Dealer What Makes a Great Dealer

[Torvy]

Front of house: greet customers on the lot, but allow them to shop at their pace. One dealership never even bother to introduce themselves. I even gave them a second chance.
Parts: understand customers come in all types. If someone asks about a bush hog, don't be a jerk about it maybe being a Bush Hog(tm) or another brand. Parts is about customer service, not the parts per se. The job is to get the parts they need, not parse words or make it hard for them, the job is to make it easier. Inventory management is a way to fulfill that mission.

Service/mechanics: hire good people, pay them well and keep some trainees on to learn. Dealerships have fallen apart because the one guy left (or died). Once you have good mechanics, the rest of that aspect is communication. Keep customers looped in as timelines change. People can understand if it takes longer, they will not understand if you leave them hanging.

 

[Cahaba Valley Farm]

For particulars, you may want to consider some evening "new owner" classes, and eventually expand the service dept. to include a mobile unit.
Classes could include:
What to look for in a rear blade - how many adjustments does a blade need to have?
Spring tillage.... do I plow, disc, or till? What tools? What advantages?
Local types of soils and tire recommendations for each.
3pt adjustments, PTO types. How to set a slip clutch & a shear bolt.

Scotty, I vote you to be the teacher of those classes

 

[PrairieNic]

Thank you so much for the many great reply's and suggestions so far everyone! I appreciate you all taking the time to help and I think that this thread could be very useful for any dealers new or old to get a better understanding of what people are looking for and how they may be able to improve.

For particulars, you may want to consider some evening "new owner" classes, and eventually expand the service dept. to include a mobile unit.

The classes are a wonderful idea for new owners/operators!

I would also highly recommend having a demonstration/work area for your customers to operate different pieces of equipment whether it be a t/l, t/l/b, so that they can move a few buckets of dirt or find out how a tiller or scraper operate. Yes, it takes up space, but you would be surprised how many people don't realize the difference in operating an HST vs. a gear drive. Or how to use a loader.

I would love to have a proper demo area! We don't really have the space right now but we are in a smaller community where there is no problem driving the machines around on the roads or in the lot.

Front of house: greet customers on the lot, but allow them to shop at their pace. One dealership never even bother to introduce themselves. I even gave them a second chance.

Being new to the industry I did wonder whether people prefered to be left alone while on the lot of approached so we can talk and answer questions. This thread has given me a lot of great info so far and helped me to better understand what people are looking for.

Thanks again! I look forward to any more suggestions or feedback that folks are willing to give!

 

[dodge man]

Number one is the best possible price. In todays internet world and ordering on line, price can be verified easily. This goes for parts and brand new tractors.

Second is customer service. I bought a filter pack for my tractor at the local dealer. All the filters were correct except the air filter, it was for the previous generation. I went in a ordered the correct one and assumed I would exchange for the new. When the correct one came in he said since I opened the box he wouldn’t exchange it. So I bought a $20,000 tractor and I felt cheated over a $20 filter. Sometimes a little thing like that can seem like a big deal to a customer.

 

[ultrarunner]

One where you are treated so you want to do business.

Without the personal touch it's just order fulfillment.

Growing up in the car business having prices clearly posted let's those just looking become educated.

Each weekend I would pick a car from inventory and park it in the front line with an out the door price... always sold.

 

[rScotty]

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

 

[ruffdog]

In our business we treat every customer as a guest in our home. Clean restrooms, clean office, return phone calls, text and emails same day or within 24 hours. First hour every Monday is contacting website inquiries from the weekend web traffic. It's really basic treat them as you would want to be treated whether is a $2995 beater or an $85000 diesel crew. For some people that beater might be their life savings. Treat everyone with dignity, respect, and honesty. It's truly a lost art today to greet people by name and take pride in helping them solve their problems.

Agree^^. As a past service manager, I found out that everyone is a different type person and it is just fine. I had to adapt to any situation and person and that includes listening, explaining, helping. Maybe a person had bad experiences at other dealers so they need assurances to gain trust. Maybe they show up right before closing on Saturday but desperately need your help. If you assist in the difficult situations with care, you will gain way more in good word-of-mouth advertising.

 

[Cahaba Valley Farm]

So I bought a $20,000 tractor and I felt cheated over a $20 filter. Sometimes a little thing like that can seem like a big deal to a customer.

It is a big deal. That is someone that has no business being in business.

 

[azbinder]

Number one is the best possible price. In todays internet world and ordering on line, price can be verified easily. This goes for parts and brand new tractors.

Second is customer service. I bought a filter pack for my tractor at the local dealer. All the filters were correct except the air filter, it was for the previous generation. I went in a ordered the correct one and assumed I would exchange for the new. When the correct one came in he said since I opened the box he wouldn’t exchange it. So I bought a $20,000 tractor and I felt cheated over a $20 filter. Sometimes a little thing like that can seem like a big deal to a customer.

And how were you to know the air filter was incorrect until you opened the box? Did the parts department give you the wrong filter kit or was the kit assembled incorrectly on the first place? Shame on the dealer for not correcting this.

 

[azbinder]

It is a big deal. That is someone that has no business being in business.

Agreed. This gentleman will tell his friend what happened with this dealership and the friend WILL have second thoughts about them.