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More than 36% of rural lifestylers say online reviews influ- ence their purchase decisions, according to a recent study by Paulsen Marketing. More than half of those surveyed say the reviews have even more influence if the rural lifestyler either identifies with the person writing the comments or considers them an expert.


Online Reviews Influence Rural Lifestylers want those extra features.”


“Dealers are definitely seen as experts. Their expertise is something they can bring into that online community,” says Sara Steever, Paulsen’s vice president of digital services. Steever says reviews happen formally, such as news stories that compare products, and informally, such as on websites like www.tractorybynet.com and even www.amazon. com. Consumers do submit reviews about extremely good or bad experiences, but generally they are either neutral or posi- tive, she says. And, negative reviews can offer an opportunity. “The thing one person thought was a negative could be a positive. For instance, one person might think a piece of equipment was too complicated, but an expert user might


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Mill Creek manure spreaders. The Kubota 3430 is used with its Land Pride blades, rotary cutter, finish mower, auger and spreader attach- ments as well as a Delta harrow for arena maintenance. The ranch’s Bobcat 763 skid steer and its backhoe, bucket and pallet fork attachments also help with grounds


Dealers can add their expertise to the discussion. What if the review is negative about the dealership? “Hit it immediately with an apology, short of what might have legal ramifications. Then, ask to move the discussion offline and, in private, correct the situation,” she says. She says customer service is


what really makes a difference in the purchase decision. Comments from the survey: “Rural lifestylers looking to buy a new tractor may rely on online reviews to help them during the awareness and consid- eration phase of the purchase pro- cess, but personal contact with a dealer is more likely to influence an actual purchase.”


care and moving hay, pallets of feed bags and other supplies. A Polaris Ranger is utilized for mov- ing people and supplies around the ranch and for small animal pens. And, there’s still more work to be


done with Stihl trimmers and chain saws and a Craftsman lawn tractor for maintaining visitor areas.


Taking Care


of Equipment Mullen says well-kept buildings and grounds are important for sev- eral reasons.


Visit RuralLifestyleDealer.com/RS and indicate No. 105 50 RURAL LIFESTYLE DEALER  SUMMER 2013


“The money and materials donors give to us are treat- ed as if they are our own. Although ani- mals are our prior- ity, clean and well- kept equipment reflects the level of care we give our animals and the value we place on our donors. Excellence in all we do is also evident to potential adopt- ers. Achieving that excellence includes the proper equip- ment training for staff and specific


Sara Steever is Paulsen Marketing’s vice president of dig- ital services.


volunteers,” Mullen says.


“We really limit who uses the equip- ment. We don’t let every employee use every piece of equipment and we carefully select the volunteers who are trained to use equipment. Some volun- teers come in with Bobcat certification, which is very helpful knowing we have a qualified driver when we need one,” says Chapman.


“Safety is also paramount, even when it’s as simple as someone climbing into the Ranger. We make sure drivers always use a safety belt,” Mullen says. Although training is provided, Mullen says it’s important that the vehi- cles are easy to use.


“Important considerations for our equipment are durability and being sim- ple to use. Our staff is experienced with horses and farm animals but some may never have driven a tractor before they started working here. It’s important for us to have equipment that’s easy to use and maneuver,” Mullen says.


Working with Dealers Mullen explains how she worked with dealers to purchase their Polaris Ranger and the Kubota 3940. The ranch purchased the Ranger in 2011 from St. Louis Power Sports. (See the sidebar “Stretching a Budget” on page 48.) “We shopped around for different deals and they gave us a good price and trade-in,” Mullen says. They trad- ed in a Kawasaki Mule they had used for 6 years.


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