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Volume 69
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Number 1
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FEBRUARY 2020
Our 736th Consecutive Issue
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Founded in 1952
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FEATUREstories
10 J.R.’S LAWNMOWER 14 DEALER SPEAK 23 DUST & RUST Shop Sells It All
Diversified Shops
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PET 25 Years ago
VALUEadded Power Suppliers __________________________ 6 Showroom ______________________________ 20 Distributor Library ________________________ 24 PowerWorks ____________________________ 28 Ad Index ________________________________ 29 Dealer to Dealer _________________________ 30
COVERphoto J.R.’s Lawnmower Shop “eggs” on customers yearround with a mix of products to keep cash flow positive, beginning on Page 10. (Cover photo by Dan Shell; design by Shelley Smith)
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Member Verified Audit Circulation Power Equipment Trade (ISSN 1063-0414) is published 6 times annually (February, April, June, August, October and December) by Hatton-Brown Publishers, Inc., 225 Hanrick St., Montgomery, AL 36104. Subscription Information—PET is sent free to qualifying industry professionals in the U.S. All non-qualified U.S. subscriptions are $55 annually; $65 in Canada; $95 (Airmail) in all other countries (U.S. funds). Single copies, $5 each; special issues, $20 (U.S. funds). Subscription Inquiries—TOLL-FREE 800-669-5613; Fax 888-611-4525. Go to www.poweret.com and click on the subscribe button to subscribe/renew via the web. All advertisements for Power Equipment Trade magazine are accepted and published by Hatton-Brown Publishers, Inc. with the understanding that the advertiser and/or advertising agency are authorized to publish the entire contents and subject matter thereof. The advertiser and/or advertising agency will defend, indemnify and hold Hatton-Brown Publishers, Inc. harmless from and against any loss, expenses, or other liability resulting from any claims or lawsuits for libel violations or right of privacy or publicity, plagiarism, copyright or trademark infringement and any other claims or lawsuits that may arise out of publication of such advertisement. Hatton-Brown Publishers, Inc. neither endorses nor makes any representation or guarantee as to the quality of goods and services advertised in Power Equipment Trade. Hatton-Brown Publishers, Inc. reserves the right to reject any advertisement which it deems inappropriate. Copyright ® 2020. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Periodicals postage paid at Montgomery, Ala. and additional mailing offices. Printed in USA. Postmaster: Please send address changes to Power Equipment Trade, P.O. Box 2419, Montgomery, Alabama 36102-2419. Other Hatton-Brown Publications: Timber Harvesting n Southern Loggin’ Times n Timber Processing n Panel World n Wood Bioenergy
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POWERlines
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Diversity Builds More Than Sales DAN SHELL
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ealers have long sought different products and services that that help their business prospects by not being reliant on rain during those dry summer years, and also to boost sales during the time traditional lawn and garden equipment and products don’t sell that well anyway during the winter months. Our dealer surveys (see Dealer Speak page 14) have consistently shown business owners seeking products to complement lawn and garden, and in the most recent survey more than half were already offering diversified products or considering doing so. For most dealers, finding, adding and successfully marketing and selling a product that’s outside of traditional lawn and garden equipment and related products is a combination of leveraging the resources they have and matching them to opportunities within the dealer’s local or regional market. Maybe a dealer has extra space in the showroom or lot, or maybe a dealer’s technicians or counter people have skills that can be harnessed to new products and services. Outside the business, some opportunities are obvious: Got a big river that runs through town or have a large reservoir nearby? Mountains? Recreators? Lots of golf courses? Two different ways of approaching the issue of lawn and garden dealer diversification and how to get started are sticking with what you know best, such as new and different types of equipment—ATVs, UTVs, boats and motors and PWCs, skateboards, bikes, cycles and the like—or stick with the lawn and garden theme but begin offering more “outdoor lifestyle” products to complement the effort a customer has made in making their yard look great. Don’t you know that your customer mowing circles in his third-acre backyard has plenty of time to imagine a water feature here, a gathering area there, a grill and food prep island and much more. One great way to look at what’s available when it comes to new and inovative outdoor lifestyle products is make sure and find time to do a full tour of the Hardscape North America show that’s co-located with GIE+EXPO in Louisville. (It’s amazing the backyard lifestyle products available and even if you don’t buy, the displays are sure to give you ideas.) Another consideration is making room, physically and otherwise, to ensure the effort at diversification succeeds. Don’t stick a new display in a dark corner to gather dust and expect it to do well. Also, make sure you have personnel that can handle a diversification effort either formally or as part of enlarged responsibilities. Whether it’s a large initiative that requires major inventory commitments and time in training or just something new in the showroom, make sure your employees are trained on the new products to answer questions and describe features and benefits. The effect diversification can have on employees will provide new responsibilities and if successfully pursued will ideally lead to more stability by boosting the bottom line and more year-round revenue—which in turn should make it easier to attract and retain quality employees. Or let’s say a dealer doesn’t want to take on a big commitment in inventory and personnel training and instead is simply looking for a “hot product” that will sell. Here, take a look at what people are doing for outdoor fun in your market, and look at what the kids are doing for fun. For all the blame and bad press many want to lump on today’s kids, they’re still prime drivers of consumer trends. Of course, that small incidental hot product will ideally help expose new customers to what a dealer specializes in: premium power equipment backed by knowledgeable service and parts availability. The only thing guaranteed not to work is doing nothing. Like Joe Richburg, owner of J.R.’s Lawnmower Shop in Opp, Ala. featured on page 10, says: The idea is to always have something else to sell. When done persistently, competently and successfully, it can lead to better overall business prospects for dealers and PET their employees.
