PET 1222 digimag

Life Comes At You Fast

JESSICA JOHNSON

Iguess it really isn’t a secret, that life is just always moving at warp speed and we are simply hamsters on the wheel. Or that naturally, when the weather turns cold and the days are shorter, the instinct is to burrow in—retreat into our homes and our thoughts. I don’t know why December always makes me a little blue. I have young kids at home, and Christmas is magical, if not a lot of work at this stage in my life. Don’t get me started on that blasted “elf on the shelf”…

But more often than not, while I love to turn the pages of a calendar and welcome an opportunity for a fresh start in January, something about saying goodbye to the previous year always feels a little sad. Most of the time I am happy to see years go, as the last few haven’t been awesome for our little family. Plus, of course the whole COVID-19 pandemic thing, that while it taught me a lot about the resilience of our country, our industry and the general human race, I am not sad to see more time and space come between that early uncertainty and now. Who isn’t?

It just feels especially blue this year, as we turn the calendar. Maybe because I am officially entering that middle age stage, when my little babies aren’t so little and have blossomed into having lives completely separate from mine in a lot of ways. Though I remain their ride and their money, they still somehow need me for less and less. And perhaps it’s because while I like to think of myself as a cool mom, I know full well I’m a gigantic embarrassment to them many times. It’s like I blinked and they went from adorable Christmas footie pajamas to asking for iPhones for Christmas.

I think that’s why I love the dogs so much. Well, among many reasons: Dogs are great listeners. They love to hear your voice, and they also love the attention they get when you are talking to them. They do not ask you to change the channel or order three (!) pizzas for two people because the 25 chicken nuggets they ate as a snack wore off in 20 minutes. No matter what you say, the dog appreciates the conversation and listens intently.

What’s more, the dog isn’t calling me cringey for wearing tie dye or telling me I am out of it by trying to serve Dunkaroos. My secret of talking to myself while I write is safe with the dog (though I guess I just told the whole world, I say out loud at my desk while I type), and only get a slight side eye.

When things feel blue, like I blinked and I went from a warbling baby to a smartmouthed tween, our PET shop pets, Alberta, Bocephus and Dan’s JJ, have always been there for me. I think that’s why despite how fast life seems to come, the dogs are always ready to brighten my day. I hope by sharing our submitted shop PETs with you on social media and in the pages of the magazine, your day is brightened too. PET

Cooper, Art’s Lawn Mower Shop, Florissant, Mo.

It is no secret that I love the pets I fill random spots of PET with. In dark times and in light, these animals bring joy and smiles. And sometimes, if we’re lucky, they make us bust out laughing. Cooper is one of those sometimes! “No one appreciates the very special genius of your conversation as much as the dog does.”—Christopher Morley

www.poweret.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 Editor n David Abbott

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

Jeff Smith is in the top five in the country for Gravely volume, in a town of just under 13,000. He does it by taking care of his customers first and foremost, but also by making a splash of a first impression with his

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 ® 2022 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’

Fifteen Rescue Dogs Find New Homes

Fifteen rescue dogs found their forever homes thanks to Lucky’s Mutt Madness, an annual national dog adoption event held in conjunction with Equip Exposition. The Turf Mutt Foundation, an environmental stewardship and education arm of the Outdoor Power Equipment Institute (OPEI) who owns the show, partnered with the Kentucky Humane Society (KHS) for the event, which each year gives rescued dogs a chance to be adopted by thousands of show attendees.

The adopted dogs were given their new forever homes just before Animal Shelter Appreciation Week, November 6 to 12, launched.

“Equip Expo and Lucky’s Mutt Madness is a perfect place for dogs to find a permanent home,” says Kris Kiser, President of the TurfMutt Foundation, OPEI and Equip Exposition, “The

show’s attendees create the green spaces, such as yards, parks and other community outdoor space, that America loves. And who gets you outside faster than a dog?”

The TurfMutt Foundation also donated a $10,000 check to the KHS during the event to support their good work of animal rehabilitation, rescue and adoption. “The work they do is amazing, and we at the TurfMutt Foundation are so proud of our attendees who are helping their work by adopting dogs,” says Kiser.

Brandon Jones took a break during Expo to visit Lucky’s Mutt Madness and found himself adopting Vinny VanGogh Jones, or just “Vinny,” a mixed breed pup.

“Mutt Madness made the event one of the most memorable days of my life,” he says. “We lost our 18-year-old cat two months ago, and my wife and I, along with our four-year-old rescue dog Belle, had been feeling like we were missing a fourth member of the family.” Now, safe at his new forever home, Vinny is “a big snuggler, and trots around very proudly when he helps clean up sticks in our backyard. To end up making a life-changing decision for this little puppy who just loves to be close to his new family, made the event an astronomical win for me personally.”

Chris Vandiver, who also attended Mutt Madness, wasn’t planning on adopting a dog, but Prince, a corgi German shepherd mix, cap-

The TurfMutt Foundation presented a $10,000 donation to the Kentucky Humane Society during Mutt Madness at Equip

tured his attention. “I fell in love with the little guy,” he says. “Prince is adjusting very well at home. He’s extremely playful, and super loveable.”

Alisa Gray, President and CEO Designate of KHS says, “We love partnering with Equip Expo and the TurfMutt Foundation on Mutt Madness. It’s so gratifying to see how many of our wonderful rescue dogs find new homes at this event. And this year, the new 5K Fun Run & Walk over the Big Four Pedestrian Bridge at Expo to raise funds for our work was an added bonus.”

Nearly 200 people braved the cold morning on opening day of Expo to attend the run and walk fundraising event, sponsored by the Ariens Co.

