Yesterday Service Dealer hosted another of our regular video conference calls with senior representatives of manufacturers, suppliers, business service companies and trade associations.

Once again, we thank everyone who took part for their willingness to talk openly about how they see the state of the industry at the moment and for their thoughts regarding where we might be heading. As ever, it offers us as a trade journal an opportunity to take a snapshot of some current thinking that we can pass along to you, our dealer readers.

Pricing

Still very much at the top of the agenda for both manufacturers and dealers is 2021's continuing problems with supply of wholegoods, parts and components.

The manufacturers on the call this week all had their own stories to tell regarding disruptions to their flow of goods. We heard them talk about empty warehouses and not even having a single example of core models at their disposal currently.

This raised the question, when do supply chain issues begin to effect costs? The answer of course, is that they already are.

It's not just to do with scarcity of inventory either. There is the worldwide steep inflationary rise in the cost of raw materials, shipping, logistics etc. to take into account. There are many factors all contributing to higher prices.

We were told that manufacturers believe that savvy dealers are already passing these costs on to customers - raising their prices and increasing their margins. Domestic machinery customers we were told, would be unaware of how much a mower has gone up in the past year due to them being such an infrequent purchase. They will simply buy whatever model they can afford.

On the other hand, professional customers who would be more aware of price rises through regular purchases, are at the moment prepared to pay what's being charged because they simply need to get their hands on kit. Scarcity of goods is driving demand and there is a willingness to pay almost anything within reason.

It was felt that dealers who haven't yet increased their margins by passing on higher prices to their customers, were missing out.

How long will this last though, isn't clear? Once supply is fixed, where will prices settle was questioned? It was felt that following sustained increases, prices were unlikely to simply fall back down again. Maybe there would be a few years where they held fairly constant? 

Digital vs face-to-face

Debate was also held over when life gets back to normal-ish, will we see a resurgence in the popularity of consumer face-to-face buying in showrooms? Here at Service Dealer we have heard some dealers believe this to be the case in recent discussions.

The consensus of opinion amongst those on supplier side on the fence this week though, appeared to be that whilst in-person interaction will come back, the importance of a strong online identity, including a fully functioning sales side, couldn't be emphasised enough. It was an absolute must they felt.

The psychology of how end-users purchase has been irrevocably changed over these past 15 months, we were told. The buying journey now very much kicks off with online research. It may perhaps end in store, but it certainly begins at home. Some domestic consumers will in fact place greatest emphasis simply on the convenience of ordering.

The advice to dealers from manufacturers would therefore be to get up to speed with your online offering - whilst in-store, don't be a collector of brands. Concentrate on a few premium makes and technologies, not confusing the consumer with a multitude of choices.

This is an argument we have heard before from certain suppliers of course, which does have its own sound logic. However, dealers will know what works best for their own businesses and customer base. At the same time, this year especially, dealers will know what it feels like to be let down by certain manufacturers in terms of supply and communications. Under these circumstances spreading the risk across several brands has proved helpful.

Events (again)

Related to this changed means of end-users researching potential purchases, was the much-discussed notion of the role of industry shows.

With both Cereals and BIGGA's Festival Of Turf confirming their intentions to take place soon, it seems that manufacturers are continuing to hold conversations internally about their value to themselves as businesses.

It was said by more than one that attendance at exhibitions would be by far their most significant outlay from annual marketing budgets. This doesn't sit well considering they know that nowadays they are acquiring far greater numbers of new customers online.

So why aren't they at least leveling up these spends, they were asking themselves? On the minds of several appears to be dedicating a greater percentage of budget to digital communications and a lesser amount to attending fewer shows.

It wouldn't surprise me if we begin to hear of a return to that policy from a few years ago, where companies chose to exhibit at the large national shows once every other year. Certainly as soon as one of the big boys announces a policy along those lines, be prepared for others to quickly follow suit.

The organisers of the Cereals Event say it will go ahead as planned despite the delay in the lifting of lockdown restrictions, as they say it will still comply with local and national legislative measures.