Contact Dan Shell; ph: 334-834-1170; fax 334-834-4525; e-mail: dan@hattonbrown.com
Hatton-Brown Publishers, Inc. Street Address: 225 Hanrick Street Montgomery, AL 36104-3317 Mailing Address P.O. Box 2268 Montgomery, AL 36102-2268 Tel: (334) 834-1170 Fax: (334) 834-4525 Publisher/Adv. Sales Manager David H. Ramsey Chief Operating Officer Dianne C. Sullivan Editor-in-Chief n Rich Donnell Managing Editor n Jessica Johnson Senior Editor n Dan Shell Senior Assoc. Editor n David Abbott Associate Editor n Patrick Dunning Contributing Writers Greg German, Sam Stearns Publisher/Editor Emeritus David (DK) Knight Art Director n Cindy Segrest Ad Prod. Coordinator n Patti Campbell Circulation Director n Rhonda Thomas Marketing/Media n Jacqlyn Kirkland Advertising Sales Southern U.S. Randy Reagor Tel: (904) 393-7968 Fax: (334) 834-4525 E-mail: randy@hattonbrown.com Midwest U.S., Eastern Canada John Simmons Tel: (905) 666-0258 Fax: (905) 666-0778 E-mail: jsimmons@idirect.com Western U.S. & Canada Susan Windham Tel: (334) 834-1170 Fax: (334) 834-4525 Email: windham.susan4@gmail.com Europe & Scandinavia Murray Brett Tel: +34 96 640 4165 +34 96 640 4048 Email: murray.brett@abasol.net Distributor Library Kathy Sternenberg Tel: (251) 928-4962 ksternenberg@bellsouth.net Classified Advertising Bridget DeVane Tel: (334) 699-7837 (800) 669-5613 bdevane7@hotmail.com Reprint Sales Patti Campbell Tel: (800) 669-5613 patti@hattonbrown.com
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POWERsuppliers Exmark Discount Salutes First Responders In recognition of the hard work, dedication and service of our military personnel and first responders, Exmark has launched a new Honors Program. Through the Honors Program, current and former military members and first responders are entitled to a discount of up to $1,500 on a new Exmark mower. “We salute these heroes and recognize the tremendous debt of gratitude we owe them for their service, and the time commitment it requires,” Exmark General Manager Daryn Walters comments. “With the Honors Program, Exmark is making it easier for them to spend less time maintaining their lawns and more time doing the things they love.” The program is open to all current and former military, law enforcement, fire, rescue and EMT personnel, and includes all new Exmark Radius, Lazer Z and Navigator zero-turn riders, Staris and Vantage stand-on riders and Turf Tracer walk-behind models. Discounts range from $300 to $1,500 off CSP or national promotion price, depending on model.
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Messick’s Light Event Raises Mid Penn. Donation Major ag and lawn and garden dealership Messick’s in Pennsylvania reports the Messick’s Christmas Light Show in Elizabethtown raised a total of $42,704.56 from 4,352 cars that attended the event. The light show display ran each evening from December 1-30 with the help of volunteers who run the show and collect donations for local charities. This marks the seventh year for Messick’s Christmas Light Show in Elizabethtown and over $254,000 in total donations collected since its launch. According to the company, 100% of the proceeds collected go to Mennonite Disaster Service, ECHOS (Elizabethtown Community Housing and Outreach Services), Paxton Ministries and the Water Street Rescue Mission. Messick’s, a large Kubota, Case IH and New Holland tractor dealership that also carries Husqvarna, Stihl, Briggs and Exmark, would like to thank everyone who attended, donated and volunteered to help make the event possible this year. See exmark.com/honors for a complete breakdown of equipment discounts and customer eligibility requirements for the Exmark Honors Program. The program runs through October 31, 2020.
The (Really) Great Outdoors Contest 2020
The TurfMutt Foundation, an organization created by the Outdoor Power Equipment Institute (OPEI), announces The (Really) Great Outdoors Contest 2020, focused on urging kids to use their imagi-
nations around the many uses and benefits of green space and the outdoors. Open to students in grades six to eight, each entry can be no more than three pages where students are to write about and/or draw a nature space their community could use. Students are also asked to include text to describe the space, discuss what elements are needed, and how their space will be used to benefit the community. “We mean it when we say nature starts at your back door. Introducing kids to the outdoors is good for them and good for all of us,” says Kris Kiser,
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POWERsuppliers President and CEO of the TurfMutt Foundation and OPEI. “Family yards, school yards and parks are part of a vast ecosystem that supports all of us. The contest helps the next generation envision how people—wherever they may live—can spend time outside.” Last year’s contest was open to middle schoolers for the first time. “Our winners last year imagined beautiful and, more importantly, functional and purposeful designs for green spaces,” Kiser added. $10,000 in prizes will be awarded through the contest. The grand prize for a student is $2,500, with teachers and the school each receiving a $750 prize. The first place student will receive $2,000 and the teacher and the school will each receive $500. The second place student will receive $1,500 and the teacher and the school will each receive $250. The third place student will receive $750 and the teacher and the school will each receive $125. Teachers can download lesson plans and contest entry information from scholastic.com/turfmutt. Entries can be accepted online and uploaded by teachers, or mailed in by teachers or students
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alike—and are due March 16, 2020. Last year’s winning entries are available online for viewing.
GIE+EXPO Announces Ownership Changes
Following the largest GIE+EXPO ever, the Outdoor Power Equipment Institute (OPEI) has announced that in 2022 it will move into 100% ownership of the tradeshow. The show will be held in Louisville, Ky. until at least 2024, with the signing of a renewal agreement between GIE+EXPO and the Kentucky Exposition Center. “GIE+EXPO has had an extraordinarily strong run since 2010—posting records in attendance and booth space. Last year’s show was the biggest ever, setting record attendance levels,” says Kris Kiser, President of OPEI and Managing Director of GIE+EXPO. “With this change in ownership structure of the show, OPEI will own the show in its entirety. We’ll continue to work with our landscape industry partners to provide attendees with training and other programmatic elements at the Kentucky Exposition Center. We look for-
ward to the continued evolution and dynamic growth of GIE+EXPO in Louisville in the future.” 2019 was the sixth record-breaking year in a row for GIE+EXPO. The industry’s largest show hosted more than 1,000 exhibitors and more than 20 acres of outdoor demonstration area for attendees to ride, drive, dig and cut with the industry’s latest equipment. More than 26,500 contractors, dealers and exhibitors attended from all 50 states and more than 40 countries. GIE+EXPO will continue to offer education, training, and certification in all segments of the power equipment industry, including landscape, hardscape, lighting, snow and ice management, tree care and irrigation for landscapers, hardscapers, dealers, distributors and contractors. GIE+EXPO 2020 is set for October 21-23. Attendees can expect hands-on drone training, expanded tree care demonstrations, a UTV test track, as well as continued co-location with Hardscape North America. “GIE+EXPO has always been the industry’s family reunion, and the place to be if you’re in this business,” Kiser says.
