Used CNC Machinery Sales Playbook
Tanner, we’ll build your new auction sales director’s first 100 accounts in 10 days. The first 25 are below, and they’re yours either way.
If your Director of Auction Sales seat stays open another quarter, ignore this. If it doesn’t, the next two minutes are worth it.
What we noticed
Your site calls Revelation the largest used CNC and fabrication machinery dealer in America, and sellers on it describe liquidating whole machining facilities with you.
Your Director of Auction Sales role was posted on November 7 and is still open.
- November 7 Director of Auction Sales role posted
- November 9 Role still open; the first accounts are on this page
What changes for your new AE
Your new Director of Auction Sales starts day one with 100 accounts you approved and drafts written to the first five, instead of spending the first weeks finding them. Your posting already tells them to find auction opportunities from public sources and to convert full-facility leads you send. This tells them which accounts to open first, and why now.
- 28% of a rep’s time goes to selling Source: Salesforce, State of Sales (7,700+ sellers, 2022)
- 6.2 months average ramp for a new AE Source: Bridge Group, 2026 AE report (158 companies)
- $103K paid before a new AE is fully productive Arithmetic: $200K median OTE × 6.2 months ÷ 12. Inputs: Bridge Group, 2026 AE report (158 companies)
- 48% of AEs hit quota Source: Bridge Group, 2026 AE report (158 companies)
Your first 25 accounts
Picked from how your posting and your site describe your buyers. Each one has the reason it’s here and the source.
- Eagle Machining Fayette, OH · machining plant1
A whole machining plant closed in January, so its equipment is the kind of full-facility package your posting names.
Buyer: Corporate asset disposition or plant leaderWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- United Piston Ring Manitowoc, WI · piston ring manufacturer2
A permanent plant closure from a precision manufacturer, announced in Wisconsin, a drive from your Illinois office.
Buyer: Plant or corporate leadershipWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Samuel Pressure Vessel Group Tomahawk, WI · pressure vessel fabricator3
A pressure vessel plant closing entirely holds fabrication equipment the notice puts in play by year end.
Buyer: Corporate asset disposition or plant leaderWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Pace Industries Muskegon, MI · aluminum diecasting plants4
Two plants with a set closing date means two equipment packages for the same seller.
Buyer: Corporate operations or asset disposition leadWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Ironworx LLC Mount Vernon, IL · steel fabricator5
A fabricator in your own state filed for Chapter 11 in July, and the equipment decision sits with its owner and the court.
Buyer: Owner or restructuring counselWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Dynasty Fab, LLC Roseville, MI · metal fabrication and precision machining shop6
A fabrication and machining shop in reorganization has the CNC and welding equipment your posting names, and a court-supervised path to selling some of it.
Buyer: Owner Zachary Jeakle or restructuring counselWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Precision Manufacturing Group Muskegon, MI · precision manufacturer7
Lost work and a bankruptcy filing at a precision shop mean machinery that has to be sold, in a state your team can drive to.
Buyer: Owner or restructuring counselWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Shiloh Industries Comstock Township, MI; Goshen, IN · metal stamping and structural parts manufacturer8
Two stamping plants closing the same day put two equipment packages with one corporate seller in play.
Buyer: Corporate asset disposition or plant leaderWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Dürr CTS De Pere, WI · manufacturing plant9
A plant with phased closing dates through January 2027 has equipment you can reach before it is placed.
Buyer: Corporate asset disposition or plant leaderWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Cornerstone Building Brands Walbridge, OH · building products manufacturer10
Closure runs into May 2027, which gives time to be the seller's first call for the plant's equipment.
Buyer: Corporate asset disposition leadWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Rotary Airlock, LLC Rock Falls, IL · valve manufacturer11
A manufacturer in Illinois with 100 to 199 creditors is the kind of case that ends in an equipment sale.
Buyer: Owner or restructuring counselWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Lincoln Industries Pine Island, MN · metal finishing company12
A finishing plant closing in two phases holds equipment that has to leave before the final date.
Buyer: Corporate asset disposition or plant leaderWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Acuity Brands Lighting Winona, MN · lighting manufacturing facility13
A closing date three weeks out puts the plant's production equipment on the market soon.
