For the vast majority of turf managers this means that, if you’re used to being able to make a call into a company for guidance or diagnostic assistance, that there are only a limited number of companies in the marketplace who can actually provide the answers that you are looking for in a timely manner. Sure, there are plenty of companies who can supply product, but how many can actually advise how to use them properly?
Similar to consumer brand
purchase decisions, trust, value and confidence are important factors when a turf manager makes a purchasing decision. While product cost is a consideration, it is not the only factor in the overall service cost.
If the comparison were as simple as lower price with no product support versus a higher price with product support, comparisons and buying decisions would be simple. Making any purchasing decision solely on the basis of the supplier being able to provide technical support is not really practical, due to market considerations, as turf managers make any decision on the basis of four factors - effectiveness, long-term economy, the “social relationship” they have with the supplier and technical support. However, the reality is that
turfcare professionals now have a range of options that include buying branded products from the manufacturers or buying off-patent products from manufacturers of branded products. The larger branded manufacturers do, however, give more than just product guarantees, as they also offer continuing education opportunities via product training seminars and sponsorships of professional association meetings. They are also the only ones conducting research and development, which helps build the foundation for future turfgrass maintenance programmes. The counter argument to this is, does this justify charging higher end pricing for technology that is now regarded as being ‘old hat’? Sure, charging top pricing for new technology as it comes online is all well and good, and perfectly justifiable, but how can it be justifiable for older molecules? Significant opportunities exist for those generic manufacturers who can move from a complete reliance on price sensitive, commonly available active substances to the production of newly off-patent materials offered with additional services and guarantees of quality.
“Whether
manufacturers of generic or branded product, they all readily agree that, when purchasing product, you should buy from reputable dealers who are financially sound and agronomically strong, and it is this that will help maintain industry standards. While the products, formulations and results might be similar between branded and generic products, the
MAJOR TDR Roller Mowers
service might not be” Jerry Spencer, Endeavour Turf Products Pty Ltd
...we do the groundwork
Major Equipment Ltd
WWW.MAJOR-EQUIPMENT.COM 63
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