Last week I was invited to attend this year’s Service Dealer Conference and Awards, held for the second time at the Stratford-Upon-Avon Crowne Plaza.

A superb venue in many ways, not only for its location and historical association with Shakespear, but it also provides the perfect setting for the conference’s needs.

This larger venue enabled even more dealers from across the country to come together, share experiences, and learn from an impressive lineup of speakers and breakout sessions throughout the day.

And after a busy schedule of guest speakers, the evening is devoted to celebrating this year’s Dealer of the Year Awards, presented during a gala dinner.

I, along with my colleague Steve Gibbs, editor of Service Dealer, spoke to many of the delegates who were pleased with the style and organisation of the day’s Conference and with evening’s entertainment and awards ceremony that was slick and enjoyable.  

The day started with the dealer delegates being welcomed to the Conference by host and owner of Service Dealer, Duncan Murray-Clarke
Duncan set the tone for the day, speaking on how dealerships will need to adapt over the coming years to meet the demands of the industry. 

"Tomorrow’s dealerships still have an important role to play - but we need to accept some changes that technology brings and evolve to work in those spaces that are profitable and relevant. Ag dealers of course have their own challenges - especially with wholegood sales being so far down this year and no doubt there is a fair bit of expensive kit sitting on your forecourts at the moment."

First up to address the Conference was Ellis Watson, a business leader, whose impressive career has taken him on a journey including senor roles with Mirror Group Newspaper and Simon Cowell, leading businesses through change and disruption.

Ellis went down an absolute storm with delegates. Funny, affable and a natural communicator, he had people buzzing about his presentation all day. He talked about how dealers should build their passion into their work. He told the room how it's vital to make customers feel that as businesses, we are really pleased to see them.

He also stressed how dealers need to be open to change and disruption. He said a dealer's greatest strength will be their years and years of experience - but how their greatest weakness could also be their years and years of experience! He said, "It's so bloody important to challenge your own model."
He went on to tell delegates, "The joy of surpassing your own ceiling of potential, is so fulfilling." He said dealers have the ability evolve themselves and their businesses, concluding, "You'll say with this disruption has come this amazing opportunity."

Loz Gale with (l-r), dealer Peter Hough from Middlewich Machinery, Karl McDermott and Jim Buttar

The rest of the day was taken up with two breakout sessions and three guest customer speakers - two of whom I personally managed to persuade to come to the conference, knowing full well they would both deliver interesting and relevant presentations about their career to date and talk on how they rely on the expertise of their machinery dealers. 

Karl McDermott, head groundsman at Lord’s explained to the dealers in the room that he sees them as his partners in an incredibly important, two-way relationship. 

He told our delegates, "I need you guys. I rely on you. I'm trusting you to tell me that the machine you are recommending is going to work for my needs." He went on to explain how at Lord's they desire to be the most innovative cricket club in the world, and therefore they need their dealers to tell them about the latest machinery developments.

He summed up by telling the audience, "Do not underestimate your place and value in the industry. My dealers are part of the success of Lord's."

Meanwhile, Jim Buttar, head groundsman RFU (Twickenham) emphasied how important trialing potential new machinery is to him and his team at the home of rugby. "I don't want to just see a bit of kit on a stand," he said. "I want to see how it performs over a 6 month period. After that, I guarantee you I shall give you nothing but honest feedback."

Speaking on what he wanted from his dealers Jim said that what is vital is a can-do attitude. "I need to know they are on the end of the phone. I need to feel our relationship is continually developing." He went on to stress, "I can't afford to have a machinery break-down on a match day."

Jim summed up by saying of his relationship with suppliers, "I need to know that I've got support there."

The third speaker was Andrew Ward MBE, farmer, who told the audience that a dealer's relationship with their farmer customers is vital. "We both rely on each other," he said. "So know your customer and know their requirements."

As for the breakout sessions these two sessions focused on Cyber Crime and AI Technologies. The first one AI in Action was presented by Neil Wilkins, marketing consultant and senior tutor at Cambridge Marketing College, Neil delivered a practical and engaging workshop exploring AI applications, demonstrating the tools and techniques that he said can deliver measurable business value.

The second session was quite an eye opener. Presented by Warwickshire Police Cyber Crime, in company with the Regional Cyber Crime Unit, the hosts of the workshop (who have requested we don't use their names or share pictures of themselves) gave delegates an insight into how cyber criminals use team members to gain sensitive information from businesses.

The Conference drew to a close, with what has become a traditional Q&A panel session with some of the guests who had spoken throughout the day. 

The evening’s awards saw over 200 delegates enjoying some fine food and excellent entertainment. Charlie Baker, comedian and actor, was again tasked with hosting the event, along with fellow comedian Rob Rouse who brought the house down with his unique style of comedy, and funnily picked on me for one of his gags.

You can read more about all the Dealer of the Year Award winners here.

I thought the whole day and evening was a truly memorable and proved the strong link that we turf professionals have with our local, independent machinery dealers. Without a doubt a great day was had by all. Great speakers, quality content and fab awards. Congrats to the TAP team for delivering a great event in a wonderful location. And of course, many thanks to all the sponsors who make a wonderful day like this possible.

Principal Sponsor

Kress

Gold Sponsors

AGCO

EGO

Husqvarna

Ibcos

Kubota

Milwaukee

Societe Generale Equipment Finance

STIHL

Toro

Yamaha Motors

Networking Sponsors

Garden Trader

TAP