Issue link: http://read.dmtmag.com/i/280096
March 2014 | Construction Equipment Distribution | www.cedmag.com | 43 A Closer Look screening plants; trommels and conveyors. "The key to our business is to take anything that comes out of the ground, crush it, reduce it in size, then screen it to become a sellable product," explained Cohen. He believes the company's wide range of products provides dealers with a convenient "one-stop-shop" advantage. "We are the only one with products from small to very large and everything in between," said Cohen. While the bulk of their business centers around rock and stone, Screen Machine also offers products to process topsoil and demolition debris. 'Steeling' the Show According to Cohen, what really sets the company's products apart is access to high-quality American steel. "American steel is the best money can buy," said Cohen. What that provides dealers and customers is durability. Screen Machine uses Grade-80 steel, while the industry standard for machinery is Grade-36. "The difference is toughness. We want our machines to outlast our competitors," said Cohen. Screen Machine holds six unique patents that maximize productivity. "Our company may be smaller than most of our competitors," said Cohen, "but we are high-tech." Product design utilizes the latest 3D software and 3D print- ers to reduce manufacturing errors. Computer-controlled fabrication and robotic welding stations ensure one machine is exactly the same as the next. "Once you talk a customer into taking a factory visit and they get to see how it is built, the quality that goes into it, we always have success," said Walter Berry, president of The Berry Companies, parent of Berry Tractor & Equipment, a dealership representing Screen Machine in Kansas and southwest Missouri. Serviceability of the machines is enhanced by using major name brand components and designing products to be service- and maintenance-friendly. "The key is access to the machines," said Cohen. A customer or dealer doesn't want to spend a day to take it apart. Everything on the machine needs to be designed so it can be accessed quickly." Products range in size from 14,000 to 120,000 pounds and in price from $20,000 to $700,000. Because much of the market prefers a rental or rental purchase transaction, dealers must have the financial wherewithal to make a significant investment. Market economics have increased rental of Screen Machine products. Typically, machines are purchased for the rental fleet, where dealers will hold them for one to two years, or they are sold under a rental purchase agree- ment. Service and support are other factors the manufac- turer looks for from its dealers. "The No. 1 aspect we look at is the service. They have to have the trucks, the coverage to be able to service the machines; and be able to respond to the customer in the same day or within 24 hours." Cohen says that while most contractors will have backup loaders or other earthmoving equipment on a jobsite, there is typically only one piece of crushing and screening equip- ment. "If our machine goes down, several other pieces of equipment are put out of business, too," said Cohen. Screen Machine looks for dealers with an ownership that shares the same cultural beliefs. "They don't sell on price but on features and benefits. They understand what is best for the customer," said Cohen. Dealer Success Despite the fact that "there's not that much stone in Kansas," Berry Tractor & Equipment has experienced their own success story with Screen Machine. According to Cohen, the dealer's market share rose from zero to 50 percent within three years. "I think it's a good match with what our market needs. They make a good quality product," said Berry. He concurs that the potential has been more than they anticipated. "As we got in to it, we probably learned more about the other products they sell," Berry said. General Manager Jon Berry says they've done especially well on the governmental side of the market. "It's purely coaching – walking them through the numbers. Several of the counties have experienced huge cost savings." The dealer has been pleased with the product quality and support from Screen Machine. "Rental equipment can be heavily used, if not abused," added Jon Berry. "Parts availability has been good. So far, the machines have held up well, even with some tougher rental customers." The manufacturer's North American location gives deal- ers parts and engineering support during normal business hours. If machines break down in the U.S., Screen Machine can ship via air and have a part to them next morning. A personalized relationship with the manufacturer is a plus for Berry Tractor & Equipment "It's very rare that as a dealer we can get real high up the chain, but with Screen Machine, we have minor issues and we can talk to engi- neers at the factory, even Steve Cohen. It is nice to have that level of communication available if you need it." Dealers interested in making the Screen Machine Indus- tries' success story part of their own can call Steve Cohen at 740-927-3464. Remote control on the 4043T Impact Crusher from Screen Machine Industries allows wheel loader or excavator operators to move and operate the crusher from the comfort of their cab.