 
As an outdoor agricultural event, the team behind the show say Cereals will not be affected by the delay in the final easing of lockdown restrictions, meaning it will be going ahead and open to all ticket holders as planned on Wednesday 30 June and Thursday 1 July.
 
Approval for events is granted by the local authority unless the UK was moving back into full lockdown on a national level. This week the Lincolnshire Safety Advisory Group once again confirmed their approval for Cereals to happen based on the latest news, explains event organiser, Alli McEntyre. “We are really pleased to reassure visitors that the event is definitely going ahead without restrictions and in line with all Covid regulations. Outdoor agricultural events have been approved to happen since 12 April 2021. These events have a minimal risk of infection transmission due to plentiful space, fresh air and sunlight.”
 
The full line-up of seminars will take place in open-sided marquees for fresh air flow. Hand sanitisers will be available across the site. Exhibition stands are spread across more space and have passed health and safety tests. Visitors will be able to pass between different stands and arenas without any concerns. Everyone is welcome to wear masks and will be required to socially distance in accordance with government guidance.
 
Cereals say they have been working closely with health and safety advisors, Abraxys and X-Venture Global Risk Solutions, as well as the local Lincolnshire Safety Advisory Group and Cereals exhibitors to ensure the event is safe and secure for all participants. . 
 
Beyond the secure safety measures, it is business as usual, says Ms McEntyre. “There will be the opportunity to get into the Soil Hole, view the Crop Plots and observe the Syngenta Sprays and Sprayers Arena, as well as the new Inter Row Weeding Demos, Direct Drill Demos and Drone Zone. 
 
“Visitors can be confident in attending the event as we have implemented all necessary health and safety procedures to ensure the site is Covid-secure and compliant with the latest guidance. We want everyone to feel safe and to have a great day out,” she adds.

The British & International Golf Greenkeepers Association (BIGGA) has released a statement this week, reaffirming its commitment to hosting a new trade exhibition for the turf industry.
 
The association says that although the delay to the lifting of lockdown restrictions announced on Tuesday 14 June wasn’t the news anyone was hoping for, they are pleased that the new date facilitates the staging of the Festival of Turf.
 
In a statement the association said, "The golf industry has faced significant challenges relating to COVID-19 over the past 15 months and BIGGA has been at the forefront of discussions relating to safety measures, essential maintenance guidelines and the eventual reopening of the game. Likewise, the Festival of Turf was formulated as an exhibition that could be hosted in a safe manner for all involved.

"BIGGA has worked closely with specialist contractors throughout the design and planning stages to ensure safety for all who attend, as well as ensuring the event will comply with any regulations that may be in place. A combination of outdoor and indoor exhibition space alongside other measures such as enhanced cleaning, pre-registration and social distancing measures will ensure a safe exhibition experience for all.
 
"Numerous conversations with both BIGGA members and those on the commercial side of the business over the past year made it clear that there was a real appetite to host a physical event this summer. Such an event would allow everyone to reunite and share their experiences, as well as discover what new innovations BIGGA’s commercial supporters – both old and new – have developed in the past year or so.

"Although the lifting of restrictions has been delayed, this appetite remains and the Festival of Turf has been warmly received across the sports and amenity turf industries, with exhibitors hurrying to book up the available space and exclusive product launches planned for the event."

Registration for the Festival of Turf is open now.

Toro dealer Cheshire Turf Machinery, based in Stockport near Manchester, is celebrating its 25th anniversary this year. 

Steve Halley, managing director at Cheshire Turf Machinery, centre, with Peter McGreevy, sales director, left, and Mark Woodward, service director

Toro, and its UK distributor, have been involved with Cheshire Turf Machinery for at least the last quarter of a century and some time before that, as managing director, Steve Halley explains: “Initially set up as Cheshire Light Tractors in 1956 selling garden machinery and turf equipment, the company was bought by Flymo in 1980 and then by myself and my business partners in 1996. At that point, Toro was already a staple part of the business and Lely supported us with demo equipment when we took over. We changed the name to better suit the ethos of the business in the supply and servicing of professional turf equipment and set our focus on a mainly sports based portfolio of customers."

