COVER STORY
Help them learn One of the problems of working with existing commercial
cutters is that during mowing season, they rarely have free time. But that’s not the case with the new guys like my son. They are building their business and looking to learn. I’ve been blessed to have had the opportunity to work with landscape and irrigation contractors over the years, and I’ve devel- oped a strong understanding of the issues they face and what they have to do to make their business work. As a result, I am working with my son to guide him as he
walks through the pitfalls of business. Between software, websites, social media, advertising, employees, taxes, insurance, finance, bid- ding and the Department of Transportation, my son is discovering that there is a lot more about business than just the customer in- teraction.
If you are willing to become that valuable resource that they turn to when they have questions, they in turn will become locked into your dealership as they need new equipment and want to expand their business in the future.
Consider putting together some evening workshops for these
new business owners. Bring in an accountant to talk to them about setting up their business, the importance of making those tax filings in a timely manner, and how to take advantage of the tax loopholes that help save them money. You might even want to put together a “Getting started with your new business” three- ring binder that gives them information and links to websites that will help them get moving in the right direction. If you are willing to become that valuable resource that they
turn to when they have questions, they in turn will become locked into your dealership as they need new equipment and want to expand their business in the future. You have to ask yourself if it is worth taking time to reach out
and try to grow this new business opportunity. I believe it is. It’s probably not going to produce you a fast sale of zero-turn mow- ers. But given time and effort, that young man or woman who walks in your door today could very likely become one of the dominant landscape contractors in your area a few years down the road.
Bob Clements is the president of Bob Clements International, Inc., a consulting firm that specializes in the development of high-performance dealerships. His organization works hands on with dealerships throughout North America, helping them attain the personal freedom and financial wealth all owners strive to achieve. For more information, contact Bob Clements at (800) 480-0737 or bob@bob
clements.com or visit his website at www.bobclements.com. OUTDOOR POWER EQUIPMENT JUNE 2011 19
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