What Really Matters In A Forklift Walk-Around

When customers walk up to a forklift, they’re rarely thinking about spec sheets, feature lists, or marketing language. What they notice first is visibility, comfort, safety, service access, and whether the truck feels like it will actually make their job easier every day.

In this episode of Between the Forks, Paxton Bergdoll, Business Development Manager at MHE, shares what happens during a real forklift walk-around with customers. Drawing from extensive field experience, he explains what operators, fleet managers, and service teams immediately notice when they step up to a truck — and why those first impressions often reveal far more than a brochure ever could.

With CLARK forklifts at the center of the discussion, the conversation explores how thoughtful design choices show up in real-world applications. From operator-first ergonomics and visibility to accessible service points and proven component design, Paxton walks through the details that customers tend to recognize right away when comparing equipment side-by-side.

The discussion also highlights why simplicity and durability often matter more than feature lists in demanding material handling environments. Design elements like mast construction, service accessibility, and component durability all play a role in uptime, maintenance efficiency, and the long-term cost of ownership for a fleet.

For dealerships, fleet managers, safety leaders, and operators evaluating forklifts, the walk-around is often the moment when the real differences between machines become clear. The details you notice standing next to the truck can reveal how well it will perform over years of daily use.

This episode takes a closer look at those details and explains why thoughtful engineering — a philosophy that has defined CLARK forklifts since the very beginning of the industry — continues to stand out in real-world operations.

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For more information about CLARK Material Handling Company, visit:
www.clarkmhc.com

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www.linkedin.com/company/clark-material-handling-company

 Podcast Directed and Produced by: www.hiredgunsagency.com 

Transcript

SPEAKER_01 0:00

My favorite part about a demo is being able to park a Clark Forklift next to any other brand on the market, just because, you know, you just say, What do you gonna what do you notice? And they're like, it's beefy. It looks strong, heavy duty.

SPEAKER_00 0:18

Welcome back to Between the Forks, the podcast from Clark Material Handling, where we go beyond the brochure and we talk about what really matters in the world of forklifts and fleets and real-world applications. In today's episode, we're digging into something that, well, every dealer, fleet manager, and operator has experienced, but not everybody really talks about it enough. And that's the forklift walk around. Because let's be honest, when customers walk up to a truck, they're not thinking about spec sheets, charts, or marketing buzzwords. They're thinking about visibility and comfort and safety and service access and uptime and whether this particular forklift is actually going to make their job easier day in and day out. So today, we're asking the question what actually matters beyond the specs? To help us unpack that, I am joined by a superstar, Paxton Bergdahl from MHE. Paxton spends a lot of time with his boots on the ground. It's not theory to him, right? He's walking trucks with customers all the time, operators and service teams, and he has seen firsthand what people notice immediately, what gets overlooked, and what ends up making a real difference over the life of a forklift. We're going to talk about operator first and service-driven design, why simplicity often beats over-engineering, and how a good walk around can tell you everything you need to know about long-term cost of ownership and uptime. So, if you've ever wondered what customers really care about when they're standing next to a forklift, this episode's for you. So let's get into it. Welcome, Paxton. How are you? I'm fantastic. Happy to be here. Well, we're happy to have you here. I've been anticipating this episode for weeks. I know that the audience that watches and or listens is going to get a lot out of this. And it's because we've got a real subject matter expert in the seat, as we always do. So, Paxton, the place that I want to start, I feel like this is a good starting point, is a question that I think a lot of people be interested in. And that is when you're doing a forklift walk around with a customer, what are the first things that they actually care about? Because we know it's not really the brochure highlights. What do they really care about? Yeah.

SPEAKER_01 2:33

So over the years, we found the first thing customers really care about is what matters to their operations. Um, and for every customer, that that can be different. You know, all of our customers are doing different things. So, you know, some care about uptime, some care about, you know, operator comfort. You know, they're big on how their operators feel. You know, some care about the service points because they do in-house maintenance. Um, and then obviously you got EHS and safety guys that really focus on what they do, um, keeping operators safe and making sure everyone goes home, you know, the way they came in. So, you know, our job as the provider is it's not just to sit there and recite spets. Um, obviously, you know, all of our sales reps can do that. Um, but we really like to ask the right questions, understand their pain points from the beginning, um, and then show them, you know, how the Clark Forklift is built for what they're trying to do. So a walk-around is really just about translating their priorities, um, you know, and then specing the right equipment, you know, with the Clark product line.

