Issue link: http://read.dmtmag.com/i/236097
Equipment Technology ("The Dealer's Changing Role in Machine Control" continued from page 51) Since 2009, RDO Integrated Controls, a distributor for Topcon, as well as Carlson Software and other technology products, has expanded its territory to nine states. In just four years they have grown from three employees to more than 70. Ziegler CAT, with 20 locations in Minnesota and Iowa, was one of the first Cat dealers in the U.S. to represent Trimble. According to Rinehart, the company recorded its highest technology sales ever in the past two years. He finds the strong ROI of machine control a huge selling point that makes technology sales resilient, even through economic downturns. Future plans include the expansion of existing connected site solutions to help customers focus on production and utilization of their fleet. Noland at Carlson Software contends that increased adoption will increase demand on distribution to know what they are doing. That means dealers will need to expand their skill set to master digital terrain models, site management, site connectivity, and production analysis, to name a few. Noland supports the idea of dealers investing in "technology champions," such as the Komatsu Technical Solutions Expert. However, at this time he thinks the talent primarily lies with the positioning dealers, rather than iron dealers. Attendees at a demonstration event for Komatsu's new D61i-23 dozer learn how machine control improves efficiency. phone support from technology experts. RDO has been proactive in working with dealers representing many different brands. According to Gress, some dealers want a finder's fee, while others have invested in people, carry stock and rent systems. Getting the Right People What makes them successful technology dealers? Both Rinehart and Gress cite the importance of getting the right people. "Great people are the hardest thing to get," said Gress. "There is a limited supply and you don't just walk out of school and are able to do this." RDO Integrated Controls hires experienced people as well as conducts its own training sessions for staff. They also send staff to attend Topcon training. Serving the Mixed Fleet Owner "We look for people with experience in the construction Both RDO Integrated Controls and Ziegler CAT stress the industry, and people who have experience with technology importance of serving mixed fleet owners, and both dealers in general – being able to understand the fundamentals have positioned themselves independently from their primary of how GPS works, and the fundamentals of surveying brand. "We treat the technology sale independently from the techniques," said Rinehart. "This all helps. But making sure the customer is taken care of and utilizing the technology machine sale. To our technology specialists, it doesn't really effectively is most important." matter what color of equipment that technology solution goes on," said Rinehart. "At the end of the day, RDO is a service company, not just Training is Equally Important for Customers John Deere dealer," said Gress. "The hardware is really the At Ziegler CAT, customers who purchase a technology solueasy part; supporting it is the hard part. RDO has a solid tion can send their team to classes at the Ziegler University support structure to back up the product." An RDO Solutions of Position Technology for a full year free of charge. They Center in Billings, Mont., is where customers can call in to get also assist customers in setting up two or three jobsites. They help them partner with firms to get the data, which Rinehart says is the most difficult part of the process. At RDO as well, initial training is included in the price, but annual refresher training or specialized trainings are paid for by customers. Operators test John Deere's 850K dozer utilizing Topcon's 3DMC2 at an RDO Equipment Co. demonstration event. Hands-on time is key to selling contractors on machine control. 52 | www.cedmag.com | Construction Equipment Distribution | January 2014 Selling Iron Versus Selling Technology Dealers may wonder how selling positioning equipment is different from selling iron. "Most of it will require an entirely difficult skill set than selling equipment," explained Noland. "It is highly technical, spatial geomatic technology. Most of the equipment sales folks want to tell you about hydraulics or horsepower." Vanneman concurs that dealers need to obtain specialized knowledge and a new skill set to succeed.