Referring to demand history you don’t want, digital dirt is called “abnormal demand”. In a nutshell, any time you make a sale that you don’t expect to repeat, it's considered abnormal.
In the farm equipment business, many managers often tell their sales crews to never mention the competition when making a product pitch to farmers. It’s a negative to bring up another dealer’s different colored highly competitive machines, service concerns, parts delays and other business practices.
"Years ago, I shared an idea I thought could help equipment dealers profit off 'guys like me.' Disgusted with the attitude of the sole equipment dealer in my suburban Milwaukee town of 41,000, I had little choice but to go to an independent mobile service guy for my trusty Dixon ZTR."
I just finished reading the Cost of Doing Business article in the February 2024 issue of Farm Equipment, and I would like to share a persistent thought as it relates to that subject matter.
Upselling is any activity that increases revenue on a given transaction. With higher margins, and a large inventory investment, your parts counter is the best place to upsell.
In a recent Inc. article, Howard Tullman points out that most car dealers aren’t much interested in selling electric vehicles (EVs.) And the same is likely true for many farm equipment dealers.
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