Buyer: Corporate asset disposition leadWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Fram Greenville plant Greenville, OH · filtration plant14
The same parent as your Eagle Machining row, with a bankruptcy behind the closure, so the seller is already in a disposition process.
Buyer: Bankruptcy trustee or corporate asset disposition leadWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Cooper Standard Bowling Green, OH · automotive sealing plant15
A closure announced early is the longest runway to become the seller's contact, though equipment is not out soon.
Buyer: Corporate asset disposition leadWhy it’s ranked here
A strong fit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Engineered Materials Solutions Hamburg, PA · metal parts fabricator16
The plant closes permanently on October 31, so equipment is being released now.
Buyer: Plant manager or parent company operationsWhy it’s ranked here
In the middle.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Northern Iron St. Paul, MN · iron foundry and machining17
Machining stops on November 27, so its equipment is about to become available.
Buyer: Lawton Standard chief administrative officerWhy it’s ranked here
In the middle.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Forest River Plant 63 Bristol, IN · recreational vehicle plant18
A closed assembly plant in Elkhart County, a drive from Illinois, though it may hold fabrication tooling rather than CNC.
Buyer: Plant or corporate leadershipWhy it’s ranked here
In the middle.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Model Die & Mold Grand Rapids, MI · tool and die shop19
A toolmaker with decades of machining equipment and an owner closing is a seller who has not hired anyone yet.
Buyer: OwnerWhy it’s ranked here
In the middle.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Seven C’s Manufacturing Reno, NV · precision manufacturer20
Two years of declining revenue ended in a July filing, which puts its machinery in a court-supervised process.
Buyer: Owner or restructuring counselWhy it’s ranked here
In the middle.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- CNH Burlington plant Burlington, IA · construction equipment manufacturing plant21
A heavy equipment plant that closed in May may already have a disposition plan, so this is a question for the seller.
Buyer: Corporate asset disposition leadWhy it’s ranked here
In the middle.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Dimoco Inc. Cascade Township, MI · tool and die shop22
A retiring owner whose equipment is already at auction tests whether a small shop with a sale under way is worth a call.
Buyer: OwnerWhy it’s ranked here
An edge case, on purpose. It’s here to test a rule: Rule 5: the auction is already with another seller. Cut it if so.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- NOV Dayton Dayton, OH · mixing and processing equipment plant23
This tests whether a plant the owner already sold through another auctioneer is ever a call worth making.
Buyer: Corporate asset disposition leadWhy it’s ranked here
An edge case, on purpose. It’s here to test a rule: Rule 5: the auction was already with another seller. Cut it if so.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- Spokane Industries Spokane Valley, WA · foundry24
A foundry with equipment failures and a large leased site has a lot of machinery whose future is being decided in court.
Buyer: Owner Patrick Turner or counselWhy it’s ranked here
An edge case, on purpose. It’s here to test a rule: Rule 4: far from a Midwest director. Cut it if distance rules out a site visit.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
- 3DEO location not stated in the source · metal 3D printing contract manufacturer25
Its machinery is already going to auction, so this tests whether a sale under way elsewhere is ever a call worth making.
Buyer: Insolvency administratorWhy it’s ranked here
An edge case, on purpose. It’s here to test a rule: Rule 5: the auction is already with another seller. Cut it if so.
- A manufacturer or fabricator that owns CNC, fabrication or industrial machinery.
- A closure, bankruptcy or insolvency that puts the whole facility’s equipment in play.
- A dated event in the last nine months.
- In your reach: the Midwest and the plants a director can visit.
- Not already an equipment sale in progress with another seller.
Your new auction sales director’s first 100 accounts, in 10 days
The first 25 are above, and they’re yours either way.
We build a handful of these a month, for founders hiring now.
10 days
from kickoff to your team running it
- 100 accounts you approve, each with the reason
- Drafts to the first five, in your voice
- Your team runs it without us
- Any account you cut, we replace
How does Revelation Machinery sell?
An outside read from your posting and your site, built to be corrected: tell us anything that’s wrong. Tap a clip to play it from that moment.
- RMRevelation Machinery
“securing engagements ranging from surplus equipment packages to full-facility liquidations”
Revelation Machinery · Director of Auction Sales posting - RMRevelation Machinery
“Proactively identify and pursue business through direct outreach, publicly available opportunities, market research, and industry relationships.”
