WORKING WITH DEALERS: The Real Deal

Landscape equipment dealers hear the following complaint more than they’d probably like: "One thing that would be helpful is if dealers could learn more about the needs of our company and be more efficient," says Michael Neese, owner of Grayson South, Charlotte, N.C.

Dealers are continually finding ways to streamline operations to provide more efficient and higher-quality service to landscape contractors. But just like a marriage, a dealer/contractor relationship is a two-way street.

Landscape contractors can take their own steps to improve dealer service. "The most important thing with a dealer is you need to be committed to the dealer, and they will be committed to you," explains Kevin Wengernuk, president, KW Landscaping, Severn, Md.

BARGAIN SHOPPING. Contractors are always searching for the best value, but that doesn’t always mean seeking the lowest-priced equipment. Wengernuk is willing to pay more money at his dealer than at another shop in his area because of the quality of service his dealer provides, he says. "We take priority," Wengernuk explains. "If my guys are in the field and something breaks, they go to the dealer, and they will drop what they are doing to fix the equipment."

When price is an issue, contractors can take initiative to lower their own costs. For instance, by sticking to certain brands, manufacturers may offer dealers a better pricing structure that can filter down to the contractor, says Greg Nelson, fleet manager, HighGrove Partners, Smyrna, Ga.

Neese also says he’s willing to pay extra for better service. He suggests dealers call contractors prior to the landscape season and offer a checklist of mower parts for a specific brand or provide a list of parts that could be helpful to a contractor during the course of a season. "If they did that, it would be likely that I would fill it out and pay the extra $2 per filter by them following our needs and trying to go to the next level of customer service and interacting with us," Neese explains.

But some contractors are making their own checklists. Nelson prepares an equipment purchase list each year and sends it to two different dealers, he says. He lists model numbers, quantities and some alternate models. The dealers then bid for his request. Nelson typically goes for the lowest price but is willing to pay extra if one dealer can provide all the equipment he needs and the lower bidder can’t, he explains.

Joe Loyet, president, Loyet Landscaping, St. Louis, Mo., also sends wish lists to his dealers before accepting an offer but concedes price comes first. "When you buy X amount of lawn mowers at a time, if you can save $150 per unit, that’s a lot of money," he says. "You can almost buy another unit."

Nelson also says he won’t get dealers involved in a bidding war. "One thing I will refuse to do is I won’t tell one dealer the price I get the equipment for from another dealer," Nelson says. "I don’t say, ‘Can you beat this price? Then I’ll work with you.’ I just like them to give me their best price based on the model numbers I provide them, and I go from there."

LOYAL FRIEND. Dealers don’t have to be a contractor’s best buddy, but a solid relationship can go a long way. Contractors should clearly express their needs to the dealer before establishing a partnership. "Prior to even establishing a relationship with a dealer, we sit down with that dealer in terms of what we are going to purchase and expect from them in service," says Ralph Thomas, vice president, Beebe Landscape Services, East Windsor, Conn. "And if the dealer is interested in working with us, then we pursue a relationship at that time. If they are not, then that’s fine, too."

Five Seasons Landscape Management, Reynoldsburg, Ohio, has used the same dealer for the last several years, says company President Bill Leidecker. As a result, the company receives preferential financing, Leidecker says. "We look at it as a long-term relationship as opposed to a one-time equipment purchase," he explains.

KW Landscaping has been using the same dealer for the last 12 years, according to Wengernuk. "If I have a problem they take care of me right away, and that’s been a great reason for me not to go anywhere else."

In-house mechanics also need to establish closer ties with dealers and vendors. "If he has a good relationship with your dealer or vendor, it is a constant support line," Thomas explains. "Our mechanic is always on the phone with our power equipment supplier, and they help each other out."

With equipment and technology constantly changing, contractors also depend on dealers to provide additional training to their mechanics. "Fortunately, our mechanic has a really good relationship with our vendor, and our vendor bends over backwards to educate him," Thomas says. "Our mechanic has been in classes for Kohler, Briggs, Scag and other lines, and he has reciprocated to help our dealer as well."

WHAT TO LOOK FOR. Landscape contractors are always looking for quicker turnaround on parts and services from their equipment dealers. Finding a dealer close to the shop with ease of pickup or delivery can help decrease waiting periods.

"For us, convenience is important," Neese, says. "We might want to pick up a box of parts, and we want to be able to get into the building conveniently and have a place to park our trailers. If you are stopping by on a job site, that is extremely important."

Flexible store hours are also a plus. "(Our dealer) is open at 5 a.m., and we’ve been able to take equipment down first thing in the morning and have it to our guys in the field by 8:30 or 9 a.m.," says Kory Ballard, president, Perficut, Des Moines, Iowa.

Also, contractors may want to ask whether their dealer has a delivery service. "I would rather have it delivered to our doorstep," explains Preston Leyshon, fleet manager, Chapel Valley Landscape, Woodbine, Md. "I don’t want my mechanics doing parts runs."

Nelson’s sales representative visits HighGrove Partners once each week to deliver parts, drop off equipment and take new orders. "I can’t afford to have one of our mechanics running out for parts," he said. "He could be on the road for two hours a day where, otherwise, he would be working on equipment."

Dealers should also have a comprehensive parts inventory. Leyshon doesn’t want to wait two weeks for replacement parts, and he will find another supplier if backorders keep equipment in the garage, he says. "If a dealer has to order a piece of equipment from a distributor and it takes a week and the next guy has it in stock and they are close by, I’ll get it from him instead," Leyshon explains. "I don’t want to wait – my guys need it right now."