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2M Machinery: Sandhills Platforms Spur Texas Company’s Ongoing Growth
Faith, family, and honesty resonate strongly with Matt Watts and Marshal Wiggins, co-owners of 2M Machinery. The Tyler, Texas-based business uses Sandhills Global’s Machinery Trader, ForestryTrader, and RentalYard platforms to buy, sell, and rent construction and farm equipment. The company also offers its customers auction services that utilize AuctionTime, Sandhills’ online-only auction platform.
The “2M” stands for the first names of the father-and-son-in-law duo and their commitment to “Moving Metal” for at least 10% below market price. Evidence of how faith factors into the operation appears on the company’s Sandhills-hosted website as scripture from “2 Corinthians 3:5,” relaying that all glory goes to God.
“The biggest thing about 2M Machinery is honesty,” says Wiggins. “There can be a lot of shadiness in the equipment sales world. I’m not going to sell you on anything. I’ll tell you what I have and all the issues, too, because, without honesty, you don’t have anything. The Lord has blessed us without a doubt. Without God, without faith, we wouldn’t be where we are today. I can’t emphasize that enough.”
Welcome To The Farm
Sandhills sales rep Shayne Campbell has worked with 2M Machinery since 2021, when he first visited the Wiggins Family Farm. Along with a berry-growing operation, the farm houses 2M Machinery’s shop. The location helps reduce overhead costs and allows the company to pass the savings on to customers. Its “next-door-neighbor vibe” also helps build trust with customers.
“When customers call or come out, they’re dealing with Marshal, and Marshal knows these machines because they sit on his property. He sees them every day,” Campbell says. “They’re priced right. If a machine has issues with it, the price reflects that. If it’s a diamond, the price also reflects that.”
The owners of 2M Machinery aren’t looking to hit a grand slam with every machine. Instead, they want to create new customers, in large part from leads obtained through Sandhills products, and establish return customers who check their inventory first before looking elsewhere. “You only do that by building positive relationships and treating customers fairly,” Campbell says.
‘You Get What You Pay For’
2M Machinery regularly runs full-page and priority-page ads in the South Central edition of Machinery Trader magazine. By choosing these high-visibility ad spots in the magazine, the corresponding asset listings appear higher in search results on MachineryTrader.com. The company also uses Machinery Trader to gauge market prices and acquire assets for its inventory.
Watts knew early on that 2M Machinery needed to be in Machinery Trader to sell equipment. Wiggins says that despite his initial skepticism that Campbell might have been “just blowing smoke” by saying, “You get what you pay for,” he learned quickly that this wasn’t so. “Shayne really believes in the product and actually cares for his customers,” Wiggins says. “What we’re doing with Machinery Trader, we see a big return on the investment. It’s necessary. If someone wants machinery, they go to Machinery Trader.”
2M Machinery has ramped up its priority-page efforts this year, and it shows. “You see it not only in their WebStats and CallStats but also in the volume of equipment they move,” Campbell says. “The comparison from 2021 to now is night and day. You wouldn’t anticipate it’s the same company. You would have thought, ‘This guy is selling machines for fun,’ to now, ‘This guy has a dominant business that’s continuing to grow.’”
Taking Pre-emptive Action
As the equipment market slowed in late 2023, Campbell worked with 2M Machinery to adjust its pricing and swap out inventory. “The trust we had in Shayne to do that got us over that awkward 2023-2024 transition where values were dropping and we were in stuff too high,” Wiggins says. He adds that Watts always says that machines will sell for what they sell for, so price them right. “That conversation we had with Shayne, and how much Sandhills watches the market and how well Shayne relays that information was instrumental in our success over the past two years,” says Wiggins.
A version of this article first appeared in Sandhills Magazine. You can find current and back issues in the Sandhills Magazine Archive.