Service Dealer held a video conference call with a selection of dealers this week, which clearly illustrated that the resourcefulness and adaptability of the network is currently in full effect.
This is unusual, publishing an Update on a Thursday. Although to be honest, it's probably just about the least unusual thing we've all experienced this week!
Anyway, we're with you today because we wanted to at least hang on to a semblance of normality with tomorrow being Good Friday - which should by rights, be one of the busiest trading days for many of our readers. But alas, we know that wont be the case this year.
What we do know is that dealers are adapting their way through this situation with a resourcefulness which they have shown repeatedly over the years. Normal business for dealers sees them succeeding in an industry, the fortunes of which are dominated by the unknowable factor of the weather. What we're faced with currently is clearly on a whole other level than just 'is it going to rain this weekend?' - but that well learned business acumen is coming into play now more than ever.
This was very much apparent on our video conference call which we held with a selection of dealers from around the UK on Wednesday morning this week. Representing dealerships large and small, multi-branched and single units, we heard from dealers who sell agricultural machinery, commercial grasscare equipment and domestic garden equipment.
As we've discussed these past couple of weeks, experiences for dealers seem to be broadly split along the lines of those involved in serving farms and farmers and those handling outdoor power equipment (OPE) - both commercial and domestic.
Considering firstly the experiences which were discussed from those in the OPE sector, we heard that dealings with customers since the government's announcement of the lockdown had been mixed. Mostly people are understanding we heard. They get why showrooms aren't open, why they aren't getting their mowers back from the workshops straight away. They understand why they have to wait by the gate and other social distancing measures.
'Mostly' however, is the key word here, because it seemed everybody had experienced one (or two!) bad customers. Those who had unreasonable demands. Who phoned repeatedly or who in the worst case scenarios, acted outright aggressively. It was felt these customers were thankfully in the minority, but they do exist and they aren't helping with what is an already incredibly difficult situation.
It was suggested that keeping up your messaging and communication channels with customers could help with these conflicts. Making sure websites and socials were updated and changed regularly to reflect what's going on in your business might do its bit to head off some unnecessary calls. We do in fact have some advice along these lines in the Update today from both Emma Craigie and Adam Bernstein.
There's no doubt some dealers are incredibly stretched at the moment - those who are indeed even open in some capacity. A lot of this is down to dealers being understanding of the needs of their staff. Post the Prime Minister's announcement on restriction of movement, we heard that some workers felt too anxious to return to work - and of course some are not able to come in on the grounds of health concerns or age. Therefore some smaller dealerships, if they are open at all, are operating on what could be described as a skeleton staff currently.
In all cases it's important to keep all staff in the loop with what's happening. We heard that Zoom, Skype, Whatsapp and the like had become increasingly important to businesses, keeping teams joined up with each other. Where people are working from home, or alone somewhere, or not at all, a group chat with some friendly banter, can do wonders for morale.
Technology was also advocated as a means of demonstrating to customers. Making and posting videos to websites was mentioned several times as a way of keeping customers at a distance but still being able to illustrate machinery.
For staff who are going out on the road, either delivering kit or visiting for on-site repairs, it was thought to be a sensible idea to issue them with an official, headed letter of authority. Were they to be questioned on what business they had being out and about, they would have something to show.
Of course some of these issues discussed also applied to the agricultural dealers on the call. It was felt that the situation was indeed a little more clear cut for these dealers, with most branches open but with distancing measures in place.
Also of course, common across all dealerships are the financial concerns which the outbreak is causing. It was stressed again how important it is that dealers should familiarise themselves with the rules surrounding the furloughing of staff. As well as this, there are grants and business rates help which can be applied for. The problem of course being cashflow, with the timings for this assistance not exactly being instant. It was also suggested that dealers might want to review all the standing orders and direct debits they have set up for council tax and other costs.
Alongside this, there was a desire to hear from manufacturers what assistance they intend to offer their dealers - to hear what their strategy was for getting through this situation. Dealers want clear instruction on what help will be available. With this being a far from normal season, the network wants a commitment from the companies whose stock they have piled in their showrooms which they cannot sell at the moment, that support is there for them - now and going forward.
Due to necessity, focus today for certain machinery types may well be on online retailing, but it mustn't be overlooked that the servicing dealer / manufacturer relationship is a mutually dependant one.