“The company has been through many changes, but one thing that has remained the same is our relationship with Toro and its UK distributor Lely, then Reesink.”

Steve says: “Toro has been involved in so many milestones over the last quarter of a century. Toro was our first machine sold and our 1000th, and when we decided to branch out into the market sector of councils and sports field mowers in 2013, becoming agents for the Toro Groundscare range enabled us to do that.”
 
In addition, Toro has also helped in the company’s expansion and as a result of continued sales growth they awarded Cheshire Turf Machinery with extra sales and service territory for its commercial golf mowers and equipment, primarily to cover South Yorkshire, culminating in the formation of Yorkshire Turf Machinery. 

The other major contributing factor to the company’s success according to Steve is the experienced team. “Our staff are good at thinking on their feet, thinking laterally to solve our customer’s problems. It was really highlighted in 2020 just how much they care, and I can’t thank them enough for that as well as all their hard work over the years.”

Excellent staff retention means the company can call on over 200 years of industry experience. Special mention goes to company secretary, Bob Smithson. Steve says his wisdom and business acumen has helped guide the company from inception to present and his influence cannot be overstated: “Bob has been instrumental in the success of the business.” 

Also key, has been the company’s ability to tailor flexible finance packages to specifically meet customer requirements.

Other company highlights include the successful relationship forged with football clubs such as Manchester City, Manchester United and Liverpool, as well as Preston, Blackburn and Oldham.

To support the tenth anniversary of Greenfingers charity’s Garden Re-Leaf Day, STIHL launched the Minutes Mowed Challenge.

The contest saw the manufacturer go head-to-head with long-standing dealer Sims Garden Machinery to see who could clock up the most minutes’ mowing over 10 weeks. 

Jack Wallington of the Daily Telegrapgh was on Team STIHL

The challenge came to a close in May with Team STIHL, which included Jack Wallington, garden writer for the Daily Telegraph, taking the lead with 2,229 minutes whilst Team Sims clocked up an impressive 1,992 minutes of mowing. 

Garden Re-Leaf Day is an annual nationwide event that raises funds and awareness for Greenfingers, a charity that supports children who spend time in hospices by creating inspiring gardens and outdoor spaces for them to enjoy. It’s supported by gardening clubs and societies across the country, as well as garden centres, growers, suppliers, manufacturers and trade associations.  

Speaking of the challenge, Greenfingers’ director of fundraising and communications, Linda Petrons, commented, “The physical and mental health benefits of being able to sit outside and breathe in fresh air are immense. Whilst many of us have been able to spend time in our gardens enjoying the weather, this hasn’t been any option for some of the most vulnerable children in our communities. As a result, the need for well-designed outdoor spaces has been amplified with more and more hospices joining the waiting list for our help. 

“The money raised from Garden Re-Leaf Day by STIHL and Sims Garden Machinery, as well as many others across the country, will help to ensure that thousands more life-limited children and their families can benefit from magical and inspiring outdoor spaces in 2021 and beyond.”

Simon Hewitt, head of marketing at STIHL GB, said, "STIHL GB has been supporting the Greenfingers charity for a number of years and this year, we wanted to get creative and try a different and more competitive approach to fundraising. 

"Well done to everyone who took part in supporting our Minutes Mowed challenge and for pushing through the last 10 weeks, come rain, shine, high winds and even hail.”

During this challenge, STIHL raised £582 for its’ current charity partner Greenfingers, and a number of further fundraising activities will take place through the course of 2021.

As part of their centenary celebrations, ATCO has donated two of its machines to the National Memorial Arboretum in Staffordshire to help maintain the 150-acre site.  

