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Issue link: http://read.dmtmag.com/i/108758
Industry Forecasts What can expect to be seen in 2013? The following is the last of a two-part series: O utdoor Power Equipment recently took the pulse of the OPE industry by asking several of its leaders to share their thoughts. Specifically, we asked the following thoughtprovoking questions: 1. What should OPE dealers know about your company/organization heading into 2013? 2. What was the OPE industry's top story in 2012, and what will it be in 2013? 3. How will the outcome of the recent federal elections impact OPE dealers and the rest of the industry? 4. What are your biggest concerns about the OPE industry, and how should they be addressed? 5. What will be the top trends in the OPE industry in 2013? 6. What is your overall outlook for the OPE industry in 2013? 7. What advice do you have for OPE dealers? OPE received the following written responses, in order, Jan. 21-28, 2013: Inaction because of uncertainty is no longer acceptable; decision makers won't be able to use that as an excuse. — Will Coates 20 WILL COATES PRESIDENT BILLY GOAT INDUSTRIES, INC. (LEE'S SUMMIT, MO.) 1. What should OPE dealers know about your company/organization heading into 2013? Will Coates (WC): Heading into 2013, we would like dealers to know that Billy Goat is committed to providing the most productive products for their customers, highly regarded value-added programming for their stores, and effective merchandising — inclusive of customizable displays, integrated video and promotional financing — to help drive customers into stores and product out the doors. Using 2012 as an example, Billy Goat added four new products to the portfolio: Our largest, most productive debris loader yet, the DL35; our innovative hydrodrive BC26 series brush cutter; our ZForce blower that quickly attaches to most ZTR mowers; and the only litter vacuum on the market with dust reduction technology, our QV series! Since all of these products are less than 12 months old, dealers can expect additional Billy Goat sales over the next few years — that's exciting. Dealers can also look forward to on-demand OUTDOOR POWER EQUIPMENT video displays that complement the popular merchandising program we initiated in 2010. Billy Goat's "Easy as 1-2-3!" retail financing program also continues to grow as dealers and customers look for simple financing options. Finally, Billy Goat introduced the "Pro Goat" dealer initiative last year as a way to reward stocking and servicing dealers with the best value-added programming and discounts. Know that Billy Goat is committed to your success, is appreciative of more than 40 years of your support, and promises more to come! 2. What was the OPE industry's top story in 2012, and what will it be in 2013? WC: I don't know of any OPE manufacturers, distributors, dealers and contractors who weren't affected by the weather in 2012. Beginning with the low snowfall in most of the country and ending with Hurricane Sandy, 2012 was challenging to say the least. Oh, and how could we forget both of these events sandwiched around the worst drought the Midwest has experienced in the last 50 years? It sure would be nice for 2013 to return to "normal" — whatever that is. 3. How will the outcome of the recent federal elections impact OPE dealers and the rest of the industry? WC: It's a good bet that most in the OPE industry were hoping for a different election outcome, but business owners and managers have to make the best decisions for our companies, employees and customers with the hand dealt us — regardless of what party is in charge or who is in the oval office. Inaction because of uncertainty is no longer acceptable; decision makers won't be able to use that as an excuse. Uncertainty, additional regulations, and higher taxes are the new norm for the foreseeable future. 4. What are your biggest concerns about the OPE industry, and how should they be addressed? WC: I have two thoughts. First, the scarcity of service technicians in OPE is limiting the ability of dealerships to grow. It's a bit of a conundrum for dealers who want to grow their businesses but are restrained because their customers' satisfaction would likely suffer due to declining service levels. And, downtime is everything with commercial contractors, so finding and retaining qualified service techs is a competitive advantage for those dealers who have figured this out. For the OEMs, finding and retaining qualified factory workers is much more difficult than just a decade ago. For years, manufacturing has been vilified; teachers, schools and the government have encouraged students to pursue careers in anything other than manufacturing. And when government assistance is a more attractive alternative than working, we have a big problem. Fortunately, there are a significant number of people who want to work with www.outdoorpowerequipment.com Image ©istockphoto.com/ymgerman FEATURE STORY