Hearst Television crews also filmed two CBS shows at Equip Expo: Lucky Dog, an Emmy award winning show whose hosts rescue unwanted pups and place them with loving families and Mission Unstoppable, an educational series featuring women on the cutting edge of science and technology. The hosts of Lucky Dog, Eric Wiese and Rashi Khanna Wiese, met fans at Lucky’s Mutt Madness.

Hirsch Joins Stihl As VP Finance

Uwe Hirsch has been named Vice President Finance of Stihl Inc., and assumed his position on Nov. 7, 2022.

Hirsch will plan, direct and control the company’s overall financial plans, policies and activities, including its accounting and treasury practices.

Hirsch will also provide support in the business transformation of the company and leadership of the IT operations and system implementations.

“We are pleased to welcome Uwe to Stihl,” says Terry Horan, President and CEO of Stihl Inc. “As a leading brand in the power equipment market, Stihl has a history of growth and expansion.We are not content to rest on our past successes, however, and our future growth will require continuous improvement in our financial and information technology processes. Uwe has a proven track record leading cross-functional transformation

and development projects that achieve long-term target profitability, as well as overseeing and monitoring operational and strategic initiatives. He is a great addition to Team Stihl.”

Hirsch joins Stihl Inc. after a successful career with the Bosch Group, where he most recently served as Global Vice President of finance, controlling and purchasing for Bosch Automotive Service Solutions in the Automotive Aftermarket division. Prior to that, he served as Vice President of finance at Bosch Automotive Service Solutions. Hirsch received a degree in Business Administration from the Cooperative State University in Stuttgart, Germany.

Kohler Hosts Workshop In Italy

Over the course of two days, November 16 and 17, the Reggio Emilia’s plant of Kohler Engines sponsored and hosted the event: “Alternative fuels. A sustainable path to engines decarbonization,” a workshop organized by SAE-NA, STEMS-CNR and Kohler.

This workshop was an international

Hirsch

forum dedicated to alternative fuels in the on-road and off-road industry, with discussions among the technical and scientific community from engine and component manufacturers, fuel producers, engineering companies, associations, and the world of research and academia, establishing an unbreakable bond between education and industry.

Luigi Arnone, Director of Engineering, Diesel Engines, and Vice President of SAE-NA, comments, “Alternative fuels and hydrogen represent one of the pillars on which the development of internal combustion engines is being built. There are several technologies that, like Kohler, we are studying and developing in the perspective of environmental sustainability: We do not believe that a single solution could meet all needs, rather we foresee a future in which different technologies will coexist.”

For Kohler, the choice of one solution over another will depend on the machine, as well as factors such as duty cycle, operating environment and loca-

tion, regulations, and market-specific incentives, the company has said.

What emerged from the forum is the need to broaden the business vision and move from a simple economic perspective to a broader responsibility to the environment and the community that puts sustainability at the center of business strategies.

“We strongly believe that discussion within the international technical and scientific community is one of the keys to technological progress in a period of

transition such as the current one,” Arnone concluded.

Among the speakers, in addition to representatives from SAE-NA and Kohler Engines, were important figures from eFuel Alliance, Eni, IVECO Group, Ricardo UK Ltd, FEV Italia, Dena, and Landi Renzo Group. Other prominent speakers came from the academic world: Empa Swiss Federal Laboratories, University of Naples Parthenope, University of Modena and Reggio Emilia, and University of Florence.

Kohler hosted a two-day intensive workshop in Italy to establish a bond between education and industry as engines move into using alternative fuels in off-road and on-road applications.

Perkins Appoints New Western Distributor

Perkins Engines Co. Ltd. has entered into an agreement appointing Monarch Power Supply as an authorized Perkins distributor for the Western U.S., as of November 14.

The territory covers Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, New Mexico, Oklahoma, Oregon, Texas, Utah, Washington, Wyoming, and Guam.

A family owned and operated business, Monarch Power Supply is backed by more than 100 years of experience in the industrial and construction industries.

“For the Perkins brand and our customers in the Western U.S., I’m really pleased that we’ve been able to appoint Monarch Power Supply as a distributor,” says Jaz Gill, vice president of global sales, marketing, service and parts at Perkins. “Its parent company, Quinn Group, has a long history in the industry, in terms of engines, service and support and understanding customer requirements. Monarch Power Supply is also pulling together a highly experienced team, whose

knowledge and insight at all levels of the business is going to bring many benefits to Perkins-powered customers in these states.”

Echo Launches New Virtual Learning System

Echo Inc. recently announced the launch of its new virtual learning management system, Echo Academy, an online platform that offers high-quality training content to Echo’s distributors, dealer network and other departments within Echo. Echo Academy, available online or via mobile app, will provide users with the tools needed to be successful in the sales, service, and marketing of products, and kicks off with more than 100 training courses that provide in-depth technical training for the Echo dealer network.

“Most dealers today carry multiple product lines and trying to stay up to date with the latest training can be a struggle,” says Fernando Iacona, Vice President Corporate Development and Product Service, Echo Inc. “There are many dealers who want product knowledge, but they don’t have the time to train. We specifi-

cally designed these programs with that in mind and they’re accessible either online or Echo Academy mobile app 24/7,” he adds.

In addition to convenience, the technical service programs posted on the site are multi-lingual, covering English, Spanish and French. And for those who crave even more learning, there’s a function that allows the dealer technician to find and register for available hands-on service schools in their area.

Also available at Echo Academy is a new technician certification program, consisting of three levels, from new dealers and technician staff to a Master Certification level.

