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.

The second part of our roundtable discussion between UK dealer Jo Balmer of Balmer's GM and Service Dealer owner Duncan Murray-Clarke, with American dealer training experts Sara Hey and Bob Clements of BCI is now live on the Equip Digital Special report.

In this video, the subject of dealer stocking commitments is considered.

The conversation takes in the differences in 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.

Catch up the roundtable here and enjoy all of the Equip Digital Special Report here.

We’re proud to announce that the Service Dealer Awards 2024 raised a grand total of £3,500 for the Motor Neurone Disease (MND) Association.

Comedian Charlie Baker and TAP's Emma Craigie make the draw for the raffle at last week's Service Dealer Awards, which raised funds for MND

Luke Robson, regional fundraiser, said, “The generosity and efforts of the Service Dealer team, guests, sponsors and industry will make a real difference, and we are truly grateful for your commitment to fighting this devastating disease.” 

Service Dealer owner, Duncan Murray-Clarke added, "Well done and thank you to everyone who donated on the night to raise such vital funds for the charity."

If you would like to know more about the MND Association and want to give a donation, you can find all the info you need, here.

Massey Ferguson has announced that Tim Walters has been appointed as the new brand manager for Massey Ferguson, UK & Ireland.

 
Tim joined the company in 2014 as sales support specialist for FUSE. Following this, he has worked as area sales manager and harvesting national sales manager before his role as manager of sales support & roduct marketing UK and Ireland, leading a team of four sales support specialists. Officially starting his new role on December 1st 2024, Tim will head-up the UK & Ireland sales and marketing team.
 
Tim said, “I’m delighted to have the opportunity to lead the UK and Ireland teams into 2025 and beyond. I’ve been part of the MF brand for a decade and appreciate how valued we are by many farming businesses. My experience across different roles in the business will be vitally important as we continue to showcase our excellent range of machinery to the UK industry.
 
“As we head towards a new year, the MF team looks forward to working closely with every dealer to ensure a good start and continuing success into 2025,” Tim concluded.
 

DGM Ltd has expanded its offerings by partnering with Yamaha.

Steve Dommett, director/owner of DGM Ltd & Carl Stuart, area sales manager, Yamaha UK

The dealership says this strategic alliance will enable them to provide customers with a wider range of high-quality outdoor equipment, including Yamaha’s ATVs and golf cars.

"We're thrilled to partner with Yamaha," said Steve and Charlotte Dommett, owners of DGM Ltd. "This exciting collaboration will not only attract new customers to our business but also offer our existing client base a wider range of high-quality products. We're particularly excited about the potential of Yamaha's golf cars and utility vehicles, especially within our existing golf course customer base."

Carl Stuart, area sales manager at Yamaha UK, added, “We’re delighted to welcome DGM Ltd to the Yamaha family,” said  “Their strong reputation and commitment to customer service make them the perfect partner for us. We’re confident that they will be a great success in the region.”

Effective from Monday (December 9th 2024), Carr’s Billington, who are headquartered in Carlisle, will take on the Merlo brand in Cumbria and the North East, covering depots in Carlisle, Hexham, and Morpeth.

L-R; Owen Buttle, national sales manager, Merlo UK; Tom Jobling, machinery director, Ian Gate, machinery consultant and Dale Shaw, dealer principle, Carr’s Billington; Shaun Groom, general manager & Euan Thomson, regional sales manager, Merlo UK

The two companies say this marks the beginning of an exciting and strategic partnership between two trusted names in the agricultural industry.

Owen Buttle, national sales manager at Merlo UK, said, “Carr’s Billington is a trusted supplier of leading agricultural brands, and this partnership represents Merlo’s continued commitment to strengthening its dealer network, and providing agriculture customers, across the north of England with strong and comprehensive coverage. We are delighted to welcome Carr’s Billington to the Merlo dealer network.” 

He continued, “As well as sales and installations, Carr’s Billington offers exceptional service, repairs as well as stocking a wide range of fast-moving parts. This level of support ensures customers receive the best experience with their Merlo products.”

Tom Jobling, machinery director at Carr’s Billington, added, "Following a thorough evaluation of suppliers and key brands, we are excited to add the Merlo product range to fill a gap and strengthen our portfolio. The Merlo agreement is a significant addition to our range and presents exciting opportunites for our customers.  We look forward to expanding our offering and forging a successful partnership with Merlo.”

Politicians should trust farmers and their suppliers to help feed the world and protect the environment at the same time.

That was the key message from the Institution of Agricultural Engineers (IAgrE) Conference, held at Rothamsted Research Station, Bedfordshire, recently.

Keynote speaker Jelte Wiersma, from CEMA, the European Agricultural Machinery Industry Association, said: “We advocate for ‘Freedom to Farm’. It’s up to farmers to decide how they want to farm”.

He said best results come when farmers and engineers work together, with farmers deciding what to grow and engineers devising the best machines to help them do it.

The conference heard that farmers current key need is for systems that enable them to get real time data so they improve how they manage crops and animals.

That will improve productivity and environmental performance, which should secure greater profitability.

Kieran Walsh, from Cotswold-based consultancy Grounded Advice, agreed, adding that the technology must pay its way, while being lightweight; cost-effective; easy-to-maintain and applicable to all sizes of farm.

Oxfordshire farmer James Price identified some more basic needs, including a big enough toolbox on tractors and better security for GPS systems.
He’d also like direct injection of spray concentrate for his sprayer and a camera guidance system to facilitate spot spraying.

Robustness is key for livestock farms, added Claire Morgan-Davies, from the Scottish Rural College (SRUC), Crainlarich research farm in the West Highlands.

Tracking collars need to be light enough to be fitted to lambs, and robust enough to withstand ewes’ talent for destroying anything.

Our 2020 Summer research showed 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.  

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