IS THE PRICE RIGHT? Dealers increasing their prices this season by Service Dealer Editor, Steve Gibbs
Service Dealer spoke with our panel of dealers from around the UK this week and heard that in reaction to the current situation, some are feeling confident to increase their prices.
Service Dealer took the opportunity to catch up with our panel of dealers from businesses around the country this week.
We hadn't spoken together for over a month or thereabouts, so it was a superb opportunity for us as a journal to be brought up to speed regarding how those at the coal face have been faring recently. Once again we pass on our gratitude to those who joined us, for giving up their valuable time and for being so honest and open, letting us know what issues they've faced these past weeks.
Weather high on the agenda
Putting aside any Covid-related problems for one moment, including the on-going supply issues, it was heartening in a way to hear that old perennial the weather being discussed with such importance! Dealers talking about too much or not enough rain, frosty mornings and the growth or lack thereof of the grass, gave a sense of normality to the conversation. A normality that has been sorely lacking these past 14-months.
The recent weather conditions appeared to have caused several of the garden machinery dealers at least, to have experienced a very busy March - which was then followed by quite a distinct drop-off in April. There were patterns like this felt around the country it seemed. It was hoped that as we move into May, grass would grow, the season would kick back into gear and indeed would last deep into the year.
That pause in April however, may have actually been a bit of a welcome breather for some, because as alluded to, stocking is still a problem. On both wholegoods and parts. Even those that had ordered larger winter stock levels are seeing those depleted. And restocking is bumpy to say the least. We heard for example, that trying to source any ATV at all from various manufacturers is dire, if not impossible right now.
Increasing prices
An interesting development that has arisen out of this scarcity of stock though, that we heard several dealers remark upon, is to do with pricing.
We are being told that dealers are feeling confident enough to actually put their prices up this season, perhaps for the first time in some while. And at the same time, not feel under pressure to offer any discount.
We heard dealers say that they hope this will be a trend that is seen across the network and indeed one that will remain even when we get beyond the current crisis. It's arguable that any situation that allows dealers to make greater margin across everything they sell should be grasped with enthusiasm.
When there are lower stock levels across the whole industry, it does of course mean there's also less there for the online-only discounters to sell. Therefore dealers are happy in telling customers, this is what a product costs, and not fear that they can go home and be massively undercut online.
It's simple old school economics - supply and demand. If you've got something that a customer wants at the moment, you should be able sell it for what it is truly worth. Dealers are telling customers, if they desire a product, they should buy it today at that price, because it simply might not be there if they wait until next week. It's a similar situation with second-hand equipment also. Prices in this market, for machinery across the board, are being seen higher than ever.
Our panel was telling us that they believe all dealers shouldn't be shy in having conversations with customers, letting them know that prices must increase this year. It is something that is happening across all other sectors. It certainly isn't unique to outdoor powered machinery.
Servicing and parts
All this said, it is of course hard to sell something that you don't have in stock. Therefore managing expectations is something else that dealers have to juggle this year.
What this might mean for many customers who can't buy new, is keeping current machines going - leading to busy workshops around the country. The idea of extending the life of products and not simply scrapping and buying new, seems to be a bigger societal trend than simply a current fad of necessity. People are getting the idea that a disposable culture is not sustainable. Messages reinforcing this sentiment are everywhere across many product sectors. To look for examples in other settings, Levis for instance recently launched a high-profile 'Buy Better, Wear Longer' advertising campaign targeting younger people.
Dealers should be able to lean into this trend both via their specialism of repairing and maintaining machinery and with the sale of their built-to-last, quality wholegoods.
However, the vicious circle of 2021 means of course, that as well as not getting hold of new machines, sourcing spare parts for the workshop is also a problem. The difficulties surrounding this generated some discussion on our call, regarding the use of non-genuine parts in the dealership.
Through conversations, we're hearing that potentially lengthy delays are occurring in service departments, waiting on manufacturer-supplied parts. This is of course far from ideal. Experts such as Bob Clements, will always say that it is the workshop that should be the dealership's money-making machine. All the time jobs are delayed, that's profits not being generated.
