Derick McGhee (left) is integrated solutions manager and David Stockwood is marketing manager for Heritage Tractor. They help build the dealership’s brand identity.
continued from pg 33
loader and rear grooming mower. “I want them to know we appre- ciated them coming and hope they enjoyed their time at the event. It also is a way to support our busy salespeople,” he says, referring to the follow-up contact being made early and the sales team following up later.
Integrating New Stores In addition to its special events and new customer programs, Heritage Tractor also integrated three new stores when it acquired Fries Lawn & Leisure this spring. The acquisition gives better access to commercial landscapers in the Kansas City area. McGhee says any acquisition brings
Heritage Tractor’s new parts van helps the dealership control inventory costs, while still making sure customers get the parts they need in a timely manner.
challenges. “They were not on our same business system. There was a learn- ing curve with our sales and service processes. You will never grow consis- tently if you don’t have processes.”
“You can buy equipment from anybody ...”
The store’s existing manager stayed, which eased the transition for the employees and the dealer- ship. Sales and management employ- ees from Heritage’s other locations trained the staff on Heritage’s pro- cesses and shadowed them for a few
days in the store. There was also online training with John Deere edu- cational programs.
Transitioning the business sys- tem took several weeks as data was entered into Heritage’s existing system and the old system was discontinued. Stockwood notified customers of the acquisition through ads in the local newspaper, signage in the stores and through social media. The Drive Green events also gave salespeople a chance to talk about the acquisition and the Heritage brand.
“We wanted to bring the new loca- tions under the Heritage Tractor umbrel- la and deliver the same Heritage Tractor experience that we strive for in our other locations,” McGhee says. RLD
Salesperson’s View of Customer Service
JD
St.Clair began his career as a service technician and it’s that service mentality that guides him in his current role as a salesperson. He’s based at Heritage Tractor’s Harrisonville, Mo., location.
“Anybody can sell someone equipment, but if you can take
care of them with service and parts you’ve got a long-time cus- tomer,”
St.Clair says. After a sale, he introduces his customers to contacts in the service and parts department. “You have to leverage your team. You can’t rely just on your- self or you’ll run yourself ragged.”
St.Clair sells to ag and rural lifestyle equipment customers
and says rural lifestylers offer unique challenges. They often do signifi cant research before coming into the dealership, but still need help in fi nding the right machine for them. “Nine times out of 10 they know more about the product than you do. They know exactly what they want, but you have to make sure it’s exactly what they need because if it doesn’t work, they’ll be upset with you.”
St.Clair relies on demos and special events to show off the equipment and to build rapport. He participates in more than 10 large events a year and many smaller ones. The Harrisonville deal- ership hosts three large demo events a year and Heritage partici- pates in a large landscaper event at Kauffman Stadium, home of
36 RURAL LIFESTYLE DEALER SUMMER 2013
the Kansas City Royals baseball team. They look for non-traditional ways to fi nd people with property, who might need tractors, trailers or other equip- ment. For instance, they displayed equipment at a large auction for expen- sive classic and collector cars.
St.Clair knows that people may just come to the events for the free food or giveaways — and he’s OK with that.
“I leverage the free food to no end and don’t worry about it. If they are here, they took the time to be here and our name is getting out there,” he says. It’s a way to show off the equipment’s advantages to new custom- ers. For existing customers, it’s a way to upsell new equipment. He says rural lifestylers are ready to buy this season. “They’re seeing the economy get better and they like the
Heritage salesperson JD
St.Clair leverages his service and parts team to support cus- tomer relationships.
fi nancing. We’ve been pushing it hard,” he says.
St.Clair has been particularly successful with customer
referrals. “You build trust and then you have a good track record and they believe what you’re talking about.”
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