Because what was abundantly clear, is that plans are being made for when we get through this. Be it one more month, 2 months, or more, dealers are doing their best to be ready to go when restrictions are lifted.
Until then, dealer resourcefulness is being tested, as never before.
This week's WEB ONLY story is in these unprecedented times, it is very difficult to know what to do from a marketing perspective. What elements of your business are ok to promote?
Social media use during the current global crisis has seen some incredible peaks in usage, as we use it as our means of contacting family, colleagues and friends, and to keep up to date with what’s going on. It’s also a vital tool in providing some light relief from the news.
Facebook has reported that in those countries hardest hit by Coronavirus total messaging has increased more than 50% over the last month. Voice and video calling have more than doubled on Messenger and WhatsApp. And in Italy specifically, they’ve seen up to 70% more time spent across their apps since the crisis arrived in the country. Instagram and Facebook Live views doubled in a week.
Vodafone also reported that internet usage had surged by up to 50% in some European countries as consumers shift to working at home.
In these unprecedented times, it is very difficult to know what to do from a marketing perspective. What elements of your business are ok to promote? If you are still open you may need to generate more business, but how can you do that with sensitivity to the situation?
Firstly, you need to listen & learn from your customers, understand what’s resonating and what’s not. Step back and consider if your messages/campaigns are right to promote now. When you do share, be careful with your tone.
Above all, we need to be agile with our communications in these unprecedented times, demonstrated by EatFarmNow (EFN).
Click above to watch Jimmy Doherty launching #LockdownLearning
TAP, which publishes Service Dealer, is a founding partner of EFN, a digital hub putting real food and farming stories from real people in one place.
With our nation in lockdown and many parents struggling with home working and home teaching, TAP and the EFN team saw an opportunity to assist with #LockdownLearning. So, we have worked to mobilise a ‘food & farming army’ to provide learning resources for children who are out of school. The initiative has early support from NFU and ADAMA.
Please check out the resource and share with anyone who may find it useful: www.eatfarmnow.com
Many people are also panicking about food availability and so we saw a unique chance, alongside the learning, to reassure people that farmers and the food chain ‘have your back’ and are continuing to produce food. Upon launching the #FoodArmy hashtag, EFN has asked pickers, farmers, fishermen, packers, bakers, manufacturers and delivery guys to share their stories and help curb panic or over-buying – crucial communication at this time.
Now more than ever, digital attention is at an all-time high and many of your competitors will be pausing their campaigns. You have the opportunity to reinforce your place in hearts and minds now. Be mindful to keep listening, learning and ensure that timeliness & relevance.
Service Dealer convened the first in a series of video conference calls, with a selection of dealers from around the UK, to hear what their experiences had been during the current outbreak.
Service Dealer convened the first in a series of video conference calls this week, with a selection of dealers from around the UK, to hear what their experiences had been during the current outbreak.
Taking place on the morning of Wednesday April 8th 2020, the virtual meeting welcomed senior leadership of trade associations the AEA and BAGMA, including their President, and representatives of the following dealerships:
Arwells Agri Services
Ernest Doe
GGM Groundcare
Hayes Garden Machinery
Hunt Forest
MKM Agriculture
Ripon Farm Services
Selby Garden Machinery
Strathbogie Forest & Garden
T H White
Winchester Garden Machinery
You can read a summation of discussion in the editor's blog today, which covered areas such as dealing with customers, staff well-being, financial concerns and support from manufacturers.
Service Dealer owner Duncan Murray-Clarke, who chaired the meeting, said afterwards, "We'd like to very much thank all the dealers who took the time to join our meeting this week. We appreciate their openness and willing to share their range of experiences for the benefit of all.
"One thing which was clear from the meeting, was that the only groundcare dealers doing well at the moment were the online retailers.
"When this is all over, if all that is left are the online companes, then the industry has a big problem. We have to work together to protect servicing dealers."
Service Dealer intends to convene dealer Zoom meetings of this type on an ongoing, regular basis.
Clarification on the furloughing on staff from government.
Coming out of our discussion with dealers this week, there was some confusion over minimum periods of furloughing staff and whether staff could be furloughed multiple times.
The official government guidelines on this state:
Minimum furlough periods
Any employees you place on furlough must be furloughed for a minimum period of 3 consecutive weeks. When they return to work, they must be taken off furlough. Employees can be furloughed multiple times, but each separate instance must be for a minimum period of 3 consecutive weeks.
