I spoke to one of our dealer readers this week, who told me how they had to recently engage with a negative online review from a customer.

The dealer explained how these critical comments, posted to a review site, stemmed from a difference in pricing on machinery seen online compared to in-store. What was interesting though, was that in this instance the dealer wasn't having to contend with the disgruntled customer finding an online bandit demonstrating a race to the bottom on pricing (although that, of course, is an on-going problem).

No, this particular complaint arose from the dealer's own website listing certain items slightly cheaper than what they were retailing for in their showroom.

The customer had purchased several items over the counter, then for whatever reason gone home and looked them up on the dealer's site - discovering they could have saved a few pounds if they'd placed an internet order for the same tools. This discrepancy, they felt, was not right - and thus posted a stinking review of the business for all to see.

Now, the dealer I spoke to this week was interested to hear fellow dealers thoughts on this. Firstly, is this something that you do at your dealership - charge a lower price for some items online than what you do in your bricks and mortar store? Then, if you do, how do you explain or justify this to any customer who questions your practice?

It seems to me as an observer, that it's understandable why the customer may have felt 'ripped off' to some degree - but, in the next breath, how there are genuine, comprehendible reasons that a dealer could use to clarify this divergence in pricing.

I realise I'm not telling any of our dealer readers something they don't inherently know here, but surely the principal reason for a higher price in-store than online would be the expert, one-to-one, great personal customer service given in the showroom? Your specialist advice, tailored specifically to the customer's needs, comes at a premium. This will involve finding about their circumstances, demo-ing equipment, PDI-ing, setting up and testing kit - plus on-going aftersales support.

And these are not simply nice extras, they have real value. Customers are paying for peace of mind, and the reassurance that they’re getting the right tool for the job, properly set up and supported. Online, they may be saving money, but they’re also taking on more risk and responsibility.

There are also, of course, the overheads involved in running a physical retail space. Rent, rates, insurance, trained staff, etc, all contribute to your costs in maintaining a showroom and workshop. One suspects a customer may forget about these when simply looking at the bottom line.

I suppose the next step, is then how to deal with a negative online comment and how to convey concepts such as these to the upset individual? The dealer I spoke to this week, said they quickly and politely responded publicly to the complainant, using this kind of reasoning.

When we've had online experts speak at the Service Dealer Conference in the past, they have said that this is the best policy when dealing with negative feedback. They have said that dealers should be seen to address anything swiftly, in public, in a calm and professional manner. Then frame your response as a clarification rather than some sort of excuse. You are helping them, and other future customers, understand the fuller picture.

But what do you, our dealer readers, think about this situation? Do you charge more for the same product in your showroom than you do online? And if you do, how do you convey your reasoning to customers?

Please share your comments or below, or if you'd rather remain anonymous, please feel free to drop me a line in confidence.

Thanks in advance for your feedback.

Dealership Buxtons, based in Teddesley, Staffordshire have confirmed Kelly Burgess as their new managing director following the recent retirement of Neale Hopley.

Kelly told Service Dealer, "Following Neale’s retirement in February, I’ve now taken on the role of managing director at Buxtons. It’s a privilege to step into this position after more than 35 years of Neale’s hard work and commitment to the company."

Kelly continued, "I’m excited about the opportunities ahead and look forward to the challenge, with the hope of continuing the strong legacy Neale leaves behind."

Service Dealer will feature a Q&A with Neale on his time in charge and the importance of succession planning in our next issue.

Service Dealer's Conference & Awards will take place once again at the Crowne Plaza, Stratford-Upon-Avon, on Thursday December 4th 2025.

We are happy to announce today that the latest company to offer their sponsorship support to our event dedicated to the dealer network is Cramer, who will be joining us a Silver Sponsor.

John McGrady, national sales manager for Cramer, said, "Cramer are proud to be supporting the Service Dealer Conference. The event is a fantastic opportunity for dealers and manufacturers to network, build knowledge, and share best practice, but most importantly to celebrate success across our industry.

"At Cramer, we believe collaboration and innovation are key to driving the sector forward, and this conference plays a vital role in facilitating both. Supporting dealers is at the heart of what we do, and we're excited to engage with the people and businesses shaping the future of the industry."

Duncan Murray-Clarke, Service Dealer's owner added, "We are delighted that Cramer have chosen to join us at our Conference this December. We can't wait to begin to share with everyone what we have in store this year. It's going to be one not to miss."

Keep an eye on this Weekly Update and our social channels for updates on this year's theme, guest speakers and workshops.

Interested in sponsorship or delegate tickets? Register your interest here.

Husqvarna has signed a partnership with the DP World Tour - Golf’s Global Tour - as it becomes an official partner to the Amgen Irish Open and the Betfred British Masters.

 
The multi-year partnership will see Husqvarna’s brand and products, including its CEORA, Automower 580L EPOS, 550 EPOS and 535 AWD EPOS feature across on-course and digital branding, product showcases in tournament villages and hospitality platforms at the two events - which make-up part of the Tour’s iconic “Back 9”.
 