SPEAKER_00 3:31

So I think that's really smart. It sounds like there's a heavy amount of needs analysis and and how you walk through this process with people making sure that there's alignment. And who wouldn't appreciate that when it's something that they're going to be using and they count on it? That's um, I love that answer. Well, let me ask you this what are some specs that buyers tend to fixate on that maybe don't matter nearly as much in day-to-day operation?

SPEAKER_01 4:00

Yeah. So um naturally in our space, a lot of our buyers they they fixate on the price and not the specs sometimes. Um that's usually the first thing that ends up getting brought up. Uh, the challenge is helping them to see beyond the initial price that's on the quote and understand the long-term value. Um, so you know, with the Clark product, there's obviously a lot of uh meat and potatoes there that really make it easy to get past that initial conversation. Um, you know, but in it in this industry, a lot of reps, you know, just leave with features and benefits and then you know push a low price. And uh, you know, sometimes you lose because of that. But uh we really like to focus on what the customer already cares about and just show them kind of how the clerk checks the boxes, um, you know, whether it's uptime, simplicity, the total cost of ownership. Uh that way you're not really changing how the customers think, you're just aligning with them, um, you know, and really building that partnership.

SPEAKER_00 4:57

Yeah, that's a that's a really good answer because it sounds like you really help somebody who's in that purchasing decision see uh beyond just the cost of everything and the value of nothing. You're making sure that those value points really align, which is critical. Well, so how does Clark's operator first design show up immediately when you're walking around trucks? Yeah.

SPEAKER_01 5:21

So this is a good question. Um, you know, the biggest thing I notice when we're out here in the field, and you work hard to get the opportunity where the customer lets you in the door with a forklift that doesn't look like there are other ones. Um, they always typically notice, you know, the steps, you know, getting into this machine, getting into the Clark machine, it's opening, it's open, it's inviting. Um, we have a large first step. Uh, you know, I'm pretty sure if at one point it was the largest floorboard on the market, I'm I'm pretty sure it's still one or two. Uh so there's just a lot of space. A lot of our operators are wearing steel-tote boots, they're wearing gloves, so we have large grab handles. Um, it's just inviting, it's it's um welcoming. So that's typically the first thing. Um, and then normally, you know, we'll hear something about the seat or the visibility once the operator's in the machine, um, which is two things that Clark really puts a big focus on. So um I've noticed, you know, Clark, they go above and beyond when it comes to the operator. Um, they talked with uh engineering a few years ago and they kind of told me that they build the truck around the operator, which I thought was amazing because uh, you know, most of the time or all the time, these forklift operators are the most important piece of the puzzle because without the operator, uh you don't have a moving forklift unless you got robots running around, which not everybody has yet. So uh that was super eye-opening for me. Um, and it's really a true testament because that is one of the biggest things that people notice when you put up when a put a Clark in the operation.

SPEAKER_00 6:48

So well, from a service perspective, which I know there's always that department that really cares about the service side of a forklift, what design elements stand out on Clark forklifts when let's just say the hood is open?

SPEAKER_01 7:04

Yeah, absolutely. Um so when the hood's open, the first thing you're gonna notice on these machines is just the accessibility. Okay, so um one thing that we've really noticed as we go through these machines with the with the end user, um, you know, pre-shift inspections are a huge piece of this puzzle. Um, you know, as you get into the larger fleets, pre-shift inspections become, you know, it's uh it's a daily task that's required by OSHA. Um so I've noticed and I've learned that a lot of our competition doesn't make that process easy. Uh with the Clark, there's zero panels or zero floorboards that need to get removed to go through this inspection, whether we're checking transmission, fluids, differentials, all that stuff. So, you know, from a surface level um service perspective, this these machines are very, very, very user-friendly, um, you know, which actually increases comfort in decision makers because they know, hey, you know, they're not having to do a lot of hard tasks to get to what we want them to look at, uh, which means they're probably going to have a higher chance of doing it. So service level, I would say that is one of the biggest elements that these machines excel with.

SPEAKER_00 8:13

Mm-hmm. Well, let me ask you this. Why do simplicity and visibility matter more than advanced features, in at least in most real-world forklift applications?

