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/377179
As a business owner, you most likely walk into your dealership before the sun comes up and don't head out until after the sun goes down. What happens in between those two walks is a lot of hard work to serve your customers, build your staff, and keep the books straight. It requires focus and attention to detail, and it's easy to let seemingly unimportant things slide. But sometimes, the little things are really bigger than they seem. Over time, the shiny, new dealership that was the star of the chamber of commerce ribbon- cutting ceremony fades into a neglected building with weeds in the parking lot, peeling paint and empty spaces in displays that employees walk by every day and don't notice because they're busy. But customers notice these things and make buying decisions with their less-than-favorable first impressions. A sparkling dealership tells customers that your business is doing everything it can to make their experience enjoyable. Here are two things that dealers need to consider to make sure they are promoting the best image for their dealership. Maintain the outside of your property well Properly maintaining your property is a prime way to show customers how your equipment is an excellent investment to help them achieve a beautiful lawn or landscaping. When I walk into dealerships with weeds growing by the building or neglected lawns, it's my first clue that things aren't running smoothly. Your customers will know that too. Make sure your OPE dealership looks like it knows how to use the equipment you sell; it speaks volumes. Fresh exterior paint can grab the attention of potential customers. Use bright colors rather than muted ones as a nod to the equipment you sell. Manufacturers paint their equipment bright colors like red, orange, yellow and green because they get noticed when we see them in action. Your business is the same way. Bright colors attract attention, and anything that causes someone to notice your business is a win. But I give you a word of caution: If you choose to paint your business a bright color, then you need to be prepared to maintain it. Bright colors fade faster than neutral ones, so they need to be painted more often. But think of it as a cheap advertising strategy that is well worth the effort. Displaying equipment outside, which most dealers do, can be a problem. I recommend a nice covered area in front of your dealership. Think of it as the front porch, welcoming customers to look at equipment without the elements affecting them or the equipment itself. Ridgewood Soils Inc. in Reading, Pa., recently added a covered area at the front of its store. Michael De Turck, manager of the OPE dealership, said, "Adding the covering has been great because it allowed us to extend our showroom, and not only can we display equipment outside 24 hours a day, we also know they are protected from the elements." Tough questions can lead to simple solutions ■ By Jeff SheetS 30 SEPTEMBER 2014 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com feature Story | Best Business Practices Presenting the proper image Ridgewoods Soils' store front before remodeling Ridgewood Soils' store front after remodeling A sparkling dealership tells customers that your business is doing everything it can to make their experience enjoyable.