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POWERlines
A Hatton-Brown Publication www.poweret.com
Dealers Deliver Right Hook To Virus PATRICK DUNNING
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t’s been quite the year, 2020. A global pandemic, check; small business closures, check; over 30 million people unemployed, check; canceled sports, check. Let’s throw in an election and watch how this plays out. We at the offices of Power Equipment Trade have unanimously chalked up this year as the big asterisk year. Future generations will ask what it was like living in 2020. And I’ll probably scratch my head and ask them to pull up a chair. The first thing I’ll probably say is how encouraged I was by the deep-rooted fortitude in dealers to keep pressing forward. There is no quit in them. They’ve simply adjusted the way business is operated. I can’t help but be positive after hearing time and time again, “We’re having our best year ever,” or “I can’t keep product on the shelves it’s selling so fast.” There’s no debating the virus has affected us as a whole, down to the final stitch in the fabric of our society. But in my 24 short years of living, this is the first time I’m seeing humanity tackle an issue on a global scale, requiring a response from everyone—which is pretty cool. In doing these roundup stories and talking with dealers throughout the country, the resounding response centers around the point that the grass is still growing, leaving them no choice but to be essential. A few dealers were even put off by merely suggesting they were negatively impacted by ongoing circumstances. In fact, the opposite is true; many dealers are having their best summers yet due to customers spending more time at home and doing projects themselves, causing a jump in residential sales over commercial sales by default. “They’re like moths to a flame,” one dealer said in describing customers’ purchases of zero-turns this summer. “People aren’t spending money on things like eating out, entertainment and vacations. Instead, they’re taking the initiative to personally maintain their property. Which I think is good for the soul, having a freshly groomed lawn.” In an otherwise bleak situation, look past that blazing dumpster fire in Washington, DC to your shop: You’re leading the charge of a stimulated economy and making it look easy. Dealers are busier than ever with no signs of slowing down. From a logistical standpoint, dealers are having to show some patience with respect to backorders and parts availability from OEMs and the aftermarket alike. “The biggest challenge we’ve faced the past couple months has been lack of inventory,” vice president of Orlando’s Trail Saw & Mower Service, Chuck Stull, says. “And everyone’s excuse is the virus. So, that’s what we’re dealing with because we could be selling more products but we can’t get it.” Disrupted supply chains are part of the “new normal” and one of the hoops dealers are having to jump through. The virus and its chaos will pass, and it’s my belief we will be better for it. So, if there’s any takeaway from the calamity surrounding this period of time, it’s that dealerPET ships may have bent, but they never broke.
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
Contact Patrick Dunning, ph: 334-834-1170; fax 334-834-4525; e-mail: patrick@hattonbrown.com
Reprint Sales Patti Campbell Tel: (800) 669-5613 patti@hattonbrown.com
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Volume 69
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Founded in 1952
Renew or subscribe on the web: www.poweret.com
FEATUREstories
6 MORRISONS 10 MOWER ANNUAL 22 SURVEY REPORT Powering Through
2021 Models, Accessories
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Service Is King
VALUEadded Power Suppliers __________________________ 5 Showroom ______________________________ 25 Distributor Library ________________________ 26 PowerWorks ____________________________ 29 PETcetera/Ad Index ______________________ 30 Dealer Voices____________________________ 31
COVERphoto For this Massachusetts dealership, and the family that operates it, the pandemic has only meant a ramp up in their already top-notch customer service, beginning on Page 6. (Photo by Jenna Rimensnyder; cover 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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POWERsuppliers BNSE Announces 2020 Recipients The Bill Nelson Scholarship Endowment (BNSE) is pleased to announce it has awarded four scholarships totaling $8,000 to its 2020 class of recipients. Recipients for the 2020 awards are: William Carlson, Byron, Ill.; Shubhan Mathur, Charlotte, N.C; Natalie Parra, Hurricane, West Va.; and Hannah Williams, Happy Valley, Ore. The BNSE is an educational charity designed to advance the academic pursuits of employees and the children of employees who work for member companies of the Outdoor Power Equipment Aftermarket Assn. (OPEAA). Since 2000, the endowment has awarded more than 60 scholarships totaling more than $129,000 to high school and college students. Scholarship recipients for this year represent Blount International, Husqvarna and NGK Spark Plugs, and were chosen from among 21 applications.
Husqvarna Launches Consumer App
New from Husqvarna, the Husqvarna Connect application connects users to their Husqvarna power equipment and provides immediate access to information about their tools, making outdoor projects more productive and easier to manage by keeping users updated on their power equipment from the convenience of their mobile devices. Once users download the app, they have access to a digital service book to create a log of maintenance activities to keep track of their maintenance history and ensure equipment is running at its best, plus product overviews that provide technical specifications for products all in one place. Various parts and accessories lists are available, including part numbers and descriptions, to ensure parts and products always match; operator’s manuals and troubleshooting guides to reduce product downtime and keep productivity levels tracking. Dealer information is also available, including store hours and contact information. Tyranika Abrams, product manager digital experience, comments, “Husqvarna Connect provides a personalized user experience that allows homeowners to utilize modern-day technology to access the information needed to prolong equipment lifespan and allow products to work at full capacity.”
