CBI® a manufacturer of industrial wood processing and grinding equipment, recently hosted an on-site Technical Sales Training program to strengthen distributor confidence in machine setup and application performance, bringing together representatives from across the United States.
Delivered in collaboration with High Ground Equipment and its customer Doucette Forestry Recycling in Maine, the training combined classroom-based learning with practical, hands-on experience in a working environment, enabling attendees to apply their learning directly in real-world conditions.
A total of 14 participants from six distribution partners took part, representing territories across nine states, including Powerscreen New England, RoadBuilders Machinery & Supply Co., Inc., Midwest Crushing and Screening, Finlay Eastern, Powerscreen of Florida, and High Ground Equipment.
A key element of the program was for participants to leave confident in how to successfully optimize a machine within 15 minutes ahead of customer demonstrations. The approach focused on enabling representatives to confidently adapt machine settings for different applications.
Nate Fuller, General Manager of CBI, said, “Strong distributor capability is critical to delivering the performance our customers expect. This program is about instilling confidence in setting up and demonstrating our equipment quickly and correctly, whatever the application. By combining classroom learning with hands-on experience, participants can translate technical knowledge into real-world results in front of customers.”
During the classroom sessions, technical specialists provided detailed guidance on optimizing machine settings across a range of materials, including hardwood logs, stumps and green waste. This was reinforced in the field, where attendees tested configurations and validated performance outcomes in a live environment.
A highlight of the training was the opportunity to review the CBI Magnum Force 6800CT Horizontal Grinder, with a dedicated Q&A session allowing attendees to engage directly with CBI engineering and product specialists. CBI also used the session to reintroduce its Command Center system, a productivity upgrade featuring wireless control, real-time data monitoring and on-board cameras integrated into the operator cab. The program concluded with the presentation of certificates, with participants earning the designation of ‘Certified Grinding Operator’ upon completion.
“By combining structured technical instruction with practical, site-based experience, we continue to invest in strengthening our distribution network,” added Nate Fuller. “Ultimately, this is about delivering results where it matters most, on the jobsite, in front of the customer. When our distributors can step up to a machine, set it correctly within minutes and demonstrate its full capability, that builds trust. That’s what defines a strong CBI distributor.”