“The shortage of technicians in our industry is concerning, as there are more than 9,000 job openings, with many techs leaving the workforce,” says Tim Dorsey, CEO, Echo Inc. “Recognizing the need to grow the manufacturing industry, while closing the gap of this national job shortage, is a priority for our company. Echo provides high school and technical college students with equipment, tools, and training programs, including Echo Academy. ”

Dealership Stays Customer Focused

BY JESSICA JOHNSON

WEST MONROE, LA.

Jeff Smith says you only have one chance to make a first impression, so the building his dealership is housed in packs one heck of a punch. From the sheer size of it, to the paint colors, to the suspended zero-turn mow-

er over the front door, it is hard not to notice Twin City Outdoor. Having purchased the land off a service road adjacent to Interstate 20 in 2015, Smith sat on it a while. Then after a brief meeting with his accountant, decided to expand the dealership from its old location of 8,000 sq. ft. more in the town of West Monroe proper in 2019. He drew out the plans he wanted, headed to an architect to put in the beams and the bathrooms and got the ball rolling. Twin City Outdoor has 45,000 sq. ft. under roof, 38,000 sq. ft. inside, including a 20,000 sq. ft. showroom and 3,000 sq. ft. of parts with 30 ft. ceilings.

What’s perhaps one of the most noticeable things about Twin City Outdoor is not the size, but the color. Whereas most buildings are grey or tan or some combination, which Smith admits is what he had initially chosen for the dealership, Twin City Outdoor is a combination of leprechaun green and orange. It is very loud. It is nearly impossible to forget and not notice—just the way Smith wanted it to be. The color scheme was born after a road trip with his wife where they noticed a bright green colored building. It stuck in their minds so much that on the way back they pulled off the road and looked at it,

taking pictures and marveling at how much a bright green building, that housed storage units, could stick in their minds so much.

Well, come to find out, the storage building’s color was selected because it was eye catching and backed by neurological studies about colors and memories, an internet search revealed. That was all Smith needed to know—Twin City Outdoor was going to be a giant green and orange superstore on the side of the highway, impossible to miss.

Smith laughs as he tells the story of an older man in town who stops him every time he sees him to comment that Twin City Outdoor has the ugliest color of a building he’s ever seen. “I ask him, ‘do you notice it?’ and he says every time. Well, that’s what it was designed to do,” Smith explains.

And get noticed it has. Since buying the business from his father in 2001, when the store turned over about $750,000 annually, last year Smith was in the $7 million range and despite a really dry end of the mowing season anticipates being at or above last year’s numbers for 2022. Smith focuses on what has worked for him in the past, saying “We’ve turned down tractors and all kinds of other stuff, we just do what

we do. And we’ve grown 50% two years in a row without taking on more products at this time.”

Advertising

A lot of that growth has come from an aggressive advertising plan. Twin City Outdoor has several thousand followers on social media. Smith has an agency that handles all of the Facebook posts and ads, “thumb stoppers” he calls them, that have gotten lots of attention. He cites manufacturers having solid social media presences as another big positive for his dealership. He admits it can be hard to run a visible, customer-focused business in the age of social media. “It’s tough,” he adds, “You get jabs here and there. But, we have an excellent staff, and are planning to hire on more before spring.” Hiring more helps alleviate some of the pressures and wait times customers experience with the existing staff of 16, which then takes away their complaints on social media. Twin City Outdoor also offers a referral program for existing customers as a way to harness more positive word of mouth.

Smith’s biggest spend on advertising comes from local TV in a campaign called “Yard of the Week.” Twin City Outdoor partners with the station, giving away a trailer load of products, like a zero-turn and grill, about an $8,000 value. In turn, the station runs promotions for people to get their yards ready for the Twin City Outdoor Yard of the Week. Each weekly winner is announced for a set number of weeks, and then a grand prize winner is announced on live TV, shot from Twin City Outdoor. Smith says he figured up the cost, and for about $5,000 in goods, he got $75,000 in valuable television advertising. “We are always trying to figure out ways to get more out of what we are doing,” he adds.

Showroom

Twin City Outdoor’s roots go back to Smith’s father and 1967, when the business just sold saws. “We didn’t sell anything else because nothing else had been invented,” he laughs. The dealership stocked and sold Stihl and have been with the handheld brand ever since, saying Stihl and Twin City Outdoor are like family at this point. “We have stayed in our lane, and we’ve been exclusive to them. In that first 30 x 30 building, we only had Stihl saws,” Smith explains. In 2002, he expanded into mowers and the business just took off.

While his largest seller are commercial mowers from Gravely and Ariens, they are not sold to commercial cutters. Smith reports that if he was just focused on the commercial cutters, he wouldn’t make it as they don’t buy enough machines. Instead, he says the prosumer category is his bread and butter. That bread and butter earned him the title of third largest Gravely dealer in the world.

Three years ago, Smith was looking to diversify a bit and took on Hobie kayaks—a really big pastime in his area, where people will kayak and fish. “For 50 years we never sold anything ‘fun’,” he says laughing again before quickly noting he thinks mowers are fun. But the kayaks have had a lot of trouble with supply chain issues, and it has taken the dealership a long time to find the right inventory. Adding, “We do well with kayaks that people use in

Smith specifically designed the parts room to have 30 ft. ceilings in order to space out belts.

The massive orange, blue and green building is eye-catching to say the least.

Jeff Smith

tournament fishing. We sell the big boats, and they’ve only had small recreational boats in stock.” Because of that, he’s not sure he will keep it going, eyeing a new product line to fill the space.

Twin City Outdoor is a dealer for Stihl, Gravely, Ariens, Generac generators, and Hobie kayaks.