Beyond the two staple tournaments, the manufacturer also becomes a corporate partner to the BMW International Open on the Tour’s European Swing until the end of the 2027 season, as it strengthens its footprint across the golfing landscape.
 
Samantha Donnelly, senior marketing manager at Husqvarna said, “We’re committed to supporting the game of golf, so we’re incredibly excited to see our connection to the game growing - whether that’s through the courses we supply, or those we partner with. We’re thrilled to announce this partnership, as we take our next step in the sport.”

The company says the relationship marks their latest commitment to the industry and future in the sport, as it builds on partnerships with names including Sir Nick Faldo - with the brand supporting the growth of the Faldo Futures initiative via donations and beyond from May 2025.
 
Sir Nick Faldo said, “As host of the British Masters for nearly 3 years now, it’s an event that’s close to my heart - so it’s brilliant to see Husqvarna partnering with this iconic tournament. What its technology is doing for golf courses is truly changing the game - I’ve heard firsthand how greenkeepers now have more time to spend on other areas of the course, such as the greens, which is driving a real improvement for players. Husqvarna’s support for Faldo Futures is increasingly important too - it’s an initiative that supports young golfing talent, so we’re incredibly proud of it. Having brands such as Husqvarna help foster its growth, is brilliant for the future of the game”

Jason Nettle, director of Winchester Garden Machinery, is this year undertaking the challenge of 12 marathons in 12 months for good causes. Here he describes his latest endeavour which involves 1100m of elevation!

Hi everyone,

Here we go again! This weekend, I’m taking on the new Weymouth Marathon as part of the Jurassic Coast Challenge series. That’s 42km coupled with a staggering 1100m of elevation gain. I’m starting to think I need my head examined!

This month’s challenge has been generously supported by Husqvarna UK. Their kind donation is a huge boost to my spirits and hopefully my very undertrained legs.  I’ll also be relying heavily on the support of the friends and family who are taking part to get me through this one.

Speaking of being underprepared, since the Southampton Marathon, I've managed a grand total of three training runs. The plantar fasciitis is still making its unwelcome presence felt, so I certainly won't be setting any new records this weekend. My main aim is simply to get the job done.

Adding to the sense of impending doom (coupled with slight amusement), I received an update about the challenge that mentioned the possible need for walking poles! I’m not sure whether to laugh or cry. It seems we might be facing some seriously tough terrain out there and my lack of training might make those poles more of a necessity than an option.

This marathon is going to be a real test of endurance, both physically and mentally. The Jurassic Coast is stunningly beautiful, but I suspect those views will come at a significant, and likely painful, price.

Remember, I’m running (and probably hobbling) to raise awareness and vital funds for Cancer Research UK, Prostate Cancer UK, Naomi House Children’s Hospice and St. Michael's Hospice.

So, how can you help?

• Sponsor me: Please donate to my fundraising page. Every contribution, no matter the size, makes a real difference.
• Cheer me on: Your messages and support are invaluable! Send me your virtual cheers (and maybe some virtual pain relief!) this weekend.
• Get inspired: Let's all prioritise our health and well-being. Even small steps towards a healthier lifestyle can make a big impact (and hopefully prevent things like persistent plantar fasciitis!).

Wish me luck…and maybe send walking poles recommendations!

Turney Groundcare held their first Commercial Open Day in the picturesque surroundings at Oxford University Parks on Wednesday, 14th May.

It was supported by many of their suppliers and attended by horticultural teams from the Oxford University Colleges, landscaping contractors and professionals, schools, and council customers. 

On display from Ransomes was Aurora; the first commercial battery-powered out-front rotary mower which could be seen cutting in action in the large demonstration area in the park. 

Turney say there was a solid representation and customer interest in zero-turn mowers by Ariens and Hustler, with many customers having a go at mastering the technique. Another strong presence was STIHL’s commercial team with a wide display of professional hedgecutters, strimmers, blowers, chainsaws, PPE, and mowers. 

Iseki machines included the TG tractor, SXG 327 ride-on cut and collect mower, and the Addax utility vehicle. Robotic technology was also a highlight, with the Husqvarna Ceora and 580L EPOS professional robots working wirelessly. 

Sammy Denne, group marketing manager at Turney, said, "Feedback from suppliers and customers who attended the event was overwhelmingly positive. The day presented a fantastic opportunity to see the machines in person and a unique opportunity to try so many in one space."

Visitor registration for GroundsFest 2025 is now officially open, with organisers saying that this year promises to be "bigger, better, and bolder than ever before."

Returning to Stoneleigh Park from 9-10 September 2025, organisers claim that the show will bring together one of the most diverse ranges of exhibitors the industry has ever seen. From major machinery manufacturers and cutting-edge tech providers to landscaping tools, turf care solutions, commercial vehicles, and more.