It was stressed again on our call this week how important it is that dealers familiarise themselves with the official rules surrounding furloughing.
Following unanimous backing by the Board, a member vote was called on the new name at the beginning of March. Votes have been cast by members via post over the last month, with 84% of those who voted supporting the new direction and name.
Extensive research conducted by the organisation, including the 2019 report “Groundsmanship – Sport’s Vital Profession”, identified an ageing demographic within both the paid professional and voluntary sectors, and a lack of diversity within the existing profile. The organisation decided to modernise, to widen the appeal and status of the profession. The organisation believes the new identity befits the modern-day approach to the management of sports turf in the 21st Century.
The new name is part of a wider re-brand, including updated branding and the new tagline - making sport possible. The icon is inspired by pitch markings and intersecting grass patterns. This creates a unified mark symbolising teamwork and partnership with the different elements working together.
The association says the rebrand provides clarity on the role of the industry and is in line with their ‘Grounds for Sport’ campaign, which seeks to highlight how vital grounds management is to sport nationwide.
The independent report ‘Groundsmanship – Sport’s Vital Profession’, found that 40% of the industry’s workforce is over 50. One in five grounds managers will be leaving their jobs within the next five years and only 1% of the current workforce is female. Furthermore, more than two thirds of community grounds volunteers are aged over 60 and almost all are over 50, making modernisation vital to attracting a new generation crucial for the future success of the industry.
Further research which looked at how the IOG was perceived, found that one in five thought the word ‘groundsmanship’ was a barrier to attracting new talent.
Following these findings, focus groups made up of current members, non-members, stakeholders, Board Directors and staff, led to the selection of Grounds Management Association, which has today successfully been passed by members.
Geoff Webb, CEO at the Grounds Management Association, said, “Our Board, senior team and members all know that the future success of the industry depends on us attracting more people from all backgrounds to the profession, which is why we’re so pleased to announce our new name and brand.
Geoff Webb
“Under the banner of the Grounds Management Association, we are ideally placed to promote the profession to the wider public, raise awareness of the vital work of grounds managers and staff and attract a new generation of grounds staff to the profession.
“The support of our members has been absolutely crucial, and now means we can meet the challenges and expectations we face to elevate the standing, status and value of our sector today. We’re excited to take this first step on our new journey and continue to support our members, who make sport possible.”
This week our colleagues at Garden Trader are promoting gardening with children, which is very timely as families go into the Easter holidays and don’t have home schooling to do.
This week our colleagues at Garden Trader are promoting gardening with children, which is very timely as families go into the Easter holidays and don’t have home schooling to do. The weather is also due to improve so there is even more reason for families to get outdoors, albeit at home!
Garden Trader is working to encourage people at home to get out into their gardens and are supporting garden machinery dealers in the process.
Garden Trader’s site manager Kate Godber said, “We are continuing our series of gardening content to support the industry. This week we are promoting the different activities you can do with children, that not only keeps them busy but will also benefit their wellbeing by getting fresh air, looking at nature and having a go at growing things themselves.
“Sharing this sort of content is a great tool for machinery dealers, whether they are open or not at the moment. Feel free to share our video on Facebook- but please do tag us if you do!”
Service Dealer are pleased to announce Kubota as a Networking Sponsor of the Service Dealer Conference & Awards which takes place on Thursday November 19th 2020.
The date of this year's event has been confirmed as Thursday November 19th 2020.
Martin Tyler (2nd right), Business Development Manager at Kubota UK presenting the Apprentice of the Year award in 2019 to Ifan Davies of Arwel's Agri Services with Duncan Murray-Clarke (l) and Charlie Baker (r)
Service Dealer owner Duncan Murray-Clarke said, "We are delighted that Kubota have once again chosen to support Service Dealer's Conference & Awards this year.
"Plans are well advanced for this November's event and having Kubota join us is great news."
A spokesperson for Kubota said, "Kubota are delighted to be a networking sponsor at the 2020 Service Dealer Awards.
"We are committed to supporting the Service Dealer Conference and the Awards offer us the opportunity to celebrate Dealers' excellence."
More details about this year's Service Dealer Conference & Awards will be announced in due course.
