As the growing season draws to a close, many of our customers will already be thinking of the 2023 season.

Where has the time gone? We have come to this time of year when golf clubs, sports clubs, landscapers and many associated with the turf maintenance industry are preparing their budgets for the year ahead. They will be thinking of financing new projects, such as building new tee boxes, pitch renovation, replacing worn goalposts and so on. One important item on their agenda will be making a list of what machines need to replaced. With so many new machines already in the market and new models being released, there are lots of choices. When they have decided on what to buy they will search for the best deal possible. The task of convincing their owners, club directors or committee for approval will be the next hurdle they face.

What brand of machine to purchase will usually be decided and recommended by the head groundsperson or course manager. However, some club owners or directors may insist on getting several quotations before making that final decision to purchase. This usually applies to local authorities or government bodies, where, in many cases, they choose the cheapest machine. This may not always be the best decision.

Before making the final choice, the buyer will do his/her research. They will attend trade shows, chat with their local dealer or fellow groundsperson and do some online research. 

It’s not just the cost of the machine that needs to be considered. A good after sales support from the dealer is just as important. From my experience as a course superintendent, it was the after sales service from the dealer that influenced my decision when buying a machine, as well as how readily available the spare parts were. 

Sometimes it’s not just the groundsperson that the dealer needs to persuade but, instead, it is the person who writes the cheque, i.e. the club treasurer or owner. I remember having many arguments with my managing director trying to convince him not to buy that cheap ten year old fairway mower, which a friend of his was trying to sell. 

The buyer and the end user are not always the same person. It is often the case that the course manager knows what to purchase but convincing the club owner can be another story. We, as dealers, can have an influence on the machine that is purchased. There are several ways that this can be achieved.

• Invite the buyer to your showroom
• Offer a demonstration of the machine at the club
• Let the club have free use of the machine for a set period of time
• Invite them to any up and coming trade shows that you will be exhibiting at

Showing the club that you are interested in doing business with them and going out of your way to make the sale can impress the customer. Offering them a discount, especially if it involves replacing an entire fleet, might be financially worthwhile. More importantly, let them know that you are always at the end of the phone for support, should any future problems occur.