Dealer What Makes a Great Dealer

[dodge man]

The dealership that gave me the wrong air filter isn’t dead to me, I do still buy parts there, but most of the stuff I’m buying on line. I generally bypass them.

 

[Slowpoke Slim]

Slowpoke Slim's message #17 is an excellent example of how tractor customers have changed. The problem of being ignored that he talks about so well is exactly what we hear on TBN all the time. It's a common comment and that alone makes it a valid point.

But it may not be accurate from a different viewpoint. I'm from a different - older - tractor buying generation. I hate to say this, but there probably aren't any older guys than me who are buying tractors. But the dealership and I were young together, so we understand each other.

And I might have grown up buying at that established tractor dealers that Slim and others now describe as being rudely diffident. I wouldn't call them that; I'd say they are simply being polite.

When I go to look at a new tractor the last think I want is to be interrupted too soon. A greeting or nod is all I need plus maybe some polite conversation so that we know we can trust each other. Then I want time to climb all over the tractor and if I like it I'll go in and ask the first person I run into for a key and if they mind if I start it up and move it a bit. If the salesman is on the ball he will be that first person I run into and already has a key, a brochure, and asks what else I need.

And maybe he says please not to use the loader in the dirt or gravel because they want to keep the bucket paint new. That's a reasonable request; he may have others as well. That's OK, I already know how to use a loader. But I do want to work it in the air to see how it feels as I drive around and see how it sounds and shifts and feels. I'll do all that, and talk to him some more when I'm done.

I'm going to look at other tractors and the salesman knows that. If he is smart, he will get my contact info and get back to me in a day or so. The ball is now in his court.

And that is the way polite rural business was done for my generation. Today, the buyers are newer and they want more interaction. They demand more interaction and immediately.
They want details spelled out and financing discussed.

My generation did not want to do any of those things until it came time to get serious about writing out a sales contract. And when we do write up a sales contract it will probably be over a period of a few days end up a bit different from a stock contract. We may go through several iterations as we spell out who is responsible for warranty hauling, and what the terms are on a loaner if warranty repairs take over a certain time, and other special details like discounts for additions say in the next two years. The contract may spell out payments or cash in ways that specifically fit a farm operation & rural banking. And then there are the extras - there always are extras because that's the fun of dickering - and those will be listed as well.

I wrote this all not for the new dealer - he knows these things, or should...or will - but mainly so that the younger buyers don't misinterpret what they experience in an older version of a rural tractor dealership. A lot of times the dealerships aren't being rude. In fact, they thought they were being considerate - but unfortunately they are acting in a way that is out of date with today's estate size tractor buyers.
rScotty

I find it interesting that you think I'm a "young" buyer. I am not. I am also old enough to not tolerate crappy service from any business. I learned decades ago that I have the power to vote with my wallet, and I freely exercise that power at any time I'm getting lousy service (from anyone).

The "spin" you are putting on my experience is entertaining, but lacks validity. It's one thing if a guy is walking around the lot looking at models and climbing in and out of stuff. I could say sure, maybe that guy is looking to shop by himself. But when a guy (me) walks up and plunks himself down directly in front of your desk and stares at you, that just maybe, that guy wants to talk to someone.

Or instead of my old buddy Slim is back in here to shoot the breeze with me for the 100th time this week and knows what he likes, that there is a guy walking in the front door that I've never seen before, walking in with a purpose, and walking directly up to me where I'm standing at the counter and locking eyes with me, that maybe he came in to talk to somebody about something business related. And just maybe I should address that guy to find out what he wants.

Now for me, I'm fully willing to wait my turn. If someone's on the phone when I walk up, I'll patiently wait my turn for that fella to finish his phone call. Or if there's another person or two (or whatever) in front of me at the counter, I have no problem waiting my turn. Even just saying as they hang up the phone something like "let me get this order put in real quick and I'll be right with you". I'm fine with that. Really.