But figures from AEA show sales not quite reaching the same level as last year, with a total of 1763 machines being 4% lower than 2019.
According to figures released by the AEA, UK registrations of agricultural tractors (over 50hp) followed the typical seasonal pattern, showing a large month-on-month increase in March, which is normally the peak month for registrations.
Stephen Howarth, agricultural economist at the AEA said, "Although not quite reaching the same level as last year, at 1763 machines the total for March 2020 was only 4% lower. This is despite the potential for some deliveries to have been delayed due to the Coronavirus outbreak, although reports suggest this has not been widespread so far.
"The total for the first three months of the year was 8% down on the opening quarter of 2019, with 2,815 units registered."
Vӓderstad UK has appointed Ben Burgess as a full dealer at its Norwich, Aylsham, Beeston, Newmarket and Ellington locations with immediate effect; its new depot at Oakham will come on stream in 2021.
Vӓderstad UK has appointed Ben Burgess as a full dealer at its Norwich, Aylsham, Beeston, Newmarket and Ellington locations with immediate effect; its new depot at Oakham will come on stream in 2021.
Vӓderstad say its primary aim whenever there is a commitment to change within the distribution network, is to retain the support of the customer base, and to this end theuy say they are confident that Ben Burgess will apply the shared values to the benefit of everyone.
“We are pleased to announce our new partnership with Väderstad,” said Ben Burgess sales director David Fairman. “Its product line will offer us a full portfolio of cultivation equipment that ties in seamlessly with John Deere’s technology and tractor line-up, including the latest range of large models. It is therefore a very exciting opportunity for Ben Burgess and our customers.”
WHEN THE SELLING STOPPED In 1976, many showrooms were virtually empty for more than four months by Chris Biddle
Chris Biddle recalls the summer of 1976 which brought the garden machinery industry to a shuddering halt in much of the country
For months, nobody came through the door. Machines gathered dust, service work evaporated, parts sales were non-existent. Staff sat around all day twiddling their fingers, trying think of selling anything – except lawnmowers.
There have been serious droughts in recent times. Notably 1995, and 2012 which saw the introduction of hosepipe bans in parts of the country. But these were nothing to compare with the summer of 1976.
In the 1970s, I was running the garden machinery branch of an ag machinery dealership operating from substantial premises on a trading estate in Salisbury. Commercial business was good (we were a Ransomes main dealer) - and it was an era when dealers had all the domestic business pretty well to themselves.
In nearby Southampton, Richard Block and David Quayle had converted a furniture store to start selling hardware and limited range of gardening goods, building the business through the 70s to just over 20 B&Q stores by 1980. The internet was 20 years away.
Trouble had started brewing in the summer of 1975 which was unusually dry, followed by winter and spring with below average rainfall. By April 1976, grass fires were affecting parts of southern England. Fields turned to dust-bowls, haymaking was a disaster, and crops were being starved of water.
And it only got hotter and drier. In mid-June there were 16 consecutive days of temperatures over 30C, parts of the south-west England saw no rain for 45 days, 50,000 trees were destroyed in Dorset, cattle died in the heat and over £500 million worth of crops failed. In South Wales, water was cut off to residents for 17 hours a day and stand-pipes were erected in the streets.
Sportsgrounds were hard hit. During the summer, the Government had introduced Emergency measures to allow water companies to restrict usage, but gave no special dispensation for sport. At the Open played at Royal Birkdale, greens staff were able to use their private water storage, but gorse fires broke out in the rough during the Championship.
Racecourses were rock-hard and fields were decimated as trainers refused to risk their horses. Outfields at cricket grounds were straw-coloured and lightning fast – and even the MCC allowed members to remove their jackets in the pavilion for the first time in living memory, but not their tie!
The sustained drought period lasted almost five months from early April until the end of August. The Government appointed Dennis Howell MP, a former FA league referee, as Minister for Drought. He invited the press to his Birmingham home where he revealed that he had taken to sharing a bath with his wife to save water. Days later the heavens opened, and it rained solidly for several weeks, causing widespread flooding. Howell’s post was renamed Minister for Floods!
So how was business for garden machinery dealers for almost 20 weeks of the peak growing season? Pretty well non-existent, although the drought did not impact on Scotland so severely.
