“Ready to Mow” online service sched- uling program.
The mobile service operates mainly in spring and fall, helping ready equip- ment for mowing and snow season. It’s not a repair service, however. “We ask a lot of questions on the front end. We have to confirm that this is for a basic inspection because it is more difficult to do diagnostics and those repairs in the field,” Frodel says. They charge slightly more for mobile service than for the customer who brings equipment in. It’s worth it for many customers who prefer to have basic service done on their properties, Hanson says.
Management Team Metrics
Hanson and Frodel continue improving their rural lifestyle strategy by paying close attention to financial reports and established metrics. “We’ve always looked at the num- bers. Our dad ingrained that in us. We study the financials and dad still does to this day,” says Frodel. They’ve used PFW’s business infor- mation systems since the 1980s. They began taking more of a planned approach with budget-setting about three years ago.
“One thing we all do at the begin- ning of the year is develop a budget by location and by department. We moni- tor the budget monthly and grade our- selves against the budget. When num- bers dip, we look at ways to improve and compare it to last year’s perfor- mance,” says Frodel.
That monthly monitoring happens with their management team, which includes the corporate after-market parts manager, controller, human resources director, administration manager, and sales management. “We make short-term decisions based on what we see happening. We review certain criteria and see if we’re meeting set goals, and, if we’re not, dis- cuss what we have to do to get there,” Hanson says.
They review such criteria as rev- enue per employee, revenue by depart- ment and inventory turns. The sales
The team at the Janesville location focuses exclusively on the rural lifestyle market. Front row, from left to right: Matt Peterson, rental manager; Jenny Green, sales; Brian Pyszka, service manager; and Cindy Reilly, administration. Back row, from left to right: Jeremy Condon, parts; Larry Schlender, sales; Eric Stith, corporate aftermarket manager; Tommy Stith, parts; and Dean Staude, parts. Team members missing from the photo are Dale Howard, Rick Humphrey and Seth Karkosh of the service staff and Mary Goad, merchandising/
www.greentoys4U.com coordinator.
team has its own weekly meetings and Frodel meets monthly with the dealer- ship’s full-time marketing and advertis- ing coordinator. The dedicated market- ing person has helped with workload, consistency and ongoing branding. “It’s a constant re-marketing of our- selves every year. People who come in for the first time often say, ‘I thought you were just a tractor store,’” Frodel says. “It’s a constant reminder that we have to keep our name out there and really market ourselves.”
Mid-State’s marketing outreach includes billboards, community spon- sorships, direct mail, newspapers, radio, point-of-purchase displays, spe- cial events, trade shows as well as online marketing through its website, Facebook page and its merchandising site,
www.greentoys4u.com. The marketing tactics are often coordinated with John Deere promo- tions and the dealership has had par- ticular success with special events.
What’s Next?
Mid-State’s newest store in Salem fur- ther expands its rural lifestyle presence. The store will serve customers in the southeast corner of the state, including those from the Chicago area, many of whom own properties in Wisconsin.
Both Hanson and Frodel say the dealership is in a good position for more acquisitions. However, Hanson says growth doesn’t always have to come from new customers.
“The best way to sell more equip-
ment is to sell to people who are already customers. That first apprehen- sion of dealing with somebody new … that’s all in the past,” he says. The customer is already familiar with the dealership and the salesper- son. The salesperson already under- stands the customer’s needs, making follow-on sales easier.
Other areas for growth include attachments and UTVs. Frodel says UTVs are popular across the segments: ag customers, rural lifestylers, hunt- ers, construction contractors and oth- ers. Compact tractors also continue to offer opportunities.
“The whole gamut of horsepower and the versatility of attachments are astounding,” says Hanson. “While it’s a growing market, it’s also a challenge because it’s saturated with so many players in compact tractors. It’s important that John Deere keep deliv- ering innovative, quality products that we are proud to promote. We’ll do our part in offering an outstanding cus- tomer experience.”
RLD DEALERSHIP OF THE YEAR SPECIAL REPORT JUNE 2013 RURAL LIFESTYLE DEALER 7
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