Issue link: http://read.dmtmag.com/i/236097
Equipment Technology Both dealers and technology manufacturers say that demonstration events with hands-on time for customers are one of the more effective ways manufacturers and dealers sell machine control. "Talking about it, reading brochures and videos are all fine, but when they get their butt in the seat of the machine, run it for themselves and really experience it – that is a huge benefit," said Vanneman. "You can't learn to swim from reading a book. You have to get in the pool." At RDO, rental machines equipped with machine control technology have been a great way to get new customers started with the technology. "That gives them the opportunity to utilize it and have a clear understanding of what they are getting," explained Gress. Putting a machine to work on a customer's jobsite is also a favorite tactic of Rinehart. Although customer adoption of technology is on the rise, the price for machine control is still high, which is why scalability is so important. "Starting your small to medium customers out with basic equipment that can be then upgraded to more advanced equipment to improve their operation is highly important," said Brand Stemper, solutions marketing manager for Case Construction Equipment. Why Should Dealers Get Involved Just as customers need to get on board with the technology to compete in their marketplace, so should dealerships. Stemper believes machine control technology is often overlooked or misunderstood by dealers. "Whether it is as simple as saving fuel through getting the job done quicker, or through job savings by properly laying the correct amount of material, or through bonus opportunities by completing work ahead of schedule, it just makes sense for dealers to involve themselves in their customer's operation to provide greater insight to improvements or cost saving opportunities." Staying out of the machine control market is risky. Dealers are in jeopardy of losing customers to competitors who can provide them the information they need about machine control. "Dealers need to be willing to take the first step," said Gress. "If customers are not demanding it today, they will be demanding it tomorrow." Today is the time to get a step ahead. JOANNE COSTIN is a freelance writer and marketing consultant focusing on the construction industry. She can be reached at (847) 358-1413 or jcostin@costincustom.com. Please visit us in CONDEX Booth 300. January 2014 | Construction Equipment Distribution | www.cedmag.com | 53