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POWERsuppliers Toro Acquires Ventrac Parent Co. Toro is spending a reported $167.5 million to acquire Venture Products Inc., whose brand offerings include the complete Ventrac line of tractors and attachments. Toro’s chairman and chief executive, Richard Olson, remarks, “This acquisition supports our growth strategy in the professional market with the addition of a strong brand and expanded product offering to customers in the turf, landscape, and snow and ice maintenance categories.” This is the largest acquisition by Toro since the company announced it was buying another private family-run company, the Charles Machine Works Inc., for $700 million in February 2019.
Constellation Software Acquires Charter
Charter Software Inc., the maker of the Aspen Dealer Management System, announced last week Constellation Software, based in Toronto, Canada, has ac-
quired the company. The new company will be called Charter Software Solutions Inc. and will operate under the Perseus division of Constellation. Charter Software’s offices will remain headquartered in Littleton, Colo. As the leading provider of business system software to agricultural, outdoor power, construction, industrial and golf cart dealers and distributors in North America, the acquisition of Charter further expands Constellation’s presence in the dealership management systems market. “We are pleased to welcome Charter Software’s employees and customers to the Constellation family,” Daniel Zinman, the Vice President of Constellation’s Dealership Software Group says. “Charter’s addition will provide us with further insight into the industries we already serve, allowing us to innovate in new and exciting ways across all our dealership software businesses.” As part of the acquisition, Charter Software President/CEO Anne Salemo will be retiring from the business. Tracy Goodman, formerly Charter Software’s COO, will assume the role of interim
General Manager reporting to Ajay Thakur, who currently oversees Constellation’s Ideal Computer Systems and c-Systems Software businesses. In a letter to customers, former Charter Software President/CEO Anne Salemo states, “Everyone at Charter is committed to ensuring the smoothest possible transition for our valued customers and suppliers. ‘Staying true to ourselves’ is our guiding principle, meaning that the same great staff, offices and support are here to meet your needs. Constellation is committed to investing in the development of Aspen and will undoubtedly bring a broader range of skills to Charter.”
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J.R.’s Lawnmower Shop: Diverse Product Line Works Carts, grills, coolers and deer food complement lawn and garden. BY DAN SHELL OPP, Ala. ooking back a decade ago, Joe Richburg, owner of J.R.’s Lawnmower Shop, was just coming off a major showroom expansion and remodeling, and his business was taking off partly as a result of a major television ad buy that put his business in front of millions more potential customers across the bottom third of Alabama. The business was also doing well with its golf cart venture, working with institutions and large companies as well as landowners and recreationists.
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Since then, Richburg has diversified even more in his product offerings, and he’s boosted his web site and social media presence to keep his company constantly in mind when local power equipment consumers are looking to buy. Back in January PET visited J.R.’s Lawnmower Shop in deep south rural Alabama just 20 miles from the Florida line on a beautiful but cold day and saw one of the busiest dealerships we’ve ever seen for the dead of winter: Employees were busy swapping out showroom inventory from the ATVs and karts that were on display through the fall and holiday shopping season and moving in more spring seasonal product. Meanwhile, the service department’s mower shop was churning out work and going through a large pile of orders generated by J.R.’s popular winter tuneup service special that starts up January 1 and offers free pickup and delivery and a free blade with each tuneup.
And through it all, a steady stream of customers made their way into the showroom to browse and to the counter for parts buys, service order pickups, a large cube Stihl saw sale and a nice older gentleman about to pull the trigger on a new Grasshopper mower. Meanwhile, two technicians were just back from attending a golf cart service school, and in the office Vicki Poole was putting together a Gravely promo piece for the web site and Facebook page. All in all, it was just a regular ol’ Wednesday in January at J.R.’s Lawnmower Shop down in Opp. “I never anticipated having this kind of business,” says Richburg, 56, a lifelong Opp resident who started the business with his father as a service-only shop. Indeed, by taking advantage of opportunities and keeping an eye toward diversification, Richburg has developed a powerhouse dealership that In south Alabama, J.R.’s Lawnmower Shop was as busy as any dealership PET has ever visited—only this was in January.
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Joe Richburg, wife Kelli and great employees have built a solid dealership partly through smart diversification, like recent The Big Green Egg addition.
draws sales from all over, and Richburg reports he’s about to meet his longest-distance customer yet: a Canadian coming through who’s buying a golf cart. The move into carts years ago has been a big boost to the business. Adding to J.R.’s diverse product offerings, in recent years the business has picked up Yeti products, and more recently The Big Green Egg grills and accessories. And just this past fall, J.R.’s became the exclusive retail outlet for “Buck Chum” deer food that’s produced by a feed mill in town and is highly popular with hunters and rural homeowners who like to feed wildlife. “The folks who make it called and asked if we wanted to sell it. My wife was already buying it because she loves to feed animals,” Richburg says. “It’s ended up being a good move for us because we sell a lot of it. We sell it by the pallet during deer season.” Richburg says not a day goes by that he’s not thinking about adding a product that will boost sales. And if it’s a product that’s not a traditional lawn and garden machine— especially something that will sell in the winter months or during a dry summer—that’s fine too. Diversifying into new products requires a balancing act, Richburg says. The more established a brand is, the more stocking and floor space requirements. “They want floor space, heck, everyone wants more floor space,” he adds, noting that it can be a challenge to keep
Before and after: One specialty of J.R.’s cart operation is converting carts from single- to double-seat configuration. Above is a cart soon after it arrives in the shop for conversion and the finished product below.
everyone happy with his limited showroom size. As a small, single-owner business operator, Richburg says he’s well aware he’s competing with multi-million dollar retailers and thousands of online parts and equipment options. As a result, he says, he’s always looking for ways to offer something different. Richburg says they have a saying around the dealership: “If a mower won’t sell a The Big Green Egg will, and if nothing else will sell, a golf cart will,” he adds. “The key is we have something else to offer.” The dealer compares his approach as similar to investment houses that don’t put all their eggs in one basket. “They offer several slices of pie, and that’s what we have here at J.R.’s,” he says. “I advise anyone going into the business to find a way to diversify if they want to grow.”
