Back in March of this year, after attending and exhibiting at this year’s record-breaking ProMat Show in Chicago, one thing is clear: the future of material handling is arriving faster than many in our industry anticipated. The pace of innovation, particularly in automation, robotics, and artificial intelligence, has accelerated, and it’s reshaping expectations across the board, especially in the aftermarket segment for lift truck dealerships.
More than 1,160 exhibitors showcased a diverse range of products, including autonomous mobile robots, predictive maintenance platforms, and traditional material handling solutions. There were also over 200 educational sessions that delved deeply into how these technologies are reshaping the supply chain landscape.
The energy at the show was unmistakable, and automation is no longer just a buzzword; it’s a wave that’s already hitting the shores of warehouse and distribution operations. The tools on display weren’t just aspirational concepts; they were real, functional, and increasingly deployed in operations ranging from Fortune 500 distribution centers to mid-size regional warehouses.
There certainly is an acceleration in the adoption of these technologies by end-users in manufacturing and supply chain operations. For those of us in the dealership world, particularly in parts and service, this acceleration is something we can’t afford to ignore.
Automation Doesn’t Replace Lift Trucks—It Changes the Environment They Operate In
Let’s be clear: forklifts and other industrial trucks aren’t going anywhere. They remain the backbone of warehouse operations. What’s changing is the ecosystem around them. When autonomous mobile robots (AMRs) are moving pallets across zones and AI-driven WMS platforms are directing workflows in real-time, the role of lift trucks—and the expectations for their uptime—become even more mission-critical.
That means the pressure on dealers to support uptime, supply the right parts, and deliver expert service is only increasing.
Your customers who invest in automation aren’t looking to slow down. They need every component of their operation, including forklifts, to work flawlessly and integrate smoothly with the rest of their tech-enabled infrastructure. Downtime isn’t just inconvenient; it disrupts a carefully calibrated, digitally orchestrated supply chain.
What This Means for the Aftermarket Side of the Business
Here’s the part that matters most for aftermarket leaders: we are entering a new service era where speed, visibility, and specialization are becoming non-negotiable.
- Faster Fulfillment Is No Longer a Bonus—It’s a Baseline
End-users now expect the same speed they’ve built into their automated warehouse systems to be reflected in the support they get from their dealership. This means the pressure is on your parts department to streamline inventory management and logistics. Stock outs will lose customers. Delays will be magnified. Dealers who invest in e-commerce platforms, real-time inventory visibility, and regional stocking strategies will gain a competitive edge.
- Technicians Must Be Trained to Support Smart Warehouses
Service departments will need to evolve. Technicians are no longer just wrench-turners; they need to be systems thinkers who can troubleshoot not only forklifts but also understand how those trucks interact with other automation technologies. This includes knowledge of sensor systems, battery management software, telematics, and other related technologies. Dealerships should invest now in technician training that keeps pace with this expanding skill set.
- Parts Sales Are Becoming More Specialized
As automation reshapes warehouse operations, the range of specialty attachments, sensors, batteries, and high-wear items associated with high-cycle, tech-integrated environments will expand. Dealers who understand this shift and proactively stock and promote these specialized parts will better serve their customers—and increase their margins.
- Predictive and Remote Maintenance Models Are Rising
Automation isn’t just about moving goods faster—it’s also about predicting failure before it happens. Dealerships should expect an increase in customers inquiring about remote monitoring, telematics-based service models, and predictive maintenance options. Those that embrace these tools will not only reduce customer downtime but also create stickier, more long-term service relationships.
- The Dealer’s Role Is Becoming More Strategic
As warehouses adopt complex systems, they’ll rely more heavily on trusted partners to help them optimize those systems. This positions the dealership not just as a vendor but as a strategic advisor. Offering insights, service planning, system integration advice, and even retrofit suggestions will become part of the aftermarket value proposition.
Hiring and Training for the Next-Gen Aftermarket Team
As automation, robotics, and AI continue to integrate into warehouse operations, one of the most critical shifts lift truck dealerships must make is in how they build and train their aftermarket teams. Traditional roles within the parts and service departments are being stretched—and in some cases redefined—to meet the technical demands of this evolving customer base.
The Rise of the Specialized Parts Professional
Historically, the parts counter has focused on sourcing and supplying components tied to forklifts and other off-highway industrial equipment. That job still exists and remains critical. But today’s warehouse customers are increasingly asking their dealers to support a broader range of systems—including conveyor belts, robotic shuttles, vertical lift modules (VLMs), automated storage and retrieval systems (AS/RS), and a growing number of smart sensor and control technologies.
This shift raises the question: Can a single parts person effectively serve both markets?