SPEAKER_01 8:29

Yeah. So simplicity and visibility, um, I think these are two things that Clark excels with. Um, and when I say simplicity, I'm not thinking Stone Age type forklifts, because these aren't Stone Age forklifts. Uh, there's a lot of advanced features, but it's still simple, if that makes sense. Um you know, but where these really come into play is um, you know, the more visibility the operators have, the more productive they're gonna be, uh, the less products they're gonna damage, which means you're gonna make more money getting good product out the door. Um, you know, and all this really leans back to safety. So uh when Clark's building these machines, safety is a key pillar um in the RD phases. So this kind of just shines light on that. And then obviously um with the nested I-beam style mast, you know, that offers far better sight lines um, you know, for the operators, which makes them feel more comfortable. And then comfort from an operator increases confidence, leading to more productivity from day one. So uh putting operators in these machines, it's it's you notice a night and day difference, um, one from comfort, but then obviously from confidence, um, which we get to see on day one from product demos. So we do the demo and then I stick around and watch operators see how they adapt, any questions. And that's typically a pretty quick learning curve for the operators, um, even though some of the some of the you know hydraulic locations are different, but it's the visibility overcomes that.

SPEAKER_00 10:03

I love the focus on um operator comfort from Clark's perspective, and then even hearing from s somebody like you with booths on the ground, you're talking to real customers from a sales and service and after-sale perspective. Uh, that seems to me as one of the maybe the paramount thing to focus on first. And uh so I love all these answers, seem to be so focused on on that around the operator and why these things matter to them. They may not be, in fact, most in most cases, they're probably not the one writing the check, but they are extremely critical, as you already mentioned a couple minutes ago in this whole equation. How how have you proven components? Um, or how have proven components helped Clark forklifts outperform maybe some of the the brands out there that are over-engineered?

SPEAKER_01 11:00

Yeah. Um, so Clark has a rich history of innovation. Um one of the proven components I always like to talk about, which is one of the most important uh pieces on a forklift, is the mast, right? So um proven components to me, like the mast, um, which was patented in 1956 by Clark and then released to the public, uh, is kind of a testament on the proven, you know, nature of their machine. So um, you know, with Clark using a similar mast design, it's not the same, but it's similar since 1956. Um, you know, these simple designs are still not being used by the competition, you know, just because it's a little bit more expensive to manufacture or engineer, you know, but Clark kind of puts that to the side. Um you know, and then another advantage when it comes to uh you know proven components is you know our machines don't require special tools or complex schematics for troubleshooting. Um on our S series, we can do most all troubleshooting through the dash, which doesn't require any kind of computers, um, you know, which is a huge advantage. Uh keeps things black and white and eliminates costly expenses for proprietary software for crews that do do their own in-house maintenance. So um a lot of this is just keeping things simple, um, you know, but yet complex.

SPEAKER_00 12:23

You know, it's kind of a clean mix, I'd say, with Clark. I think that's where people like you, Paxson, shine is like I think a lay person approaching forklifts and material handling is like, uh I don't know anything about anything. But then you meet somebody like yourself who understands, well, yeah, it lifts heavy things, okay, great, you know, moves them around where you need to put them, all that kind of stuff. But there is absolutely a level of complexity all around what's happening with the trucks themselves, how they're gonna be used, and having somebody like you to kind of be the tour guide, if you will, of making sure that people understand how all those things work together must give a lot of people a great deal of confidence uh in understanding what it can do, how well it matches, and what their expectations are in terms of how it's gonna perform for them, how it's gonna uh you know stand up in terms of reliability and safety and innovation and all these things that you're mentioning. How do you connect a forklift walk around to long-term fleet strategy and that total cost of ownership that you mentioned a couple minutes ago?