Taking Care

For Smith, the biggest thing is taking care of the customer and making money while doing it. As such, in 2010, Twin City Outdoor began offering an inhouse protection plan on mowers sold to homeowners. The plan, which is called an “extended protection plan” gives the homeowner all sorts of benefits for a relatively small cost: a little band on the machine that indicates they are a preferred customer, preference on service, free pick up and delivery for five years, in addition to covering the warranty work.

By offering this plan, Twin City Outdoor is able to make an extra 10% on every mower sold. Smith says he got the idea after going to a meeting where another company was trying to sell dealers on their extended warranties. “I was thinking why would I give them 40% and I keep 60% and do all this paperwork to get approval. It just didn’t make sense. Generally, if it is a warranty claim, a defect is going to happen early. Not in the fourth or fifth year. So I figured out how to do it myself,” he explains.

The shop labor rate has been $75 for a long time, but it will be increasing to $95—though mechanics do not bill ac-

tual time, instead going off a billable hours guideline the dealership has developed over the years.

Smith is very proud of the shop he built, where mechanics are able to work on mowers above their heads using custom built mower lifts. It is separate from the parts room, which with the 30 ft. ceilings and large amount of floor space is able to keep 900 bin locations for belts, and every other part anyone might need at the counter or in the shop. With the workflow the way it is set up right now, mechanics pull their own parts, but Smith would like to change that as soon as possible, adding another to the staff to help with parts.

Another customer focused shop program is a spring service special. Starting in December, customers up to 70 miles are given free pick up and delivery and the option to choose from gold, silver or bronze level service. Smith has the last two years worth of customers called and reminded about the option. “We have our customers trained, in the early spring we will pick it up and do a service. A lot of times if you are on the floor and you tell them about spring service special, it gets the sale. They just want someone to take care of them,” Smith emphasizes.

Twin City Outdoor likes the spring service because it means mowers are coming in before they are broken down. Once the mowing season starts mowers are generally broke and take longer, where the shop can be upwards of three weeks behind at times—something Smith hates. To combat this, his hope for this season is to bring on a

mechanic for fast services only, almost like a “pit stop” oil change place.

Smith says he has an exit plan in place, as his adult children have no interest in the business. But that exit plan isn’t stopping him from making plans for the next few years, like his desire to find a winter item to help the balance sheet, or adding the pit stop service.

“We want to do more of what we’ve done, which is prove the quality of our brands with less employees and just get better and better at what we do. That has always been my philosophy. I don’t want to have five mower brands. I want to keep it simple, make piles of money and take care of my employees.” PET

Twin City Outdoor has an expanded showroom that allows breathing room for easy shopping.

Custom built mower lifts mean mechanics have better visibility of undercarriages.

ROTARY

Rotary Features Wide Selection Of Snow Blower Parts And Accessories For ‘23

Scraper bars, tires, tubes, paddles, shave plates, skids, carburetor kits, fuel lines and heavy-duty Aramid fiber belts are among hundreds of snow blower parts and accessories listed in Rotary’s new 2023 master catalog. A special 60-page section includes a wide range of items such as jump starters, shafts, bearings, drive discs, auger and axle bearings, air vanes, ignition sets and cables.

Replacement parts are featured for most brands including AYP, Bolens, Gilson, Honda, Husqvarna, Jacobsen, MTD, Murray, Tecumseh, Noma, Snapper and Toro.

Rotary now offers a variety of Genius Boost portable jump starters that deliver up to 3,000 amps for starting a dead battery in seconds. Available in five different models, the starter pack features a patented safety technology that provides spark-proof connections and reverse polarity protection making it safe and easy to use. A powerful battery booster, it also doubles as a source for recharging USB devices or powering 12V equipment.

Over 30 different MaxTrac tire chains and TerraGrip traction belts are available from Rotary 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.

In addition to the master catalog, Rotary has a special winter parts catalog with the latest seasonal parts and accessories such as slush plow attachments and SnoStik snow blower discharge cleaners plus fuel additives, stabilizers, oil and grease. Both catalogs are free for servicing dealers and distributors. All parts are backed by an exclusive warranty that ensures quality and performance.

SUNBELT

Need To Fix A Snow Blower? Be Ready With Quality Aftermarket Snow Blower Parts

From Sunbelt

Be ready when the snow falls! Regular maintenance will keep your snow blower running when you need it. What type of replacement part do you need? Sunbelt Outdoor Products stocks a large selection of common replacement parts for all makes of snowblowers. Find belts, electrical components, filters, fuel system components, shear pins, skid shoes, tires, tools and much more.

Choose Sunbelt Outdoor Products for our massive collection of replacement parts, accessories, and components to keep your machine running all winter long.

Get More Uptime With Tweel For Skid Steer Applications

Sunbelt has recently introduced a Tweel for skid steers. These airless radial tires offer significant new benefits including improved shear beam construction engineered to maximize core life. They also have new spoke material which helps provide up to 10 times greater spoke life compared to previous models. With new interlocked hub design, durability is increased in demanding conditions. These skid steer Tweels are available in two tread patterns: All Terrain and Hard Surface Traction, and two sizes of each: 10N16.5 and 12N16.5.

YAMAHA

Yamaha EF2200is Generator Keeps Things Running This Winter

The EF2200iS delivers 2,200 watts of power to meet the demands of today’s most popular RVs and trailers, built with Yamaha premium inverter technology, delivering clean power for sensitive electronics. Yamaha’s high-output MZ80 OHV, air-cooled, single cylinder 4-stroke engine delivers a maximum of 2,200 watts of AC output with a maximum AC current of 18.3 amps at 120V. For additional power, Yamaha’s Twin Tech parallel function allows two units to connect together for a combined power output of 3,600 watts or 30 amps. The EF2200iS is also built for efficient and quiet operation, capable of running at a continuous 10.5 hours with noise levels of 57-65 dBA at a quarter-rated load, allowing people to maintain a normal conversation with ease while it’s running.