In many cases, the answer is no—or at least, not for long. Dealers are starting to recognize the value of segmenting their aftermarket staff by specialization. That might mean hiring a dedicated parts expert trained explicitly in supporting warehouse automation systems and industrial controls, separate from the traditional forklift parts team. These roles require familiarity with different product catalogs, supplier relationships, and service-level expectations. Selling a laser sensor for an AS/RS is a very different transaction than selling a mast chain for a 5,000 lb. forklift.
Dealers who want to win business from warehouses adopting automation should consider building a dedicated parts desk—or at the very least, assigning a go-to person trained in automation system components, software integrations, and OEM-specific support structures.
Service Technicians: Generalists vs. Specialists
On the service side, the need for specialization is even more pronounced. Technicians trained in internal combustion forklifts or electric lift trucks are not automatically equipped to troubleshoot a malfunctioning conveyor PLC, reprogram a robotic cart, or calibrate a smart vision system.
Many dealerships are now adopting a hybrid approach to staffing service teams:
- Forklift Technicians remain focused on the fleet, handling breakdowns, preventative maintenance, and mobile repair services for the trucks that continue to power core operations.
- Automation & Systems Technicians are emerging as a separate class of specialists trained to work on software-driven systems, electrical controls, and integration points between material handling equipment and the customer’s warehouse management or execution systems (WMS/WES).
Hiring technicians with a background in automation technology, industrial controls, or even light IT can give your dealership a significantly competitive edge. For newer hires, this may mean recruiting from technical colleges with programs in mechatronics or automation technology. For experienced forklift techs, it may mean creating an internal training pathway to upskill in automation diagnostics, system networking, and software updates.
Why This Matters
Customers deploying automation solutions don’t want to manage multiple service relationships; they want comprehensive support. If your dealership can offer both forklift repair and automation system service, you become a far more strategic and valuable partner. However, that support must be grounded in genuine expertise.
It’s not just about having someone who can learn automation; it’s about having someone who already speaks the language of sensors, logic controllers, and integration platforms. These customers don’t just need a wrench; they need a technician who can interpret system logs, understand software interfaces, and communicate with both warehouse operations and IT.
For example, a dealership I recently met with, which traditionally supported a broad customer base of warehousing and manufacturing operations, began noticing a shift in its largest accounts. Their key customers were investing heavily in AS/RS systems, conveyor networks, and robotic pallet shuttles. While this dealership continued to provide the forklifts and manual equipment these customers needed, it became clear that the requests for aftermarket support were changing.
Parts inquiries started coming in for items the standard forklift parts team wasn’t familiar with—specialty drive belts, optical sensors, PLC components, and software modules. Service calls involved issues outside the scope of their current technician training, such as integration faults between a robotic arm and the warehouse management system.
Rather than trying to train everyone in everything, the dealership’s leadership made a strategic decision: they created a dedicated Automation Support Team within their aftermarket division. This included:
- A specialized parts rep with an electrical background, tasked with managing relationships with automation OEMs and stocking critical components for their customers’ automated systems.
- Two service technicians were pulled from an industrial automation service provider and retrained on the dealership’s customer base and safety standards. These techs now focus exclusively on conveyor controls, vision systems, and mechatronics diagnostics.
- Dedicated sales support to educate customers on what aftermarket services were available, specifically for their automation investments.
By separating automation from their traditional forklift support model—but still housing it under the same roof—they increased customer satisfaction, opened new revenue streams, and positioned themselves as the go-to partner for fully integrated warehouse support.
Lessons from the Show Floor
Walking the halls of ProMat 2025 was a reminder that while the future of material handling is more high-tech than ever, the fundamentals haven’t changed: customers still need responsive service, reliable equipment, and partners who understand their operation. What has changed is the context in which we deliver that value.
Dealerships that embrace this shift—by enhancing digital capabilities, training their people, and leaning into specialized aftermarket support—will find that there’s plenty of growth still to be had in a market that’s rapidly modernizing. The opportunities aren’t disappearing; they’re just evolving.
I spoke to several attendees from warehouse operations who specifically cited their desire for dealer partners that can offer complete lifecycle support, not just replacement parts, but guidance on optimizing fleet mix, integrating with automated storage systems, and managing predictive maintenance across multiple asset types.
Those conversations stuck with me. They made it clear that the value of a dealership will increasingly be measured by its ability to operate at the same speed and intelligence as its customers.
Remember, your aftermarket teams are not just keeping lift trucks running; they’re also ensuring they’re running optimally. They’re helping keep the entire supply chain in motion.
About the Author:
Chris Aiello is the Business Development Manager at TVH Parts Co. He has over 19 years of experience in the equipment business, serving in various roles, including service manager, quality assurance manager, and business development manager. Chris now manages a national outside sales team that sells replacement parts and accessories to various equipment markets, including material handling, equipment rental, and construction and earthmoving dealerships.