SPEAKER_01 13:33

Yeah, so uh we could probably spend the rest of the podcast talking about this. Um, this is definitely something that Clark shines uh shines with. So I guess to start though, um an easy and kind of low-hanging fruit comparison is I mean, these Clark forklifts, if it's an S series, uh by nature that machine is going to run two times longer than the competition per service interval. Um and you don't depending on the fleets and the annual usage for some of our customers, that can be a $1,500 to a $3,000 savings per forklift. You know, so if we start talking about 10, 20 forklifts, those numbers can add up very quickly. And that's just standard preventative maintenance. So obviously, you know, you once you get the customer past the initial sale price and you start talking about some of the more strategic advantages of a Clark, um, you know, it begins to help you kind of put these machines or look at these machines through a different lens. Um and then on top of that, you know, a long-term advantage is Clark's using designs and components that are made to last the life of the truck. So um some of our competition may use a weaker design, knowing that it's gonna fail, kind of going after more of a lease type situation where, hey, you know, just throw it away after five years and get a new one. Uh Clark doesn't really build their trucks like that. Um, they're using force-cooled wet disc brakes, it's a more expensive design, uh, but it's made to last the life of the truck, warranted for five years, um, you know, which is a huge advantage when you're when you're coming in looking and a customer's looking for a truck that's gonna last them, you know, say the next 10 years. Uh it gives them the confidence that, hey, you know, they're standing behind this for five years, it's gonna last me 10 years. Um, so there's just advantages like that. And then obviously, um, you know, uh with the engine, we're using timing chains. A lot of our competition uses a timing belt. So we're using automotive technology, uh, competitions using, you know, more of an industrial design. So uh just little stuff like that. That once you peel back the onion, you look underneath the hood, like you said earlier. Um, there's a lot of advantages that really uh show long-term value to our customers.

SPEAKER_00 15:40

So, what walk-around details do you think help customers understand how Clark Forklifts support uptime goals over that lifetime of the truck? The build.

SPEAKER_01 15:52

I think it's pretty simple. Um I love my favorite part about a demo is being able to park a Clark Forklift next to any other brand on the market, just because you know, you just say, What are you gonna what do you notice? And they're like, It's beefy, it looks strong, heavy duty. Um you know, so that's always uh something that helps when it comes to uptime goals, is you see that it doesn't, it's not a chintzy truck, it's built heavy duty, and uh, you know, one thing you can't get back's your first impression. Uh so if if you're coming in strong, then obviously that's gonna help, you know, help everything I'm saying the rest of the way once they see the true design of it. So um, you know, we talk about components being made to last the life of the truck. Clark stands behind that, and and that's how they build them. Uh, these aren't tier two, tier three trucks, these are tier one um heavy-duty machines that we're starting to get into some very, very tough applications and beginning to move the needle. So it's pretty exciting.

SPEAKER_00 16:51

Yeah, it it really is. Uh, and it's great to hear, again, from people like you that you know, you're not talking about theory. You're not talking about something like that you've never done it. And I say this repetitively and I have for years, but experience is almost always the greatest differentiator. And here you are sharing actual experience with people that maybe they live in a part of the country where they would never be able to, or wouldn't it be reasonable for them to come and actually see and hear you do a walk around or explain to them these value points. But here we are on a podcast with you sharing all of this perspective, which is I it's unique and tremendously helpful to the the Clark curious or even the Clark loyal who want to know from somebody else in their field that they can trust. So um I just loving all your answers. It's um very good to hear from somebody like you with all that experience. How does a walk around reveal whether a forklift was actually designed with preventative maintenance in mind?

SPEAKER_01 17:56

Yeah, so um to me, kind of like what we talked about a couple of minutes ago, it's just uh how accessible the items are, right? So we're making it easy for operators to do their checkpoints, uh, but Clark's also designing these machines so that uh, you know, maintenance crews or MHE service technicians can come in and knock out their services efficiently and effectively, uh, which is gonna get them a better price on that service, obviously. The the more efficient our techs move, the better for them. So um, you know, so that's a huge piece. And then obviously, once you get into some of the bigger fleet deals, it's not uncommon to see in-house maintenance crews uh doing their own fleet maintenance. You know, some of these customers are running 50 to 100 forklifts and they don't want to pay a third-party supplier to do their maintenance, so they do it in-house. And when you're when we're doing these demos and showing these customers, you know, what I like to say is why Clark it really puts a light on how simple um service can be on these machines, which, you know, uh in some of these deals, having the maintenance guys buy in is like having operators buy in, you know. Um in today's marketplace, you know, there's not just a guy sitting in the corner office that's making the decisions, you know, there's a lot of buy-in, uh, more group decisions. So, you know, when you're getting operators and the comfort uh bought in on the machine, confidence there. And then we have uh easy maintenance for the in-house maintenance crews with onboard diagnostics and stuff like that. Um, you know, it really starts to put the Clark machine in a in a different in a different box in a good way. Um it takes us out of that price race and it really just kind of helps us be more of the solution provider. Um so just the simple design, I guess, in short, helps, you know, kind of just big picture, you know, make a Clark stand out. Mm-hmm.