If dealers are facing long-delays on branded parts, should they then turn to suppliers of non-genuine parts if they can deliver quicker (as we've heard might well be the case)? It's an interesting question and one which individual dealers will be asking themselves. Or at least asking their customers if they have any strong views on. One might presume if it means getting their machine back significantly quicker, it might not be that difficult a decision to make?
Self promotion
Other than looking at pricing, the other area that we heard some dealers have been looking at differently recently, is that of marketing. We heard talk of a shift in emphasis of promotional activities, away from concentrating on specific products, more to the selling of their own brand.
The advantages to this, we were told, is dealers don't get into difficulties advertising a specific machine that they then can't get their hands on right now. Perhaps more importantly though, it's all about raising awareness locally of who you are and what you stand for as a company in your own right. This might be particularly important this summer if a dealership isn't attending a local show due to it either not taking place or individual firms not feeling comfortable exhibiting.
I'm sure what Emyr and the team have produced here will generate a genuine buzz and an increased level of awareness around their dealership within their community - and who knows, it may inspire other dealers to consider something similar?
This week's WEB ONLY story is dealership MKM Agri, who suffered a terrible fire that destroyed their workshop in April, told Service Dealer this week they are looking to the future and are at the start of their rebuilding journey.
Llanelli-based dealership, Jenkins Garden Machinery, are launching a television advert promoting their sales and servicing family business.
Llanelli-based dealership, Jenkins Garden Machinery, are launching a television advert promoting their sales and servicing family business.
Emyr Jenkins told Service Dealer this week that they chose to develop the 30 second advert as they felt it was the natural next step for their business. "We’ve been growing steadily over the years," said Emyr, "and with the bigger brands we supply, it felt like the right thing to do.
"For some time we have seen sustained growth and as a result have heavily re-invested in the business and its future."
In addition to the advert that features one of their well-known customers, Welsh former international rugby union referee, Nigel Owens, Jenkins GM have also launched a new website and e-commerce capabilities.
"We want to say a massive thank you to everyone that has made this possible," added Emyr, "We are extremely excited for what the future has in store. Watch this space!"
Win means Sean Whiteway, who is in his final degree year, will collaborate with AEA to develop video and social media content that inspires others to consider a career in agricultural engineering.
The Agricultural Engineers Association (AEA), has announced the winner of their first ever AEA Scholarship.
Sean Whiteway
The prize has been awarded to Sean Whiteway who is in the final year of a BEng/MEng Agricultural Engineering course at Harper Adams University. Sean will now complete his degree studies and will graduate as normal this summer, but with the AEA supporting him with a financial contribution in return for working alongside themselves as an ambassador for the industry. The Association are describing his role as being 'a young voice' and 'a champion' for the sector.
The AEA says they will collaborate with Sean to develop video and social media content that inspires others to consider a career in agricultural engineering.
The aim of the scholarship, according to the AEA, is to promote and support the industry through finding and attracting new talent. The award will give Sean a great opportunity to connect with key industry partners and to work with them to promote careers in the agricultural and outdoor power equipment sectors, says the Association. They explained to Service Dealer this week, that they decided to choose final year students to offer a scholarship to initially, so they can then follow their journey into the work environment and their career.
“I am really looking forward to working with the AEA," said Sean. "I am truly excited to be involved with the positive promotion of our industry which will be interesting if not challenging.
"Connectivity within the farming community is rising. There is still somewhat of a barrier to attracting those without an agricultural background into our industry, but by using social media and video content we can portray the industry in a greater light to the next generation, whilst showing off the amazing opportunities available within the agricultural engineering sector.”
Sean said of his award that is goes to show, " . .you do not have to be from an agricultural background or a farm to succeed in the industry.”
AEA CEO Ruth Bailey, added, “One of the biggest issues the agricultural and outdoor power equipment sectors face today is the accessibility of skills and attracting the next generation. The scholarship is a fantastic opportunity for an agricultural engineering student of any background to help promote and support the industry as it looks to find new talent and attract others who may wish to look to agricultural engineering as a profession.
"Sean’s enthusiasm and passion was obvious to all the judges in abundance, at both application and interview stage. Sean will be a perfect Ambassador for our sector, relaying a clear message about how exciting a space this industry can be for anyone of any age or background to join. Sean, like many of a younger generation shining though, embraces technology and can see the impact it can bring in terms of playing its role in an efficient, sustainable agriculture and environment.”
