The key to a successful equipment dealership, or any business for that matter, is knowing how to build and maintain customer relationships. And while you may have great relationships with your current customers — a business has to bring in new customers in order to compete. An easy way to get plenty of fresh faces on the lot without too much overhead is focused community events. Before you start to groan, pay attention to that word, “focused.”
Too many dealerships hold unsuccessful events like this, because they make three key mistakes:
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They Invite Current Customers
We’re not saying you shouldn’t give attention to your current customers, that’s what customer service is all about! But you should focus at least a couple of dealership events each year on converting new customers.
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They Invite Too Many People
Good salesmanship isn’t always a numbers game. Especially if you’re reaching out to business owners or contractors. They aren’t interested in just being another number in your books. They want that relationship, and so if your lot is crowded and they feel ignored — they probably won’t be bringing you any more business. Don’t stretch you and your staff too thin!
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They Invite the “Wrong People”
People other than farmers need tractors in every community. There are prospective new customers everywhere you look! Try focusing events on these decision makers. How would an equipment line walk-around work if you focused it directly on municipal mowing contractors. How about an air-conditioned, business lunch for local landscaping contractors. These are both great examples of focused community events centered on creating new relationships and generating more business.
Here are some other event suggestions:
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Walk-Around Clinics
With larger, more-expensive pieces of equipment, there is usually a lot more reluctance from prospective buyers. This is partly because of the price tag, but sometimes it is simply that the piece comes with functions and features a farmer might not understand. A lot of dealers have found if they advertise and promote an on-the-lot clinic or “Walk-Around,” they can get a lot of serious interest from customers old and new that they probably wouldn’t see if they were trying to make the sales cold.
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McCormick Red Power Days
One of the more consistently successful dealership events we’ve seen are the McCormick Red Power Days popping up around the country. Dealerships host the event, and McCormick brings in several examples of their newest line of tractors. Customers are invited in from the community to test drive any equipment, and question manufacturing experts that are on-hand from McCormick. Food is served and some dealers go so far as to have drawings and games for the family.
What really makes these events special is the involvement from the manufacturer. If a dealer is willing to work on organizing the event, most manufacturers are open supporting and staffing them..