Background Growing is just what J.R.’s Lawnmower Shop has done in 30plus years, after Joe and his father started out as a service-only shop in an outbuilding with a roll-up door outside Richburg’s boyhood home—just two properties down from the current golf cart sales lot. Richburg started out working on mowers part-time. (The gentleman who bought the chain saw during PET’s visit said he remembered Richburg when he was in high school, always going around town looking for old mowers to fix up POWER EQUIPMENT TRADE
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and resell.) In 1998, he came to work full-time for the dealership. He grew it until the major showroom addition and remodeling in 2009, and had purchased some adjacent buildings in a closed cotton mill to house his mower and cart service and shop operations. “Fifteen years ago our showroom now was our whole shop,” Richburg says, noting that he’s once again looking at a showroom expansion of some type thanks to his business growth. While Richburg says he hated to see the economic impact it had on Opp, an adjacent cotton mill closure made several buildings available just across the street behind the dealership in a perfect spot to expand service and support operations. The mill closed in two phases, and more recently Richburg was able to purchase additional buildings for better inventory storage and expanded cart operations. The configuration includes an “inventory staging” storage area that cuts down on trips to more warehouse type storage for faster-moving items that need replacing in the showroom. It makes for a sprawling operation, and employees stay in close contact with Southern Linc phones and—what else?—golf carts to save steps moving about. “In the past 10 years we’ve been able to add more space and spread out,” Richburg says. “The buildings we were able to purchase weren’t worth anything to anyone but us, so it was a blessing.”
Cart Work
Richburg and employees build close customer relationships.
Just behind the showroom building he loved so much rests “J.R. the Mechanickin’ Dog,” star of dealership TV commercials.
Starting years ago when a customer brought a golf cart in for Richburg to “take a look at,” the dealer was intrigued, and soon became a Yamaha golf cart dealer in 2000. Today, the cart operation sells Yamaha and E-Z Go golf carts. Actually, “sells” is only one small part of the cart work. J.R.’s also leases, rents, rebuilds, upgrades and customizes golf carts and is a go-to supplier in south Alabama and the Florida Panhandle for all kinds of cart owners and operators. Basically, J.R.’s Lawnmower Shop is just the place to go whether you want a tricked out unit with custom sound, lights, brushguards and tons of accessories or just need an extra dozen carts (or two or three) for a big weekend event. A typical recent deal is the purchase of a group of carts from a course in Utah that were completely rebuilt and reconditioned, then re-sold to a course near Dothan. One specialty is upgrading carts from single- to double-seat configuration (see before and after photos). Golf cart rentals are also a big part of the cart operation, with J.R.’s renting to non-golf businesses such as local manufacturing sites, a power company and others. As for courses, the dealership works as far north as Montgomery, west to Mobile, and the nearby Dothan markets with golf courses for tournaments and other special events. J.R.’s is also the cart
It doesn’t look like much, but behind this rollup garage door was the beginnings of a modern, multifaceted dealership.
Coolers and grills are in one area of showroom.
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supplier for Troy University some 60 miles to the north. Behind the cart sales lot, the additional building space houses cart inventory warehouse, plus expanded cart shop. Operations include service, custom work and conversions, with dedicated area for intake and cleanup that delivers spotless units ready for shop work.
Operations J.R.’s Lawnmower Shop carries Stihl, Husqvarna, Briggs, Honda Engines and Power Equipment, Kawsaki Engines, Little Wonder, Generac and Grasshopper products, with Gravely and DR added in the past two years. The cart operation sells Yamaha, E-Z Go and Cushman golf carts. Using mostly OEM parts, the dealership also sells a mountain of Rotary blades each year, plus offers the Ahlborn Forester brand of parts and accessories. The dealership employs 18. Entering Separate mower shop building has plenty of space, storage, three lifts and cleaning station. the front, the handheld shop is just off the showroom floor to the left, and behind the counter is an extensive Richburg takes advantage of parts inventory storage area. The available co-op marketing promower service shop is across the grams, but says social media is street out back, with the additional where the action is. “Facebook is cart operations farther up the block. number one. The more you put out Richburg says the dealership was the more feedback you get,” he behit with the retirement of three lieves. longtime employees at the end of He says you have to remember 2019, but has already replaced the people are looking at your products positions. He adds that the dealerat 8-9-10 p.m. at night or anytime, ship still has many long-term emreally. “You’ve got to stay on top, ployees, with average seniority and you have to make it convenient.” around 10 years. “We have good folks. I feel at Future home here because they are truly Richburg says he was looking for like family,” he says. “We do a lot a really good year in 2019 but was for our people, and I learned a long tripped up by a bad dry spell that time ago I can’t do it by myself.” lasted much of the fall. He’s excitBenefits include a week of vacaed about his products and employtion and a week of sick leave after a ees and believes weather is the big year on the job, plus a Blue CrossX factor in possibly having a record Blue Shield health plan and a reyear in 2020. tirement plan. At age 56, Richburg says he still The dealer says he truly believes wakes up every morning energized in education and certification and and ready to tackle a new day. has no problem sending techs to “This is what I’ve always known, service schools. He advises dealerand I love what I do. Every day is ship operators and techs to pursue J.R.’s cart operation has long regional reach. different, and every customer is all the education they can get, condifferent.” sidering all the knowledge they involved with all the dealership’s prodHe adds that he believes his business need to run a business, from financial ucts, Richburg has a major emphasis is a big part of the local community and and management to the technical equipon social media. The dealership has an a community resource. “I don’t forget ment side and even computers and netattractive and informative web site, but where I was brought up. This is my working. it’s Facebook page is where it’s really home, I went to school up and down The dealership’s many terminals are active, celebrating sales and longtime this street every day all my life. I all networked and run SunSoft business customers, community events and of wouldn’t want to be nowhere else than management software. course new products and special proright here in Opp.” PET For keeping customers informed and motions. POWER EQUIPMENT TRADE