GIE+EXPO Organizers Postpone 2020 Show
Due to the ongoing coronavirus pandemic and continued regulatory uncertainty, the ownership of GIE+EXPO (GIE/OPEI, LLC) announced that the 2020 show will be postponed until next year. Working closely with state and local authorities to put on the safest show possible, while also monitoring the situation closely, it was determined that the unpredictable nature of the rapidly evolving environment prohibits this year’s show from taking place safely. “The health and safety of our attendees and exhibitors is critical, and it is with profound regret that we announce the cancellation of our 2020 event,” says Kris Kiser, President and CEO of OPEI, and managing partner of GIE+EXPO. “We’re looking forward to 2021 and already gearing up to make our next show a dynamic and engaging experience for the entire industry. I encourage exhibitors and attendees that have already registered or secured exhibit space to roll those monies forward to the 2021 show.” GIE+EXPO has called Louisville home since the tradeshow began nearly 40 years ago. “We want to thank our host city for its ongoing support of our show,” Kiser adds. “In particular I want to thank Karen Williams, president of Louisville Tourism, for her tireless efforts to help us through this process. She and the city have been terrific partners of the show, and we look forward to an outstanding event in 2021.” Planning is already underway for GIE+EXPO 2021, which is scheduled to take place Oct. 20-22 in Louisville. Registration is currently open for next year’s event at gie-expo.com. Additional features coming to the app soon include a “Buy Now” option where users will be able to purchase parts and accessories directly, plus how to videos with step-by-step information for performing maintenance tasks. Push notification reminders will come for service activities. Husqvarna Connect is coming soon to Canada and is now available in the U.S. through the App Store and the Google Play Store.
New Branch Director At Stihl Northwest
Stihl has named Casey Kralovetz, formally the sales manager at Intermountain Stihl, the branch director of Stihl Northwest. As branch director, Kralovetz will be responsible for directing and managing the sales, distribution and service of all products, parts and accessories at the company-owned branch. He will also lead the development of advertising and marketing plans for the territory, which encompasses Washington, Oregon, Idaho and Alaska. Kralovetz started his nine-year career at Stihl Inc. in 2011 serving as product management specialist in Virginia Beach. Before beginning his career at Stihl, Kralovetz owned a tree care service company and worked as an ISA certified arborist. He holds an Associate’s Degree in horticulture and arboriculture from the Milwaukee Area Tech College
and a Bachelor of Arts in Business Management from Lakeland College in Sheboygan, Wis.
Rotary Expands Sales Force
Rotary Corp. has expanded its sales division with the appointment of two territory managers, Thomas Hackenberg and Tom Rasche. Hackenberg is Rotary’s new territory manager for eastern Virginia, Maryland and Delaware, and has prior sales experience with Arrowhead Engineered Products. Rasche previously served as president of a family-owned power equipment distributorship. He serves as territory manager for Kansas, Missouri and Nebraska.
Briggs Closing Plant Brings Layoffs
As part of an earlier announcement to move certain production work from the Briggs & Stratton plant in Wisconsin to New York, in early July the company cut more than 200 jobs. According to the Milwaukee Journal Sentinel, Briggs filed notice with the Wisconsin state Department of Workforce Development, saying 208 layoffs will take place near the end of August, when production is scheduled to cease. More people will lose their jobs at the plant near the end of October and December when the facility will be completely shuttered.
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In It For The Long Haul Morrison’s Power Equipment has transformed many times over the years, but most notably in 2005 when the 10,000 sq. ft. space got a major facelift after splitting from its sister store (and next door neighbor) Morrison’s Home and Garden.
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Morrison Power Equipment is hopeful for life after COVID-19. BY JENNA RIMENSNYDER
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he last few months have shaken the foundation of what sustainability looks like for the power equipment industry due to COVID-19. While many family-owned and operated businesses are struggling to keep heads above water with the ev-
er-changing regulations, Morrison’s Power Equipment in Plymouth, Mass. has been going strong while making necessary adjustments. Owner, Scott Morrison, 63, attributes his success to the running theme of longevity. Longevity of the brand, longevity of his service team and the longevity of his relationships within the community. Morrison is adjusting to what we can only imagine the “new normal” looks like in the industry for the coming months and even years. Boasting nearly half a century in the power equipment realm, Morrison un-
Mass. in 1972. The brothers in business were fresh out of high school learning the ropes, focusing mostly on lawn and garden with a handful of power equipment products like LawnBoy, Ariens and Murray. Once the duo made their way to Plymouth years later, they took over yet another Agway location and decided to switch up operations during this time with a heavier focus on equipment. Being that Agway is known for being a farmer’s co-op, the Morrisons had to invest in stocking up on power tools to offer a larger variety.
Brothers Scott, left, and Walter Morrison
derstands that flexibilWhen a downturn in ity is key, but loyalty the economy hit in the “My son and I were to their customers and late ’80s, the two decidtalking the other day team members is ined to purchase a buildvaluable in this time of how we feel fortunate ing along with a vacant crisis. PET connected lot next door. At the to be in the business with Scott Morrison time, there weren’t maover the phone to talk jor plans for the new we’re in,” Scott Morriabout the business’ estate. They proson explains, “because real growth over the deceeded to rent out the grass is going to grow cades, the side effects front half to a paint of COVID-19, and store company while no matter what and what the future looks the back half was used people have to cut it.” like for not only Moras a warehouse. rison’s, but the power But two decades latequipment industry as a whole. er, the pair decided to split into two separate operations: Morrison’s Home and Garden and Morrison’s Power Background Equipment. That meant renovations in Morrison’s Power Equipment wasn’t 2005, transforming the vacant lot into a always “Putting the Power in Plym10,000 sq. ft. space, with an 8,000 sq. outh’s Hands” as their motto reads. ft. mezzanine and an outdoor enclosed Prior to the move to Plymouth, Scott pallet rack. Walter took charge of Morand his brother Walter made their enrison’s Home and Garden, while Scott trance into the industry when they took heads up Morrison’s Power Equipment over an Agway shop in Sandwich, as his namesake neighbor. POWER EQUIPMENT TRADE
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New stock includes Ariens, Billy Goat, Gravely, Echo, Honda, Stihl and Husqvarna, among others.
