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.

Throughout 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

n FEBRUARY 2020 n POWER EQUIPMENT TRADE 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.,

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

vertising through Facebook, where they’ve driven more sales in the last six months than other approaches.

any handheld battery equipment now, they’re looking into the rechargeable/ cordless sector. “We’re looking at Husqvarna. We can get it at a reasonable price and go with their complete line.” Penrod notes the plus side of ad● 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 about dropping Suzuki, we’ve been a dealer for them since 1978 and we’re not really making any money off their products anymore.” They returned better sales this January than usual after initiating advertisements on four radio stations. Adam believes radio returns the best Merchandising outside the norm is a common theme in off-seasons. 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 are potential new directions. PET

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.

Rotary’s 2020 Snow Blower Parts, Accessories

VP Racing’s Latest Powersports Cooling Technology

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

n FEBRUARY 2020 n POWER EQUIPMENT TRADE 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

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

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.

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.