Firstly today, I'd like to draw your attention to a fascinating video that has been added to Service Dealer's Equip Digital Special Report that we published recently.
We are serialising a roundtable discussion that dealer Jo Balmer of Balmer's GM and Service Dealer owner Duncan Murray-Clarke had with American dealer training experts Sara Hey and Bob Clements of BCI. In the second part of their conversation which is now live, the subject of dealer stocking commitments is considered.
The conversation takes in the differences of approach on both sides of the Atlantic, covering areas such as winter stocking, finance planning and dealer margins. The question arises can't a better system for dealers be found - especially when unknowns such as the changing of weather patterns are taken into account? It's an interesting chat, and I think especially fascinating for our UK readers to hear from Sara and Bob, just how different a system it is for our dealer colleagues in the States.
Personal touch
An area where US and UK dealers will most certainly find a commonality of approach though, is with a personal customer service touch that machinery specialists are able, and indeed must, provide for their clients.
It's a subject that was brought up eloquently last Thursday at our Conference (check out a load of our newly published professional photos here), by keynote speaker, business expert Ellis Watson. In his wide-ranging, entertaining talk where the concept of change was to the fore, one area he believed that our dealer delegates shouldn't be altering, is in their commitment to exceptional, one-to-one customer service.
Making customers feel they are cared about, argued Ellis, is essential to a dealer's continued success. He said, "It’s about passion, something that needs to be shown by all employees in a business. Ensure no-one is hiding behind a desk or screen - make people feel you’re pleased to see them and work with them. They need to see you care and value what they do."
Ellis went on to argue that passion cannot be delegated or outsourced; it must come from a company's leadership walking the walk themselves. It was powerful, inspiring stuff.
Dealers have always known that their attentive customer interactions are one of their superpowers - but in this age of increased digitalisation, of A.I creeping further and further into retail, and with our human exchanges at risk of becoming ever more remote, I think it was fantastic to have this reconfirmed by such an experienced businessman as Ellis - and indeed, one who is an outsider to our sector.
No one is saying of course that quality digital representation of a dealership is not important. A strong online presence, complete with a user-friendly website, social media engagement, and digital marketing campaigns, can drive foot traffic to a dealership. However, these tools work best when combined with the personal service that makes your dealership stand out.
I suspect many of our dealer readers use digital platforms to showcase your expertise and act as a springboard to encourage customers into your premises to experience your products and services in person. A well-timed follow-up email or social media post reminding customers of servicing schedules and whatnot can complement the personal connections you’ve already built.
But having that knowledgeable, friendly, expert human presence in your dealership is what builds long-standing relationships. And strong inter-personal relationships between customer and dealer is what success is built upon in this sector. It's precisely what Karl from Lord's, Jim from Twickenham and farmer Andrew spoke about last week.
In a world increasingly dominated by technology, the value of genuine human interaction has only grown. For our dealer readers, there's no doubt that the personal touch remains an essential ingredient for success. You are in a position to offer a level of service that online competitors simply cannot replicate.
Your customers may explore products online, but it’s your in-person advice, expertise, and care that will keep them coming back. In the end, it’s not just about selling a mower or a tractor - it’s about being a trusted partner in your local community.