But when someone is not interacting with anyone else, not on the phone and not busy, I don't tolerate being ignored. I will let it go on for a few minutes, but after a full 15 to 20 minutes of being completely ignored while I stand there in the middle of your place of business?

Nope.

Not going to happen. Blaming it on "the new generation" (I'm almost 60) doesn't cut it either. I learned a long time ago how to wait my turn. None of that forgives crappy service, from anyone. You're singing from the wrong sheet music.

 

[stevem5215]

Sounds like you visited my local Skidoo dealership. The reason I started buying Arctic Cats! The parts and service dept actually wait on me when i come in!

 

[rScotty]

I find it interesting that you think I'm a "young" buyer. I am not. I am also old enough to not tolerate crappy service from any business. I learned decades ago that I have the power to vote with my wallet, and I freely exercise that power at any time I'm getting lousy service (from anyone).

The "spin" you are putting on my experience is entertaining, but lacks validity. It's one thing if a guy is walking around the lot looking at models and climbing in and out of stuff. I could say sure, maybe that guy is looking to shop by himself. But when a guy (me) walks up and plunks himself down directly in front of your desk and stares at you, that just maybe, that guy wants to talk to someone.

Or instead of my old buddy Slim is back in here to shoot the breeze with me for the 100th time this week and knows what he likes, that there is a guy walking in the front door that I've never seen before, walking in with a purpose, and walking directly up to me where I'm standing at the counter and locking eyes with me, that maybe he came in to talk to somebody about something business related. And just maybe I should address that guy to find out what he wants.

Now for me, I'm fully willing to wait my turn. If someone's on the phone when I walk up, I'll patiently wait my turn for that fella to finish his phone call. Or if there's another person or two (or whatever) in front of me at the counter, I have no problem waiting my turn. Even just saying as they hang up the phone something like "let me get this order put in real quick and I'll be right with you". I'm fine with that. Really.

But when someone is not interacting with anyone else, not on the phone and not busy, I don't tolerate being ignored. I will let it go on for a few minutes, but after a full 15 to 20 minutes of being completely ignored while I stand there in the middle of your place of business?

Nope.

Not going to happen. Blaming it on "the new generation" (I'm almost 60) doesn't cut it either. I learned a long time ago how to wait my turn. None of that forgives crappy service, from anyone. You're singing from the wrong sheet music.

Yes, Slim it was probably a mistake on my part to refer to your post. My intent was to give you credit for thoughtfulness, but instead I see that you took it as something personal and managed to put your own spin on it.

As for your final statement about "Blaming it on the new generation", it wasn't my intent to blame anyone for anything. That is your interpretation, not mine. Blaming isn't my style.

My intent was to explore the different ways that older and younger generations regard their tractor dealers.

rScotty

 

[Torvy]

Yes, Slim it was probably a mistake on my part to refer to your post. My intent was to give you credit for thoughtfulness, but instead I see that you took it as something personal and managed to put your own spin on it.

As for your final statement about "Blaming it on the new generation", it wasn't my intent to blame anyone for anything. That is your interpretation, not mine. Blaming isn't my style.

My intent was to explore the different ways that older and younger generations regard their tractor dealers.

rScotty

I didn't think your position was that different. I think for some of us who have been ignored it has been on the lot. Someone in Sales needs to greet the customer and read them a bit. A brief greeting gives the customer a chance to say 'thanks anyway, I'm just browsing for now' or ask a question, etc. One contact is plenty, maybe give a business card. Pestering a customer is just as bad as ignoring them.

I don't know that it is age or era as much as it is personality. I'm about the same age as Slim and spent about 8 years of my youth on a tractor lot as a gopher. Learned a lot watching. Some old timers wanted to be wined and dined, others wanted to be left alone. Good sales people figure that quick and adjust accordingly.

Once a customer is inside someone had better address their needs...as mentioned above, at least acknowledge and let them know they will be with you. I've walked in shops where two employees were swapping stories and made no effort. Heck, even the mechanics and other back of shop staff should be aware enough to greet a customer and see how they can help...'parts are over there"...'let me find you someone in Sales
..etc.

