In the dentist’s waiting room earlier this week, I picked up a copy of a county lifestyle magazine. A glossy publication full of aspirational houses, flash cars and local gastro-pubs. In it, a well-designed advert for a garden machinery dealer, with the strap-line Big Discounts on All Machines.

Is this where we are now?  Discount as the main selling tool? Not service, not advice, not all the fringe benefits that can be offered by a specialist dealer. For the dealer, it has to be all about retained margins to run the business,make a living and invest in the future.

Reading the comments following Stihl’s announcement last week that it was relaxing its selling on-line policy, there was understandable anger from many dealers. But there was more. There was real sadness, frustration and bewilderment that a long-standing core-product, with high consumer awareness and perceived quality, should have the ‘selling shackles’ removed.

Over recent years, retailing has morphed into a completely new model. This is causing huge changes to the so-called High Street and is requiring a re-appraisal by every supplier and retailer into the way they should respond.   

There are many dealers who are very savvy, think and act creatively about how they price and promote products – selectively. But equally there are some who are only out to ‘move boxes’. Selling on discounts is a mugs game. Anyone can do it. It requires no thought – and the customer always remembers (“You gave me 20% last time”) and there, you’ve dug a potential long-term hole for yourself.

Please remember, you are specialist garden machinery dealers. Not Lidl, not Poundland, not Bargain Booze. You offer a very defined service that should never involve a race to the bottom.

Let’s look at another retail sector involving high-ticket items that are generally best sold with advice and support. Cameras.  I looked at one model, a Nikon D5300 with 18-55m lens.  Advertised at £529 by John Lewis, at £529 by Currys and £529 by Jessups.  Next, I checked out a couple of local specialist camera shops, the advertised price in one was £549, in the other £559 for the same model.

Now I bet that had I gone in to check out the camera, be all ‘feely-touchy’ with it, then if the price differential was still an issue, they would have more than likely put in a free memory card – or had I wanted to trade-in my existing camera, reflected any ‘discount’ in the value.  At least, that is my experience buying cameras over the years.

On-line buying is now a reality. We simply have to adapt to new norms, rather than get sucked into a discounting spiral where being a specialist holds no value.

I appreciate the difficulties where hundreds of independent retailers hold myriad franchises. There is no common ground, no industry strategy, no consensus. Mountfield were rightly applauded in recent years for their moves to promote clear price points, on-line and in-store.  Unfortunately it needs the whole specialist network, manufacturers, distributors and dealers to adopt a common sense (and legal) approach. Otherwise, margins will be sucked out of the business with inevitable consequences.

Being from a similar era, I enjoyed the rather wistful and reflective response to Steve Gibbs’ editorial last Friday by Barry Sims who will have seen it all and ‘worn the T-shirt’. Back in the day, when the ’sheds’ took away the business that specialist dealers thought rightly their own, the challenges were much more serious. Unmatchable advertising budgets, 7-day trading, huge buying power, the DIY superstores were untouchable.

Today, every business has the power to promote on-line. What a pity if the very tool that has provided specialist dealers with a level playing field, should be only to be used to promote price and not the professional and personal service they provide. Garden Trader is a positive step to increase consumer awareness, but then it is down to individual dealers to demonstrate their individual strengths.

Being an optimist, I do believe there is enough talent and tenacity amongst the dealer fraternity to react positively to these new challenges. And after all, in the dealer/supplier relationship, the dealer is the customer - and the Customer is King (as we are always told)

Steve Gibbs is away this week. There will be no Service Dealer Newsletter next week (Good Friday).   

Adrian Winnett has been elected President of the Agricultural Engineers Association (AEA).  He took up office following the Association’s Annual General Meeting on 9 April held ahead of its Annual Conference and Lunch at 1 Great George Street, London, the headquarters of the Institution of Civil Engineers. Etesia’s Les Malin was elected Vice-President.

