Cat Poland, Contributing Writer
ome equipment dealerships are seeing an increase in fencing demand as farms are being split up and sold, and rural lifestylers are setting up homesteads on smaller piec- es of acreage. Despite the demand, this product isn’t found in every dealer- ship, or even many dealerships, and for good reason: Price. It’s often difficult, if not impossible, for dealerships to compete with big box stores. However, some dealerships have found success with this niche product in spite of the “price-match” mentality.
S More Neighbors
Make More Fences Burnips Equipment Co. has 4 loca- tions in western Michigan and serves a wide variety of customers from large equipment buyers to rural lifestylers. They’ve been a family-run business since 1972, but are relatively new as a fencing provider.
“If you’re looking at rural custom- ers, you’ll see two different things. While large-scale farmers are tearing down fences to plant more crops, rural lifestylers, or those doing small-scale farming or agriculture operations, are eager to put more fences up,” says Gail Vanderkolk, Burnips sales manager. “We’re seeing a lot of farms being split up and sold to make smaller home- steads, meaning people have more neighbors than before.”
“We’ve always carried electric fenc- ing and deer fencing, but just started getting into field and equine fencing. We’re getting our toes wet on that now, and can already tell that high ten- sile fence seems to be most popular in this area,” Vanderkolk says. Burnips doesn’t supply the high tensile wire, which is mainly used for cattle in the area. However, they do carry the insulators and accessories needed to install the product.
So what prompted this addition to their product lineup?
“While we began as a regular farm equipment dealer, we bought out a full-service hardware store, so we’re a little more diverse. Our remote loca- tions mean that we want to be a go-to
resource for all the things farmers or rural lifestylers might need.” This extra attention to customer needs has served Burnips well. They’ve already received positive feedback from their customers about the additional fencing products and the ability to buy fencing locally. Customers are also pleased that they carry the Dare line of fencing products (barbed wire, field wire, netting, etc.), which is manufactured in their own backyard in Michigan.
Burnips is confident this was a move in the right direction, but they are also concerned about the competi- tion. Some shoppers will drive greater distances, seeking lower prices at the bigger chain stores, or simply bring in the competitor’s sales flyers in hopes of receiving the same deals at Burnips. “We get a lot of requests to price match the big box stores on a year- round basis, while they’re only promot- ing these prices for a short time frame.
DEALER TAKEAWAYS
• Be prepared to combat price shoppers with a personable, expert sales staff who can edu- cate customers on fence quality and help determine their needs.
• Customers turn to the Internet to generate ideas and your dealer- ship needs to be aware of trends. For example, while high tensile may not be selling well now, it is becoming more popular.
• Be aware of economic trends and other opportunities. An oil boom or a renewed interest in gardening, livestock for personal use, or even hobby animals (horses, goats, etc.), may increase product demand.
While we’re happy to do it during the time-frame of the sale, we’d have to cut down below our cost to do it year- round. And it’s also a matter of not
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