Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: http://read.dmtmag.com/i/114021
COVER STORY • A reliable engine manufacturer that has been around for a while means more expertise, and greater chances that brand will be around in the future. • Durability equates to convenience. No worries over frequent or time-intensive maintenance, not to mention costly repairs. • Easy starting and a commitment that the engine will start in less than two pulls means the mower is ready when needed. • An engine with more torque means more power to get the job done — faster. 2) Emphasize service capabilities. Unlike the DIY generations before them, a majority of Millennials aren't interested in "do-it-yourself maintenance" for their outdoor power equipment. With more technical components involved, these individuals value the speed, convenience and expertise of a professional that will take care of any maintenance- or service-related issues for them. And that's good news for dealers who continue to focus on growth opportunities through enhanced service offerings. Internal research shows that 47 percent of OPE buyers will return to the same 16 place they purchased their equipment from, whether it's to buy additional products or to get service-related assistance. In order to leverage this opportunity, dealers should ask themselves, "Am I offering a full range of repair services? What other types of technical help can I provide?" Having conversations with customers at the time of purchase, and reminding customers of ongoing maintenance timelines, will help ensure dealers are top-of-mind as questions or issues arise. Service capabilities go beyond the dealer — to the manufacturer. Dealers should have a solid relationship with their manufacturing partners, relying on them to help consumers with questions that can be solved over the phone. This works particularly well if the manufacturer has a strong customer service department, with live customer service representatives on the other end of the phone. Maybe the individual needs to find an answer in a manual or has a troubleshootingrelated situation on their hands. The manufacturer's customer service department can handle these requests, freeing up dealers to focus on major service and repair issues. OUTDOOR POWER EQUIPMENT 3) Communicate brand attributes. Knowing Millennials have different motives to buy is reason enough to emphasize more than just product features. The brand behind it, and its respective characteristics, will likely be stronger selling points given this audience's vested interest in knowing what it stands for before thinking about becoming a loyal customer. Following are points known to resonate well with this audience: • American-made Recently, you've likely seen several stories circulating in the media about a growing desire for products made in America. A study titled, "Millennials Value Made in the USA," says that products with a "Made in the USA," reference rise to the top when Millennials are considering a purchase. This generation has been hit extremely hard by the economic downturn — perhaps one reason 74 percent of this group seeks out American-made goods. To them, it means jobs for American workers. Other studies show that 80 percent of U.S. consumers vote for American-made products, and more than 60 percent of Chinese consumers say that they are willing to pay more for American-made goods. www.outdoorpowerequipment.com