Adrian first began his career in the family run business C.W. Winnett & Son, an agricultural and grasscare dealership in Northamptonshire. He subsequently joined the Argo Group, as an Italian Product Specialist for McCormick Tractors International, and after 12 months was internally promoted to the National Sales Manager of Landini UK.

In 2009 he was appointed as General Manager for Amazone Ltd in Harworth, were he lead a team of 30 employees, before he was promoted to Managing Director in 2014.
In September 2018, he returned to AgriArgo UK Ltd as Managing Director where he took over from Ray Spinks who had stepped down from the role after 40 years working in the farm equipment industry.

The AEA Conference was attended by over 200 people and attracted a fine line-up of speakers including Paul Johnson, director of the Institute for Fiscal Studies;  Anand Menon, Professor of European Politics at Kings College London, a regular panellist on BBC TV Question Time; Jeremy Moody from the Central Association of Agricultural Valuers and Swedish tech entrepreneur, Joakim Jardenburg and the world’s only Head of Internet emeritus.

Lunchtime speaker was the BBC’s Deputy Political Editor, John Pienaar, who was able to provide a running commentary on the on-going Brexit saga - and the event was rounded off with the traditional post-conference gathering at the nearby Westminster Arms

According to figures released by the AEA, UK registrations of agricultural tractors (over 50hp) were down on a year earlier for the sixth month in a row during March 2019, with 1,557 units registered which is a 5.6% drop.

Stephen Howarth, agricultural economist for the AEA, said, "As is normal for the time of year, the number of machines registered was high during the month, representing the highest monthly figure since March 2018, but was 6% down on that month. However, it is worth noting that the March total was in line with the average of the previous five years for the third month of the year.

"After an even bigger slowdown in January and February, total registrations for the first quarter of the year were down by 9% (265 machines) on the same period last year, at 2,667 units.

"The slowdown in tractor registrations so far this year is likely to be partly due to Brexit uncertainty having an impact on farmers' willingness to invest in new machines in the short-term. Given delivery lead times, this could continue to affect registrations in future months, even if the uncertainty is resolved quickly."

Last Friday (April 5th 2019) the blue plaque which has been erected in tribute to Douglas Hayter had its official unveiling.

In recognition of his contributions to Bishop’s Stortford through his lawnmower manufacturing business which was founded in 1946, the unveiling took place at Douglas Hayter's former residence at Granary Cottage, 30 Mulberry Green, Old Harlow.

L-R: Stan Newens, former MP and head of Harlow Civic Society; (seated) Robert Halfon, MP; Jenny Pactat, daughter of Douglas Hayter; Maggie Hulcoop, chair of Harlow Council; Raghu Das, Hayter md

Family and friends were in attendance to witness the achievement bestowed by the Harlow Civic Society and its head, former Labour MP Stan Newens.

Also at the ceremony was managing director of Hayter Ltd, Ragu Das, who said, "“We are immensely proud to be a part of the unveiling of the blue plaque in honour of Douglas Hayter’s achievements. He was a great visionary and business man who contributed a lot to the local community in and around Old Harlow and Bishop’s Stortford."

Granary Cottage

Tallis Amos Group has announced that they have been appointed as dealers for the full range of Timberwolf wood chipping equipment for Bristol, Worcestershire, Herefordshire and Newport.

Colin McIntyre, turf and commercial director at Tallis Amos Group, said, “I am delighted that we have become a part of the Timberwolf dealer network and have expanded our product range further to fulfil our customers’ needs and expectations.

"Timberwolf complements our existing quality product range and we look forward to introducing it to new and existing customers."

 
The product range will be sold and supported through Tallis Amos Group’s existing facilities at Leominster, Evesham and Bibury covering and supporting the Bristol area.

AriensCo has launched the new commercial Zenith 60 zero-turn mower to dealers.

In a statement the company said that they are a growing brand in the UK, extending their dealer network and the provision of full back-up for servicing and parts

The newly launched Zenith 60 is the largest zero-turn in the company's range and turns through 360º on its own axis.

