attended several advertising seminars in Springfield, which helped them under- stand how the consumer thinks. “The presenters talked a lot about top-of-mind awareness,” says Schnelle. “If you’re going to buy a big-screen TV, you won’t visit 100 stores before making the pur- chase. You’re going to quickly narrow the search to 3 or 5. You’ll determine which ones are on that short list because they have the best deal, the brand you want, they’re closer or other factors.” For Eric Schnelle, the No. 1 take- away was, “You’d better be in at least the top 5 or you’re out.”
“That’s what we’re working to achieve in Rogersville. In our televi- sion and radio ads, we decided to build on our reputation with farmers; we talk about service and how long S&H has been in business. We also make sure the rural lifestyler knows they’ll pay the same price for the same prod- ucts here as at a big box store. The difference with S&H is they’ll get ser- vice after the sale, and there’s a family behind the business.” When considering the marketing campaign on billboards and television, the Schnelles had to make a choice: focus on the equipment lines they sell or the dealership itself?
“We’ve got some good brands,” says Eric Schnelle. “I’m proud of the equip- ment we carry, but we’re S&H. We decided to promote our business first and our brands second. I think that’s what a lot of dealers have to do in order to set their business apart.”
S&H promotes all four of its loca- tions in the spots, because its TV advertising touches customers within driving distance of all four locations. Oftentimes, stores under the same own- ership will be treated as separate deal- erships with unique advertising budgets
and sales procedures.
The television spots match the bill- boards. Footage shows some of the iron for sale, and then Wayne or Eric Schnelle tell the camera, “family owned and operated for 40 years.” “For us, TV advertising works,” says Eric. “We found that the news right before ‘The Today Show’ is best, as in this area a lot of people turn on the morning news.”
No hired models are employed in the commercials. By using actual staffers, customers who visit the dealership may feel they already know that salesperson. They’re recognized around town, too.
Improvement, Always Advertising helps get customers
to drive out to the dealership, but it’s their experience at the store that makes the sale. S&H is continuously invest- ing in new business technologies while searching for more profitable ways to operate. Part of the goal of continuous improvement means keeping a close eye on its competitors, whether that’s a mass merchandiser or another outdoor power equipment dealer, for opportuni- ties to increase market share. For S&H that has meant adding new products to an already extensive offering. Recently, S&H added the Scag line of zero-turn mowers that has been pop- ular with the commercial landscaper, as well as Bad Boy zero-turn mowers and UTVs, which sales manager Kenny Bergmann says has been surprisingly popular with rural lifestylers due to its attractive price point. Bad Boy’s unique marketing approach — using celebri- ty spokespeople and models who sign posters of themselves at various power equipment shows — also seems to be resonating with the rural lifestyler. “Some dealers don’t realize if they’re
having trouble selling equipment in a particular category, it might be they don’t have the brands people want,” says Schnelle. “That’s the thing Dad’s always been good at. He says, ‘If you have a seg- ment that’s losing sales, you’d better find a different brand.’ And it would be great if you can get a new line before someone else in your region does.”
The Rogersville store has also increased its stock levels of smaller farm equipment, such as manure spreaders and round balers. It’s hired staff to support the lawn and garden business, especially in the service department. The dealership recently hired Scott Crowder as a full-time lawn and garden parts sales representative, and it has 5 full-time techs who special- ize in smaller equipment. The sales staff is ready to sell S&H’s diverse line of brands, from a 100 horsepower tractor to a lawn mower.
The equipment on the S&H lot in Rogersville is much different from when Wayne Schnelle started as a dealer. “At the time, we zeroed in on big Versatile tractors and wide planters. Now, when you look out there at the lot you see UTVs, ATVs and lawn mowers. It proves you can’t keep doing the same old thing. “I think the ‘We’ve always done it that way’ mentality has ruined a lot of dealers. I remember going to retail meetings and asking good dealers, ‘How many compacts are you selling?’ It turns out most didn’t stock them, as they didn’t see a market. You’ve got to be able to move in this economy. It changes so fast.” Wayne Schnelle says he saw the
resistance to stocking compact trac- tors finally changing for most ag dealers around 5 years ago.
But, as Bergmann says, “I don’t know if we ever separated our cus-
The type of equipment sold by S&H Farm Supply in Rogersville, Mo., has changed quite a bit since the company started in 1969. Gone are the massive articulated tractors, planters and combines. They’ve been replaced with compact utility trac- tors, zero-turn mowers and ATVs.
DEALERSHIP OF THE YEAR SPECIAL REPORT JUNE 2013 RURAL LIFESTYLE DEALER 9
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