Mazergroup, Farm Equipment’s 2025 Dealership of the Year, has implemented menu pricing for a number of product categories, such as compact tractors, ride-on mowers, zero-turn mowers and some hay tools. It has simplified the process. “Selling a compact tractor sometimes can be more complicated than selling a combine because there are so many attachments,” says Brad Tarr, vice president of sales & marketing.
“A customer typically that’s buying a compact tractor will come in and say, ‘Can you price me this? Price it with these 3 attachments, then price it with just these 2 or price it with just that 1,’ and it can get very complicated.”
Tarr says menu pricing allows the salespeople to simply go and sell. Mazergroup uses IronHQ, which assigns an opportunity number to each unit. Mazergroup has a booklet of all the menu priced units with an opportunity number associated with each. The salesperson then just has to type the opportunity number into IronHQ and the quote is already built for them, he explains. They can then load in a customer’s trade and other information, make a copy of the opportunity and then try and close the deal.
Not only has it made it easier on the salespeople, menu pricing has also helped Mazergroup be more consistent on what units it’s ordering.
“There’s no guesswork anymore about, ‘We think a customer needs this foo-foo valve and these fuzzy dice,’ because we’re really tailoring those orders to help our inventory turn situation, and menu pricing has been critical to that. But in addition, it’s shortening up the variation of machines,” says Wally Butler, CFO.
Tarr says when it comes to ordering, they will look at years past and what menu priced items were the first to go and what were the stragglers.
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