Sales, Service Efforts Scott Morrison has taken full advantage of his (semi) new expanded space. Filling the sales floor with a diversified stock in residential and commercial equipment from brands like Ariens, Billy Goat, Echo, Gravely, Honda, Husqvarna and Stihl; Morrison’s is a certified Pro-Gold Scag dealer, offering a comprehensive inventory of Scag mowers, accessories and parts. In addition customers can choose from a selection of closeouts and used equipment. Each piece of used equipment comes with a 90-day homeowner warranty and 30-day commercial warranty. Being that New England offers up true seasons, Morrison’s offers half-day and full-day rentals for one-time users who may need a machine to turn over a vegetable garden in the spring or a backpack blower to rid lawns of leaves in the fall. As for winters, Morrison has seen a dip in sales over the last few years due to low numbers in snow storms. “We can usually expect at least a six in. storm, but we’ve only had a few two in. storms,” he explains. Because Mother Nature had a poor showing of snowfall this past January, sales 8
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The Morrisons in charge of daily operations, Scott, left, and his son, Cody.
plummeted, leaving Morrison with 120 units still in stock. Now that the seasons are switching gears, Morrison’s is focusing on service of lawnmowers and other spring necessities. The service team boasts over 80 years of experience combined in the workshop. From flat tire repair to metal fabrication and design, the technicians are equipped to handle it all. The service crew is factory trained and certi-
fied, stacked with a parts department carrying over 10,000 items representing more than 50 brands. All repairs come with a 90 day warranty against defects in materials and workmanship. When it comes to longevity on the crew, Morrison tells PET that he has a few on the staff of 14 that have been going strong for over 30 years while others have been hanging anywhere from four to 13 years. Speaking of deeply
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rooted, his son, Cody, is the vice president, “Cody is obviously very involved and when I decide to retire, he should be ready to take the reins.” Even though the foreseeable future of the industry isn’t quite clear, Scott is hopeful that when it comes time to pass the torch, the Morrison legacy will carry on.
Overcoming COVID-19 Since the beginning of the COVID-19 pandemic, Morrison has found himself behind the wheel of the delivery truck twice a week—his original delivery driver has a preexisting health condition, making him more susceptible to coronavirus. Although this adds more to the load of the already stressful time, Morrison shrugs it off and is happy to take on more responsibility if it means securing the safety of his team who was solely offering delivery and curbside service. The seasoned power equipment dealer says the process was very labor intensive—thankfully, the team has a vestibule for the heavy lifting. Adding, “The process is time consuming and draining,
but we’re lucky our clientele has been patient throughout the process.” In spite of the fact that overall sales are down, the Morrison squad has been busy bustling in both the service and commercial side of the sales front. “Up until now, the commercial people are still buying and I wasn’t sure if they would back off,” Morrison says with relief. Whether people are needing to repair their lawnmower or buy a new one, Morrison is happy to be a resource for the community. “My son and I were talking the other day how we feel fortunate to be in the business we’re in,” he explains, “because grass is going to grow no matter what and people have to cut it.”
Future Although the pandemic has affected overall sales, Morrison is ready to build his team to full capacity once the six ft. social distancing rule subsides and hands-on training is once again a possibility. That means adding a fifth technician, a part-timer (to sharpen tools and
handle general housekeeping), as well as filling a vacant counter position needing a ready and willing body with customer service in their DNA. Morrison explains his catch-22 when it comes to adding new team members: “Prior to this [pandemic] happening unemployment was so low and it was hard to find someone to hire, and now there is a pool to choose from, but I can’t hire someone with the current regulations and be able to give them proper training.” As of early May, Morrison shared his optimistic outlook about what the future holds for not only his family-owned business, but for the economy as a whole, saying, “My hunch is when things start to get going, I think it’ll pick back up quickly. Before COVID-19 we had a strong economy, and I don’t think it’ll take long before we start hitting our stride again.” Morrison Power Equipment is open six days a week, currently offering both curbside service, delivery and has recently reopened the showroom to ensure that the team is keeping the power in Plymouth’s hands through rain, sleet, and even a global pandemic. PET
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2021mowerpreview (Material supplied by Husqvarna)
Husqvarna Z500 Series Focused On Productivity, Durability T
he Husqvarna Z500 zero-turn series represents the latest design focused on productivity, durability and cut quality. Built and designed to ensure a long and productive product life, the Z500 provides extreme comfort, high ground speeds and superior traction for exceptional mowing efficiency. Industrial strength throughout the mower provides a longer service life while easy serviceability is a key in the design considerations. The new series consists of 11 products, four Z500 models and seven Z500X models, and stands out with its weld-reinforced 2 in. by 3 in. tubular steel frame, 7- or 10-ga. cutting decks and 10 in. diameter spindles, all protected by Husqvarna’s industry-leading five-year limited commercial warranty. Operator improvements include an automatic parking brake for fast and easy transitions, an easy-to-fold ROPS and easy-to-view deck height adjustment, allowing for improved operation and operator comfort. Smart design features such as tool-less fasteners, sealed and labelled fuse boxes and easy access to all major components will provide for faster and more convenient serviceability. The Z500 series also features a colored fuel gauge that lets the operator get a quick overview of fuel levels in the 12-gal. dual fuel tanks. Visit husqvarna.com.
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2021mowerpreview (Material supplied by Rotary)
Rotary Offers Thousands Of Mower Parts & Accessories he industry’s most complete line of lawnmower replacement parts is available from Rotary. From service jobs and minor repairs to complete engine overhauls, Rotary has the parts it takes to get the job done. Choose from guaranteed quality Copperhead mower blades, air filters, pre-filters, oil filters, belts, tires, starters, spark plugs and internal engine parts plus piston and spindle assemblies, carburetors, ignition kits, batteries, throttle controls, brake and clutch cables, idler pulleys, tune-up kits, wheel and deck accessories and much more! Backed by an exclusive parts warranty that ensures quality and performance, Rotary offers over 9,500 different power equipment parts for lawn mowers, trimmers, chain saws, brush cutters, pressure washers, snow blowers, garden tillers and more.
