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/443279
cover Story 14 JANUARY 2015 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com price. Walker dealers that have not had the sales training should make their reservation for 2015 by contacting their distributor. In the marketing area, we are introducing a "productivity calculator" on our website thewalkeradvantage.com. This is a tool for dealers to use with prospective customers to compare the productivity of their current equipment with the comparable Walker model. The calculator uses data collected from property studies over the last two years using 19 competitive machines versus the Walker on alternating weekly mowing cycles. New products and product improvements are a part of Walker's culture. For 2015, we are introducing our entry-level commercial mower with an electronic fuel injection engine (MC19i). There is also a propane-powered model with a Kohler EFI engine (MB25p), a hard cab option for the MH tractor and a non-collection version of the MS14. For dealers that enjoy doing business "family style," Walker continues to be a family-owned and family-managed company. 2. What were the oPe industry's top stories in 2014, and what do you predict they will be in 2015? Bob Walker: For me, the biggest industry story was the discontinuance of the Dixon brand name. While Husqvarna made the decision, they should not shoulder all the responsibility, for there is a longer story of the brand moving from the original Dixon family through a series of corporate owners. This is a sobering reminder of how a valuable brand and the opportunity it represents for suppliers, employees, distributors, dealers and end customers can be lost. And after many years of building the brand, it can be lost in just a few years. At Walker, we are taking what happened to Dixon as a lesson to be remembered. My prediction for the biggest story in the industry in 2015 would be concerning revision, repeal or overruling some of the more odious provisions of "Obamacare." I believe small- to medium-sized businesses are on a collision course with this monster. As company owners, we have always believed that taking care of our employees was our responsibility and our discretion, including providing health care benefits. Business owners should let our voices be heard on this issue. 3. What will be the oPe industry's hottest trends in 2015? Bob Walker: The trend to use more electronic fuel injection engines in commercial-grade power equipment will continue to grow. Well over half of the equipment we are producing is now equipped with EFI engines. 4. What advice do you have for oPe dealers in 2015? Bob Walker: We believe that a power equipment dealer's best opportunity is to be more of a specialist, concentrating on a few product lines. In contrast to the warehouse dealer or mass channel marketer, the specialist does not have something for everyone who walks through the door. Instead, the specialist dealer operates with a high level of focus that translates into high value and high service for the customers and in turn a better return on investment for the dealer's efforts. While this model would not work for most dealers, as an example, I have seen dealers who only sell Walker Mowers, an admittedly specialty product line; amazing opportunities have been built across the years by these "specialty dealers." 5. What is your overall outlook for the oPe industry in 2015? Bob Walker: For the OPE industry, we think 2015 will be quite similar to 2014 in growth, with perhaps a little moderation at around 10 percent. rIcK ZecKMeISter vP MArKetING & PLANNING, eNGINeS BrIGGS & StrAttoN corPorAtIoN (MILWAUKee, WIS.) 1. What should oPe dealers know about your company's plans for 2015? rick Zeckmeister: In 2015, we at Briggs & Stratton are really focusing on innovation. While innovation has played a key role in our small-engine design for 106 years, today that focus is at an all-time high. Evolving our small-engine expertise in new ways through user-driven problem solving and embracing innovative technology is at the forefront of our 2015 product lineup. Our products are making it easier for consumers to use and maintain and more productive and cost effective for commercial users. Whether it is a commercial product with better fuel economy with the right-sized power level, a push mower that starts easier, or an engine that is easier to maintain, the products we will have available in 2015 are all about collaborating with customers to deliver the best experience possible. We are also increasing our global efforts by collaborating with customers to ensure that the right engine, right market, and right segment of that market get serviced. We understand customers all over the world have different preferences, and we want to be available to those diverse customers and meet their varying demands. 2. What were the oPe industry's top stories in 2014, and what do you predict they will be in 2015? rick Zeckmeister: Weather always plays a predominant role in the OPE industry. In 2014, I think we saw a difficult season that was below average due to a delayed growing season. People didn't need to use their equipment as much or purchase new products because we had such a widespread late spring and dry summer. But, in 2015, I think we will see more products being developed that have such unique and groundbreaking features that people will be interested in upgrading their equipment. Here at Briggs & Stratton, we are introducing some of our most innovative products yet, addressing some of the biggest ease-of-use concerns customers have. Even if the predictions for a longer and snow- heavy winter are fulfilled, the outdoor power equipment industry is making such strides in innovation that customers will want to upgrade and take advantage of the new features. 3. What will be the oPe industry's hottest trends in 2015? rick Zeckmeister: I think we will continue to see a trend from outdoor power equipment manufacturers developing products that address user-driven problem solving. No longer is it the tall-grass/short-grass debate. Customers are demanding higher- functioning products, and manufacturers are delivering. Here at Briggs & Stratton, we are no exception. Through our collaboration with customers, we are creating more user- driven problem-solving products than ever before. Our products are making it easier for consumers to use and maintain and more productive and cost effective for commercial users. 4. What advice do you have for oPe dealers in 2015?