Trying to remain positive in the face of the news cycle is becoming increasingly challenging. Tiers, firebreaks, levels and prospects of new lockdowns are incredibly trying for us all.

Thinking back to March and April, I made a real effort then not to constantly monitor news sources for every single update or opinion and to just take on board the main developments of the day. Like many others I found that simply concentrating on what was in my power to control, such as my own work, was helpful.

Of course external factors will impact on what we do, just look around your own showrooms for a physical representation of what 2020 has inflicted on us - but it is important to try to remain upbeat. As we've discussed lately, compared to many sectors we shouldn't forget that the markets that Service Dealer's readers serve, have kept reasonably buoyant this year.

I was speaking to Service Dealer founder Chris Biddle this week for his Inside AgriTurf podcast, and the trips-off-the-tongue subject of disintermediation came up. Chris and I both thought that whilst this is a phenomenon that is both unwelcome and undeniable for garden machinery dealers on certain products, dealers still do posses that potent USP that they have always had - their specialism. The expert knowledge, help and service which the network provides is a valuable commodity which customers will always desire.

It's interesting just this week in fact, to see this concept of the value of a personalised service reflected in a new advertising campaign that has begun both online and on TV, from Google. Famous faces are being used to encourage the public to leave a Google review online for their favoured high-street independents, pointing out that doing so will raise the store's profile locally and hopefully help them thrive. It's an intriguing move by the corporate giant, until now perhaps seen as the bête noire of the bricks and mortar independent, forever directing potential consumers to the Amazons and online-only retailers of this world.

Similar in principal to Garden Trader's philosophy, if this campaign of user-reviews can help steer potential customers towards an independent dealer that they may not have considered before, that must be an encouraging move. No one can deny that for many customers, looking to the internet is their first port of call on their journey to a purchase - therefore dealers need to turn that to their advantage.

Garden Trader can help with this, encouraging customers to leave a Google review can help with this, and as discussed both on here and in the Dealer Digital Toolkit, your own websites and social media activity can help with this. 

Pushing the tech

So if we're looking for much-needed positives at the moment, let's look at the technology we all have at our disposal, and what they can do for our businesses. I'm well aware from listening to dealers over the years, oftentimes speaking passionately at our Service Dealer conferences, the notion of "the internet" has been cited by some as a threat, as the enemy even. But hopefully that idea is being turned around. Dealers shouldn't be getting involved in a reductive online race to the bottom in terms of price - rather they can use the internet as a tool to entice and to promote all the extras they have to offer.

These extras of course include the incredible array of technologically advanced products they have on offer. Many of which are very much on trend with the modern consumers' desire for products which tick environmentally aware boxes.

Perhaps we don't shout enough about this aspect of our sector? With advances in battery and robotic tools, there's a wide choice available for consumers who are concerned about the use of traditional fuels - and manufacturers in our sector are going even further than this.

I read with interest an announcement from Husqvarna Group about their intention to launch 50 circular innovations by 2025. This idea of a circular economy is one that is aimed at eliminating waste and the continual use of resources. Husqvarna say they are going to do this by "making smarter use of the materials that comprise our products" - which is a fantastic and admirable innovation, as well as one which will appeal to the modern consumer.

In their statement Husqvarna go on to say "We’re challenging our teams to launch new solutions that help us be smarter about materials, with consideration of all product phases, including design, use, and repair." This is a great message and an exciting prospect for the future. 

Hopefully we'll hear more about this from Husqvarna in due course and no doubt other manufacturers will be developing their own technologies along similar lines. All of which is a great story to tell your customers and potential customers - who let's not forget are buying products from you to enhance the natural world and presumably would want to achieve this in the most sustainable way possible.

Looking for positives right now is of course challenging. But with the digital tools at our disposal to promote the exciting products coming our way, there can be reasons to be (just about) cheerful!