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Rotary’s Copperhead Mower Blades – Made In The U.S. With American Steel Rotary manufactures approximately 12 million mower and edger blades annually including heavy duty blades, professional grade mulching blades, flat blades, high and low-lift blades plus edger and de-thatcher blades. Copperhead mower blades by Rotary are engineered to perform better, last longer and cut with powerful force. Available for most any brand, Copperhead blades meet all OEM standards for operation and feature: l Premium-grade American steel, heated treated and tempered for uniform hardness.
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l Precision formed, balanced and sharpened to ensure a cleaner, finer cut with less vibration. l Superior cutting efficiency and extended blade life. l ISO compliance for quality and superior craftsmanship. Earlier this year, Rotary reached a milestone with the production of its 250 millionth blade at the company’s manufacturing facility in Georgia. Rotary’s huge assortment of blades is featured in a special section of its 2020 parts catalog, which is free for servicing dealers.
Filters Engineered For Maximum Protection And Performance Rotary offers all types of commercialstrength air, fuel and oil filters for mowers—professionally designed to protect engines under extreme operating conditions while ensuring maximum efficiency and peak performance. Made in the U.S., Rotary filters improve airflow, horsepower and overall engine performance. Oil filters feature a special blend of fibers and resin that create a filter media with exceptional dirt-trapping capacity for maximum protection. Rotary carries a complete line of premium quality filters for small engines, trimmers, chain saws, ATVs and golf carts. A special section of the company’s 2020 catalog features the industry’s widest selection of air filters and pre-filters plus fuel, oil and transmission filters. Rotary manufactures a full line of pleated paper filters and foam air filters at its Georgia manufacturing facility.
Next Day Delivery Rotary has built one of the industry’s most advanced distribution networks. Most orders are processed and shipped the same day from seven distribution centers, ensuring next day delivery to nearly 85% of its customers in the continental U.S. Visit rotarycorp.com.
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Spotlight On Quality, Spotlight On Sunbelt
unbelt Outdoor Products is a wholesaler of professional grade turf products with everything from arborist supplies to trimmer products and is celebrating over 60 years in the turf business. With multiple warehouses across the U.S., Sunbelt can help you get the parts you need when you need them.
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XHT, Predator: Tough Mower Blades Sunbelt Outdoor Products Predator and XHT blades are the strongest blades on the market. The secret to their strength and durability is in a patented austempering process, taking it a step further than competitors. Ideal for professionals, these blades require less sharpening, last longer and are lighter weight than other competing blades.
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Accelerator Industries Premium Grass Catchers Ideal for professionals working in wet climates or any conditions where it is necessary to bag grass or leaves, the Accelerator Industries line of premium aluminum grass catchers are best in class. The drilled aluminum body provides high airflow that will prevent clogging that commonly happens with other bagging systems.
Precision Equipment: The Professional’s Choice Precision is an industry leader in broadcast spreaders, lawn rollers, trailer dump carts, lawn sweepers, hose reels, and so much more. The professionals choice for lawn equipment assembles quickly to save time, produces professional results, and are tough enough to hold up to daily use. Visit sunbeltparts.com.
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2021mowerpreview (Material supplied by VP Racing)
Improving Customer Experience While Improving the Bottom Line M
ost power equipment dealers work hard to provide their customers with the right products, service and customer experience to keep them coming back for years. However, one small oversight could be creating more unhappy customers than dealers may realize. That oversight is selling a customer a $300 or $3,000 mower (or other piece of outdoor equipment) and then allowing them to ruin that equipment with pump gas. Too many customers assume that fuels and oils are all the same and unknowingly cause damage and shorten the life of their lawnmower and outdoor equipment. Since power equipment only performs as well as the fluids inside, this presents a golden opportunity for power equipment dealers to truly do right by their customers. Selling ethanol-free, 2-cycle and 4-cycle small engine fuel ensures that customers are maximizing performance while protecting their investment. It also provides an ongoing revenue opportunity for dealers instead of the corner gas station. The most important fact to remember is that fuel blended with ethanol is for cars—not power equipment. Why? Because ethanol absorbs water over time, leading to poor engine performance. As an example, E10 gas absorbs up to 50 times more water than standard gasoline. Even worse, one of the properties of ethanol is that it is an excellent solvent—meaning, it will dissolve plastic and rubber. Plastic and rubber happen to be what the fuel lines, fittings and carburetor parts are made of in most 2-cycle and 4-cycle engines. What many customers don’t realize is that while the EPA approved gasoline with 15% ethanol for use in cars year 2001 or newer, it prohibits its use in mowers and other power equipment, stating it may cause damage. A Department of Energy study found that E15 caused hotter operating temperatures, erratic running and engine-part failure. But even gas with the usual 10% ethanol (E10) can contribute to small engine destruction. “Ethanol has inherent properties that can cause corrosion of metal parts, including carburetors, degradation of plastic and rubber components, harder starting, and reduced engine life,” says Marv Klowak in an article with Consumer Reports News. Mark is the global vice president of research and development for Briggs & Stratton, the largest manufacturer of small engines. “The higher the ethanol content, the 16