 

[Little Red Tractor]

Have a living, breathing human being answer the phone. "Press 1 for parts, 2 for service..." gets old. You've already been given most of what I could/would add.

 

[JWR]

It took me several decades to fully appreciate the value of a good dealer relationship for tractors. Rare few other products exist where the dealer matters as much as it does for tractors. Certainly NOT with cars or furniture or electronics or other commercial goods. 1) In most rural farming areas you have little choice and it is often an hours drive or worse to a dealer. It is a huge factor for that dealer's people to be friendly, cheerful and cooperative. 2) Parts are critical as typically the operator has no other realistic source, needs the parts ASAP to keep running, and very often is "down" until he can get the parts. 3) Service is very important primarily for the "major" things. Things the owner cannot do or not within reason. As a result 'service' is needed less often but when it is, it is critical. Depth (experienced mechanics and several of them) truly make the business long-term. This is hard to maintain because in some areas the fly-by-night drilling industry sucks up mechanics at higher wages than you can pay and then throws them aside before long. 4) Tutorial and knowledgeable discussion can be priceless. Forums like this help some. You as a dealer are depended upon to know what you are talking about, to be familiar with the products and determined to be helpful. Tractor dealers need to act like "a family business" whether they are or not. You behave like this and your business will thrive for generations!

But lookout, the "big companies" and I do not need to name colors, we all know who they are, have economists who couldn't tell a tractor from a bush hog who run the show and are bent on consolidation -- they only want to deal with "large" dealer business clusters and not with actual face-to-the-customer dealers. Those industrial white collar thugs will do anything to look good in corporate boardrooms. They seem to prefer to stamp out smaller family businesses where possible. Will use technicalities to close a franchise as an habitual practice. Good luck being a better than those destructive people.

 

[rScotty]

I didn't think your position was that different. I think for some of us who have been ignored it has been on the lot. Someone in Sales needs to greet the customer and read them a bit. A brief greeting gives the customer a chance to say 'thanks anyway, I'm just browsing for now' or ask a question, etc. One contact is plenty, maybe give a business card. Pestering a customer is just as bad as ignoring them.

I don't know that it is age or era as much as it is personality. I'm about the same age as Slim and spent about 8 years of my youth on a tractor lot as a gopher. Learned a lot watching. Some old timers wanted to be wined and dined, others wanted to be left alone. Good sales people figure that quick and adjust accordingly.

Once a customer is inside someone had better address their needs...as mentioned above, at least acknowledge and let them know they will be with you. I've walked in shops where two employees were swapping stories and made no effort. Heck, even the mechanics and other back of shop staff should be aware enough to greet a customer and see how they can help...'parts are over there"...'let me find you someone in Sales
..etc.

 

[rScotty]

Well, I see your point....yours and Slim's both. Can you see mine? I was trying to draw a written picture of how generations have changed. Both you and Slim are apparently in your 50s i.e. from a younger generation than mine.... Actually you would be about the same age as my kids. So naturally you and I will see things differently.
rScotty

 

[RSR]

Those industrial white collar thugs ... seem to prefer to stamp out smaller family businesses where possible. Will use technicalities to close a franchise as an habitual practice. Good luck being a better than those destructive people.

It's called capitalism. And, for better or worse, it's how the business world runs.

This is why myself, and a few other posters here, emphasized the need to be financially competitive and have a well-developed financial business plan. Without it, it doesn't matter how good of service you offer, you will be out of business in no time; as evidenced by myriad mom and pop stores going under. You are seeing the spread of that economically effective business model to tractor dealers too.

Small dealers are going to find it increasingly difficult to compete in that environment, just like the independent car dealerships, hardware stores, grocers, appliance/electronics stores, etc. before them.

This would be a significant concern of mine if starting a tractor business. I would want to make sure I had a very clear plan that factored in this potential aspect of the competition.