Visitors will once again be able to try out the latest machinery and technology in real working conditions. Whilst Machinery Nation Live will again be putting kit through its paces in their own unique style.

Free training sessions and seminars will also be on offer and once the day's activities are over the GroundsFest festival begins. Live music, street food, bumper cars and great company are all promised.

Free on-site parking is provided for everyone and there is also a dedicated camping area, which requires pre-booking in advance. Registration for the show is also free.

Will Fowler has been appointed as field sales representative at Stocks Ag.

In his role, Will, will work across the full product offering of wheels, tyres and applicators. His key responsibilities will be to manage and work with the UK agricultural dealer network, as well as support farmers directly to offer solutions to their enquiries.  

Raised on a dairy farm, In 2010 Will attended Brooksby Melton College where he achieved a Level 3 in Agricultural Engineering and undertook his apprenticeship with a local tractor dealership. Thereafter, Will went on to work for a number of agricultural dealerships and a large farm equipment supplier.

Upon joining Stocks Ag, Will explained, “Machinery is my passion. This opportunity at Stocks has given me the chance to work for a well-known British manufacturer, who are at a really exciting stage in their history. Having worked at dealerships for a number of years, I was familiar with Stocks’ applicator offering, however I have enjoyed delving into the world of agricultural wheels and tyres.”

Sean Stanfield, Stocks Ag sales manager added, “Will’s practical knowledge and experience of agricultural machinery is a true credit to him. Will is very passionate about offering first-class support. Since joining the company, he has proven himself as a great asset to the sales team. With Will’s appointment, our vision of growth for the Stocks Ag brand is clear.” 

Boss Off-Road-Vehicles has appointed Devon tractor and machinery dealer Blakewell Services as the latest Aodes dealer.

Neil Everett with Richard Tanton

Blakewell Services is a family-run business founded by Richard Tanton, who has been in the agricultural trade since 1971. He built the business from selling and servicing tractors at home, expanding to a workshop until he outgrew the premises, and moving to Mill Road Trading Estate in Barnstable, where he continues to grow the family business. Blakewell Services has diversified over the years into horticultural, groundscare and garden machinery through purchasing other businesses and consolidating the company’s sites. 

BOSS's national sales manager, Neil Everett, said, “We’re very pleased to welcome Richard and his family as our Aodes dealer for Devon. We know they run a great business with friendly faces and reliable service and machinery."

Blakewell has also opened a farm and country stores to supply the local community with their needs for rural living. They say the new ATVs make the ideal complement to their diverse range of machinery and services. 

Cobra Garden is set to launch its most advanced range of petrol lawnmowers to date, engineered to handle the long, thick, and often damp grass typical of the UK. 

The VX mower range, featuring Cobra’s latest DG500 (131cc, 2.4kW) and DG650 (149cc, 2.8kW) petrol engines, brings together high-performance cutting technology with innovative deck design to ensure superior mowing results. The VX range sets a new benchmark for efficiency, durability, and user-friendly operation.

Next-Generation VorteX Airflow Technology

One of the standout innovations in the VX range is the newly engineered deck design, incorporating a volute-shaped VorteX airflow system. This technology maximizes grass collection efficiency, ensuring clippings are powerfully lifted and packed into the grass bag, even in damp and dense conditions. By enhancing airflow within the cutting chamber, the VX range prevents clogging and promotes a clean, uniform finish with every cut.

The VX range offers five different models, each designed to cater to specific mowing needs:

• M40CVX (16" / 40cm Push Mower) - Compact and lightweight, ideal for smaller lawns.
• M40SPCVX (16" / 40cm Self-Propelled Mower) - A step up for effortless mowing on uneven ground.
• M46CVX (18" / 46cm Push Mower) - Versatile mid-size option with powerful cutting performance.
• M46SPCVX (18" / 46cm Self-Propelled Mower) - A balance of size, power, and user convenience.
• M51SPCVX (20" / 51cm Self-Propelled Mower) - The largest in the range, designed for expansive lawns and professional users.

Peter Chaloner, Managing Director of Cobra Garden, highlights the significance of the VX range:

“We know that UK gardeners deal with some of the toughest grass conditions in Europe. The VX range has been meticulously designed to tackle these challenges head-on. With our new VorteX airflow deck and high-torque DG500 and DG650 engines, these mowers deliver outstanding performance, even in damp and dense grass. Whether for homeowners or professionals, the VX range offers the reliability and cutting efficiency that our customers expect.”

Innovation That Delivers on Performance

With the VX range, Cobra Garden continues to push boundaries in garden machinery innovation, providing powerful, efficient, and durable solutions for modern mowing challenges. Whether you need a lightweight push mower for small gardens or a heavy-duty self-propelled machine for large lawns, the VX range ensures every user gets the best mowing experience possible.

For more information on Cobra visit: www.cobragarden.co.uk or to become a Cobra dealer, please contact Andy Marvin on: 07771 581 296 or call our sales team: 0115 986 6646 today.

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