Items Tagged with 'conquest sale'

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Lessiter
From the Desk of Mike Lessiter

Not All Customers Are Created Equal

Give one up to the competition. That disrupter-type customer is more valuable to have in your competitor’s camp than your own. Let brand X deal with that customer and give up their time, energy and mental strain.
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Brand Loyalty Part 4: New Holland: No Gain, No Loss

Compared to the first brand loyalty study in 2011, New Holland has made great progress in cementing the allegiance of their farm customers. In that year, only 44% of farmers who considered New Holland as their primary brand of equipment said they were loyal. That grew by 19%, to 63% who declared themselves “brand loyal” in 2014. And that’s where it remains today, according to the results of Farm Equipment’s 2017 survey.


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Brand Loyalty Part 1: Most Farmers Still Loyal to ‘Their’ Brand

Like the results of the brand loyalty studies conducted in 2011 and 2014, this more recent survey again demonstrates that farmer brand loyalty is alive and well in the ag equipment business — and much of it is built on customer loyalty to the dealer.
Traditionally, farmers are known to be dogged loyal to and identify closely with certain “colors” when it comes to the brand of equipment they purchase. To emphasize the competitive nature of the farm machinery business, not too awfully long ago, it was common to see signs in dealerships that read, “Friends don’t let friends drive red tractors” or “green tractors,” whatever the case may be. It wasn’t at all unusual to hear farmers brag about the superiority of their preferred brand of machinery.
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Labor-Force Reality: Dealers MUST Develop Their Own Home-grown Talent

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