Later this year, the AEA will be launching further scholarships for 2021/22, aimed at second year students studying Agricultural Engineering and Automotive Engineering (Off-Highway) degree courses.
Gareth Ford, digital media & marketing specialist at the AEA told Service Dealer of these two further awards "Again, this will be a financial contribution to help with their studies or funding living costs to allow them to focus on studies in return for a relationship with the AEA.
"It fits with the goal of the AEA to support the next generation and championing our industry as a great place to work."
John Deere and training provider ProVQ have announced plans to open a brand new Apprentice Training Centre, marking the 30th anniversary of the first Ag Tech apprentice intake.
John Deere and training provider ProVQ have announced plans to open a brand new Apprentice Training Centre this autumn, at a farm site in Upper Saxondale near Bingham in Nottinghamshire.
This will mark the 30th anniversary of the company’s first Ag Tech apprentice intake, who were enrolled at original partner Brooksby Melton College in 1992.
Pictured at the site of the new Apprentice Training Centre are (rear, left to right) Stuart Jones and James Haslam of ProVQ, Allan Cochran of John Deere and (front left & right) third year Turf Tech apprentice Sean Richardson of dealer Tuckwells at Ardleigh with John Deere work experience placement student Harriet Stephenson.
Designed specifically and solely for John Deere dealer apprentices attending the company’s Ag Tech, Turf Tech and Parts Tech training programmes, the first John Deere Apprentice Training Centre was established at Radcliffe-on-Trent five years ago. According to the company, these premises have now been outgrown, due to the programmes’ success and increasing dealer demand.
The Ag,Turf and Parts Tech apprenticeships focus on developing the knowledge, skills and behaviours required for dealer personnel of the future, say Deere. Each year group trains at the centre for up to eight weeks a year in four blocks of two weeks. Some of this time is also spent at the manufacturer's Langar HQ when working with the largest equipment and the latest technologies.
John Deere appointed ProVQ Limited in summer 2015 as its new business partner to deliver the apprentice training programmes on behalf of its dealers in the UK & Ireland. The current full-time ProVQ staff will continue to be managed by James Haslam at the new Apprentice Training Centre from the autumn.
“We are really looking forward to establishing this new bespoke facility close to our UK headquarters at Langar,” said John Deere Limited training centre manager Allan Cochran. “Our joint investment in the expanded Apprentice Training Centre will be in the region of £1.5 million. This will allow us to continue our growth and ambition to attract more young talent to develop successful careers in land-based engineering through the John Deere agricultural, turf and forestry dealer network.
“As our dealership businesses continue to grow, there is increasing demand for qualified technicians equipped with the correct knowledge and skills to support that growth. We have therefore recognised the need to increase the capacity of our already successful and industry leading training programmes even further.
“The new site will feature a purpose-built two-storey unit in addition to refurbished and extended farm buildings, effectively almost doubling our available square footage. The premises will include a bigger workshop space as well as larger classroom and cafeteria facilities.
“Most importantly, this will give us the capability to double our throughput of trained technicians to meet dealer demand. ProVQ will maintain its current staffing levels and continue to provide the full suite of apprentice technician training programmes at the new premises.”
An impression of the new centre
ProVQ managing director Stuart Jones added, “We are looking forward to seeing many more young people come through the doors of our new training centre at the start of what is undoubtedly a very exciting and rewarding career in engineering and parts support. The facilities we are developing will help them to achieve their full potential in a rapidly changing industry that offers a great opportunity to work with some of the most advanced technologies supporting food production, land management and environmental sustainability.”
Peter McVeigh, who has worked within the garden machinery industry for over 50 years and for E.P.Barrus for the last 35 years, will be retiring at the end of this year’s season
Peter McVeigh, who has worked within the garden machinery industry for over 50 years and for E.P.Barrus for the last 35 years, will be retiring at the end of this year’s season.
