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John Parsons has a motto: “If you don’t take care of your customers, they won’t be your customers for long.”
As the owner, president and CEO of Deep South Equipment, Parsons’ customer-first approach has paid off—taking the company from humble beginnings to a premier materials handling equipment dealer that has won national accolades and maintained a diverse portfolio of loyal customers. With its 35th anniversary on the horizon, company leaders say they’re as committed as ever to doing whatever it takes to keep clients happy.
AT A GLANCE
Top executives: John Parsons, Owner & President; Patrick Parsons, VP of Used Truck Sales and JCP Construction Equipment; Lindsey Hernandez, VP of New Truck Sales; Gerald Boudreaux, CFO; Randall Kent, COO
Phone: 225.383.6117
Address: 1150 LeBlanc Road, Port Allen, LA 70767
Website: deepsouthequipment.com
Deep South Equipment handles sales, service, rental and parts for Hyster-Yale forklifts, JCB construction equipment, TICO terminal tractors, FECON forestry equipment and PowerBoss scrubber sweepers—among other products. Its clients include chemical plants, paper mills, retailers and airlines.
Parsons, whose background is in sales, started Deep South Equipment in 1990 with three locations in Louisiana and one in Mississippi. As the company hit and exceeded milestones, national brands rewarded Deep South Equipment with more territory to sell and service their products. Today, the company has 10 locations across the South, including one in Lafayette that opened just last year.
The company has been named a Hyster Dealer of Distinction for 10 years, and in 2024, it won its first Yale Dealer of Excellence award.