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Dealer Speak:
Developing Sales Opportunities
BY PATRICK DUNNING EDITOR’S NOTE: Many years ago Power Equipment Trade featured a regular column called ‘Dealer Speak’ where an editor would solicit responses on a given topic from dealers around the U.S. As we move into the year of perfect vision, 2020, the editorial board of PET decided it was time to bring that column back. If any dealer would like to participate in a future column, please be on the lookout for questions periodically posted on the PET Facebook page. If you’d like to speak on a particular topic, reach Associate Editor Patrick Dunning at Patrick@hattonbrown.com. 14
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hroughout the country, dealers are thinking outside the “Big Box” to target their customer base and expand outside traditional product lines. When the snow hasn’t fallen or grass isn’t wet, local resources are leveraged in diverse ways for small businesses to capitalize on new regional niches in their respective markets. Of those who responded to PET’s previous 2018 Dealer Survey, 23% said yes to considering expanding their operation with products outside traditional lawn and garden power equipment lines while 29% say they’ve already diversified. PET recently followed up and reached out to dealers in 2020, inquiring
about their tactics used to boost yearround sales, and if they’re looking into diverse equipment lines. Their responses reveal one thing, diversity is diverse: ● Westland Lawn & Snow Equip Inc. sits in the suburbs west of Detroit, in Westland, Mich. Owner Aldo Decina says while there’s still a lot of season left, the lack of snow this winter has put a damper on sales. “The snow industry is horrible right now, it’s not working out well,” Decina says. “You can make a lot of revenue on service and repairs with snow equipment but it depends on the weather,” he says. During winter their focus lies on 21 in.,
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two-stage snow blowers. In spite of the strain on snow blower purchases this season, Decina takes the good with the bad. Westland’s showroom offers Stihl products and Decina says the service department helps margins as well, but it’s just not the same as it used to be. ● Ray Bergeron, owner of Motorcycle Snowmobile SVC, Gorham, NH, has switched among many different products during his 27 years in business. Formerly selling lawn and garden equipment and Snowhawk snowmobiles, he recently found his forte and focuses solely on UTV and ATV rentals. “This is my second year in a row being closed for winter,” Bergeron says. “We cut ties with our previous equipment lines altogether and concentrate on summertime.” As an authorized Destination Yamaha Adventure Center dealer, Bergeron says the fact that enthusiasts can operate on their local county roads has created a phenomenal UTV movement. “This new program that Yamaha came out with is really awesome,” he says. “Northern New Hampshire is home to over 800 miles of organized, beautiful UTV trails.” ● At Bub’s Cycle & ATV, Crab Orchard, W. Va.., president Buster Jones
Find new market opportunity: For some dealers, carts are just the ticket.
has catered to the baby boomers over the years and is noticing some changes. Their three major product lines are Yamaha, Polaris and Stihl. The dealership sells ATVs, motorcycles, side-by-sides and handheld power equipment along with parts and service warranties. “As the boomers get older, our business is starting to flatten out,” Jones says. “Manufacturers are attempting to come out with products to appeal to the millennials, but younger people aren’t stepping up to buy these products.” Jones started selling Strider bicycles to elementary age children in hopes of them growing older
and purchasing motorized bicycles. “They don’t have pedals, you push them with your feet and it teaches them balance,” he says. “It’s amazing the smiles you see on a kid’s face when they start rolling on them by themselves.” ● In Cypress, Ill., Heartland ATV stays busy with power equipment servicing. Owner Howard Penrod says majority of their work that comes through the door is fuel related. He believes consumers are starting to become educated on the benefits of handheld electrical units. Though they don’t sell
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vertising through Facebook, where they’ve driven more sales in the last six months than other approaches. ● The folks at Cycle & Marine Supercenter, Pine Bluff, Ark., call themselves “Arkansas’ Go-Kart Headquarters.” President Michael Adam maintains a consistent inventory with Hammerhead gokarts and Suzuki, Yamaha and CF Moto four-wheelers. “Our newest line is CF Moto and it’s also our number one seller for the past six years,” Adam says. “We’re thinking Merchandising outside the norm is a common theme in off-seasons. about dropping Suzuki, we’ve been a dealer for any handheld battery equipment now, them since 1978 and we’re not really they’re looking into the rechargeable/ making any money off their products cordless sector. “We’re looking at anymore.” They returned better sales Husqvarna. We can get it at a reasonthis January than usual after initiating able price and go with their complete advertisements on four radio stations. line.” Penrod notes the plus side of adAdam believes radio returns the best
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feedback after he ran an ad on a Tohatsu 25 HP outboard with tilt and trim. “It’s the only 25 horsepower on the market that has that. I had three people come in that day after hearing the ad and they each bought one,” he says. “Unbelievable.” ● Lakeshore True Value Hardware & Marine, Colchester, Vt., has been mindful of industry changes taking place and staying ahead of the curve. A marine accessories dealership, the business is currently transitioning towards waterborne paints and anti-fouling paints. On the lawn and garden side, store manager Peter Casselman says they started pushing Stihl’s battery-powered equipment heavily in 2019. “The feedback has been good on the battery-powered products for the customers who understand the products,” Casselman says. “The only issues we’ve had are when we didn’t do a good job helping the customers understand the limitations of battery life.” Having done radio and Facebook ads in the past, Casselman says they’re taking a shot at YouTube promotions and banner ads in 2020. Keeping a pulse on future trends, eco-friendly paints and power equipment PET are potential new directions.