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more acute the effects.” Servicing dealers are reporting similar problems, even with E10, according to the Outdoor Power Equipment Institute, the industry’s trade group. OPEI also claims that proposed warnings at pumps are insufficient and that customers will blame equipment makers should mowers and other outdoor gear fail from being accidentally fueled with E15 gasoline. Using gasoline with more than the usual 10% ethanol has long voided most small-engine warranties. Now suppose you’re becoming convinced that recommending a high-quality, ethanol-free fuel would be a good idea to help your customers while improving your bottom line. The question now becomes, which fuel brand should I carry? While it’s tempting to go with the OEM brands, don’t forget that they don’t actually make the fuel—they simply rebrand fuel that is manufactured by a third party. What’s more, if you are not sure who is actually making the small engine fuel, how can you be sure that it is any good? Fortunately, the fuel experts at VP Racing Fuels have developed a line of ethanol-free, high-octane small engine fuels designed especially for 2-cycle and 4-cycle equipment. Not only do these fuels deliver industry leading performance and meet OEM requirements (the oil used in the 2-cycle fuels is JASO FD certified)—they are guaranteed stable up to five years in the unopened can! In addition to a high-quality fuel, engine lubrication is critical to the performance of mowers and other 4-cycle outdoor equipment. VP Racing Fuels has developed a full synthetic engine oil that meets both the SAE 30W and 10W-30 viscosity specs for Kawasaki, Honda, Briggs & Stratton, Kohler and other manufacturers. The oil is designed for all 4-cycle small engines (air cooled, liquid cooled and diesel) and exceeds API SJ standards. Its synthetic base stocks significantly improve both low and high temperature performance as well as oil longevity. All VP small engine oils also have high levels of ZDDP to help reduce wear and a top detergent package to insure engine cleanliness. With consumers and commercial customers flocking online to shop as a result of COVID19, what better product category to add to your in-store and online assortment than high-quality, ethanol-free 2-cycle and 4-cycle fuels and lubricants from a 45-year trusted brand like VP Racing Fuels? Become a VP dealer today. Visit VPracingfuels.com.
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2021mowerpreview (Material supplied by Masport)
Masport Contractor 21 in. Self-Propelled Pro Mower New Blade Brake System W
ith mowers already renowned for their cutting, catching and mulching performance, the Masport professional range of mowers are built exceptionally tough and designed to tackle commercial applications. These self-propelled walk-behind mowers provide the perfect solution for homeowners and landscape professionals alike. In addition to the engine brake models, Masport’s Contractor 3N’1 professional mower line is now available with a Warner Electric BBC. This robust mulch, catch and rear discharge 21 in. mower comes with a choice of either a commercial Honda GXV160 or Briggs & Stratton series 850 professional grade engines; a commercial grade 3-speed GT “change on the go” transmission; a 14 ga. heavy-duty, high arch steel deck; and large diameter, heavy gauge, handles with three handle height positions. Commercial grade die-cast aluminium 8 in. front and 9¼ in. rear wheels, fitted with synthetic rubber tires are designed to operate under commercial conditions. Each wheel is complemented
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by dual precision sealed bearings, making the mower easy to push and the wheels virtually maintenance free. The recently upgraded bolt-in heavy duty front axle and secured rear axle feature formed crank links and the 5⁄8 in. diameter stub axles provide strength and durability against heavy knocks. The axles are linked by a heavy-duty connecting rod, which is combined with dual compensation springs, allowing the operator to adjust the height with absolute ease in single height adjuster mode. The commercial grade steel rear flap provides strength and durability and helps secure the sturdy, large 80L dacron catcher. This catcher provides superior airflow and catching performance, while a dust cover directs airflow downward and away, reducing dust updraft for the operator. With a cutting height range of 1 in. to 4¾ in., this mower really takes the hard work out of cutting grass and is backed by a comprehensive warranty. Visit masport.com or contact powerdistributors.com.
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2021mowerpreview (Material supplied by Aspen Fuels)
Newly Launched Aspen Fuels A
spen Fuels has recently launched in the U.S. market, bringing its premixed Aspen 2 (for 2-stroke engines) and Aspen 4 (for 4-stroke engines) products to power equipment dealers locally. Aspen’s fuels are alkylate-based fuels, which are among the cleanest petroleum products that can be produced. As clean fuels, Aspen provides a much better userexperience, and first-time users will quickly appreciate the advantages of Aspen alkylate fuel compared to pump fuel or even other engineered fuels.
and the improved performance for their equipment fleet. In North America, Aspen fuels are now available through Oscar Wilson and can be purchased in quarts, 1.3 gal. or larger drums, ideal for professional users. As an engineered fuel, Aspen is offered at a
competitive price to provide superior value to customers who are quickly learning what makes Aspen different. Aspen is proven performance and protection for you, your equipment and the environment. Visit www.aspenfuels.us
Over 30 years ago, Aspen developed alkylate fuel in Sweden to benefit professionals and improve the conditions for equipment operators who were experiencing various health problems including frequent headaches and nausea. Aspen’s fuels are engineered to be virtually free of the harmful substances such as sulfur, benzene and other aromatic hydrocarbons that are found in standard gasoline. Aspen 4 is specially engineered for four-stroke equipment, such as walk-behind and riding mowers. The ethanol-free fuel minimizes corrosion and engine deposits allowing for longer-lasting engines with less wear and tear. Lawn care companies, landscapers and parks and recreation crews are among the primary users of Aspen 4 as they recognize the benefits for themselves as professional operators POWER EQUIPMENT TRADE
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2021mowerpreview (Material supplied by Heftee)
Heftee 4000 Mower Lift
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or more than 20 years, the Heftee 4000 has been the lift of choice for technicians working on the largest riding mowers and commercial turf equipment. The 4000 safely accommodates equipment up to 84-in. wide and lifts up to 4,000 lbs., to 6 ft., in less than a minute. It’s ideal for shops short on floor space. There is no special installation required and the Heftee 4000 operates on 110 power. Technicians stand comfortably with unrestricted access to service areas, no longer laying on cold concrete floors in awkward positions to perform under-equipment jobs—and it’s freestanding for easy relocation within the shop. The Heftee 4000 standard equipment package comes complete with jacks, boom and extension arms for completing virtually any repair job. Heftee’s revolutionary single-mast design gives unrestricted access to the equipment. There are no crossbars or twisting cables, and the jacks, booms, support arms and easily adjustable work platforms all integrate with the lift. Making hard-to-service equipment easy to service is Heftee’s business. Any lift can lift; with Heftee the technician can focus on repairing hard-to-service turf equipment and utility vehicles better, faster, safer.
