When you look at a dealership website today, what does a customer see? They see sections for equipment (new & used), parts, service, precision, possibly finance and a bit about the company and locations.
According to a May 28, 2021, report from Ag Equipment Intelligence, over roughly the last 6 months, John Deere has been giving some Deere dealers “unpublished financial incentives” to acquire Fendt tractors on trade-in.
Successful businesses of the future will need to rely on solid customer service processes. In an industry where relationships still matter, being customer centric is more important than ever with a focus that has the customer’s best interests in mind.
Tennessee lost its last single-store John Deere dealer in March, but it didn’t lose a dealer. Clifford Pugh, owner of Tri-County Equipment in Crossville, Tenn., announced recently that Deere informed him in March 2020 that they would be terminating his contract on Sept. 2, 2020 because of lower than expected market share performance.
If I had to guess, I would say that a majority of salespeople have sorely missed building new customer relationships and expanding business over the last year or so. In my conversations with sales managers and salespeople, they’ve been able to hold the line and maintain current customer relationships, but it has been extremely difficult to grow new ones.
Unless the sales rep hired is a seasoned veteran and has covered that same area for years, they will not know the established customer base, the conquest accounts and what relationships need to be built or repaired.
Last month I started this series off by talking about where to find young talent. As discussed, there are several different places and ways to bring good, young talent from colleges and technical schools to the dealership.
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