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EDITOR’S NOTE: The following editorial profiles were submitted by these companies who offer a diversified lineup of products that give dealers a way to expand their businesses, who are also advertising in this issue of Power Equipment Trade. All statements and claims are attributable to the companies. Their advertisements can be found elsewhere throughout this issue.
day shipping for most orders received by 4 p.m. EST. Visit Rotarycorp.com. VP Racing’s Latest Powersports Cooling Technology
Rotary’s 2020 Snow Blower Parts, Accessories
Scraper bars, paddles, shave plates, skids, runners, fasteners and Aramid fiber belts are among more than 625 popular snow blower parts and accessories in Rotary’s new 2020 catalog. A special 50-page section includes a wide range of additional items including bearings, shafts, drive discs, auger and axle bearings, air vanes, ignition sets, tires and carburetor kits—plus SnoStik for removing slush and snow from the discharge chute. Rotary has introduced a Slush Plow for 2020, which converts a 2- or 3-stage blower into a plow that is ideal for removing slush and snow up to five in. Available in four sizes, the Slush Plow features an angle adjustment and can be easily installed or removed. It and many other seasonal items are also included in a special winter parts catalog from Rotary. Replacement parts are featured for most brands including AYP, Bolens, Gilson, Honda, Husqvarna, Jacobsen, MTD, Murray, Tecumseh, Noma, Snapper and Toro. Rotary also offers over 30 different MaxTrac tire chains and TerraGrip traction belts in a variety of sizes to fit most tires. Belts include an innovative traction aid that helps prevent steel from touching the driving surface. Multi-ply rubber slats surrounding the tire tread provide a secure fit for most improved traction. They are easily installed with no tools required. Backed by an exclusive warranty that ensures quality and performance, Rotary supplies a wide range of outdoor power equipment parts for lawn mowers, trimmers, chain saws, brushcutters, pressure washers, garden tillers, snow blowers and more! Rotary’s 2020 master catalog for servicing dealers and distributors features over 9,500 different parts and accessories including 220 new items complete with photos, descriptions and cross reference numbers for most brands along with many hard-to-find and discontinued parts. The entire catalog may be downloaded in a PDF format at rotarycorp.com. Founded in 1957, the family-owned company operates eight U.S. distribution centers plus a manufacturing division that produces lawn mower blades, edger blades, trimmer line and air filters at its state-of-the-art facilities in Georgia and Arizona. Approximately 80% of Rotary’s complete line of parts are made in the U.S. Next day delivery is now available to nearly 85% of Rotary’s customers in the continental U.S. with same 18
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Help your customers increase horsepower and reliability while reducing engine temperatures with two revolutionary new cooling products from VP Racing Fuels. For 45 years, VP Racing Fuels has been known for making some of the finest race and powersports fuels in the world. However, most dealers don’t know that VP is more than race fuels as VP formulates pro-grade lubricants, additives and coolants for track and street. VP’s latest cooling technology offers unmatched cooling and corrosion protection for ATVs, UTVs, quads and motorcycles and has even been tested during the rigors of the Baja 1000 by Robby Gordon Motorsports. Powersports dealers can now stock these two unique products by VP Racing Fuels: Cool Down and Stay Frosty. Cool Down is a coolant additive that improves the performance of your coolant and is safe for all radiator systems — ideal for racing, street, powersports, RV and tow vehicle applications. It reduces cylinder head temperatures up to 75°F! Cool Down increases coolant flow for better heat transfer and lubricates all vital components. High performance powersports engines operate at higher compression ratios and develop more heat. Cooler cylinder heads allow the ECU to safely advance ignition timing with the threat of detonation, which increases horsepower. The corrosion protection aspect of Cool Down is essential because scales/deposits only 1/16 in. thick reduce heat transfer by up to 40%! The increased use of aluminum in cooling and engine components presents another challenge for automotive and powersports owners: aluminum is the most sensitive metal in cooling systems to corrosion and electrolysis. Cool Down contains highly effective organic ingredients that provide protection specifically to aluminum. Through a process known as electro-crystallization, Cool Down forms a thin, protective surface film on aluminum surfaces. One 16oz. bottle treats cooling systems of 12-20 quarts. For straight water applications, an additional 50% more Cool Down is recommended while diesel applications require twice the normal amount. Treatments last for one year or 30,000 miles, whichever comes first. Stay Frosty is a proprietary VP Racing Fuels coolant formulated for high-performance engines that require additional protection from overheating and limited freeze protection (0°F). It contains a specialized blend of wetting agents and propylene glycol that improve coolant’s ability to transfer heat away from high temperature cylinder heads. Operating temperatures of engines are reduced by up to 25°F compared
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to conventional glycol-based coolant. This increases the density of the air/fuel mix and allows ignition timing to be safely advanced without the threat of detonation — resulting in more power and torque. Robby Gordon Motorsports ran Stay Frosty Hi-Performance (street formulation) during the 2019 Baja 1000 in their race UTVs and achieved a consistent 20°F (or greater) reduction in engine operating temperatures. Stay Frosty is great for three-season powersports use, or year-round use in warmer climates where sub-zero freeze protection is not required. VP also makes a glycol-free race version of Stay Frosty that can be used in virtually any race application and is a favorite of motorcycle racers to reduce temperatures and improve reliability. Visit vpracingfuels.com. Honda Power Equipment’s Snow Blowers Honda Power Equipment produces a complete line of snow blowers for commercial and consumer applications. The comprehensive product line consists of 14 models in five separate series, capable of clearing from 1,500 pounds per minute to 3,000 pounds per minute. Honda snow blowers, like all Honda products, offer easy starting, advanced 4-stroke engine technology. The compact HS720 features an overhead cam (OHC) GC series engine with an internal timing belt, while other models are powered by Honda Industrial Series overhead valve (OHV) GX series engines. Automatic decompression is standard in all engines to help ensure easy and reliable starting, even in extreme winter weather. Honda snow blowers maintain the same standards of superi-
or design, reliability, and quality of construction customers have come to expect from the Honda brand. All models are designed and tested for ease of operation, even in arctic-like conditions and while the operator is wearing heavy gloves or mitts. The snow blowers are constructed with plated fasteners and finished with extra-durable paint to ensure many years of service in extreme environments. The more powerful two-stage Honda snow blowers employ specially designed, heavy-duty serrated augers to chew through even the heavy snow buildup often left by municipal snow plows. The Honda track drive models also offer a single-auger height adjustment lever that permits the operator to easily adjust to changing clearing conditions and allows the auger to be locked down to clear snow to the pavement. The speed control lever, throttle and chute controls are all contained in a single control panel for simplified operation. Visit powerequipment.honda.com.
