Issue link: http://read.dmtmag.com/i/255289
54 | www.cedmag.com | Construction Equipment Distribution | February 2014 Best Practices going to big box place, and offer the service, parts and aftersale support that they can't do on a national level," said Gabriel. "Our edge is the ability to service after the sale, but we have to get the sale first." At Franklin Equip- ment, merchandising sets the stage for the sale. Bobcat Central Takes Its Cues From Harley Davidson It's no accident that when customers come into Bobcat Central, Stockton, Calif., they end up buying more than they planned. It's part of a strategic floor plan that owner Don Franzia borrowed from successful Harley Davidson dealers. Franzia located the parts counter in the back of the store, and to get there customers must walk past attractive displays of tires, seats, saws, oil, grease, ground engaging tools, disposables, shovels and more. Bobcat Central's 8,200-square-foot showroom was built new 12 years ago, but the dealer is diligent in keep- ing the showroom feeling clean and fresh. "It has to be a constant work in progress," said Franzia. "You always need to take items that don't sell off the floor. You have to keep it clean and stock the shelves every morning." Franzia uses advertising to drive traffic for whole goods, and a monthly e-mail newsletter features special promotions. About 40 to 50 customers walk through the store each day, and he measures the success of the efforts by tracking sales of both oil and Stihl products. "Everything needs to have a price on it," he said. "It won't sell without a price." ("Setting the Stage for Sales" continued from page 53) At Central Bobcat displays are organized to keep like items to- gether. Stocking and cleaning are diligently performed each day.