IROCK Crushers continues to expand its market presence in the western region with the recent addition of 4 Rivers Equipment as an authorized dealer. IROCK representative Dan Davis is confident that 4 Rivers provides an excellent fit with the company’s growing dealer network citing 4 Rivers’ reputation as a service-oriented organization with significant resources and a demonstrated focus on sales and product support.

John Shearer, 4 Rivers Equipment general manager construction and forestry, explained that the company was interested in further developing business in the aggregates market. IROCK provided a good fit with the dealership’s line of compaction, milling and paving equipment. Shearer added that the addition of IROCK crushing and screening equipment offered the company an opportunity to enhance relationships with existing customers as an equipment-based solutions provider while attracting new customers.

He also noted the burgeoning recycling market as representing significant growth opportunities. The company will serve as the authorized equipment sales & rentals, parts and service dealer of IROCK Crushers in Colorado, New Mexico and three counties in western Texas, including El Paso.

According to Shearer, the dealership looked into other crushing lines but was impressed with IROCK’s simplicity of design, which didn’t rely as heavily on computers and electronics. He also found the IROCK machines to be solidly built and ready to withstand the harsh demands of the job.

Shearer went on to say that the addition of a crushing and screening line was a new venture for 4 Rivers Equipment and IROCK’s training and support have been outstanding. IROCK has taken a very personal approach toward developing the relationship with the dealership and from management, to the sales, service and parts departments.

As Shearer sees it, IROCK’s Dan Davis also is a big part of why they chose the line. The dealership found Davis to have extensive knowledge of the industry and a willingness to work with 4 Rivers in assisting the dealership with sales training and travel with individual sales personnel. IROCK also plans to send the company’s service manager to conduct hands-on training with 4 Rivers’ technicians. The company’s parts manager will coordinate with 4 Rivers’ parts department to ensure the dealership is fully stocked with service and wear parts.

Established in 1926, 4 Rivers Equipment LLC is headquartered in Greeley, Colo., and operates a total of 14 branch locations. Eight of the dealership’s branch locations are dedicated to serving the construction equipment marketplace in Colorado, New Mexico and west Texas. Within these markets, the dealership also is the authorized dealer of John Deere, Atlas Copco, Bestway, Doosan, Dynapac, Finn, Frontier, Honda, JLG, Landoll, Sakai and Stihl.

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