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2021mowerpreview (Material supplied by PMD International)
PMD International Australian Owned, China Based PMD International is an Australian owned, China based manufacturing and trading company, offering over 10,000 parts and accessories for the forestry, small engine and lawn and garden market. Our company brand is Archer; we also private label and produce for OEMs and many large international distributors. PMD customer network is considerable as we sell to 83 different countries, with over 50 international Archer exclusive distributors. Our China operation is based in Jinhua, Zhejiang, where we employ 130 staff in our 100% fully owned saw chain factory, office, warehouse, packaging department and showroom. Although best known for its leading saw chain factory, PMD International has equal product offerings for the lawn and garden market sector. We offer complete high quality product lines of the following categories: spindles, filters, carburettors, starter cord, fuel line, fuel tank and oil tank parts, cylinders for brushcutters and trimmers, trimmer heads, brushcutters, ignition coils, clutch assemblies, flail blades for lawn-
mowers, robot mower parts. Our valued staff in China is long term, very experienced and with incredible connections and associations, which have taken many years to develop and are highly necessary, if we are to offer the program that is needed by industry leaders who require only the best support from their Chinese suppliers. Our factory is ISO qualified and regularly audited by UL and ISO. We operate our own fully equipped laboratory with qualified engineers and metallurgists to ensure we manufacture and supply only the best quality possible, while always maintaining our competitiveness. This large quality department tests all new products and then continually test our factory’s raw material input and then product output. This ensures that our products maintain original specifications and quality. Archer is committed to quality, service, price and range. Visit pmdintusa.com.
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Survey Says... Service Sells Higher labor and pay rates—and battery impact—highlight service department report.
contributing profit center and not just a necessary evil. In 2020, dealers reported the average posted lawn and garden equipment service shop labor rate is $70/hr. That includes 43% of dealers who have listed rates between $70/hr. to $90/hr., and 27% of dealers who have labor rates between $50/hr. and $70/hr. On either end BY DAN SHELL of the scale, 17% of dealers have labor rates at $90/hr. or higher, and 13% of he 2020 PET Dealer Survey indealerships have labor rates $50/hr. or cluded several questions concernless (and most of those are between ing dealers’ service departments $40-$50/hr.). and parts management, technicians, laThe survey also showed that 70% of bor rates and more. dealers had raised their labor rate in As a key part of any dealership, the 2018 and 2019, with 44% of dealers one area where dealers can largely conraising rates in the past year. Another 4% of dealers say they plan on raising labor rates in the next two years. Much has been written about the lawn and garden dealers’ ability to attract and keep top quality technicians as a key to profitability and ensuring ongoing service operations. It’s a critical part of staying competitive as an industry. Asked how much they pay their “most experienced-best technicians,” dealerships responded with some big changes in the past decade: Currently, 12% of top dealership technicians are making over $30/hr., part of the overall 45% of top technicians who are making more than $20/hr. A third of top technicians (32%) are making between $15-$20 an hour. Almost a quarter (23%) of top technicians are making $15/hour or less. That’s a big change from 10 years ago, when 58% of dealers paid their top technicians $16/hour or less. (The For the average dealer, service provides more than half of annual revenues. question response groupings
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trol profit margins, the service department—especially one that’s run well and efficiently—is what sets independent dealers apart and builds the kind of customer loyalty that develops longterm relationships. Asked to move a slide scale representing service sales as a percentage of overall revenue, dealers say on average that service sales account for 55% of overall annual revenue. Almost a third of dealers (31%) spend more than $100,000 annually on parts, including 12% of dealers who spend more than $300,000. Posted shop labor rates are critical for developing a service department that’s a
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The service department—especially one that’s run well and efficiently—is what sets independent dealers apart and builds the kind of customer loyalty that develops long-term relationships.
variety of end users. Dealers are the face of the industry to many consumers—who all make demands and have high expectations of their equipment. And of course the biggest demand is keeping the equipment running. When it comes to service and the value dealers provide in keeping equipment in top running condition and repairing it when needed, there have always been comments emphasizing and stressing the dealers’ ultimate advantage: Service is the ace in the hole be-
cause all of it, from entry price point base models to top end equipment running sophisticated hydraulics and digitally controlled electronics systems, needs service. Like the dealer who said he sold and serviced major equipment lines for 35 years but believed the best move he ever made was selling out and starting a small service-only business: “In today’s world you can buy anything online. However, you cannot buy me online. If you need service that is when
were different in 2010 and ended at $17/hr.) The responses show that while there’s been a good bit of improvement in wages that keep good technicians in this industry, there’s still plenty of room to grow on the lower end of the scale when almost a quarter of industry’s top technicians—23%—are making just under $29,000 annually. Concerning how technicians are paid, 83% of dealers say they offer a basic hourly pay scale. Another 11% of dealers pay technicians on a base hourly rate plus commission, and 6% of dealers pay technicians on a straight commission plan. In a section asking questions about aftermarket parts, dealers reported that on average, 38% of the parts they buy, use and resell are aftermarket parts. When servicing equipment, 80% of dealers use both OEM and aftermarket parts. Another 17% of dealers say they use only OEM parts in their service departments, while 3% of dealers say they use only aftermarket parts in their shops (mostly service-only operations).
