Rural Lifestyle Dealership of the Year
Kingline Equipment Cantonment, Fla.
A young couple used their enthusiasm, marketing savvy and knowledge of the landscape contractor market to rejuvenate a failing equipment dealership.
John Dobberstein, Associate Editor T
he series of events that launched Todd and Summer King into the world of selling equipment started with little more than a passing comment.
Todd King, who owns a landscap- ing business, was visiting a dealership near Pensacola, Fla., that he’d done business with for several years when he asked an employee how many trac- tors he’d have to buy before getting a lunch or some hats, or some other recognition of his loyalty.
After getting rebuffed, King said if he owned the place he’d run it differ- ently. The employee’s answer? The dealership was available for purchase. Five years later, Todd King and his wife, Summer, have turned the
struggling New Holland dealership into a thriving $3.4-million business. With a new location, new name and a renewed focus, Kingline Equipment is battling John Deere and Kubota for market share again in a highly diverse market. The Kings — a young and ener- getic couple who had no experience as equipment dealers — say a major facelift was the only way to turn around the 56-year-old dealership, formerly named Pensacola Tractor & Equipment. This included building a new $1.3 million facility along a busy highway and reconnecting with rural customers.
Aggressive marketing programs, and placing key employees in the proper roles, also paid dividends. In 2009, Kingline Equipment reported an absorption rate of 118% and a return-
Kingline Equipment
Location: Cantonment, Fla. Year Founded: 1954, as Pensacola Tractor & Equipment Major Line: New Holland Shortlines: Toro, Walker, Ferris, Bush Hog, Woods, Shindaiwa, Echo, Barber (surf rakes), Bradco, FFC, Sweepster Employees: 10 2009 Sales: $3,478,531 ($2.2 million wholegoods, $995,000 parts, $210,000 service, $50,000 rental) 2009 ROA: 14% 2009 Absorption Rate: 118% 2009 Market Share: 27.9%
on-assets of 14%, both strong numbers in a year when it was difficult for rural lifestyle-focused dealerships to make money. Market share has increased from about 10% 3 years ago to 28% last year.
“We just have a whatever-it- takes attitude,” says Todd King, who owns Kingline and operates Pensacola Landscaping & Lawn Care in Pensacola, Fla., while his wife Summer handles day-to-day opera- tions at the dealership.
“Back in the old days, with the old farm dealerships, they’d say ‘We’re open these hours, come find us.’ That’s not the way it is today. We live in a fast-paced world and everybody wants everything now.”
Kingline’s service manager, Eddie Hillman, has been with the dealer- ship since 1969. His experience and knowledge in the industry has been a key factor in the dealership’s growth, and a saving grace during frequent ownership and managerial changes since the mid-1990s. Now he’s enjoy- ing running a successful shop again and seeing Kingline thrive.
Front row (l-r): Derek Dorris, Garrett Conner, Summer King, Todd King, Richard Walther, Acie Holley; Second row (l-r): Eddie Hillman, Ralph Riddle, David Bullock, Brian Balsley, Bobby Johnson
“I think the Kings are much more aggressive with advertising to get things done. They’re just newer, more modern people and there’s nothing wrong with that at all,” says Hillman, who’s served as store manager, parts manager, service manager and sales- man. “If people don’t know who you are, they will go somewhere else.”
A 5-Year Plan The story behind Kingline
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