Items Tagged with 'Leo Johnson'

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7 Tips for a Successful Dealer Auction

Doing your research when it comes to auction companies, setting realistic expectations and selling a mix of farm equipment inventory are just a few recommended tactics.
Some dealers occasionally use auctions as part of their methods for selling used equipment. At the 2020 Dealership Minds Summit, three experienced professionals shared their experiences running their own used equipment auctions.
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Special Report

Dare to Dream: How Might Dealer Facilities Evolve by 2030?

As customer demographics — and how they do business — shift, and equipment technology evolves, the function and style of the traditional farm equipment dealership will likely change with them.
From less new equipment inventory to display in the showroom to charging stations and drone stations — the features of the farm equipment dealership could look different 10 years down the road.
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Conversations in Ag

Deere and Case IH Dealers Compete in Janesville

In mid-April, Chris Frodel, Mid-State Equipment (John Deere) drove over from her store to meet in the conference room at Johnson Tractor (Case IH), Leo Johnson’s store. The length of Frodel’s drive on Highway 14 was a full 4 minutes. That’s how close these two dealerships are in the rich agricultural region of Janesville, Wis. Both are second-generation dealers with siblings as partners (Chris runs the business with her brother Bryan and father Curt Hanson, while Leo does the same with brother Eric) and steadily collected additional stores from small-operation origins. Frodel (44) and Johnson (62) also found a lot of similarities and values in their businesses as they dug in for a candid discussion and what the future may look like.
In mid-April, Chris Frodel, Mid-State Equipment (John Deere) drove over from her store to meet in the conference room at Johnson Tractor (Case IH), Leo Johnson’s store. The length of Frodel’s drive on Highway 14 was a full 4 minutes. That’s how close these two dealerships are in the rich agricultural region of Janesville, Wis.
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Dealership Minds Summit 2017

[Video] Dealer-to-Dealer Panel: After the Trade-In: Immediate Actions for Getting It Back Into the Market

A salesperson takes a used unit in on trade. Now what? If you don’t have a plan for what happens next — starting that same day — you’re already losing. Experts say having a detailed plan — with accountability — on how quickly the unit is cleaned up and serviced, photographed, listed, etc., will do wonders for inventory turns. During this dealer-to-dealer panel, 4 seasoned dealers will share their internal systems to keep attention on traded equipment and get it back out into the market ASAP.
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For Success After the Trade-In, Preparation Trumps All

Customer transparency and equipment showcasing is key, but according to trade-in experts, most sales are won or lost before customers step into the dealership.
Equipment might get old, but smooth trade-ins at maximum margins never go out of style. With little question about the pitfalls of leaving used machines on the lot too long, dealers tuned in to learn the good, the bad and the ugly of equipment turnover strategies.
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Sponsored Content: Successful Equipment Remarketing Strategies

Johnson Tractor — Student of Used

Tired of losing customers to wholesale auctions and farm sales during the lean years of 1982-86, Leo Johnson, partner, Johnson Tractor in Janesville, Wis., found survival in a "If you can't beat 'em, join 'em" approach. He was soon an active participant in anywhere used iron was being sold. "Buying and selling used equipment got us through," he says.
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Kim Schmidt
From the Desk of Kim Schmidt

Do You Adapt to a Changing Customer Base?

Dealer succession planning is a regular topic in the pages of Farm Equipment; in fact we devoted an entire special report and conference to the topic a few years ago. Progressive dealerships have a plan in place or are working on their plan to prepare the next generation of managers and leaders to move the business forward. But, what are you as the dealer doing to prepare your business for the next generation of customers? Anything?
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My Greatest Mistake: Leo Johnson

President, Johnson Tractor Inc. (2012 Dealership of the Year)
“The fact that I’ve been in the same farm equipment dealership for 38 years may not equate to success as much as stamina. I’ve certainly had some measurable success over the years as well as some well-intended mistakes. Hindsight is 20/20, so looking back at the mistakes is easy.
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