Revelation Machinery · Director of Auction Sales posting - RMRevelation Machinery
“you will receive company-generated full-facility leads, with allocation based on demonstrated performance, follow-through, and results.”
Revelation Machinery · Director of Auction Sales posting - RARevelation Auctions customer
“We engaged Revelation Auctioneers to liquidate the assets of one of our machining facilities, and the experience was excellent from start to finish”
Revelation Auctions customer · revelationmachinery.com - RMRevelation Machinery
“The Largest Used CNC and Fabrication Machinery Dealer in America”
Revelation Machinery · revelationmachinery.com
Words you use
- “full-facility liquidations”
How the list learns your calls
In the first session you react to accounts like these: keep or cut, and why, the way you’d tell a cofounder. Each reason becomes a rule you can read, the pool re-scores, and ten more show whether it learned. Keep eight of ten and the hundred is built on your rules.
- You cut one on the call, and say why
- It becomes a rule
- The pool re-scores
- Ten more test it
Which questions can only you answer?
Your posting and your site say who you serve, not which accounts you would turn down or what has to be true before they buy. About 30 minutes of you reacting to real accounts answers these.
- 1
Does a plant that has already closed still count, or only owners who have not yet sold their equipment?
Rows 1, 2 and 22 closed earlier in 2026; rows 3 and 9 are still closing.
- 2
Do foundries, die casters, stampers and tool shops fit alongside CNC and fabrication shops?
Rows 4, 8, 17, 19, 22 and 24 are foundries, die casters, stampers or tool and die shops.
- 3
Is a bankruptcy a lead or a lawyer's sale you cannot win?
Rows 5, 6, 7, 11, 14, 20, 24 and 25 are Chapter 11 or insolvency filings.
What does your Director of Auction Sales’s first morning look like?
Without
The CRM you have now. The early weeks go to learning which accounts you’d call, and why.
With · Director of Auction Sales, first morning
- EMEagle MachiningDraft written
- UPUnited Piston RingDraft written
- SPSamuel Pressure Vessel GroupDraft written
- PIPace IndustriesDraft written
- ILIronworx LLCDraft written
A hundred accounts you approved, the rules behind them and drafts to the first five, so their time goes to buyers.
From week two, your mornings too: one brief, drafts to approve, every message sent by you.
How the 10 days run
What happens in the ten working days?
November 16, 2026 to December 1, 2026. About a day of your time in total.
- Before by November 16
You send the customers you’d clone and three deals that went wrong, plus 10 to 20 emails or posts you wrote. “How you sell” is drafted from your talks and posts.
You: 20 minutes - Day 1 November 16
The playbook session: we fill the gaps and correct the draft together. Your CRM is connected.
You: 2 hours - Day 2 November 17
Your first rules are written; a few hundred companies are scored against them.
You: none - Day 3 November 18
You review the first 25 (talking it through is fine).
You: 30 minutes - Day 4 November 19
Your reasons become rules; you see the re-score and judge 10 more. First touches are written in your voice to the accounts you kept, and you read ten. Touches start logging to the CRM.
You: 30 minutes - Day 5 November 20
The hundred is built. The research tool is set up; you test it on three accounts you know.
You: 15 minutes - Day 6 November 23
The morning run is set up; your first morning, with us.
You: 30 minutes - Day 7 November 24
You review all hundred, and any cut is replaced. Team training, session one.
You: 1 hour 20 minutes - Day 8 November 25
Your first morning on your own. Training session two, hands-on for each person.
You: 1 hour plus your morning - Day 9 November 30
Your second morning on your own. Each person on your team runs the morning alone.
You: your morning - Day 10 December 1
Your third morning on your own. A week of touches is in the CRM. Handover sign-off.
You: 30 minutes plus your morning
Who builds it?
The person in the video does the work with you, from the first session to the handover.
-
“Kash and I built ERT Credit together in 2021. He took my MVP and turned it into a SaaS that hit $10M ARR in twelve months.”
Jordan Anderson, CEO, PayStreetgobridgehead.ai/about -
“Analytical in approach, technologically-knowledgeable, and earnest in conviction, Kash was able to drive pipeline in a notoriously challenging tech region.”