Peter started working in the industry at the young age of 13 as a Saturday boy for a local garden machinery business and that’s where his life-long career in garden machinery started. Having learnt his trade at Shanks Mowers he then moved to Relf & Kendall to complete his apprenticeship. In 1979 Peter joined Birmid Qualcast as an area sales manager where he forged many long-lasting relationships with local dealers.
In 1986, Peter joined the team at E.P.Barrus where his hard work and dedication to the company, its products and dealerships has earned him the respect of everyone who knows him. Over the last 35 years Peter has successfully managed territories in the East, South East and more recently the North East and North West.
“Peter is a gritty, persistent, caring, hardworking and an honest man who has a passion for his job and his customers” said Phil Noble, divisional sales manager, Lawn and Garden, E.P. Barrus “In my opinion Peter has got to be one of the longest serving and well-respected area sales managers working in our industry today and he will be a tough act to follow.”
Peter McVeigh said, “I am sad to be leaving the industry that I have grown up with and loved. We are looking forward to having time to finish the house and we have some great ideas for our garden, which Gilly and I are looking forward to enjoying together in the future. I hope to get out to visit as many of my dealers as I can before I retire”.
Robert Muir, managing director E.P. Barrus, added, “E.P.Barrus would like to thank Peter for all his hard work and dedication over the last 35 years. He has been a very loyal ambassador for the company and his dealers and all of us wish him the very best for an enjoyable retirement."
The global manufacturer of professional cutting tools and equipment say they selected Oregon Tool as their new name to "harness the power of its pioneering origin story".
The manufacturer of professional cutting tools and equipment say they have selected Oregon Tool as its new name to "..harness the power of its pioneering origin story."
The company was founded by Joe Cox in 1947 in the basement of his Portland, Oregon home. Over the years, the company has grown into a multinational organisation with numerous acquisitions and mergers. Today, the company employs over 3,000 and sells products in more than 110 countries across multiple consumer brands, among them Oregon, Woods and ICS Diamond Tools.
“We are certainly proud of where we’ve been and where we are, but we’re even more excited about where we’re going as Oregon Tool,” said Oregon Tool CEO Paul Tonnesen. He went on to say that the company intends to go beyond serving the professional end user to expand how they are serving the domestic market.
The shift from Blount, Inc. to Oregon Tool will be effective June 2. Tonnesen said that the brands and products that customers have come to know will remain the same - they will simply operate under the umbrella of Oregon Tool instead of Blount, Inc.
Kuhn Farm Machinery has announced strengthened coverage on Anglesey with the appointment of DJS Hydraulics as a dealer, effective from April 2021.
Kuhn Farm Machinery has announced strengthened coverage on Anglesey with the appointment of DJS Hydraulics as a dealer, effective from April 2021.
Based at Amlwch, DJS Hydraulics is a family run business first established in 2007. The company has developed as a machinery dealership to operate alongside existing services over the last six years and includes Valtra tractors amongst its existing franchises.
DJS Hydraulics will offer sales, servicing and spare parts back-up for the full range of KUHN equipment, which includes cultivations, drilling, crop protection, fertilisation, livestock feeding and bedding, and grass harvesting machinery.
Siân Pritchard, managing director of KUHN UK added, “DJS Hydraulics offers a good presence on Anglesey and is ideally placed to make the Kuhn brand more accessible to customers in the area. We welcome them on board and are confident their expertise and professional approach to sales and aftersales support will fit very well with that of Kuhn UK.”
Formerly of John Deere UK and RVW Pugh, the past year has seen Mary Evans navigate her specialist marketing business through both Covid and a diagnosis of breast cancer.
Mary Evans graduated from Harper Adams in 2015 and gained invaluable experience in roles at John Deere UK and AGCO dealer RVW Pugh.
Mary Evans
In 2019 she made the decision to start her own business, ME Marketing and Events. Off to a promising start the Shropshire-Based 27-year-old had secured key clients, completing various marketing activities. COVID hit in March 2020 and a few months later, Mary was diagnosed with breast cancer, putting the business's future at risk.
“Within the space of 7 days, I had lost 80% of my client base due to them being predominantly in the hospitality industry. It was a fight or flight scenario," Mary explained.