The unit features a 152cm (60”) cutter deck and travels up to 8.5mph going forwards plus 4mph in reverse where needed. Power comes from a Kawasaki FX730 V-Twin 726cc engine.

The 10-gauge deck is designed with 14cm depth providing optimal airflow. The Constant Belt Tension System ensures the correct tension, while minimising wear and heat to provide enhanced belt life. Two control levers are used to drive, brake, steer and spin on the spot. 

The chassis is fitted with a Rollover Protection System (ROPS) as standard to protect the operator. The high backed, ergonomically designed, padded seat features armrests and integrated isolators to help absorb body impacts from uneven surfaces.

The cutting system boasts fifteen cutting positions in 0.6cm (¼”) increments, from 38.1mm to 127mm, which can be adjusted by using the foot-operated deck lift system and moving the pin into the desired cutting height position.

The Zenith comes with a two-year commercial warranty.

Dorset-based dealers, Francis Bugler Ltd held a ‘Quality Forage Solutions’ evening recently at their Beaminster depot.

According to speakers at the event, significant opportunities to boost production from forage are possible through use of some of the more advanced grassland machinery technology available.

Visitors heard that KUHN’s Merge Maxx 950 offers an efficient solution to windrow formation with less risk of soil contamination in the crop

Visitors were invited to view a new belt merger machine, capable of rapid windrow formation whilst minimising soil contamination in the crop. They also had insight into an award-winning film binding system that is available on the latest baler wrapper combinations; this system uses wrap instead of net binding, thereby improving bale conservation quality whilst simultaneously reducing the burden of recycling. Film binding technology, patented by KUHN and available on models in their range, received the accolade of a silver medal at the recent LAMMA Show Livestock Innovation Award.

Speaking at the event, KUHN product specialist Katie Calcutt, highlighted the role of new grassland machinery technology in the ongoing quest to boost production from forage.

“Innovation in machinery technology is creating opportunities for livestock farmers to improve the efficiency of forage conservation and increase the quality of the silage,” she said. “The Merge Maxx 950 belt merger is a machine that combines efficiency of output and improved forage quality and is not surprisingly attracting a lot of interest.

“Film binding is another new development that combines efficiency and increased forage quality. We’re seeing improved nutritional value in film bound bales. In addition, overcoming the downtime of having to separate net from wrap in order to meet recycling requirements is a great bonus for farmers.”

The ‘Quality Forage Solutions’ event was organised by Francis Bugler Ltd in conjunction with KUHN Farm Machinery, RPC bpi Agriculture and Solway Recycling.

Etesia UK has announced a VAT-free offer on several of its ride-on mowers, and offering up to £1000 off the price of other models.

The VAT-free offer runs from 1st April until the 30th June 2019 and applies to the Bahia and Hydro 80 ride-on mowers.

For users requiring a large ride-on mower, the company has announced a ‘try before you buy’ offer.

Following a demonstration with an Etesia member of staff in attendance, customers will be presented with a cheque which will entitle them to an additional £500 discount on the purchase price of the Buffalo 100 range (BVHP2, BVHPX2, BPHP & BPHPX models) or a £1000 discount on the purchase price of the Hydro124 range (H124 DX, H124DN and H124DL models). This offer is in addition to any discount the customer undertakes with the supplying dealer and runs until 31st December 2019.

Etesia UK managing director Les Malin said, "The exceptional success of our VAT offer a few years ago meant we were understandably keen to offer the discount again.

"Our dealers up and down the country have been busier than ever, and now, with the announcement of these great new retail offers, I'm sure they can look forward to a fantastic year."

The company says these offers are available at participating Etesia UK dealers until the dates specified above or until stocks last. The VAT-free price refers to the VAT element removed from the suggested retail price - VAT will be paid on the lower promotional price. Terms and conditions apply.

As well as authorised P.D.I. dealers giving a ‘free pre-delivery inspection’ when a Makita garden product is purchased, the company is also offering end user customers a full 3-year extended warranty package for their grounds maintenance, landscaping and gardening equipment.

