As warehouses embrace automation, forklift dealers face a pivotal decision: evolve to support robotic fleets or risk being left behind. Here’s how to position your business for the next generation of material handling

I have been spending a lot of time on automation and robot implementation. The more I read, the more I believe significant changes will be part of your business sooner rather than later. In addition, these same books and articles suggest that those who do not participate will be left behind, with their business investments deteriorating because their KPIs find themselves further and further behind companies that invest in these new markets.

To provide some insight into this transition, my columns for the next five or six months will address the robot markets, how to develop a transition plan for yourself and your customers, and how to grow your business in this new environment.

Is it a good idea for material handling businesses to transition from servicing lift trucks to preparing to provide service for the robots that are coming into their business?

The Automation Wave Is Already Here

Automation isn’t something that’s coming “someday.” It’s happening right now on warehouse floors across North America. Logistics and manufacturing companies are deploying Automated Guided Vehicles (AGVs) and Autonomous Mobile Robots (AMRs) to move materials, handle repetitive tasks, and reduce labor costs.

For forklift dealers, this shift represents both an immediate challenge and a major opportunity. Your customers’ fleets are changing—and that means your service business must change, too.

The question isn’t whether robots will appear in your customers’ operations; it’s how fast. And when they do, who will service them?

Over the next few issues, we’ll explore what this transformation means for dealers. This first column outlines why the shift makes strategic sense, how to make the transition, and how to help customers evolve their fleets while maintaining profitability.

Why the Shift Makes Strategic Sense

Same Customers, New Needs

Your customer base—distribution centers, warehouses, and manufacturers—is already exploring automation. Many are integrating robots alongside lift trucks. Robots still require preventive maintenance, software updates, and diagnostics—plus new services such as sensor calibration and software support. By stepping into this space now, you’re not chasing new customers—you’re continuing to serve the same customers in new ways.

You Already Have the Infrastructure

Forklift dealers already possess the essentials: trained technicians, mobile service trucks, parts logistics, and regional coverage. With targeted retraining and new diagnostic tools, your service network can easily adapt to robotic systems. The foundation is already there—you need to expand your technical skill set.

Recurring Revenue and Higher Margins

Robotic service contracts typically carry higher margins and longer terms than traditional maintenance—predictive analytics, performance monitoring, and software support open opportunities for tiered or subscription-based service models. This creates steadier, recurring revenue that complements your lift truck service business.

OEMs Are Seeking Partners

Many robotics manufacturers lack regional field service infrastructure. They need local certified partners who can deliver installation, diagnostics, and ongoing maintenance. Dealers who move early could secure partnerships with leading OEMs—becoming their local service arm and capturing business others will struggle to enter later.

How to Make the Transition

Transitioning from lift truck service to robotics doesn’t mean abandoning your core business. It’s an evolution—and with a phased plan, it can strengthen your customer relationships.

Step 1: Audit Your Capabilities

• Identify technicians who can be cross-trained for robotic systems.

• Review your diagnostic tools and service technologies.

• Assess which customers are already moving toward automation.

This snapshot helps you prioritize investments and plan training.

Step 2: Build OEM Relationships

Contact robotics OEMs and system integrators. Offer white-labeled field service or certified maintenance support.

When presenting your dealership, highlight:

• Regional reach and fast response times

• Existing customer relationships

• Decades of service, expertise, and uptime performance

Your experience is valuable—show OEMs you can represent their brand in the field.

Step 3: Pilot a Robotic Maintenance Program

Select one or two customers who are early adopters. Create hybrid service contracts that include both forklifts and robots.

This hands-on pilot gives your team experience and shows customers you’re adapting to meet their needs.

Step 4: Upskill Your Team

Training is key. Focus on:

• Robotic diagnostics and network troubleshooting

• Software and firmware updates

• Sensor and safety calibration

Several OEMs now offer certification programs specifically for service technicians. Promote this internally as a “future-proofing” investment in your people and customers.

Helping Customers Transition Their Fleets

Your customers face their own questions about automation. As their dealer, you can serve as their strategic advisor throughout that process.

Fleet Audit and Automation Roadmap

Use telematics tools, such as Jungheinrich’s Fleet Management System, Toyota Material Handling Fleet Solutions, or Clark’s Telematic and Fleet Management offerings, to analyze truck utilization, downtime, and cost per hour.

Then help customers:

• Identify underused or aging trucks

• Target repetitive workflows for automation

• Build a step-by-step transition plan

This positions you as a data-driven partner, not just an equipment provider.

Promote a Hybrid Fleet Strategy

Encourage a phased approach instead of an all-at-once conversion. Most operations will retain forklifts for variable tasks while deploying robots in predictable zones. Pilot programs allow customers to measure results before scaling up systemwide.

Offer Trade-In and Buyback Programs

Help customers manage capital costs by offering trade-in credits or buyback options for older trucks. Combine automation systems, service contracts, and financing into a single package to simplify the financial transition.

Managing the Financial Shift: From CapEx to OpEx

Automation changes the way customers think about investment. Dealers can help by offering flexible, scalable financial models.

Robotics-as-a-Service (RaaS)

Instead of large capital purchases, customers can subscribe to robotic systems on a monthly basis. This turns CapEx into OpEx, making automation more accessible and predictable. Usage-based billing—charging by hours of operation or product moved—aligns costs directly with productivity.

Reallocate Capital for Infrastructure

Encourage customers to redirect funds toward network and facility upgrades that enable automation, such as robust Wi-Fi, IoT connectivity, and optimized layouts. These upgrades deliver faster returns and prepare them for future scaling.

Recover Value from Existing Assets

Assist customers in reselling or leasing older trucks to recover capital. Coordinate with their finance teams to optimize depreciation and reinvestment schedules for maximum ROI.

Positioning and Messaging: Be the Transformation Partner

Your brand message should evolve as your business model evolves. You’re no longer just an equipment dealer—you’re a partner in operational transformation.

Position your dealership as the expert who helps customers:

• Preserve uptime during automation rollouts

• Reduce financial risk with flexible service models

• Future-proof operations with a hybrid fleet approach

You’re not replacing your traditional service model—you’re expanding it to meet tomorrow’s needs.

The Bottom Line

Automation isn’t a threat to forklift dealers—it’s a once-in-a-generation opportunity. You already have the customer relationships, service infrastructure, and technical know-how. By retraining your team, building OEM partnerships, and introducing new service models, you can position your dealership as the go-to service provider for both lift trucks and robotics.

Your customers are modernizing their fleets right now. The only question is: Will you modernize your service to match?

About the Columnist:

Garry Bartecki is a CPA and MBA with GB Financial Services LLC, and a Wholesaler columnist since August 1993.  E-mail [email protected] to contact Garry.