SPEAKER_00 19:46

You know, sometimes, and I know that you probably see this a lot, but it's the smaller design choices that are sometimes either unknown or not talked about as much. So let's just say I'm somebody who's, you know, I'm on the hook, I'm interested. I mean, I'm I want to know more. What would you say to me if I'm like, well, what are some of the smaller design choices? Or maybe if I don't say it, what are some of those small Clark design choices that help reduce downtime and make routine maintenance easier over time?

SPEAKER_01 20:17

Yeah. Uh so if we start on the front of the truck, that's where that's what makes a forklift a forklift. I would say uh it's a six-roller carriage. So Clark runs a six-roller carriage with four side thrust rollers standard. Um advantage there is it's less pressure per roller, which is gonna increase your life of the rollers. Um, you know, so we're dispersing the weight over six rollers where the competition is dispersing it over four, which is gonna cause premature wear on their part. Um, you know, where the Clarks, you're gonna get a longer life. So it kind of just matches everything we've been talking about throughout the podcast. And then obviously, when the day comes that you do have to service those rollers, uh, you know, Clark makes it easy. We can just drop our carriages right out the bottom of the mast. No overhead cranes required, you know, no sending trucks back to the shop. We can do it on on site in the field. Uh very easy. Drop our carriages out, replace the rollers, um, and we're back, you know, back rolling. So uh those are the little things. No one ever really thinks about you know carriage rollers until they break and they're like, man, what the heck? Um but this is just some of the stuff Clark does that's little things. Uh I guess on the steer axle as well, you know, we have a wear, I think it's called a dog bone fitting, or we have a a piece that is made to wear first before the steer axle goes out. Um, you know, so it eliminates our oper our exposure for steer axle replacement. Um, where a lot of the competition, you know, they're running welded steer axles that if a weld breaks, you got to replace it. So I mean it's just little stuff like that that's just above and beyond. Uh that I mean, there's things I still learn um that I'm like, man, that is that's awesome. And it's small, it's a little detail, you Know the part may cost less than a hundred dollars, but um you know sometimes a hundred dollar part you may have six ten hours of labor to get to it where Clark gets you know a fair price part and it's easy to get to. So um yeah, that just helps kind of put you put you in a better place.

SPEAKER_00 22:16

Um you mentioned the steer axle. I've I've heard Brandon uh talk about that a lot in use cases. In fact, when he was on the podcast, uh he g he gave a perfect example. You know, if you're I think it was a uh like a concrete uh yard or something, it's like that type of dust buildup. You've probably maybe had those conversations with him as well. But you know what? When you're shopping forklifts and you're doing your research and you're thinking about longtime life, those are really actually important details. Cost of ownership can go down, along with retaining all these uh safety considerations, but that's also an operational consideration on Clark's behalf. And so it's awesome to hear you who are literally doing this every day, um, to give that same feedback from the field that really kind of validates what um even you know the Clark team is is talking about when they're out there evangelizing the product. Um I want to ask, yeah, go ahead. Didn't we need to cut you off? No, I just said certainly. Oh, yeah, I'm just gonna disagreeing with you. So I'm curious, how do operators, when you're doing these walk arounds, how do they react when they notice these things we're talking about? Visibility or maybe ergonomics or layout differences, things like that during the walk around. What's the response?

SPEAKER_01 23:35

Yeah, so um this is my opinion, but I oftentimes think the operators are some of the hardest people to sell. Um I mean, I drive a GMC. If a guy came in with a Ford trying to push a Ford on me, I'd be like, eh, you know, whatever. Like probably brush it off. But um advantages to our walk arounds is actually getting operators to sit in the seat. Um, you know, they'll listen to us talk a little bit about the machine, and then the time comes for them to actually sit in the seat and see some of the stuff we talk about, and then that's when the big smiles come into play. Um oftentimes, you know, it's it sounds you know just a sales guy, you know, anybody can come in and talk about this or that. But then when when what you talk about actually becomes, you know, they they can connect the two. Um, I think that's when you want to build a lot of trust with the operators. Um you get the buy-end. Um you know, so yeah, that's that's my opinion there. I mean, it's typically big smiles, but they're they're stone cold at the beginning. Um you gotta really kind of prove it to them.

