again and again. Take care of their needs, and they’ll be return shoppers.” So how does Scruggs fi nd these cus- tomers in the fi rst place? In addition to traditional marketing avenues, such as TV and newspaper advertising, they also take a more non-traditional route. “We’ve found great success with spon-
“You need to have a variety of products …”
soring cattlemen’s meetings in local surrounding counties. Hobby farmers (or rural lifestylers) are around 80% of our market base here, so we want to be where they are,” says Shadburn.
Keys to Success
Only you can determine if adding fencing to your product lineup is advis- able in your particular area, but it’s
Large orders helps Cleaver Farm & Home, Chanute, Kan., offer competitive pricing. They’re also fl exible enough to order small shipments of specialty items.
helpful to know that some dealerships are making it work.
Keys to success include responding to increases or changes in rural lifesty- ler demand, remaining knowledgeable yet flexible about new products and
providing exceptional customer ser- vice. These strategies are just some of the ways your dealership can over- come the price-match mentality that many rural lifestyle customers have about fencing products.
RLD
Visit
RuralLifestyleDealer.com/RS and indicate No. 121 RURAL LIFESTYLE DEALER SUMMER 2013 43
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