EDITOR’S NOTE: The following companies submitted these editorial profiles and images to complement their advertisements placed elsewhere in this issue. All statements and claims are attributable to the companies.

Equip Expo Show Report

More than 200 braved a cold morning at the inaugural Mulligan’s 5K Fun Run & Walk, sponsored by Ariens, that raised funds for the Kentucky Humane Society. The event included a free concert series with entertainment from The Crashers and country star Trace Adkins, sponsored by Belgard and Stihl.

LOUISVILLE, Ky.

Packed aisles and sold out show space marked a successful Equip Expo, the first year of the re-branded GIE+EXPO event, now fully owned and operated by the Outdoor Power Equipment Institute (OPEI).

“Well, we sold every inch,” at the Kentucky Expo Center in Louisville for Equip Exposition 2022, said Kris Kiser, CEO of OPEI, who was truly excited about the show’s resilience and relevance after 39 years and through several name changes. Equip Exposition has shown remarkable adaptability during five decades, with an ability to repeatedly reinvent itself, Kiser said.

The number of 24,936 visitors who had registered during the first two days was sure to break 25,000 on the show’s last day, Kiser noted, amidst record

square footage sold and record sponsorship revenues. Kiser believes multiple factors are adding to the growth: The industry is undergoing major changes with the electric equipment revolution, with more companies coming into the market and branching into new product lines. Also, the missed year in 2020 led many to see the value of the event, which has set attendance records both in 2021 and now 2022, he believes. The re-branding from GIE+EXPO to Equip Exposition has also helped draw more exhibitors and visitors, he said.

Such growth has led to several issues, but “good problems to have” such as selling so much booth space there were very few places to sit. Also, the food court area had to be moved to the basketball court in Freedom Hall on the far north end of the show. These are challenges for an event that draws visitors from all 50 states and 49 countries—and show officials are always looking for ways to expand.

This year, more than 4,000 people turned out at the first-ever Welcome Reception at Louisville Slugger Field.

Major prize giveaways during Equip Expo featured Stihl’s $5,000 Dealer Giveaway award, which went to Heather Hapner of Heather’s Outdoor Power in Rome, Ga. Other major prizes included $15,000 toward a new UTV through the UTV Experience outside, a Bobcat ZT7000 zero-turn mower and a Ryobi 54 in. battery-powered mower.

Kiser also mentioned that despite a great run of success in Louisville, he senses there are some who’d like to take a look at moving the event. There’s been turnover on the OPEI board and new faces and executives who may want to take a look at it, especially as a way to gain more international visitors. The idea comes up every so often, Kiser added, noting that while the KEC is a great facility and location it also needs modernizing, but being able to find another facility that has room for an adjacent demo area is a tall order.

Education Sessions

On Equip Expo’s opening day, Part 1 of the Dealers Driving for Excellence dealer education session sponsored by Power Equipment Trade featured PET Sr. Editor Dan Shell, Clint Sanders

Record number of visitors made the trip to Louisville for the first Equip Expo, which sold more booth space than ever to grow what was already industry’s biggest event.

from Ideal Computer Systems, and dealer Barden Winstead with Land & Coates in Virginia Beach, Va..

Shell covered the results of a short survey PET performed after Labor Day asking dealers about their service success in the 2022 spring-summer season, Sanders shared some of the latest innovations on parts and service management technology and Barden talked about some of the service practices at his dealership.

The survey gathered responses from 160 dealers across 35 states, including 45 dealers from seven Midwest and Northern states, 41 dealers from 10 Southern states, 40 dealers from six Northeast states and 23 dealers from 11 Western U.S. states.

Of the dealers who responded, almost two-thirds who answered operate with one or two employees, and 25% employ three or four technicians. That’s 90% of the survey respondents operating service departments with four or less technicians.

Shell noted that looking at the prime service season of spring through Labor Day, PET asked dealers if their service departments had handled more or fewer work orders than in 2021.

A little more than half, 53% of the dealers surveyed, said their shops were busier this spring-summer than in 2021, while 47% reported less service work in 2022 than last year. Responses across the four regions surveyed generally tracked the national results, except for the dealers in the six Northeast states. For the Northeast, 55% of those surveyed said they had less work in 2022 than 2021.

The question drew almost 50 comments, and while feedback was across the board: those who were less busy this year mentioned weather primarily as the reason. Several dealers mentioned the lack of technicians as not being able to take advantage of service work available. The survey asked dealers if electric equipment is affecting the number of low-end trimmer and mower work they’re seeing, with almost twothirds, 62%, saying they’re seeing no impact, and a solid third-plus (38%) seeing an impact.

The next question asked how electric equipment is affecting service departments, and every single respondent commented. This is an issue PET is watching closely to see the impact that electric equipment has on the whole industry and dealer operations.

The question led to a lot of hyperbolic comments: On one side are those who believe the spread of electric equipment will harm dealers due to the lack of fol-

low-up engine-related sales and service. On the other side are those who believe more battery-powered equipment will free up valuable shop labor for more profitable service work.

According to dealer comments, the primary impacts currently are in handheld, with more smaller homeowners opting for electric, mostly in towns and cities. Dealers mentioned customers who make the switch when faced with a gas unit repair bill. There’s also anecdotal evidence of a learning curve for all of industry when it comes to servicing electric equipment, from warranty work to troubleshooting, as all involved get up to speed with the new systems.