Left to right standing: Andy Ansell, Head of Estates at The National Memorial Arboretum, Glen White, Area Sales Manager for STIGA UK, Richard Gadsby and Jennifer Clay from Country Services, the ATCO dealership in Barton Under Needwood, who delivered the two machines: kneeling left to right: Adrian Sharratt and Tom Price from the grounds team at the Arboretum.

The Arboretum is part of the Royal British Legion and ATCO has joined forces with them as they also celebrate their centenary in 2021.

The ATCO Liner 22H V and 22 SC BBC, join the stable of lawnmowers used to maintain the extensive garden and woodland site, and went immediately into service.

“With 150 acres to manage, our team is always working hard to ensure that our grassed areas are in peak condition,” said Andy Ansell, head of estates at the National Memorial Arboretum.

“We are incredibly grateful for ATCO’s donation of the two new machines to assist our efforts and they will be well used in our formal areas.”

Gary Tully, sales and marketing director of STIGA UK, which owns the ATCO brand, added, “The beautiful grounds of the Arboretum, complement hundreds of sculpted memorials dedicated to incredible people, who have served and sacrificed on behalf of our country and we are absolutely delighted that our machines will play their part in maintaining them.”

The Royal Highland and Agricultural Society of Scotland (RHASS) has announced the 2021 winners of the Technical Innovation Awards, with one Gold, six Silver and five Certificates of Commendations being awarded.  

The RHASS say the awards showcase and reward innovation and development within the agricultural sector and this year applicants were once again invited to enter online with judging taking place virtually. Winners will be featured as part of the Royal Highland Showcase with a formal award ceremony planned for the 2022 Royal Highland Show. 

Gold

Gold awards are presented to previous Silver award winners for continuous outstanding merit. This year, Calibrate Inc Ltd earned Gold for their Heatpump Heat/Chill 6MW System.

Silver

Kubota UK earned a Silver for their M7003 Premium KVT tractor and the BV Series TIM round baler. The TIM (Tractor Implement Management) is a cross-product and cross-manufacturer ISOBUS solution for the agricultural machinery industry, whereby the implement is able to control certain tractor functions. The TIM system enables the implement to automatically control certain functions of the tractor to optimise the quality and efficiency of the overall system. Kubota is the first manufacturer to receive the renowned AEF certification for a tractor/implement combination. 

 
Massey Ferguson also won a Silver for their MF 8S Tractor. Built from a blank canvas using a ‘Voice of the Customer’ study, this was used this to create something completely new. Key feedback underlined the need for comfort, ease of use, value for money, excellent reliability, intuitive and convenient controls, efficiency transmitting maximum power to the ground, 100% connectivity and the ability to work with the most demanding implements.

Other Silver awards included:

• Small Robot Company for End to End per Plant Farming
• Graintek UK Ltd for Baby Portable Grain Dryer
• Safe Forestry by Safe Worksite for Safe Forestry App
• Smart Farmer for Smart Farmer App

Commendation

• 5|Agri for Agri Ignite
• McHale for Orbital Bale Wrapper
• SmartRural for Smart Rural App
• Spread-a-Bale for HD and XL balers
• UBCO Bikes UK Ltd for UBCO 2x2

RHASS chief steward of technical innovation, Christopher Shepherd said, “I would like to extend my congratulations to the winning entries of the Technical Innovation Awards this year. This year’s entries were exciting examples of the innovative work going on within the agri-tech industry, and especially inspiring were the number of software solutions entered this year. 
 
“The benefits to winning for businesses and brands are significant, providing a respected mark of quality for customers to look out for. After such a challenging year, it is heartening to see such quality entries come in once again.” 

The fourth Pöttinger production plant was officially opened on 11 June 2021.

Together with the company owners, the management team, employees and a small gathering of invited guests attended the handover of the new plant in St. Georgen near Grieskirchen, Austria.

The first expansion phase was completed in just one year at an investment of EUR 25 million. The company says that a strong order book and limited space available at the main plant mean that construction needs to continue quickly - hence a groundbreaking ceremony for the next phase, also took place at the same time as the opening.

The company says that round balers and large rakes will be manufactured at the new plant.