SPEAKER_00 24:38

So I think that's the best way, right? Prove it. Yeah, show me. Like it's like show and tell for big kids.

unknown 24:47

Right.

SPEAKER_00 24:47

So nothing wrong with that. Well, I just got a couple more questions for you. One is uh around misconceptions. Like, are there misconceptions? If so, what are those misconceptions that customers might have before a walk-around? And maybe how does then seeing the truck change the way they thought? Maybe they had a preconceived notion and that's changed. How does that factor? What are your thoughts there?

SPEAKER_01 25:11

Certainly um so a lot of customers, I mean, they just kind of assume all forklifts are created equal, which in my opinion is not the case. Um, you know, many times when you come in, it's kind of hey, we're just getting three quotes. You know, if you're the incumbent, you're fighting an uphill battle. Uh, if your number doesn't line up, you're kind of out the door. Um so I think, you know, when it comes to this, it's you know by the end of the demo, you know, you're able to kind of get in, you're able to show the product. Um, and and a lot of times you end up being wowed by the extra thought that goes in to the Clark versus the OEM. I mean, we've had several customers, 20, 30 year long um you know, customers to to a different brand. And the opportunity comes, we're able to get a machine in the door, and and they kind of they look at you like, you know, why why didn't we cross come across this sooner? You know, they feel like they've been missing out a little bit. Um, you know, but a lot of it's just, you know, some of the people sitting in in offices and stuff kind of think all forklifts are the same, and really, you know, they're not. Um so it's just maximizing your opportunity when you're able to get a Clark in the door and you know, kind of share the extended service life, overall builds of the machine, you know, allowing operators to see the ergonomic advantages, you know, that all adds up, and then it ends up kind of taking Clark from being an option to making it the option. So that's always fun to see.

SPEAKER_00 26:37

I love that. Well, last one, this is kind of free for you to go wherever you want. And that is if a listener or viewer, this is a video first podcast, but it's out there to be listened to or viewed. So if one of those people remember one thing from this episode with Paxton Bergdahl, what should it be?

SPEAKER_01 27:01

One thing. It's kind of hard to take all this and and put it into one, but the one thing I'd say is that you know, Clark's a strong forklift, built with long-term reliability and uh centered around total cost ownership. That would be my my one phrase. I guess that's not one thing, it's a few, but that would be my one little stiff of why Clark.

SPEAKER_00 27:22

I love it. Man, this has gone faster than I even wanted it to, Paxton. And uh just hit a whole whole bunch of home runs for people who are wanting to learn more about Clark, but also just in terms of forklift engineering. Clearly, you know, we're pretty biased towards Clark and love Clark and what they do and what they've done. Um, their position in the market is certainly one that has been around for, well, since the beginning of the forklift. But it is amazing to be here in 2026 and have a conversation with someone like you, like I said before, that has the kind of experience that translates into things that people really want to know as they approach these decisions. So thank you so much for the time, Paxton. This has been a great conversation. It's really an important reminder that the most in really valuable insights, they don't always come from the spec sheet, but from simply walking around the truck, paying attention to all the details that Paxton has done such a great job of talking about and illustrating. If there's one takeaway that I would say also from today's episode, it's that forklifts are built for real people that do real work. And when a truck is designed with and for operators, service teams, and long-term uptime in mind, well, it shows up immediately. So for our viewers and listeners, the next time you're doing a forklift walkaround, whether you're a dealer or a fleet manager or an operator, look beyond just lift capacity and features. Look at visibility, look at access, look at simplicity. Those small design choices add up over the life of a truck. Paxton, thanks again for joining us and sharing your experience. And thank you to the audience, to every one of you that listen and watch between the forks. If you've enjoyed the episode, hey, be sure to subscribe. Podcasting is new for us, and we will be able to get you information quicker if you subscribe to what you're seeing, especially on YouTube. Share it with your team. There's a likelihood that you have a big network of people in material handling that might want to know more about information like this. And then, of course, tune in for the next conversation where we continue breaking down what really matters in material handling. Until then, until that next time, keep lifting. Thanks, Paxton. Yes, sir. Thanks for having me.