The survey also asked dealers about turnaround time in their service depart-

ments in summer ‘22: Almost a third of dealers (32%) said they had turnaround no longer than 1-2 weeks, while 44% say the longest turnaround time they quoted this year was 3-4 weeks. Another 3% of dealers report turnaround time up to five weeks. Meanwhile, one out of five dealers (20%) who responded reported 2022 turnaround times of six weeks or more.

Asked to cite reasons for long turnaround times, dealers overwhelmingly pointed to parts availability and back orders. The number two reason? Lack of qualified technicians.

The survey asked dealers to describe their parts supply chain situation, and 50% of dealers reported having issues getting parts in 2022, but they’ve been

Battery-powered products are reaching into more applications than ever, Equip Expo showed.

Altoz unveiled an all-new product at Equip Expo.

able to adapt and work around the issue, and 8% say they’ve had no big or ongoing hassles getting parts this year. Then there’s more than a third of the dealers surveyed (35%) that since Labor Day say they’re having ongoing hassles getting parts in a timely manner that are raising costs and turnaround time. Another 8% say their parts supply chain situation is even worse: Major ongoing issues that are affecting the ability to offer efficient and profitable service.

Anecdotal reports on the issue reflect that in 2022 almost every dealer out there has a parts availability horror story about a few or more than a few service jobs; parts costs and shipping costs have gone up sharply; and according to those who commented on the question, there’s little evidence out there that parts availability will improve soon.

One action many dealers are taking in response to parts availability issues is using more aftermarket parts to get the job done. According to the dealers surveyed, almost half 46% are using more aftermarket parts in response to parts availability issues, while 11% say they are using more OEM parts and 43% report no change in their OEM vs. aftermarket parts usage.

Here are several other key survey findings:

● Almost three-fourths of dealers surveyed said they had raised their labor rates either this year or last.

● Among respondents, the average percentage of overall revenue that comes from service/parts is 48%.

● 78% of dealers surveyed say their service business is growing.

Was 2022 a good year for service? Why? The survey featured open-ended questions about the leading causes of service success, and here’s what we learned:

● Parts—Order more than you need, and from multiple vendors. Take full advantage of preseason programs to bulk up inventories. Diagnose and order parts the day a piece of equipment arrives. Find quality aftermarket alternatives when needed.

● Operations—One theme that kept popping up throughout the comment sections in several questions is the positive results of streamlining service operations in several different ways to make the department work better for your business.

Most times this manifests itself as the “work on” policy: What do you work on? Well, we work on this and that, but not those, or maybe those at a certain time of the year….but not always. You hear all sorts of things.

Multiple dealers who responded to the survey and articulated their service success this year have evidently taken a close look at their service department’s strengths and weaknesses and operate accordingly.

The most common thread for streamlining is working only on what you sell. Simple enough and easy to follow, with fewer parts inventory requirements, less training needs and no parts chases for oddball products and work orders that come into the shop.

Others said they found success streamlining service in other ways: no handheld

work, no mass merchant equipment repairs, no electric service and more.

On Day 2 of Equip Expo’s Dealers Driving for Excellence, the education session featured Power Equipment Trade’s Managing Editor Jessica Johnson and Online Content and Marketing Manager Jacqlyn Kirkland. They delivered an informative overview of word of mouth marketing—the original social media. In addition, dealers who are looking to expand their online presence learned about a variety of tools that would help take their digital marketing efforts to the next level.

Tools covered in the discussion included simple or complex websites; email marketing programs such as Mailchimp; an easy and quick way to produce visually appealing graphics and videos (Canva!); social media management applications such as Sprout Social and Meta Business Suite; Google Analytics for tracking the success of digital campaigns; and Google as an all-in-one business toolbox.

The dealer session featured plenty of audience interaction and questions. It also highlighted how a dealer might utilize TikTok. Robbie Tucker at The Tool Shack in Gulf Breeze, Fla., demonstrated the dealership’s success with TikTok videos. The audience enjoyed viewing some of The Tool Shack’s latest videos while Robbie gave a brief walkthrough of the TikTok app. The dealership has seen an increase in online traffic and has even had some online sales. PET

Dan Shell and Jacqlyn Kirkland contributed to this article.

Stihl drew plenty of attention with its new zero-turn mower product line.

Education sessions were interactive.

What To Know About: Word Of Mouth Marketing

Word of mouth marketing, the original social media

BY JACQLYN KIRKLAND

What if your dealership could use one of the most valuable forms of marketing—the one that customers and potential customers trust above all others and the one that will most likely result in an increase in sales?

I know what you’re thinking: Such a thing doesn’t exist or

that would require a large ad budget. The good news? Word of mouth marketing can work for any size dealership and in most cases it doesn’t require an advertising budget.

What Is Word Of Mouth Marketing?

When you took the leap to buy that new car for Suzie’s 16th birthday what was the first thing she did after receiving the gift? Suzie most likely took selfies with her new car, posted it on her social media accounts and tagged all of her friends. You and your spouse then shared your daughter’s post and tagged the name of the car lot that sold you the car. You thanked the car lot for their excellent service and reasonable price.

Because Suzie posted images of her new car and tagged her friends more people saw her post. More importantly, Mom and Dad shared the post and tagged the car lot along with a positive review. Mom and Dad’s social media friends (who are parents looking to purchase a car for their own new driver) saw the post, which most likely resulted in more sales for the car lot. This type of word of mouth marketing is a social shout-out as well as user-generated content.