The first phase - which provides 6,300 m2 of production space on a site of 17 hectares - was completed in the record time of just one year. In order to be able to support the ongoing growth of the company, Pöttinger designed the new production plant in such a way that, when completed, it will offer a production area similar to the manufacturing plant at headquarters.

The groundbreaking ceremony held during the official opening marked the start of construction on the second expansion phase. This new stage means an expansion of about twice the current production area and an investment of around another EUR 45 million. In future, the paintwork of the machines will also be carried out at the new plant.

"We are pleased with the positive development of our business and want to use the momentum of current demand to achieve sustainability by expanding distribution and introducing new products. This development will be supported in the best possible way by these expansion phases," said Gregor Dietachmayr, spokesperson for the management team.

In addition to the ten High-Performance Dealer Workshops that are included with GIE+EXPO registration, the Bob Clements International (BCI) team - who will be well-known to readers of Service Dealer through their conference appearances and columns in the magazine - will be also running a masterclass on Tuesday, October 19 in Louisville, Kentucky.

Bob Clements presenting at GIE+EXPO 2019

The half-day masterclass, that costs $99, will include three interactive sessions presented by Bob Clements and Sara Hey. The pair will walk dealers through key strategies that they say will help move dealerships to the next level, along with how to implement them. The discussions will be based on each dealer’s unique circumstances.
 
Schedule for Masterclass with Bob Clements International

Tuesday, October 19

• 1:00-2:15 PM – Is My Dealership Surviving, Dying or Thriving?
• 2:45- 4:00 PM – Growing the Profitability in Each Department
• 4:00-4:45 PM – Excuse Me. I Have a Question!

The High-Performance Dealer Workshops, which take place all three days of the show - October 20-22 - include sessions presented by BCI, as well as experts from the Equipment Dealers Association and United Equipment Dealers Association. Topics will range from bulletproofing your business and closing sales to generating revenue with two-way texting.
 
You can read a complete schedule of all the dealer workshops here.

Position: Area Sales Manager (ASM) Location: Northern England UK

Reports To: National Sales Manager (Specialist Dealer Sales)

Brands: AL-KO, Weibang, DR Power Equipment and Mitox

Job Summary

The role requires a strong communicator with the drive and selling ability to create a strong dealer network that meets and exceeds the requirements of the retail customer. A pro-active sales attitude is essential with a good knowledge and understanding of the Specialist Garden Machinery Industry.

Strong presentation, whilst delivering a professional appearance and developing a relationship with customers and peers that has integrity, a strong work ethic and TEAM at the core. A satisfied retail customer is important; therefore, the standard of the dealer network needs to be developed to a level that ensures every dealer is a destination for the end user.

AL-KO Gardentech UK offers the correct candidate the opportunity to join a business that has enjoyed a strong 2020 where an enthusiastic team of 5 ASM’s, supported by solid business infrastructure, results in an enjoyable working environment.

About AL-KO

AL-KO was founded in Kötz, near Augsburg in 1931. Today, and 90 years later, the still family-owned company with more than 2,400 employees is active at 30 locations all over the world. In 2020 the AL-KO GROUP reported revenue of around 500 Mio. Euros. The AL-KO KOBER GROUP is part of the PRIMEPULSE network. PRIMEPULSE is a dynamic investment holding based in Munich.

Essential Responsibilities and Duties

• Host regular business meetings with dealers to ensure retail success that drives a strong wholesale performance.
• Coordinate/deliver sell-in presentations for new and existing products, programs and events.
• Assist dealers in establishing wholesale and retail goals, creating an understanding for market demands within their local area, selling in correct stocking of products that fit the dealer’s customers demographic.
• Encourages dealers to participate in all product training, programs, seminars, demo events and technical training programmes.
• Advise and coordinate brand standards, showroom set-up, branding and shop fitting.
• Encourage dealers towards participation in marketing, promotions, local shows, dealer open days, product demonstration, positive social media PR and events.
• Identifies and targets territory Specialist Dealer open points.
• Interacts proactively with Customer Relationship Management (CRM) tools.
• Feedback market, industry and competitor information.
• 360-degree business focus to enhance the customer journey (Service, Parts, Accessories, Warranty etc.).
• Timely and reliable delivery of all administration requests
• Connect pro-actively with the internal HQ team to provide excellent dealer and customer support.
• Prepare for and attend regular sales meetings along with annual dealer business seminars/events.
• Field Sales and/or Retail Sales experience with a proven track record.

