Construction & Heavy Equipment in 2025: A Reset Year for Sales and Sales Leadership

2025 has proven to be a reset year for the global construction and heavy equipment industries rather than a collapse. While headline sales volumes for cranes, aerial work platforms (AWP), and large capital equipment have softened in several regions, the underlying demand for experienced sales and commercial leadership remains very much alive — albeit reshaped.

2025 Market Snapshot

• China continues to face subdued construction activity, driven by real estate stress and cautious government infrastructure spending. OEMs have responded by streamlining China sales teams and shifting regional responsibilities offshore.

• North America and Europe have seen delayed capex decisions due to high interest rates, pushing customers to extend fleet life rather than replace equipment.

• Bright spots include Southeast Asia (Vietnam, Indonesia), the Middle East (Saudi Arabia, UAE), and parts of India — supported by infrastructure investment, energy transition projects, logistics hubs, and mega-projects.

For AWP, cranes, and heavy equipment manufacturers, this has resulted in lower new-unit volumes but stronger emphasis on rentals, aftermarket, parts, and service contracts.

What This Means for Sales in 2025

The sales role has fundamentally changed:

• Fewer “order takers”

• More consultative, key-account-driven sales

• Strong focus on fleet optimisation, financing, lifecycle value, and aftermarket penetration

Manufacturers and dealers are prioritising sales professionals who can protect market share, defend pricing, and grow wallet share within existing accounts — not just open new ones.

Senior Sales Talent: Still in Demand

Despite hiring freezes in some OEMs, proven senior sales talent remains scarce. Companies are actively seeking:

• Regional sales leaders who can manage distributors across multiple countries

• Mandarin-speaking sales professionals with China + overseas market experience

• Sales leaders who understand dealer development, rental channels, and aftermarket growth

• Professionals who can operate across AWP, cranes, and heavy equipment portfolios, not siloed product lines

In many cases, organisations are replacing multiple junior roles with one high-impact senior hire.

2026 Outlook: Cautious Optimism

Looking ahead into 2026:

• Interest rate stabilisation is expected to unlock delayed purchasing decisions

• Infrastructure and energy projects in the Middle East and Southeast Asia will continue to drive demand

• OEMs will focus on market share recovery, not aggressive headcount expansion

This points to a selective but strategic hiring environment, where companies invest in senior sales professionals who can deliver immediate commercial impact.

Conclusion

2025 has not been a downturn — but a discipline year for many hiring companies. Manufacturers and distributors that succeed will be those who deploy experienced, internationally minded sales leaders capable of navigating complex markets, protecting margins, and positioning for the next growth cycle.

For sales professionals with strong AWP, crane, and heavy equipment backgrounds — particularly those with China, APAC, or Middle East experience — opportunities remain very real.

Now is a good time to make recruitment plans for 2026, even if you are expecting to onboard talent as late as Q2/3 2026 , recruitment cycles in manay cases are taking months to execute. This is because sought after talent are tied into longer notice periods and many hiring companies are slower to make final decisions on hiring therefore resulting in a longer interview process

Available to discuss global heavy equipment talent with RJM ?