Other examples include employee advocacy, reviews and coverage in industry publications (like Power Equipment Trade!).

Social shout-outs: This includes mentions of your dealership and tagged posts.

Employee advocacy: When employees promote the dealership on their own social media accounts.

User-generated content: When customers share images, experiences and/or purchases. They will often mention the name of the company.

Reviews: Customers can rate your dealership and leave reviews on social media or Google.

Blog posts and industry publications: Coverage in industry publications can be a powerful form of word of mouth.

Why Is It Important?

Recent research notes that 28% of consumers prefer to learn about new brands or products via word of mouth. Social media is close behind at 23%. This information is important to your dealership because it demonstrates there is an opportunity to encourage positive word of mouth among your customers.

John Deere retweets positive social media mentions.

How To Build A Strategy

Despite what you might think customer discussions and recommendations don’t always happen organically. Regardless of your dealership size or advertising budget, there are steps you can take to encourage positive word of mouth among your customers.

Regularly reshare positive social media comments and customer reviews: This is the simplest step you can take to promote word of mouth. You should make a conscious effort to incorporate them into your social media strategy. Share them, retweet, repost, etc.

Invest in employee advocacy: If you are only posting from your dealership’s social media accounts, your reach is limited to those followers. But if your employees share the dealership’s content, you will reach a significantly larger audience.

Regularly gather user-generated content: Feature a hashtag on your dealership’s social media pages and ask followers, or newsletter subscribers, to share content using that hashtag. For example, Bob’s Mowers asks its followers to use #bobsMowers on photos they post of their new mower in action. Bob’s Mowers then shares or reposts that user-generated content.

Monitor your dealership’s social media mentions and respond quickly to keep conversations going: Responding quickly to questions, comments and concerns shows that your dealership wants to hear from customers.

This also includes resolving a difficult situation or responding to negative comments. It is recommended that your dealership develop a social media policy on handling these types of situations. Never respond when you are angry.

Tools like Sprout Social can help you keep track of all of your dealership’s social media mentions, messages and even provides insight into your dealership’s response times. Ac-

cording to Sprout Social, “40% of consumers expect a response within the first hour of reaching out on social, while 79% expect a response in the first 24 hours.”

Ask customers for reviews: Fun fact:62% of shoppers are more likely to buy a product after seeing other customer reviews that include photos and videos. Receiving meaningful reviews helps to gain the trust of new customers. Consider incentives, such as an in-store discount, for customers who leave a review on the dealership’s social media accounts or Google.

Provide customer service that outperforms competitors: Customer service and word of mouth always go hand in hand. Personalizing customer care can almost always guarantee your dealership’s positive reputation.Most often customers who experience a business’s wonderful service will share that on their social media accounts.

Find a great topic that gets customers, and potential customers, talking about your dealership: The topic that works best for your dealership might be something so simple that you may have missed it. It could be a “secret” discount coupon, extraordinary customer service or partnering with a charity. Example: Quiznos once gave Subway a run for its money with the idea of hot, toasty subs. Even though Subway always had them, Quiznos pulled it to the front as a topic of conversation.

Measure and understand what people are saying: You can read what people are saying about your dealership and determine how to improve your business. Millions of people type out everything they are thinking. Whether it is in a blog, on social media or in a review, companies have access to what people are talking about. This information can be collected, analyzed and used to determine what people are saying in the offline world.

Sprout Social can provide insight into your dealership’s response time to customer questions, comments, etc. on social media.

Decades Covering The Power Equipment Trade

The lapels are definitely wider than the saw bars in this classic photo of a Carlton chain test in the mid 1970s. Mike Carlton is in the baby blue leisure suit at left and founder Ray Carlton is in the brown striped jacket and the accompanying platoon of polyester sales reps looks like a flock of lounge lizards ready to prowl.

is still in business and carries Efco hand- held products, but sadly no more big bar Homelites like in this 1982 photo.

Dealers often traveled to special events and sold product right out of the back of their vehicles like dealer James Long of Radford, Va. at a 1950s livestock market day—and PET was there to document how dealers did it.

Action at a Lawn Mower Institute annual meeting in the early 1950s in Washington, DC shows the old-timers could teach those new Equip Expo whippersnappers a thing or two about having fun.

2022 Editorial Index

February

Powerlines

A New Year Brings New Opportunities Page 5

Briggs & Stratton Gives Snapper A Brand Refresh Page 6

Striving For More While Staying Person Page 10

Parts & Service Support Products Page 14

What To Know About: Content Distribution Page 18

Right-To-Repair Focus: Deere, Apple… Biden? Page 24

April

Powerlines

Of Surveys— And Volunteers Page 3

Dealers React: State Of The Supply Chain

Page 6

PET Dealer Survey: 2022 Report Page 10

Shop PETs Page 18

2022 String Trimmer Specification Charts Page 21

Trimmer Annual Page 26

Here’s An Idea: Are Drones The Future Of The Service Department? Page 30 June

Powerlines Finding The Path Forward Page 3

Stihl To Enter Zero-Turn Market Page 6

‘Mr. Chain Saw’ Seeks Streamlined Path Page 12

2022 Chain Saw Specification Charts Page 18

Saw Products Page 26 August

Powerlines We Are Our Heath Page 3

75 Years Of Making The Cut: How Oregon Tool Revolutionized The Logging Industry Page 6

Stateline Growing With New Ownership Page 12

The Latest Round Of Good Boys & Girls Shop PETs Page 15

Mower Preview Page 18 October

Powerlines No Business Like Show Business Page 3

Turfmutt, CBS Shows Renew Partnerships Page 6

Portland’s Stark Street: ‘Be The Easiest Buy’ Page 12

Expo Elite Page 20

How To Find Success: Six Women’s Perspectives Page 28

December

Powerlines

Life Comes At You Fast Page 3

Fifteen Rescue Dogs Find New Homes At Lucky’s Mutt Madness During Equip Expo Page 6

Dealership Stays Customer Focused Page 12

Snow & Ice Management Page 14

Equip Expo Show Report Page 16

What To Know About: Word of Mouth Marketing Page 22

How To Be A Good Leader

The potential of a recession on the heels of the COVID-19 pandemic means that the usual strategies for managing in a downturn may no longer work—and make the situation worse.

