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www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT JANUARY 2015 15
rick Zeckmeister: With a marketplace
that is overflowing with product choices
and purchasing paths, dealers will really
need to demonstrate their value to
customers through omni-directional
support. It isn't enough these days to just
have quality products or service; you also
need to be engaging with customers in the
way that best suits their needs. Today's
customer finds and buys differently than
ever before. Dealers will need to diversify
how they make themselves available
to their customers. The dealers that
differentiate themselves by providing
not only superior but multi-channel
service will have the most success. This
is not a movement that is exclusive to
the outdoor power equipment industry.
Customers in every industry are expecting
more opportunities for two-way
communication where their opinions are
solicited and appreciated, not just a one-
way conversation where a product is sold
to them. This macro trend presents some
foundational challenges, but those who
are able to adapt in the ever-changing
marketplace, and engage customers how
they prefer, will ensure their business'
longevity.
5. What is your overall outlook for the
oPe industry in 2015?
rick Zeckmeister: In 2015, I believe the
OPE industry will see possible medium
single-digit growth. While the weather
is always an uncertain influencer that we
keep a close watch over, the outlook from
a market perspective seems promising.
I think both the walk and ride segments
will be up, especially the zero-turn-radius
products. I predict all will outpace the
market predictions. At Briggs & Stratton,
we are really excited to introduce people
to our latest groundbreaking, innovative
products that will not only make their
lawn and garden maintenance easier, but
make their outdoor power equipment
maintenance easier. Our 2015 lineup will
provide operators with features they didn't
know were possible and continue to ensure
a great ownership experience.
PAUL MULLet
PreSIDeNt & ceo
eXceL INDUStrIeS, INc.
(HeSStoN, KAN.) &
cHAIrMAN
oUtDoor PoWer
eQUIPMeNt INStItUte (oPeI)
(ALeXANDrIA, vA.)
1. What should oPe dealers know about
your company's plans for 2015?
Paul Mullet: In 2015, we will continue
to bring new and innovative products to
market. A good example is the new Hustler
Raptor Flip-Up and the Big Dog Blackjack
mid-mount mowers in which the deck can
be rotated up 90 degrees with a push of a