What products are you thinking about adding to help diversify your showroom? Tell us in the 2020 PET Dealer Survey coming in mid-February!
https://www.survey monkey.com/r/ PETSurvey2020 POWER EQUIPMENT TRADE
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SHOWroom FEATUREproduct
GrassFlap OCDC Pedal GrassFlap introduces the new SE-L pedal for use on zero-turn mowers. The new pedal features an “L” shaped pad and base—which allows the flap cable to run straight along the side of the foot deck while the pedal pads are within easy reach of the operator. It bolts easily to the edge of any foot deck for a clean install. Foot operation of the chute blocker (OCDC) gives a big advantage over lever operated OCDCs. Lever operated units require letting go of the steering control to open and close the OCDC, with foot control you can operate the blocker while still moving without needing to let go of the steering controls to open or close the discharge chute. GrassFlaps are available to fit most makes and models of zero-turn mowers, including riders, stand-ons and walk-behinds. GrassFlap, LLC has been in business since 2012 selling its chute blocker online and through local dealers. Visit grassflap.com.
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SHOWroom
PARTS & ACCESSORIES Copperhead Saw Parts
A complete line of Copperhead chain saw bars and chain plus a variety of repair parts and accessories are featured in Rotary’s 2020 master catalog. New items include pro sprocket bars and various multi-part assortments containing carburetors, intake gaskets, filters, standard and metric bolts, bar stud nuts and chain links. Engineered for powerful performance, Copperhead saw bars are highlighted in a special 120-page section of the catalog, along with a chain crossover comparison chart and a new chain scale chart. Rotary’s 2020 catalog includes photos, descriptions and cross reference numbers for most all brands along with many hard-to-find and discontinued parts. Visit rotarycorp.com.
Scepter SmartControl Container
Easy-to-use Scepter SmartControl containers are available in one-, two- and five-gal. gas, kerosene and diesel sizes. The spout design of SmartControl makes it easier than ever to fuel equipment. The spout provides a clean, fast, and hassle-free pour and helps save gas for where it’s needed by eliminating messy spills. The user-controlled flow valve with its flame mitigation device (FMD) makes it effortless and safe to direct the amount of fuel being dispensed. And, because the container stores with the spout on, hands always stay clean. With a single motion, the user simply presses the lever up to unlock the child safety feature with the palm of the hand, and then squeezes the large button. This first squeeze is done when upright to vent the container. Then, place the nozzle over the tank and squeeze again to pour just the right amount of fuel. Visit scepter.com.
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DUST&rust
Readers are encouraged to send relevant historical lawn and garden media items in.
LOOKING BACK: FEBRUARY 1995
The Cover of Power Equipment Trade February 1995:
PET took a look back a quarter century to see how the industry has reinvented itself, and have just a few laughs. Set-up very similarly in terms of content, including a look at how a diversified product mix will boost sales, PET February 1995 published the industry’s first estimate of U.S. shipments of commercial turf care equipment, released by the Outdoor Power Equipment Institute (OPEI). Figures were for the model year 1994 (September 1, 1993 through August 31, 1994). OPEI estimated sales of 104,800 commercial walk-behind mowers and 44,700 riding rotary turf mowers.
Senior Editor Dan Shell says this one still hurts. Can you figure out why?
It’s been a wild 25 years for industry’s biggest event.
Dealer Profile: Don Schultz of Schultz Small Engine, in Portage, Wis., ran a tight operation with an emphasis on service and total customer satisfaction. According to PET, Schultz had a constant flow of new ideas, making him a “thinking dealer’s dealer.” (A quick Google search confirms the dealership is still at the forefront of customer’s minds in Wisconsin with 23 4-star reviews) POWER EQUIPMENT TRADE
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MD, DE, WV, VA, NC, SC, KY, DC, AL, GA, FL, TN
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Midwestern & Southeastern U.S.
MN, ND, SD, IA, TX, WI
Place Your Ad In Next Month’s Section! Call Kathy Sternenberg 251-928-4962
By March 16 Do you offer products in the power equipment industry? Advertise your company to PET’s subscribers nationwide in our Distributor Library section.
Call Kathy Sternenberg • 251-928-4962
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Shelby County Implement • Shelbina, MO 63468 Ph: 573-588-4731 • 573-588-2040 Email: sci63468@hotmail.com Visa and Mastercard Accepted 3524
WISCONSIN ENGINE PARTS NEW–OBSOLETE • BUY–SELL HARD TO FIND PARTS CLOSEOUT PRICES
H&M Industrial Supply (800) 346-4331 2236
Obsolete McCulloch & Obsolete Homelite Parts Bob’s Lawnmower Service 7632 State Hwy. 7 Maryland, NY 12116-3201
607-638-9297 phone or fax
HOMELITE PARTS BUY & SELL NEW, USED & OBSOLETE
8100
Stihl * Homelite * Lawnboy * Briggs & Stratton New * Obsolete * Used Parts THOUSANDS OF PARTS!
9009
POWERworks Ask For Ray 502-228-1462 • Fax: 502-228-7737
POULAN WEED EATER PARTS
YOU COULD BE READING YOUR AD HERE!! Contact Bridget DeVane 800-669-5613 for more information
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PETcetera Facebook Users Keep Clicking Ads
PETevents
Facebook users are clicking on more ads than before, according to the company’s own tools that are provided to advertisers. Despite the mounting antitrust investigations into the social media company, user engagement with Facebook ads continued to climb through the second half of 2019, according Audience Insights, a Facebook tool that is used by advertisers to gather data about specific demographics they can target with ads. Specifically, Facebook has seen an increase in the median number of ads clicked by users on the service from July 2019 to January 2020, according to Audience Insights. However, the median number of comments and likes has remained unchanged compared to the previous six-month period. In the U.S., monthly median engagement levels between July 18, 2019 and Jan. 16, 2020 saw small changes, ads clicked rose from 17 to 19. The data is based on a rolling measurement of activity over the previous 30 days. “Facebook continues to be a landing place for its core demographic of older millennials to boomers, and despite all the negative publicity, the platform has remained a key meeting place for people and will remain a ripe locale for advertisers to spend money,” says Daniel Newman, principal analyst at Futurum Research, which focuses on digital technology. Facebook claims 2.8 billion monthly users across its suite of services, including 1.62 billion daily Facebook users.