This includes all cordless, mains and petrol-powered garden machinery from the range. Included in the extended warranty program are hedge trimmers, line trimmers, brush cutters, chainsaws, blowers, pole trimmers, mowers, scarifiers and water pumps.

“Makita believes that this extended warranty opportunity offers end user customers reassurance when purchasing any item from our garden machinery product range in the UK. It also shows our confidence and our belief in the durability of Makita products for both professional and domestic customers,” said Kevin Brannigan, marketing manager, Makita UK. “A national network of expert Makita P.D.I. dealers is constantly expanding. A customer taking delivery of a Makita garden machinery product from an approved P.D.I. dealer can be reassured that the machine is set up, running perfectly and ready to provide immediate maximum performance.

“When the qualifying machine is purchased from an approved Makita P.D.I. dealer, the dealer will carry out a ‘free pre-delivery inspection’ and the end user will then receive an automatic, extended warranty on the machine. The original warranty is for a standard 12-month period, and only then can an extended, additional 24-month warranty, for professional and domestic users, be offered as long as the customer returns the machine to the authorised P.D.I. dealer for service within 12-months of the initial purchase. Standard warranty terms and conditions apply. This underlines Makita’s objective of improving service levels to the customer.”

Every tool manufactured by Makita UK has a unique serial number. This provides protection against counterfeit tools which are sometimes offered for sale in suspicious circumstances.

The company are asking  those interested in becoming an authorised Makita P.D.I. dealer, to contact them on 01908 211678 and ask for your local Makita ASM.

John Deere recently marked a manufacturing milestone with the completion of the five millionth unit of riding lawn equipment built at the company’s Power Products factory in Greeneville, Tennessee.

Originally founded as a small, satellite factory, Power Products is now the highest volume facility for John Deere and is responsible for manufacturing many of the lawnmowers sold by the brand. The facility was established in 1988 and celebrated its 30th anniversary last July.

“The production of the five millionth machine is a significant milestone for the Power Products team, John Deere and our loyal customers,” said factory manager Jeff Hollett. “We take immense pride in the legacy we have built here in Greeneville, and to know we have built five million machines is something we are really proud of.”

The Power Products facility currently manufactures the John Deere 100 Series small ride-on models as well as the S240 lawn tractor and the Z300 and Z500 Series ZTrak zero-turn mowers.

“The production of five million units really puts into perspective what we do here on a daily basis,” said Jeff Hollett. “It’s more than just manufacturing machines to help people look after their lawn. It’s about our unwavering commitment to quality and integrity. This is the only way we were able to reach this milestone, which is a testament to the long-term success of John Deere Power Products.”

Providing true working demonstrations of the company’s forestry cutter attachments for the first time in the UK, Bobcat has completed a tour of Customer Roadshow events, incollaboraton with local dealers to promote Bobcat products for forestry, agriculture, construction, landscaping and estate management.

A demonstration at the Kent event hosted by Bobcat Of London

Alastair Jones, Bobcat Attachments district manager (UK, Ireland, Nordics & Baltics), said, how Bobcat prides itself "..on demonstrating a full range of equipment to provide solutions for customers’ requirements in a wide range of market sectors. This latest successful Roadshow Tour was organised with this in mind."

A steady stream of existing and prospective customers at all three events were able to see Bobcat compact track loaders and Bobcat attachments working in a variety of different scenarios. Highlights included the first demonstrations in the UK of Bobcat’s recently launched FRC150ST standard torque and FRC200HT high torque forestry cutters.

At the first event held on the 150 acres of orchards at Newborn Farm in Grove outside Canterbury, Kent, visitors could see the forestry cutters reducing old trees in minutes, leaving a carpet of material that can be absorbed back into the ground. Host for the day was Bobcat of London, based in West Thurrock in Essex, the dealer for London, Essex, Kent, East Sussex, West Sussex, Surrey, Hertfordshire and Middlesex.

