing infrastructure and development projects to increase sales of excavators, loaders, and hydraulic attachments.

Equipment Portfolio The company's diversified product line from leading manufacturers like Hitachi and Sennebogen offers scope for cross-selling high-demand equipment and promoting rental services to construction firms seeking flexible project solutions.

Small Business Focus Operating with a relatively small team of 11-50 employees, Howell Tractor provides personalized service and quick turnaround, which can be emphasized in sales outreach to differentiate from larger competitors and build long-term customer relationships.

Digital Engagement With an active online presence using tools like Salesforce and Google Analytics, there is potential to enhance digital marketing campaigns, generate targeted leads, and identify customer segments most receptive to new machinery and equipment offerings.