Charlie Cunningham brings a humble approach to his longtime career in heavy equipment sales. On episode 15 of Drilling In-Site, we talk to Cunningham about closing big sales, being in tune with customers and relying on a team.

He has a lot of advice for selling in the equipment space.

“You do that being sincerely interested in their business, asking questions,” he says.

Cunningham says he meets his customers where their needs are, since few people actually want what he’s sold over the years. Nobody really wants a trencher, drilling rig or materials handling system. But they all want a trench or borehole safely installed, or a heavy load safely lifted. That customer need is where he starts.

We cover the sales tools he uses to close deals, the changing relationship between manufacturers and their customers, and advice for up-and-coming sales professionals. Check out today’s episode to hear more. Watch the video here or listen to the fuller audio version of our conversation at You can also find our show on Apple Podcasts. Search for Drilling In-Site, then hit Subscribe.

Working on an interesting project or have industry wisdom to share? Email to be considered for a guest spot on Drilling In-Site.


Vacuworx website:
Reach Charlie Cunningham via email at