Demonstrators show customers what machinery can do before they buy it – for land-based retailers, this will be products used in agriculture, forestry or horticulture, like tractors, combines, harvesters, and mowers. They must first learn about the item that they will be demonstrating, and must become familiar with all its features, benefits or unique selling points. New machinery will include complex technology such as GPS, electronic mapping and guidance system – Demonstrators will need to know how this is operated.
Demonstrators work closely with the sales department and marketing to promote sales and aftercare support. Once a machine is sold, they often do the handover, making sure all the relevant information is passed over. If a machine is faulty, it is often the Demonstrator who visits the business to see what issues are involved and find a solution.
Also known as: Machinery Demonstrator
You’ll need:
a good general understanding and knowledge of land-based machinery
to develop in-depth knowledge of the product(s) you demonstrate and promote
physical skills such as mobility and co-ordination, and a good level of fitness
excellent verbal communication skills
to be approachable, confident, helpful, and friendly when dealing with customers
to be confident working on your own, and as part of a wider team
to use your initiative and be decisive
A driving licence is necessary, and you will be given access to a vehicle. You may take courses from the manufacturer on how to operate the machinery.
Around 35-40 hours per week, which may include weekend work. You may also need to visit clients out-of-hours or at weekends - there may be a significant amount of travelling between different sites.
Liaise with manufactures and dealers to find out more about products
Research and familiarise with any new machinery
Assess risks and operate machinery safely
Respond to customers’ needs and requirements, making suggestions of suitable products
Demonstrate and offer advice to customers on machinery use, helping to make decisions on purchases
Provide technical support to new machinery owners, or visit businesses to find a solution to a customer’s issues
Demonstrators often work on their own and are likely to do a lot of travelling to meet with customers and dealers. A lot of the work will be outdoors in all weather conditions – PPE and branded waterproofs may be supplied by the sales company.
Training is an essential part of any job, giving you the skills and knowledge you need to do your job safely and correctly. It also helps to strengthen your current skill set and prepares you for the next stage in your career.
Apprenticeships help you build the experience and skills that employers want to see. No matter what stage you’re at, they’ll help set you up for a bright future. There are lots of ways to get involved.
It is important to have a good understanding of agricultural and horticultural equipment gained by working in the industry.
With experience, relevant qualifications and further training, it is possible to progress to a Sales Manager role.
Demonstrator will usually work in one of the following industries. Click below to find out more about possible career paths.
A career in land-based engineering is a great way to combine technical ability with the latest developments in science and technology.
Fast-paced and diverse, jobs in land-based engineering create solutions for engineering problems in forestry, agriculture, horticulture and environmental management. Highly skilled engineers help use resources more effectively and sustainably by designing, developing, operating and maintaining the technology and tools of the future.
It’s a fast-growing industry, thanks to new technology and the rise of techniques like precision farming which allow agricultural land to be released while maintaining food production levels. This creates opportunities at all levels for people who can develop new solutions, as well as maintaining existing technology and equipment.
If you’re looking for a fast-moving career with lots of opportunities to progress and work in different environments, land-based engineering could be for you. As well as solving engineering problems and developing machinery solutions for agricultural, ground care, horticulture, forestry and sports turf businesses, engineers also advise farmers and businesses on agricultural concerns, such as sustainable land use and irrigation.
There are over 3,000 agricultural, turf care, dairy and forestry equipment dealerships in the UK
Enterprise Ireland (EI) has identified agricultural machinery as one of the dominant engineering sub sectors within Irish engineering, and that this industry has significant growth potential in the coming years
Land-based Engineers can work with technically advanced products such as GPS, drones, robotics autonomous vehicles and alternative fuel sources
These courses are perfect if you are starting out on your career but they are also great for people already in jobs who want to improve their skills.
To find out more about qualification levels in England please visit Regulated Qualifications Framework (RQF) for England and Northern Ireland or Framework for Higher Education Qualifications for England, Wales and Northern Ireland (FHEQ) .
To find out more about qualification levels in Northern Ireland please visit Regulated Qualifications Framework (RQF) for England and Northern Ireland or Framework for Higher Education Qualifications for England, Wales and Northern Ireland (FHEQ).
To find out more about qualification levels in the Republic of Ireland, please visit National Framework of Qualifications for Ireland (NFQIE)
To find out more about qualification levels in Scotland please visit Scottish Credit and Qualifications Framework (SCQF).
