Dealer – Wear Parts

Wear Parts & Equipment Company Finds a “Partner” in Berco


As an independent dealer of ground engaging tools in the construction, mining and municipal markets, Wear Parts & Equipment Company, Inc., is no stranger to demanding situations. Certainly, the products this Aurora, Colorado-based company provides must be able to handle the rigors of incredibly demanding environments.  And their end-user customers are demanding, as well, expecting a higher level of product quality and service to support their own particular set of occupational challenges and expectations. That’s why Wear Parts & Equipment demands to only represent a higher level of equipment manufacturers…not just suppliers, but true “partners.”

“Our primary goal is to become solutions experts,” said Steve Ghormley, Vice President Sales for Wear Parts & Equipment. “We want to partner with companies that do the same – providing products that let us provide solutions for our customers.”

So when Berco of America approached Wear Parts & Equipment about becoming an authorized dealer of its line of undercarriages and parts in the fall of 2016, it didn’t take long for a deal to be struck.

“We’ve been in business for 25 years, and during that time there were many occasions when we had the opportunity to buy and resell Berco product,” said Ghormley. “But it was only in the last year that Berco decided to actually assign authorized dealers. When they offered the opportunity to us, we more than welcomed it.”

Part of the excitement about representing Berco undercarriages and related equipment was its reputation for developing superior products. But just as key to being a worthy addition to Wear Parts & Equipment’s offering is how Berco works with its dealer network.

“Berco quality is second to none,” said Ghormley. “But Berco is also one of those companies that very much supports its dealers, through service and both product and sales training.”


As a testament to this, one of the first moves Berco made after signing Wear Parts & Equipment as an authorized dealer was to send a senior company representative to Aurora to conduct on-site product training with the eight-person inside and outside sales teams. This session covered the different parts that make up Berco undercarriages, how they all piece together, and the equipments’ critical wear areas.

“The last thing you want your people to do is receive training through experience in the field,” said Ghormley. “So this initial training was something we desperately needed, especially for our new people, and it was greatly appreciated.”

Beyond this initial training session, Berco is also offering several factory-training sessions across the U.S. for all of its authorized dealers. This initiative was launched in conjunction with the effort to assign authorized Berco dealers to help ensure their success with the new line. There are currently four training sessions scheduled throughout 2017, which will be held at Berco distribution centers in Kilgore, Texas; Greensboro, North Carolina; Waukesha, Wisconsin and Puyallup, Washington. The training will run the gamut of illustrating the entire available product line, showing how the product is made, and conducting hands-on education sessions allowing attendees to look at undercarriages and develop problem-solving skills for field use.

“What we’re most looking forward to is [Berco] is going to give us the opportunity to actually go through and see the type of wear we should be looking for and to determine when certain components have gone through their useful life cycle,” said Ghormley. “That’s a big reason why we’re sending all of our salespeople to these sessions. If we can gain a better understanding of what constitutes usable wear life, we can provide more value to our customers. And that’s what it’s all about.”