JBJason Brandt, Managing Director, Sales, ePlus inc.LinkedIn recommendation, April 2020
Where does this go from here?
Three options. Each one is fine.
Not a fit
Say so in a line, and that’s the end of it.
Not now
Keep the 25 and the read on how you sell, and share them. When the role fills, the offer stands.
Talk with Kash
Ask Kash to call you, or email him. He calls to set up a 30-minute strategy session. Bring your cofounder or your sales leader.
Your new auction sales director’s first 100 accounts, in 10 days
The first 25 are above, and they’re yours either way.
We build a handful of these a month, for founders hiring now.
10 days
from kickoff to your team running it
- 100 accounts you approve, each with the reason
- Drafts to the first five, in your voice
- Your team runs it without us
- Any account you cut, we replace
Revelation Machinery sales playbook, in brief
Revelation Machinery calls itself “The Largest Used CNC and Fabrication Machinery Dealer in America” and sells equipment through direct purchase, consignment or auction.revelationmachinery.com
Its open Director of Auction Sales role focuses on “securing engagements ranging from surplus equipment packages to full-facility liquidations.”Director of Auction Sales posting
The posting says the director will “proactively identify and pursue business through direct outreach, publicly available opportunities, market research, and industry relationships,” and also receive company-generated full-facility leads.Director of Auction Sales posting
The first accounts for the new director are manufacturers with a dated closure, bankruptcy or insolvency, each scored on five rules: fifteen strong fits, six in the middle and four edge cases that test the rules.
Questions founders ask
Can’t my AE build this when they start?
They can. But wouldn’t you rather they were selling? Reps spend 28% of their time selling, and the average new AE takes 6.2 months to ramp. This replaces the weeks they would spend building the list and learning what you already know.
28%: Salesforce, State of Sales (7,700+ sellers, 2022) · 6.2 months: Bridge Group, 2026 AE report (158 companies)
How much sooner does my new AE get to work?
From day one, because the accounts you approved and the first drafts are waiting. The average new AE takes 6.2 months to ramp, and at a $200K median OTE that is about $103K paid before they are fully productive. Only 48% of AEs hit quota.
6.2 months: Bridge Group, 2026 AE report (158 companies) · $103K: arithmetic ($200K median OTE × 6.2 months ÷ 12); Bridge Group, 2026 AE report (158 companies) · 48%: Bridge Group, 2026 AE report (158 companies)
We tried an outreach tool and it sounded like a robot. How is this different?
Nothing goes out on its own. Every account on the list is one you approved, every draft is written to one person, and you send each message yourself. It learns your voice from what you’ve written and from every edit you make.
How much of my time does it take?
About a day, spread across the ten working days: the 2-hour session on how you sell, short list reviews you can talk through, two training sessions and your first mornings. The hours your AE gets back go to selling, where reps spend just 28% of their time today.
What happens after you leave?
It keeps learning. Each week it proposes rule changes from what your cuts, replies and silences showed, and you approve or reject each in a line.
Where does my data live?
In your own accounts: your Claude, your CRM, your files. Nothing runs on anyone else’s side, and any rule can be changed in plain English.
How is it priced?
The first engagement is one fixed price for the ten days. It depends on how many people we train and which systems we connect, so Kash quotes it on a short call. After handover, you can keep us on a retainer to keep supporting your sales process and refining it, if you choose that route.
The research behind this page 2 sources · 1 postings · 1 customers · 25 stores looked at
Your talks and posts
Your open roles
- Director of Auction Sales, first posted November 7, 2026
Your customers
Sellers named in reviews (santehq.com/customers and your posts). Customer photos are from santehq.com/customers.
How the 25 were picked
25 stores found and scored on 5 rules; the 25 chosen to teach: 15 strong, 6 middle, 4 at the edges. Logos are from each store’s own site.
- Sources: each plant closure or bankruptcy from the trade press, a news site or the filing summary, opened and saved on November 9, 2026.
- revelationmachinery.com shows seller reviews without company names, so rule 5 reflects only that none of these is named there. Your team knows which sales are already in motion.
- Accounts 10 to 25 came from Midwest trade press, local news, state WARN notices and bankruptcy coverage, opened and saved on November 9, 2026. The Fram Greenville source is a paywalled preview, so its signal states only what the preview shows.