Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: https://read.dmtmag.com/i/33237
customer, year after year, lies in how we acquired that customer in the first place. When we sold them that very first ma- chine, we sold it with the understanding that we were “partnering” with them. Our customer knew that he was not only get- ting a very good commercial machine, but was also getting the support of our dealer- ship — a commitment that we take very seriously and one that our customers value. Not all commercial buyers are inter- ested in parts and service support. All they want is the lowest price. They will call every dealership within 100 miles to save a few dollars. When the lowest price is the only crite- ria, the prospect places no value on serv- ice, parts or the dealership. This type of customer is always looking for a “deal.” He will shop online for parts, he will look to warranty to cover all of his cost of owner- ship, and he will have no loyalty to the dealership when it comes time to purchase a replacement machine. I don’t want this customer. He is not the type of customer upon which I can base my business. A voice on the phone, from a stranger who has never even been to my dealership, demanding a low-ball price in order for me to make a sale, is insulting. We will quote them list price and send them on their way. By avoiding this type of buyer, we dramatically increase our chances for developing a long-term rela- tionship and the retention of our commer- cial customer. — Roger Zerkle, owner ZDE, LLC, Flat Rock, Ill. Most of the commercial business in my repair shop comes from handheld equip- ment like blowers, trimmers and chain saws. I try to give these people one-day service when possible. If I need to order parts, I order without regard to postage or handling charges. My most frequent com- mercial customers bring me chains to sharpen, sometimes while they wait. My largest commercial customer is an excavating and hauling company. We had problems with men coming to pick up re- paired equipment and then purportedly not taking it back to the company shop. I stopped the problem by always returning repaired equipment directly to the com- pany secretary. — Flute Snyder Hudson Mower Doctor, Hudson, Wis. If I were a commercial cutter, I would be loyal to a dealer that kept me produc- tive. A dealer that provided me with a quality product and was prompt. But what I am starting to see more on customers’ trailers is equipment purchased with only a consideration for price. — Rob Leiser Leiser’s Rental & Sales Easton, Pa. We offer our commercial people a dis- count on the machine when they buy it, and, if they buy it here, we also give them a discount on the parts they purchase. — Kay Annear Annear Equipment Adel, Iowa OPE WANT TO QUALIFIED BUYERS? REACH • TARGETED LEADS • SUPERIOR PENETRATION • PROVEN VALUE • OUTSTANDING RESULTS Then rent our list of targeted, qualified readers for your next direct mail promotion. Call today for more information regarding our product lines and extensive database marketing programs. LIST RENTAL Cheryl Naughton cnaughton@m2media360.com 678-292-6054 Fax: 360-294-6054 OUTDOOR POWER EQUIPMENT JUNE 2011 21