Battery Impact The comments we ask from PET readers are always a fun read, good for a laugh or at least a good head-scratching along with the kind of deep insight that only comes from being on the front lines of the lawn and garden industry and working with the amazing
Service departments must adapt to battery-powered products taking gas-powered market share. POWER EQUIPMENT TRADE
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Dealer service departments are a huge part of building customer loyalty.
you need someone like me.” There were also plenty of comments about the difficulty in finding and keeping solid service technicians, and the dealer who predicted a “rough future” for dealers trying to find qualified service employees. Perhaps the demand for service techs can be filled by individuals on their way up the STEM ladder,
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he added. “This all circles back to the fact you will always need someone to fix your equipment whether I sell it to you or Amazon does.” He’s right, and the “fact you will always need someone to fix your equipment” will continue to remain true for power equipment dealers—but perhaps in different ways in the future. Along with all those survey comments about the necessity of service and having someone to work on equipment, there were at least as many comments warning about the impact that the fast-growing battery and electric-powered equipment segment will have on independent servicing dealers and their service departments. In fact, one dealer who says he always stays up with industry trends and technology, also believes that “By 2032 there will be little to no gas-powered equipment on the market. There will be at most five to seven major manufacturers that produce outdoor power equipment at that point.” Now surely it won’t go to that extreme in the next dozen years. Some comments mentioned environmental laws and regulations taking more gas-powered products off the market, yet much more likely to come to pass is this comment from another dealer: “The one impact battery products will make that virtually no one is talking about is the loss of parts and service revenue to the average dealer. It obviously can’t be stopped. But the industry can’t have their collective heads in the sand on this reality. A spring rush just won’t be the same without mower tuneups. It doesn’t just affect dealers. The loss of parts sales will affect OEMs as well.” This dealer is right as well, and the only question is to what degree—and when? For years, dealers have lamented a trend toward more disposable-type equipment, especially lower-end handheld products. The cost of the repair vs. the cost of the unit is a conversation every dealer has, some quite frequently. Yet battery-powered equipment takes even that option away for a hard-working dealership or up-and-comer willing to take on all service jobs. As one dealer commented, the only work he’ll do on a cheap mass merchant trimmer is a carburetor swap due to ethanol issues, but battery-powered products don’t even offer that. One dealer noted that battery-powered products will continue to take market share as battery technology improves. Manufacturers and suppliers are responding to a variety of demands on both ends of the consumer spectrum: commercial operators want more productivity at lower costs, driving such trends as ROV mowing. Consumers want simplicity and convenience along with effortless performance, driving trends like battery-powered equipment and sealed crankcases. “As power equipment becomes a more disposable commodity, we will see fewer and fewer servicing dealers, with the remaining dealers only servicing high end professional equipment,” said one dealer. The survey comments showed that dealers are quite aware of the trends and potential impacts. Dealers would do well to take a close look at their service departments and gauge the impact that more consumers using more battery-powered PET equipment will have on their overall businesses.
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SHOWroom
HANDHELDS Makita XNU01 Hedge Trimmer
Stihl MS 151 C-E Saw
A welcome solution for professional hedge trimming thanks to zero emissions, lower noise, no pull starts and reduced maintenance, the new 18V LXT brushless cordless 20 in. articulating pole hedge trimmer, XNU01, allows Makita to offer a complete gas-replacement portfolio to convert a commercial landscaper’s handheld equipment to cordless. The XNU01 is ideal for efficient trimming of overhead and low-lying hedges. The 20 in. dual-action double-sided shear blade provides optimal performance. An articulating blade provides six angle settings for 115° of working range. The BL brushless motor delivers up to 4,400 SPM for faster cutting, with three speed options (2,000/3,600/4,400). Users can enjoy 80 minutes of run time with a fully charged 18V LXT 5.0Ah battery. Makita’s 18V LXT brushless cordless 20 in. articulating pole hedge trimmer is available as a bare tool (XNU01Z) and kit (XNU01T). Visit makitatools.com.
Designed for homeowner use, and weighing only 6.1 lbs., the Stihl MS 151 C-E boasts an excellent power-to-weight ratio in a compact design. This lightweight saw is easy to handle, resulting in less operator fatigue than heavier saws. The MS 151 C-E is ideal for the felling of small trees, trimming and firewood cutting, with guide bar lengths of 10-12 in. Visit stihlusa.com.
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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
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YOU COULD BE READING YOUR AD HERE!! Contact Bridget DeVane 800-669-5613 for more information
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PETcetera Vermont “Women with Chainsaws” Teaches Safety, Confidence Vermont resident Kat Scoville, a saw veteran of 20 years who mainly chops her own wood for her stove, created Women with Chainsaws as a way to empower women. The class, held in Woodbury, Vt., provides a relaxed, engaged and supportive environment to learn a new skill. Scoville told local news the class is a great way to feel strong and give women the confidence to do something they might not otherwise do. The first few hours of the class take place in a classroom setting and the second half of the class takes place outside to start cutting. Source: Courtney Adelman, MyChaplainValley.com, https:// www.mychamplainvalley.com/news/vermont-woman-teaches-women-with-chainsaws-class
Looking For A Few Good Dealers...
Are you a dealer with something to say? Doing something a little different that you think your fellow dealers would appreciate learning? Email jessica@hattonbrown.com with what you’d like to see grace the pages of Power Equipment Trade over the next few months.
