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Issue link: https://read.dmtmag.com/i/443279
that with value-added services. Is it because they offer setup and delivery for a charge? You can do that. Is it because they are open at convenient hours? You can do that, but there is a price to pay. If most of your customers are consumers and you aren't open until at least 6:30 p.m., and if you aren't open Saturday mornings at least, you will not get that business. Somehow, you need to figure a way to be open when your customer needs you to be open. Last, and I suggest this every year, have an Internet presence. It is not an extra part of your business; it is an absolute necessity. I challenge you to offer online appointment scheduling for your service department. This allows your customers to schedule and not have to spend time on the phone. Build your business model around the busiest person you can imagine. Think of a young person who uses their phone for everything. If you can build your business model to suit their needs, you'll have something really special. And, remember the power of the Internet is two ways. If you provide horrible service to just one customer, your business can be smeared in many ways online. Have a corporate understanding, and make sure everyone in your business understands it. The Golden Rule isn't a bad business model to have: "Do unto others as you want others to do unto you." 5. What is your overall outlook for the OPE industry in 2015? John Hedges: If our November is an indica- tion of what is to come, it will be another banner year such as 2014 has been. It would be nice to have an early spring as we did in 2012. Seasonal business could be better if spring and fall could last a little longer than a month or two each! RON MONROE PRESIDENT OUTDOOR POWER EQUIPMENT & ENGINE SERVICE ASSOCIATION (OPEESA) (ESSEX, CONN.) & PRESIDENT HAYWARD DISTRIBUTING CO. (COLUMBUS, OHIO) 1. What should OPE dealers know about your company's plans for 2015? Ron Monroe: OPEESA members continue to support industry growth through education and best practices. We are dedicated to the OPE dealer base and their success. Dealers can contact us individually or our association office with any inquiries on services available. 2. What were the OPE industry's top stories in 2014, and what do you predict they will be in 2015? Ron Monroe: The weather has been the top story in the OPE industry for the past two years. Favorable conditions for the extended period (except the West) helped spur nice growth in most regions. The timing of weather events has been odd, but it always seems that way. Distributors have been well poised to support the OPE dealer group with timely delivery of goods when needed. Consolidation of brands seems constant, and following that terrain is part of the distributor role. 2015 will undoubtedly bring some surprises, but the well-managed retailer can be very positive that the future is bright. 3. What will be the OPE industry's hottest trends in 2015? Ron Monroe: Industry trends vary from region to region, but it is a certainty that strong dealers position themselves with presence on the Internet as well as locally. Ever more knowledgeable consumers visit websites before they buy, and judge the retailer by the appearance and professional tone of the site. OPEESA members can help establish and maintain a dealer site with pertinent information, links, ideas and more. It's not just about showroom displays or outdoor signage anymore. Well-rounded retailers appeal to prospective buyers from many angles. 4. What advice do you have for OPE dealers in 2015? Ron Monroe: As a distributor organization, OPEESA advises OPE dealers to focus on constantly improving their staff: more education, more performance incentives, and more of anything to positively impact/ attract customers. In the end, the experience that customer has with your staff member is how your company is judged and talked about in the community. 5. What is your overall outlook for the OPE industry in 2015? Ron Monroe: The distributor members of OPEESA are spread all over North America, and we see many signs of improvement in the OPE industry. Interest rates remain low, gas prices are reasonable, consumer spend- ing is up, needs for our goods remain strong, and there are no big legislative hurdles to overcome. Given decent weather, 2015 will be another growth year with opportunities for retailers that are primed and ready. FRED J. WHYTE PRESIDENT STIHL INC. (VIRGINIA BEACH, VA.) 1. What should OPE dealers know about your company's plans for 2015? Fred J. Whyte: In 2014, STIHL Inc. celebrated our 40th year of building in America, and the festivities culminated in a visit from representatives from the Stihl family in October. There is much we can be proud of in our 40 years of manufacturing in the U.S. Recently, we were recognized with an award from the Association for Manufacturing Excellence, as well as receiving the ASSEMBLY Magazine Plant of the Year award. The continued success and growth of the company are a testament not only to our commitment to quality in manufacturing, but also to our unique distribution model. However, as our friends in the Marine Corps say, "Complacency kills." So, even as we celebrate success, it is our intention to strive even harder to provide our customers with the superior quality and service they have come to expect and deserve. This means that we will not waver from our unique distribution strategy that relies on our network of more than 8,500 servicing STIHL dealers, without whom we could not enjoy the success we do. New merchandising systems, training programs, and an even stronger Marketing Advantage Program, will assist these dealers in not just surviving the mass merchant deluge, but help ensure that they secure an even greater share of the OPE market. In 2015, we will continue to build on our "Real People STIHL People" campaign to highlight the shared values and common traits of STIHL customers and fans. The program www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT JANUARY 2015 11 COVER STORY