After the day in Kent, the Bobcat Roadshow truck travelled north to set up for the next event at the Follifoot Ridge woodland farm estate near Harrogate. This was organised by Grays Machinery, based in Bedale, the new dealer for North and West Yorkshire.

The Harrogate event

Visitors from Grays Machinery were joined by those invited by AMS Bobcat Limited, the dealer based in Scunthorpe, which has just expanded its existing areas of Lincolnshire and East Yorkshire with the addition of South Yorkshire. The audience on the day was able to see Bobcat equipment being used to clear and remove unwanted undergrowth, shrubs and trees next to a public pathway on the edge of the woodland farm estate.

The last stop in the UK for the Bobcat Roadshow was at Hunters Airport Car Park in Heald Green in Greater Manchester. The car park is nearby to and serves the very busy Manchester Airport. The compact track loaders and forestry cutters were used to clear an extensive area of woodland to make the way for new car parking space for the airport. The event was hosted by Wigan-based Norwest Plant Ltd, the dealer for North-West England and North Wales.

Providing cutting widths of 1.5 and 2.0 m, respectively, the Bobcat FRC150ST and FRC200HT forestry cutters are designed for continuous work on bushes and trees 100 to 120 mm in diameter, intermittent use for trees with a diameter from 150 to 220 mm and occasional use on trees 220 to 300 mm in diameter.

The FRC150ST is designed for use on the smaller Bobcat S630/H and S650/H skid-steer loaders and T590/H and T650/H compact track loaders. Like Bobcat’s smaller 1.5 m FRC150HT high torque model, the FRC200HT is compatible with the Bobcat T770H and T870H compact tracked loaders and S770H and S850H skid-steer loaders.

At the Roadshows, as well as the forestry cutters, a stump grinder and a flail cutter, other attachments being used included the Bobcat Brushcat rotary cutter, the root grapple, the brushsaw, pallet forks, a 184 cm skeleton bucket, a 178 cm digging bucket and a 183 cm soil conditioner.

Swift are arguably the fastest growing new cordless brand and UK designed and engineered.

With a full range of fully compatible 40v tools, a selection of robots and incredible power 120v mowers and at very competitive pricing with unmatched genuine margins.

The mowers all have market leading digital brushless motors at prices not seen anywhere else.

Batteries utilise Samsung cells and high quality electronics.

The new 120v range are taken from the petrol machines and electrified and include a self-propelled range.

The robot products can compete with ecommerce and DIY products, but with dealer margins.

Call Ron Miller on 07853 005790 or e-mail ron.miller@ngpgroup.eu

Cobra has introduced two new petrol lawnmowers into their already comprehensive range. These feature rich, premium lawnmowers are expertly powered by Honda and Cobra engines and are both equipped with a 4-in-1 collection system.

The New Cobra MX484SPCE electric key start lawnmower has a cutting width of 48cm / 19” and is ideal for medium to large lawns. Powered by a Cobra Y173V 173cc 4-stroke engine, with unprecedented reliability and performance, this 4 speed lawnmower is designed to perform the most demanding tasks with ease. Whether you want to collect the clippings, mulch or side / rear discharge this lawnmower is equipped for the job.   The stocking dealer price is £195.00 ex VAT.

The Cobra MX534SPH self-propelled lawnmower has a 4-speed gearbox and a cutting width of 53cm / 21”. Powered by a Honda GCV170 4-stroke engine, for unprecedented reliability and performance, this lawnmower is perfect for a medium to large domestic lawn and is able to collect, mulch or side / rear discharge.. The stocking dealer price is £255.00 ex VAT.
Both lawnmowers have an optional swing tip blade accessory available, which can both help to improve cutting and reduce risk of damage to the crank shaft.

For more information on Cobra mowers visit: http://www.cobragarden.co.uk/Premium_Lawnmower_Menu_Page.html  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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It costs just £96 + VAT per year to be listed and all revenues in 2019 will be reinvested into promoting the site online.

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