In the 2017 Equipment Dealers Assn.’s 2017 Dealer-Manufacturer Relations Survey, Bush Hog’s highest score among the 12 criteria as ranked by dealers was in the area of product quality. Bush Hog’s score of 6.07 was higher than the average mean score of all shortline manufacturers of 5.94. In fact, the company ranked higher than the mean average for shortline manufacturers in 10 of the 12 categories.
Tony Marchese, vice president of sales/marketing for Bush Hog, comments on the company’s rankings:
On proud criteria: We are most proud of our scores in either “product quality” or “manufacturer’s response to dealer needs and concerns.”
We strive to provide a quality product, a competitive price and support it after the sale. We pride ourselves on being a company that values relationships with our dealers and desire to resolve any issues quickly and fairly.
On short-term focused improvement area: We are focusing on the category of “manufacturer’s response to dealer needs and concerns.” We are exploring the concepts of investing in the implementation of a Customer Relationship Management Tool (CRM). This will allow us to better track and monitor the resolution of issues faster with our dealers, as well as keep our sales force and everyone in the Bush Hog organization informed on issues impacting our customers.
On recent changes: We have improved our parts fill rates and strived to process warranty claims in a timely and fair manner. We have increased our communications with our dealers through quarterly promotions. We also increased our marketing and advertising support through national ad campaigns and increased spending on co-op advertising.
On current trends: We are watching commodity price trends, interest rates, farm income, new and used equipment levels and weather.
On strategy when missing the mark: Product availability is improving, but needs to continue. We need to increase communications with our dealers by having more management personnel in the field. We need to conduct regional dealer meetings, as well as possibly implement a dealer council.
On plans for dealer network: We want to continue strengthening relationships with our dealers by increasing communication, providing better product availability and continuing to provide strong “after the sale” product and parts support. We also want to continue to value the relationships we have with our dealers and treat them as partners.
Go here to read Rural Lifestyle Dealer's comprehensive feature about on the 2017 EDA Dealer-Manufacturer Relations Survey.