Growing up around farming and with a passion for agricultural machinery, Mary felt the resilience of agriculture could help when moving the business forward positively. Despite being diagnosed with breast cancer, she worked on growing her client base while having treatment such as chemotherapy.
“I wanted to keep my brain active and this was important in aiding my mental health during treatment. Don’t get me wrong, there was some really tough times but I am proud that I managed to service my existing client base as well as acquire a number of large new accounts.”
After a rebranding in January 2021, Mary decided to specialise in the agriculture and tourism industries, drawing on her knowledge and contacts.
“I currently work with 5 different machinery dealerships across the UK doing a variety of activities to assist with their marketing. My knowledge, passion and enthusiasm for the industry is attractive to clients."
Working with machinery dealers who hold a range of main franchises including CLAAS, Massey Ferguson, Kubota and New Holland, Mary says her knowledge of machinery helps to shape a marketing plan that is up to date with current industry goings-on and technical information.
“Mary’s comprehensive knowledge and experience in agriculture, the ag machinery sector and marketing means that tasks can be carried out quickly with little guidance from ourselves which is great for us," said Gruff Davies of Gwili Jones Tractors in Lampeter.
Husqvarna has gained seven awards in this year’s expert reviews by PriceRunner, including Best Choice for four of its products.
Husqvarna has gained seven awards in this year’s expert reviews by PriceRunner, including Best Choice for four of its products.
A spokesperson for the manufacturer said, "Tests were carried out over several months to judge how well the machines performed over a long period of time, carrying out demanding challenges in various types of weather conditions, to ensure accurate results.
"All products were intensely tested and scored on factors including; performance, reliability, ease of use, build quality, functionality, effectiveness, battery life and charging, and then subsequently judged on how well they performed in comparison to other products available on the market today."
EP BARRUS Area Sales Manager - East Anglia, East Midlands, Yorkshire
Due to the retirement of a long-serving and highly successful Area Sales Manager we have an opportunity for an experienced sales professional to join our Lawn & Garden division.
Established for over 100 years, EP Barrus has a reputation for supplying quality products and services to the marine, garden, industrial and vehicle markets. Due to the retirement of a long-serving and highly successful Area Sales Manager we have an opportunity for an experienced sales professional to join our Lawn & Garden division.
Area Sales Manager East Anglia, East Midlands, Yorkshire £attractive plus substantial bonus opportunity, vehicle and company benefits
The job holder will inherit a well-established territory and a dealer network that is committed to the sale of our brands, including Cub Cadet, Lawnflite, Agri-Fab, Mantis and GTM. We are looking for an experienced and skilled individual who can continue sales growth in this territory by supporting our existing dealers, identifying new dealers and promoting exciting new products that we will bring to the range. Specific responsibilities will include:
Working from home, organizing your time to maximise contact time with customers
Maximise sales and customer satisfaction
Provide demonstrations and technical support to dealers
Attend national and regional trade shows
Provide market feedback to the Sales Manager
Comprehensive activity and sales reporting
Candidate Profile:
We are looking for a skilled sales professional with at least 5 years of experience in garden machinery. Living in East Anglia, the East Midlands or in Yorkshire your additional qualities will be:
A high level of knowledge and technical ability within the garden machinery trade
Highly self-motivated with proven ability in a sales role
A strong team player with a flexible, can-do, attitude
Advanced planning, organising and prioritising skills
Excellent communication, presentation and demonstrating skills
Computer literate
For more information and to apply please contact Nick Hester at Cavendish Maine search & selection.
We have in stock to purchase now one of many new products from the Q Garden range for 2021, the concept of the brand is simple, no frills products that perform a function well for an amazing price.
We have in stock to purchase now one of many new products from the Q Garden range for 2021, the concept of the brand is simple, no frills products that perform a function well for an amazing price.
“We listened to our customers and the feedback was a real need to have a true price fighting product to bring people into showrooms. The Q Garden range serves two purposes, firstly it offers a great product that performs well but at an exceptional price. We understand some customers simply don’t have the budget for more premium products, so rather than walk away empty handed to another retailer, they can afford a Q Garden which offers you another profit source. Secondly having an opening price point product attracts attention, along with a great opportunity to upsell to higher margin products,” said Mark Moseley of Handy Distribution.
