Dealer Profi le Green and Sons continued from pg 18
“There really was only one equip- ment manufacturer that had the prod- uct we wanted to sell and could match our reputation and that was Kubota,” Peyton says.
He explains that they had sold used Kubota tractors and were impressed with their reliability and resale value.
“Kubota has one of the highest resale values if not the highest in the mar- ket. They also have the reputation for unmatched quality.”
The Greens found out it would take more than desire to add a new line. Kubota representatives expressed con- cern about the dealership’s location, which lacked visibility and access to higher traffi c. That obstacle went away when a location on Interstate 71 in nearby Mt. Sterling went up for sale.
Dealer Takeaways
• Be ready to change core business strategies and product lines to adapt to a changing market.
• Do your research when adding new equipment lines. Look at it from the customer’s perspective.
• Taking a risk doesn’t necessarily mean taking chances. Be sure you understand the fi nancial impact of expansions.
Location Seals the Deal The location was the site of a for- mer semi-trailer repair business. It offered lots of space with its four warehouses, totaling more than 40,000 square feet, as well as good visibility from the interstate. “We’re 20 minutes south of Columbus and just more than 30 minutes east of the Springfi eld and Dayton areas and right off 71. Once you’re at the exit, you’re here. There’s not even a traffi c light,” Peyton says. The location’s downside: “The ware-
house was fi lthy and there were bro- ken down semi-trailers everywhere.” Bill says the project just needed a vision. “We may not be smart at very many things, but we know when we can make something work.”
The Greens purchased the site in November 2006 and became a Kubota dealer in March 2007. They had their grand opening in May 2007. “Patience is not one of my greatest strengths. You sign on to a big note and you have that clock ticking. There were big expenses with the property and the improvements we needed to make. You see all these buildings, but see no cash fl ow.”
The family accomplished a lot in just 6 months. The semi repair busi- ness moved out its inventory and the Greens began the clean up. They brought in Dumpsters for trash and scrap metal and Bill and Philip focused on designing the layout.
“I made lots and lots of draw- ings. I tried to make my best guess
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