Skills and Qualifications

• Field Sales and/or Retail Sales experience with a proven track record.
• Satisfactory School and College/University qualifications.
• A respectable/clean Driving License.
• An understanding of the Grass Machinery Industry with a knowledge of markets such as Horticulture, Agriculture, Forestry and other markets related to our products.
• Sales, Distribution, Retail, Branding and Customer Services experience required.
• Must be comfortable using computer and IT
• Self-driven, results-orientated and reliable with a positive outlook, and a clear focus on high quality and business profit. A natural forward planner who critically assesses own performance. Able to get on with others and be a team-player.
• Understand and work towards the values and ethos at AL-KO..

Working Conditions

Extensive travel within territory with regular hotel stays including occasional foreign travel. Some travel to remote locations and corporate functions. Home office environment with support from UK Headquarter location. Occasional weekend and/or evening work to support dealer/business events. Workshop, technical and product demonstration activity.

We offer a competitive Package, industry leading working conditions, full support and career development

For more information regarding this position please contact Lee Frankish on 07720 537 443 for a confidential discussion or please forward your CV and covering letter to: lee.frankish@al-ko.co.uk

Honda enjoys a worldwide reputation as a designer of modern, energy-efficient, high-performance cars and motorcycles as well as being a leader in the field of industrial motors and power products, such as outboard engines and lawnmowers. 

As one of 6 European Branches, here at Honda Motor Europe Logistics UK we are responsible for the storage and distribution of after-market parts and accessories across all product groups, Car, Motorcycle and Power equipment. 

Located within Honda Motor Europe Logistics’ Swindon office you will be working within a small Parts Contact Centre Team who are responsible for providing customer support to all of Honda’s Franchised Dealers within the UK.

We are looking for a technically minded individual with a passion for customer service excellence, who will effectively manage and respond to all queries from Honda’s UK Dealer network in a timely and efficient manner, ensuring conclusion is reached within targeted SLA’s.

Excellent communication skills and the ability to manage multiple priorities are a must.

Required Skills, Experience and Attributes

• Educated to GCSE Level (Mathematics and English minimum requirement)
• NVQ Level 2 in Motor Mechanics (can be qualified by experience).
• Knowledge of Auto/Motorcycle or Power Product parts operations within a franchised Dealership would be an advantage.
• High degree of computer literacy in MS Office.
• Experience of handling multiple contacts using Customer Support Software.
• Outstanding organisational and administrative skills with good attention to detail.
• Experience of delivering pre-prepared training material, both on-line and face to face.
• Ability to use own initiative as well working effectively within a team environment.
• You need to possess a full clean UK Driving Licence for this role.

The Benefits

• Competitive salary up to £29K depending on experience, working hours Monday to Friday.
• Excellent working conditions.
• Contributory Pension Scheme with generous Employer contributions.
• Access to Car lease scheme.

Interested in applying?

Please send your CV to Tracey Middleton at tracey.middleton@honda-eu.com

Closing date for receipt of applications is Friday 25th June 2021.

Visit the Kentucky Exposition Center, between the 20-22nd October 2021, to take part in GIE+EXPO’s:

• 4,000sqft hands-on Drone Zone
• UTV Test Track for driving and comparing the latest vehicles on real terrain
• Remote Pilot Certification Course
• Arborist demos and classroom courses
• Keynote presentation from Admiral James Stavridis
• Free dealer workshops by Bob Clements International, as well as much more… 

Visit gie-expo.com to find out more.

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.

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