The QG39-130 is a 39cm/15” petrol hand push rotary lawnmower with a durable poly deck. Despite being an opening price point model, it still features a powerful 132cc OHV engine for performance, and four-wheel height adjustment from 25-75mm. An ample 35L fabric collector which can be easily removed through the centre of the handles thanks to their sculpted design, and the machine features a 1-year warranty, with full spare parts backup from Handy Distribution.
As with all Q Garden products the QG39-130 offers class leading value for money, with an SSP of just £149.99 including VAT to the consumer.
Other new products in the Q Garden price fighter range include the new QG40-145SP 40cm/16” petrol self propelled mower for £189.99, electric rotary and hover mowers from £69.99, and electric handheld grass trimmers, hedge trimmers and blow vacs from as little as £19.99.
The full range of 2021 products are available in our Trade Terms catalogue which can be viewed online at handyonline.co.uk or you can request a printed copy using the details below.
For stockist enquiries on any of the new Q Garden products contact Handy Distribution on 01793 333220 or speak to your local sales representative. Alternatively, all products can be easily ordered online at www.handyonline.co.uk
Based in Gloucestershire near Stroud, Lypiatt Park is a stately home which boasts historic buildings dating back to the 14th century. Surrounded by ten acres of formal gardens, the private estate is maintained by Husqvarna Automower® robotic lawnmowers.
Based in Gloucestershire near Stroud, Lypiatt Park is a stately home which boasts historic buildings dating back to the 14th century. Surrounded by ten acres of formal gardens, the private estate is maintained by Husqvarna Automower® robotic lawnmowers.
Homeowner of Lypiatt Park and internationally renowned artist, Daniel Chadwick, credits his four Husqvarna 550 Automower® for keeping the estate’s lawns in immaculate condition all year round.
Daniel first invested in Automower® using Husqvarna dealer, Tallis Amos Group, after finding the cost of maintaining his ten acres of greenspace with manual lawnmowers to be expensive, costing hundreds of pounds per week. With Automower®, the groundsmen of Lypiatt Park have saved hours of time and have been freed up to focus on more important and beneficial tasks around the grounds of the estate.
Daniel discussed the benefits: “The differences we’ve experienced between our previous lawnmowers and our four Automower® 550 models are astounding. Automower® works on the grounds extremely quietly, quickly and efficiently, without the need for human interference which is brilliant.”
The lawns of Lypiatt Park feature a variety of complex shapes, but thanks to the GPS tracked Husqvarna Automower® 550 models, the robotic lawnmowers are able to manoeuvre accurately and efficiently around the entire formal garden area with ease, navigating narrow passages, obstacles and handling slopes of up to 45%. Furthermore, as a result of the mower’s lightweight features, no visible track marks are left, ensuring a carpet-like appearance.
Daniel commented on his move to Automower®: “After an initial consultation, Tallis Amos Group installed our first mower, and provided technical support throughout and after. The set-up process ran very smoothly, and within just a few weeks our lawns looked better than ever. After seeing the results of our first Automower®, we were confident in investing in three more to cover all lawns surrounding Lypiatt Park.”
In Garden Trader user research conducted over the Spring/Summer (February to July) of 2020, 79% of the 67,000 users found the site helpful or extremely helpful. But even more encouraging was that 77.4% of site users were likely or extremely likely to visit the dealership they were looking at on Garden Trader. This is the best proof yet that people want to buy from people and this highly targeted website is delivering quality leads to subscribed dealers for just 26p per day.
Our Summer research shows that on average, each Garden Trader dealer will be sent 114 new customers (or people with a buying intention walking through your door) per year. This works out at 83p for each new customer. A subscription rate designed to be all inclusive delivering unrivalled online results.
This site was purpose-built just for skilled servicing ground care dealers by the team that bring you Service Dealer Magazine. It is easy and quick to register and costs just £96 + VAT per year for a full listing. As this dealer site is designed to promote the UK dealer network, all revenues in 2021 will be reinvested into promoting the site online.
Join the country’s only independent specialist website, created by the team that bring you Service Dealer. Join our subscribed Garden Trader dealers now by clicking on “Register Dealership” and let's fight back against the zero value retailers.