PETevents 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. FEBRUARY 21-23, 2021—Combined annual meeting of Midwest-Southeastern Equipment Dealers Assn., MSEDA, United Equipment Dealers Assn. and Deep Southern Equipment Dealers Assn., Marriott Riverfront, Savannah, Ga. Visit mseda.com/about/annual-meeting. APRIL 1-4, 2021—Equipment & Engine Training Council annual meeting, Lodge Kohler, Green Bay, Wis. Call 888-4061810; visit eetc.org/event/eetcconference2020. MAY 11-13, 2021—National Hardware Trade Show, Las Vegas Convention Center, Las Vegas, Nev. Call 203-8405622; visit nationalhardwareshow.com. NOVEMBER 16-18, 2021—2021 North American Dealer Conference, TBD, Dallas, Tex. Visit nadealerconference.com. Listings are submitted months in advance. Always verify dates and locations with contacts prior to making plans to attend.
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
Aspen USA
19
312.283.7347
Heftee Industries
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800.755.7540
Husqvarna Forest & Garden
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800.487.5951
Masport
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+64 9 571 5888
PMD International
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+61 3 8390 3933
Prufrex Innovative Power Products
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+49 9103 7953 0
Rotary
13,24,32
800.841.3989
Sunbelt Outdoor Products
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TD Retail Card Services
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Trilink Saw Chain
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877.492.9829
VP Racing Fuels
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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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DEALERvoices
Dealers Adapt, Overcome Virus BY PATRICK DUNNING hile the U.S. business landscape has radically changed in the past few months due to COVID-19, owners have been forced to become creative and acclimate. It’s no secret small businesses have been affected, some more than others by the repercussions of the pandemic. Yet many PET dealers are flourishing this year and posting sales margins higher than previous years as their customers make the most out of an otherwise bleak situation by tackling home projects themselves and purchasing power equipment. ● All Seasons Power in Eugene, Ore., is on par to exceed last year’s gross sales that drew profitable numbers largely due to wet weather. Owner Jon Cowley says March 2020 proved to be the dealership’s worst month in 15 years, as initial lockdowns greatly diminished foot traffic. But All Seasons is now shaping up for their best year or close to it. The biggest brands sold are Stihl, Husqvarna, Mahindra Tractors and Exmark. Cowley says Exmark has seen a 114% increase in sales this year, making it a customer favorite. Two separate shops offer services on handhelds and wheeled goods. Under normal conditions they try to be a next-day service but Cowley says they’ve been swamped with orders since early summer. Handheld equipment sits two to three days out and wheeled goods are two weeks out. Regarding inventory supply chains, Cowley attests that vendors have been reliable and timely: “I was worried we may have bought too much inventory in March but it worked out well because we’ve had enough supply to where we didn’t have to do a lot of reorders.” Cowley also suggests his customers have more expendable income to put into their homes and property. “A lot of people are staying at home and want to do projects they’ve been holding off,” he says. “People have more money at their disposal because they’re not going out to eat, spending money on entertain-
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ment or vacations.” ● On the East coast in the greater Philadelphia area, Mike Conway, owner of Conway Power Equipment, says with people staying at home more and looking for projects to do he’s noticing an increase in subcompact and compact tractor purchases on the consumer side, versus commercial sales. “Commercial zero-turn sales are down a little but we have other product segments like our tractors being purchased by homeowners making up for it,” he says.
Oregon’s All Seasons running full blast
Currently Conway sits a week out in the service department and hold brands such as Exmark, Scagg, Husqvarna handhelds, Kubota and Echo. The folks at Conway Power have become more accustomed with sales over the phone and work with anybody that has concerns. “We made arrangements to keep everybody spaced out and away from the counters,” Conway says. “We offer to all our customers the option of paying over the phone and curbside pickups for products.” On bigger ticket items they offer local deliveries. Conway says they’ve been experiencing challenges with distributors concerning whole goods. “Back orders have been a hurdle but that’s because people are running skeleton crews and working from home but we’re working through it.”
● The city of White Bear Lake, sitting on one of the largest lakes in the Minneapolis–Saint Paul metropolitan area, is home to LTG Power Equipment. Commercial sales manager Eric Fedje is noticing a boom in retail sales this year compared to 2019, specifically zero-turn lawnmowers. “Sales are up across the board this year, retail sales big time,” he says. “And that’s coming from people being at the house more and working on projects themselves.” LTG’s two main commercial lines are Toro and Ferris; residential lines of Simplicity, Toro and Husqvarna products are sold as well. When the state first announced stay-at-home orders, Fedje says business slowed down for two weeks before bouncing back. “Commercial landscapers got shut down for a week and were deemed inessential and then the governor announced the following Friday that they could resume taking care of lawns,” he says. “After that week, everything took off.” Right now, products sit about a week out in the service department. LTG too has experienced delays in product and parts deliveries. However, Fedje says they’ve made provisions and are learning through this discovery phase. “Everybody is trying to hang in there and do everything they can do be safe,” he says. “I’d say we’re doing quite alright.” ● Chuck Stull, vice president of Trail Saw & Mower Service Inc., Orlando, Fla., says they’ve had a great year compared to last and it doesn’t exactly have to do with stay-at-home orders. “I don’t think the virus really boosted our sales. Overall, we just had good weather this spring and summer. This may have been the year when a lot of people needed to buy lawncare equipment,” he says. “We stayed open and did a lot of business because the grass kept growing so we really didn’t have a choice.” Trail services and sells Kubota, Exmark, Gravely, Stihl and Honda. Stull notes a 1-2% uptick in compact tractor sales and increased residential zero-turn lawnmower purchases among customers. He suggests that being 14 days out on service goes hand-in-hand with parts availability suffering. “The biggest challenge we’ve been facing the past couple months or so has been lack of inventory,” Stull says. “That’s one change we’ve experienced is not being able to get some products and parts like usual. We could be selling more stuff but you PET can’t get it right now.”
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