The nature of the high-use equipment Kern Machinery sells means they do very little used equipment trading. Instead, the dealership creates their own used equipment through a rental program. Larry Sitzman, general sales manager for Kern Machinery in Bakersfield, Calif., explains how the rental program works.

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This interview is part of the Dealership Minds Video Series brought to you by Charter Software.

Larry Sitzman

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Years with Organization: 33. Started at the Bakersfield Store in 1983; with John Deere for 10 years before that, “So I guess I have green in my blood. All my vocabulary has to have John Deere in it. That’s just the way I am.”

Role: “I look at my role as planning, organizing, staffing, directing, controlling. Working in conjunction with the sales managers, I help direct our marketing effort, which I define as getting the right product to the right place at the right time. Our underlying philosophy is that the customer is the most important part of our business, so achieving that is our ultimate aim.”

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