There is of course no comparison with today’s issues as the country fights to overcome this deadly virus. For a start, the beaches and parks were packed. Ice-cream manufacturers worked overtime. Sunscreen was in short supply. People were out and about all summer enjoying conditions more akin to southern Spain.
Playing our part There is no moral to this story. It was a totally different challenge for one, smallish industry. But, at that time, in those circumstances, business for dealers stopped for months on end, only to be followed by the quiet winter months. Some went out of business, but overall the sector bounced back in the following year. I has to be said that was probably 'more fat' in dealers finances at that time, allowing them to survive (but no Government support)
This current crisis is unlike anything any of us has experienced before, even during the war years. But ultimately, crops will produce, the grass will grow and in the autumn the leaves will fall off the trees. Nature will prevail, the nightmare will come to an end.
Move forward 25 years, and on 11 September 2001, like everyone, I watched the world change as planes ploughed into the Twin Towers. Suddenly, in that one afternoon, we stopped and put our lives into context. What seemed important hours earlier, suddenly lost all relevance.
The following day, I was out with a manufacturer on a prestige golf course, tramping across soft, dewy fairways admiring the Autumn colours, taking in the aroma of cut grass heightened by dampness.
We can sometimes take the environment in which we operate for granted, but if ever there was a time, it is now, for us to thank those on the front line, pay respect to those who has have suffered - and play our part in the path back to normality.
Watch friend of Service Dealer, comedian Charlie Baker, ask farmers the hard hitting questions which children want to know, courtesy of new campaign #lockdownlearning.
Heading into the bank holiday weekend we all need a little light relief, so for your viewing pleasure today, we have a new video from friend of Service Dealer, comedian Charlie Baker.
As an initiative through TAP (Service Dealer's owners), Charlie has teamed up with digital hub EatFarmNow who have launched a new campaign to engage children who are home from school with food and farming, called #LockdownLearning.
Charlie is hosting a series of lighthearted interviews, where he'll be asking Britain's farmers the hard hitting questions to which the under 8s of the country demand answers - such as, why are farmers so smelly?!
We are offering a rare and exciting opportunity to lead the representation of Kawasaki to our OEMs and Distributors across Europe, Middle East and Africa (EMEA).
Kawasaki Engine Division is a market leading supplier to top-of-the-line professional and residential Turfcare Original Equipment Manufacturers (OEMs) around the globe. We are offering a rare and exciting opportunity to lead the representation of Kawasaki to our OEMs and Distributors across Europe, Middle East and Africa (EMEA).
To aid further expansion, we are looking for applicants who should ideally have good experience leading business to business or technical sales teams. While Turfcare or Garden machinery industry experience would be beneficial, a proactive individual with a positive attitude looking to expand their sales leadership career into international markets would be ideal.
Key responsibilities;
To plan and implement strategies to build sales & profitability within trading area.
Effectively manage the field sales team while managing some key accounts directly
Manage the Application Engineering to support installation projects.
Lead sales budget planning and control
Work closely with other departments to ensure full support to meet OEM’s and customer needs.
A good level of computer literacy is also essential.
While office based, regular travel is expected.
The position offers an attractive salary (based on experience) an annual bonus scheme and associated benefits package.
Applications; Interested applicants should send their CV and a covering letter to;
Garden Trader continues to show high numbers of targeted traffic and is designed to specifically identify and catch customers when they are researching a product online and helping them locate their local dealer. Last year we delivered over 1.2m dealer search impressions on the site and over 24,000 individual dealer page views. Because of the site promotional criteria, we know the majority are actively looking to make a purchase (product or service). All subscribed dealers can easily check their listing's analytics just by logging in to see for themselves just how Garden Trader is helping their business. If you do wish to re-subscribe or indeed register it is easy and takes just a few minutes.
Garden Trader is helping send quality leads to specialist garden machinery dealers in the UK. It has been designed to promote our dealer industry to consumers who are specifically searching for garden machinery products and services.
It is easy and quick to register and costs just £96 + VAT per year to be listed and all revenues in 2020 will be reinvested into promoting the site online.
Garden Trader
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.
PREPARING FOR THE FUTURE Marketing advice in difficult times by Adam Bernstein, Service Dealer's SME Digest Editor
In the 4th of our special series, designed for you to download, print and keep, Service Dealer's SME Digest editor, Adam Bernstein looks at how marketing still has a vital role to play in difficult times.
