ITA is merely an indicator of business retail activity 30 to 60 days ago of which a significant amount is dealer rental unit purchases/installations (pretty much a captive market).
Of course, new equipment sales may not be at significant level, there is the more profitable used market which will have a nice impact on over all dealership success. When new sales are slow, sales people will promote used equipment to earn commissions that will be realized sooner than new and put more beans on the table.
In the after market that those dealer that dealer with customers with a high level of "integrity & sense of urgency" and a bit of creativity vs the "me too" approach will be successful as well.