To find out more about qualification levels in Wales please visit Credit and Qualifications Framework for Wales (CQFW) or Framework for Higher Education Qualifications for England, Wales and Northern Ireland (FHEQ).
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These courses are perfect if you are starting out on your career but they are also great for people already in jobs who want to improve their skills.
Whether you’re just starting out in the workplace, want to upskill or are considering changing direction, Apprenticeships are a fantastic way to build your career. Apprenticeships combine work with on-the-job training, so if you want to earn as you learn, there’s an apprenticeship out there for you – you can even start an apprenticeship if you already have a degree.
Work, earn and learn – no matter where you are in your career, an apprenticeship can set you up for a bright future.
Let’s get started!
Want to take on an apprentice? Employers start here.
An apprenticeship is a unique blend of work experience and study to help build the skills and knowledge you need for your career. Apprentices are employees – they have a contract, are paid and get the same benefits as everyone else. But the difference between an apprenticeship and a normal job is that apprentices are regularly released from work for training. Sometimes that’s a day a week, sometimes it’s for a longer block – it all depends on the job and the apprenticeship.
Apprentices work for all kinds of people at all kinds of stages in their lives. Most apprentices fall into one of three categories:
Previously restricted to school leavers and young people, apprenticeships are now a dynamic way of retraining people of all ages - there’s no upper age limit. The minimum age to become an apprentice is 16 and candidates can’t be in full-time education.
Apprenticeships offer a unique combination of paid work and study. They’re an exciting option for anyone who wants to gain experience, upskill or change career while working.
They offer a chance to work, learn and earn:
Interested in becoming an apprentice? Search for current opportunities and apply here.
Find your apprenticeship
You can also check vacancies on employer websites or get in touch with your local careers service.
What’s it like to work, earn and learn? Find out what apprentice life is really like.
Explore apprenticeship stories
Agricultural Engineers Association (AEA)
Find out more
British Agricultural & Garden Machinery Association (BAGMA)
Find out more
Institute of Agricultural Engineers (IAgrE)
Find out more
We Are Land-based Engineering
Find out more
Thinking about your finances is important when you're looking at courses and training - different types of funding support is available depending on what type of course you're interested in and where you are located. We recommend you contact the training provider for more information on course costs and financing, but here are some links to connect you to support available:
Skills Hub Scotland is an online skill sharing marketplace creating new opportunities to learn and share skills. Wherever you are located - if you have a skill to share, or a skill to learn, Skills Hub Scotland can help.
Initially founded as a response to the Scottish Government’s CivTech 5 programme in 2020 and aiming to offer a platform for those in rural or remote locations, Skills Hub Scotland has been developed into an important sectoral resource. If you have a skill to share with others or are a training provider, list your workshop or course (all skills from all sectors are welcome). If you are a learner, use Skills Hub Scotland to search for and book a course!
STEM is an approach to learning and development that incorporates the areas of science, technology, engineering and mathematics. Learning in STEM connects to Education for Sustainable Development/Learning for Sustainability and the Sustainable Development Goals – this helps learners to understand that STEM plays a vital role in finding solutions to real world issues or challenges such as protecting biodiversity and tackling climate change. There are multiple pathways into a land-based STEM career including apprenticeships, further and higher education. This means that a career in STEM is open to everyone!
STEM Learning is the largest provider of STEM education and careers support in the UK. Their STEM Ambassadors programme sees volunteers representing a vast range of STEM-related jobs work with young people to bring STEM subjects alive through real life experiences. They help to open the doors to a world of opportunities and possibilities which come from pursuing STEM subjects and careers. To become a STEM Ambassador, you can register via the STEM Learning website: https://www.stem.org.uk/stem-ambassadors/join-stem-ambassador-programme
Lantra have worked in collaboration with STEM Ambassadors in Scotland to create two specific UK-wide Ambassadors schemes - Forestry and Aquaculture. Through these schemes, we want to make sure that those working in forestry and aquaculture have the support materials they need to take part in STEM activities. To find out more and register for the schemes, please follow the links below:
Smart Futures helps young people in Ireland discover the STEM subjects and careers that might be right for them. Co-ordinated and managed by Science Foundation Ireland, their programme allows young people to connect with people that are working in STEM, the organisations they’re working in and what their interests and skills are.
Why not take a look at the Industries Explorer as an introduction to the different areas you could work in.
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