OPEI News: Pre-Show Dealer Convention Provided an Open Forum

“You are not in the transactional marketing business. You are in the relationship business.”

Marketing Consultant John Wyckoff stressed this truth – a mantra that applies to any green industry professional, from contractors to suppliers –  to a room of outdoor power equipment dealers in his seminar on “Growing Your Business Profitably” at the inaugural Dealer Convention & University, sponsored in part by the Outdoor Power Equipment Institutes (OPEI).

The seminars were a kick-off to the International Lawn, Garden & Power Equipment EXPO in Louisville, Ky., and the 68 dealers who attended took home messages to bolster their marketing, succession planning, budgeting and overall business sense.

“This was a very good forum event to enhance EXPO, and we will evaluate it and look how we can build on that and improve it so it continues to meet the needs of the dealer,” commented Bill Harley, president and CEO, OPEI, Old Town Alexandria, Va. 

Those who participated in the association’s dedicated dealer education day reported positive feedback, Harley noted, and though attendance did not hit triple digits the first effort for such an event proved to be a step in the right direction. “The evaluation on the education programs was excellent across the board,” he remarked, noting that OPEI plans to repeat the convention next year and looks forward to building on this year’s foundation.

Sponsored by Husqvarna, Ariens Co. and Simplicity Manufacturing, the event opened Wednesday, July 17 with a welcome reception and an evening out at Caesar’s Casino. Dealers gathered the next morning for an opening breakfast with speaker Bob Valvano, ESPN host and basketball analyst.

A packed education tract on Thursday offered sessions on offering quality service, managing a business in a changing industry, transitioning a family business, and growing profitably. John Spader, a business management specialist, offered his audience budgeting sheets that he went through number by number. Jim Pancero, a sales management consultant for Stihl, challenged attendees to take on their big-box competitors with clever marketing and sales techniques.

Dealers traded ideas during breaks and hit speakers with questions during sessions. Rick Slemp, owner of Professional Lawn Equipment Sales and Service, Evansville, Ind., commented that he’d like to see more dealers attend events like this, especially since such a large portion of the industry needs advice on financials, marketing and general business planning.

For EXPO veterans, the convention offered a concentrated dealer dimension for the small group of attendees. For those new to the outdoor show, Harley said the seminars drew their attention. “There were several dealers there who had never been to EXPO, and the dealer convention had attracted them and they were moving on to the show,” he said.

The author is Managing Editor – Special Projects for Lawn & Landscape magazine and can be reached at khampshire@lawnandlandscape.com.