The common thinking is that each crisis makes people stronger and more able to cope. But this is not the reality. Compounding crises tend to make people more vulnerable— and more shaky.

This shakiness poses a formidable challenge. It means that some of the normal crisis responses people turn to won’t work as intended. Indeed, if leaders use the standard playbook as-written, much like the executive at the beginning of this article, they actually risk setting off a destructive spiral and making the crisis worse.

To succeed as a leader in this moment, three key balances people need to get right are suggested: Moving closer without suffocating others; moving faster without turning frantic; and taking on or assigning a bigger workload without sacrificing relationships.

Moving Closer Without Suffocating Others

When there are rumblings of an economic downturn, the first response from leaders is often to move closer. More meetings are called, more reporting is required, more detail goes into every conversation. This is quite natural—leaders want to understand what is going on. They want to help find answers. They want to make sure their teams are on track and doing what they can to fix the situation.

Psychologically, however, the impetus to move closer is often a need to feel in control. Moving closer is a risky maneuver and a double-edged sword. If leaders move too close, they clog up their own bandwidth with details and micro-management. The worst-case scenario is when a leader formally takes over their subordinates’ role because they believe they can do better.

To be sure, there are some legitimate reasons to move closer, like when leaders want to ground their judgment in firsthand experience or signal support by showing up on the frontlines. But they must remember that the point of moving closer is to motivate, energize, and support; not control, disengage, or sow doubt.

A balanced approach is “touch and go,” engaging with teams on the issues they face, but also not taking the weight off their shoulders and onto your own. A good test is to make sure you don’t end up with a laundry list of things you need to fix for the team, but rather that your team knows their laundry list and understand that they now have control of the steering wheel again.

Move closer—but don’t hover—and have a clear exit strategy. Once you have seen enough, give the power back to your employees.

Moving Faster Without Turning Frantic

In times of crisis, leaders cannot sit on their hands; time is of the essence. However, there is a fine line between urgent and frantic. Leaders must remember that the pandemic has made many people more brittle, not more resilient. Stress and mental health issues have skyrocketed. As a result, while most people understand the need of speed in a crisis, their tolerance for “pushy” leadership is much lower than it might have been prior to 2020.

To address this, leaders should examine the psychological traps they tend to fall into when economic times get tough. One common one is that people think they have less time than they actually do, so they come up with imaginary and self-im-

posed deadlines. “We need a solution by the end of the month” may create urgency, but if the better solution is another few months away, imaginary deadlines can sacrifice value in exchange for the illusion of speed.

Increasing Workloads Without Sacrificing Relationships

The third typical response to economic downturns is that leaders become more task-oriented and less mindful of relationships. Just like the frustrated executive earlier in this article, many leaders will ask their teams to take on a bigger workload. To-do list gets longer and longer because “more” feels better and “more” feels like responsible leadership. However, relationship work is not coddling; it is hard-core performance management. We have learned from the aftermath of the pandemic that good people rarely quit or “quiet quit” because their job becomes more difficult or because times turn harder. They quit because they lose faith in their leaders, their colleagues, or the future of the company. They withdraw because they feel unfairly treated or neglected. Yes, people go to work to complete the mission and finish their tasks, but more than anything they go to work because of the connection and community they feel they have with their colleagues. So, continue to invest in relationship-building.

Leaders cannot stand still in the face of an economic downturn, but their bias for action and their instinctive responses— moving closer, moving faster, and increasing workload— must be harnessed. If these natural and legitimate leadership moves are not made in a balanced way, leaders may actually amplify the crisis.

Source: How to Be a Good Leader in a Bad Economy, Merete Wedell-Wedellsborg, Harvard Business Review

PETevents

JANUARY

They Said It Better Than Anyone

In 2022, Power Equipment Trade told the story of five independent servicing dealers in the U.S. Here’s what they had to say about everything from managing employees to life.

When asked about the future Oregon’s Paul Linden says, “We will follow the principles that have led the business for years: Be flexible, adaptable and creative in finding a niche while continuing to pursue top-notch customer service.”

Maine’s Luke Roy wants a positive atmosphere for his employees, not just his customers, where it feels like back in shop class, guys hanging out, turning wrenches, saying, “There’s no need to create hostility where you’re all miserable to come here and work. I try not to let things roll downhill. The guys know what needs to be done back there; they are efficient. They are here helping me, I realize that and they make good money.”

On the labor shortage, Oregon’s Tom Jenne says, “The people the industry has relied on for entry level employment and an informal talent pool—those guys who are handy with screwdrivers that we’ve always found–are just not as plentiful.”

On labor rates and pricing shop work, Lis McQuaig on the Florida/ Alabama state line says, “We don’t want to be too high or too low. You have to be able to make money and be fair to the consumer at the same time. Not every machine is the same.”

For Louisiana's Jeff Smith, the secret to his $7 million dealership is not complicated: “We keep it simple. We don’t want tractors, we take mowers that are profitable and make them more profitable.”