About Dave Baiocchi

CommentsAfter attending Oral Roberts University, Dave Baiocchi entered the field of territorial sales in 1981, selling fastening equipment and power tools in Oklahoma, Kansas and Northern California.

In 1982, Dave started his career in the material handling business with Peterson Power Systems, the Caterpillar Dealer in San Leandro CA. Dave spent 6 years in territorial commission sales for Peterson, and in 1987 was promoted Rental Fleet and Used Equipment Manager.

In 1990 Dave moved his family to California’s San Joaquin Valley and joined the leadership group at J.M. Equipment Co., Inc., who represented Nissan and Barrett Forklift Trucks. For the next 15 years, Dave worked as a General Sales Manager “one on one” with both machinery and aftermarket salespeople to develop an award winning sales team. Under his guidance the dealership’s equipment sales volume more than doubled, and dealer market share reached over 20% as Dave and his team helped to grow the organization into one of the largest Nissan Forklift dealers in the nation.

In 1999, Dave and five other key employees partnered to purchase J.M. Equipment, and Dave became President of the Material Handling Division. As a new dealer principal he continued in his sales management role, developing innovative programs and incentives that continued to accelerate the growth of sales and market share. Under Dave’s management, the dealership was repeatedly awarded the “Nissan Nine” designation, highlighting the top 9 dealers in the country. Under Dave’s leadership, three salespeople on his team were also awarded the coveted “Nissan Pinnacle” award for lifetime achievement in sales. Four times since 1994 they were also awarded Nissan’s Presidents Award” which recognizes the top dealer in the nation. The latest award was presented to the dealership in 2012.


In 2005, Dave shifted responsibilities from equipment sales to aftermarket support and marketing. In this role, he helped to mentor 9 middle managers throughout the company, while also developing tools to continuously improve parts and service support offerings. He widened the service offerings with multiple guaranteed maintenance agreements, and started a robust program to educate and empower service technicians and parts countermen. He put programs in place to reward managers for best practices, and created reporting mechanisms that connected the staff to the goals of the dealership in meaningful ways. He designed and implemented incentive campaigns, equipment delivery protocols, inventory practices, and target account programs that continue to highlight the dealership’s aftermarket offerings.  In February of 2013, Dave was also awarded the “Nissan Pinnacle” award for lifetime achievement efforts in both sales management and aftermarket development.

Dave has served on several executive boards and committees during his tenure in the material handling industry, including being a member of OEM dealer advisory councils for both sales and aftermarket. He has been a featured speaker at MHEDA conferences, and has hosted MHEDA events at his dealership.  Dave also writes monthly aftermarket articles for Material Handling Wholesaler Magazine.

The aftermarket programs that Dave has pioneered have proven popular with his contemporaries all over the country. Dave started Resonant Dealer Services in 2013, as a platform to share these ideas with other dealers.  In 2016 Dave sold his interest in J.M. Equipment Inc, so that he could pursue expanding this venture on a full time basis.  His 35 years in the equipment industry, coupled with his leadership ability and the passion to teach others, uniquely qualifies him for this task.