MARCH 2-3—2020 Iowa-Nebraska Equipment Dealers Assn. annual conference, Omaha Marriott, Omaha, Neb. Call 515223-5119; visit ineda.com.
Source: Facebook users keep clicking on ads, pointing to strong fourth quarter results, Salvador Rodriguez, https://www.cnbc. com/2020/01/28/facebook-users-keep-clicking-on-ads-a-sign-ofstrong-fourth-quarter-results.html
Back in 2020
APRIL 1-4—Equipment & Engine Training Council annual meeting, Lodge Kohler, Green Bay, Wis. Call 888-406-1810; visit eetc.org. MAY 5-7—National Hardware Trade Show, Las Vegas Convention Center, Las Vegas, Nev. Call 203-840-5622; visit nationalhardwareshow.com. JUNE 16-18—Outdoor Power Equip. Institute annual meeting, El San Juan Hotel, San Juan, Puerto Rico. Call 703-549-7600; visit opei.org. OCTOBER 21-23—GIE+EXPO, Kentucky Exposition Center, Louisville, Ky. Call 812-949-9200; visit gie-expo.com. NOVEMBER 4-6—2020 Far West Equipment Dealers Assn. Experience, Westin Lake Las Vegas Resort & Spa, Henderson, Nev. Call 707-678-8859; visit fweda.com. Listings are submitted months in advance. Always verify dates and locations with contacts prior to making plans to attend.
Saw Charts in June Trimmer Charts in December ADlink This issue of Power Equipment Trade is brought to you in part by the following companies, which will gladly supply additional information about their products. ADVERTISER
PG NO.
PHONE NUMBER
American Honda Power Equipment
7
Heftee Industries
20
800.755.7540
Masport
8
+64 9 571 5888
PMD International
9
+61 3 8390 3933
Prufrex Innovative Power Products
6
+49 9103 7953 0
Rotary
19,20,32
800.841.3989
Stihl
2-3
757.486.9100
Sunbelt Outdoor Products
17
800.438.0660
TD Retail Card Services
21
800.538.3638
Trilink Saw Chain
1
877.492.9829
VP Racing Fuels
31
877.515.1733
ADLINK is a free service for advertisers and readers. The publisher assumes no liability for errors or omissions.
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DEALERtodealer
Live, Learn & Protect Yourself SAM STEARNS
Do you take precautions when dealing with high dollar credit card sales? BY SAM STEARNS
I
will use myself as an example of what NOT to do in this column. I will tell you about the hard lesson I learned last year, in the hopes that you can avoid what I experienced. One morning in August, I got a phone call from someone who wanted to buy a new zero-turn mower as a birthday present for his father-in-law, whose preference was for Country Clipper, which is why he was calling me. He was looking for something around the $6,000 price range, which I just happened to have and really wanted to sell. When I told him about it, he said he wanted it. He didn’t have time to come to inspect the mower or make the transaction in person, since he was starting to move that day, and his father-in-law’s birthday was the upcoming weekend. He said he would use a card to pay for it over the phone, and he would send his nephew to come pick it up in the truck they had rented for the move. But first, he said he had to call his bank to move some funds to the correct account that would cover the mower purchase, and that he would call me later that day to complete the transaction. I was happy to have an apparent mower sale going down that day, even though I knew the circumstances were unusual. But I got busy with work in the shop and kind of forgot about it. A few hours later, I got a call from the man again, to complete the transaction. As I began talking to him, I looked out of my window and saw a U-Haul truck pulling into my drive. As it turned out, this was the man’s nephew who was picking up the mower. So while his nephew (and another man who was with him) sat outside in the truck, I completed the trans-
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action over the phone. To make a long story short, he gave me two credit cards that were declined, and the third one went through. Then I went outside to attend to the guys waiting in the U-Haul. The passenger identified himself with the first name the buyer gave me for his nephew, and the driver gave me his first name as well when I asked. So then I got a couple of ramps and drove the new zero-turn mower into the empty U-Haul. I shook their hands and thanked them for their role in the sale, and as they got back in the truck, the nephew talked about how deserving the man getting the mower would be, and how happy he was that we were able to get the generous gift arranged in time for his birthday that weekend.
in collecting the documentation I needed to protect their cardholders (and myself) from fraud. I got caught that day flat-footed, unprepared to deal with thieves. Collecting photo IDs and signatures of the cardholder and the driver? I didn’t do any of that: Even though I never felt completely comfortable with the situation and noticed some red flags, since it was so unusual. The only thing I had the presence of mind to do was to record the license plate number of the U-Haul, which turned out not to be very useful, especially not as far Discover was concerned. So if you’re reading this, take it from a guy who was easy pickins: educate yourself and your sales people on credit card security measures if your
I cannot contest Discover’s chargeback in that I was negligent in collecting the documentation I needed to protect their cardholders (and myself) from fraud. I got caught that day flat-footed, unprepared to deal with thieves. And then they drove off. All of you probably know where this is going. And in case you don’t, let me explain it to you. The credit card was stolen, and the local address the buyer gave me, which was supposedly his, turned out to be that of a foreclosure. They snookered me! I’m the chump! Even though this happened in August, the final arithmetic has yet to be determined. Discover has issued a chargeback, and the nearly $7,000 I collected at the time of sale will be going back to them. I still have the money, but it’s only a matter of time until I have to cough it up, since I cannot contest the chargeback. My only hope is that my insurance will pay me the cost of the mower, which is not a certainty. The reason I cannot contest Discover’s chargeback in that I was negligent
dealership may be a little lax in its practices. The credit card processing company I use has good material to help with establishing credit card payment security policies, and I expect that whatever company you use will likewise have helpful material that you can use to protect yourself. It may seem unhandy to devote any of your precious time to such an activity. But take if from me: if you’re ever targeted for theft, you suddenly understand how important it is. Don’t be like I was last summer. Please take precautions and protect yourself in this dishonest PET world. Sam Stearns owns and operates Mr. Mowerman, Scottsburg, IN, 47170; e-mail: mr.mowerman@hotmail.com. The views of Sam Stearns do not necessarily represent the views of Hatton-Brown Publishers, Inc.
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