This breakout section of Rural Lifestyle Dealer's 2018 Dealer Business Trends & Outlook Report provides a deeper analysis of forecasts and opportunities for John Deere dealers. Read the feature in the winter issue and email lwoolf@lessitermedia.com for a copy of the complete 46-page report.

Dealer Takeaways

• All of the responding John Deere dealers say total revenues and aftermarket revenues will be as good as or better this year compared to last year.
• John Deere dealers say tractors less than 40 horsepower have the greatest potential for increases in unit sales and tractors 40-100 horsepower top the list of products Deere dealers will be adding.
• Nearly 92% of John Deere dealers say customers have a brand in mind most of the time or almost always when they visit the dealership. About 83% say customers accept their brand recommendations most of the time or almost always.

John Deere Dealers' Commentary

What are you doing to help maintain strong margins throughout your dealership?

“Buy right and take advantage of all manufacturer discounts.” … “Know your product, make sure salespeople know pricing and financing on equipment, establish quoting process for salespeople.” … “Stick to manufacturer suggested margins.” … “Most margins are set on compact utilities and John Deere sets and advertises the sale price. We all purchase equipment at the same price, so your advantage is to be a large tier 4/5 dealer so that the volume you buy gets larger discounts, which allows for better margins. Plus, use sales incentives and bonuses that John Deere offers.” … “Don’t give in.”

“More sales training and focusing our salespeople on known accounts.” … “Use matrix on captive parts. Reduce parts discount structure to promote more no payment/no interest programs instead. Get more revenue work for techs year round with inspections/maintenance pro-grams.” … “Increased focus on the aftermarket.”

What rewards or incentives do you offer to help recruit, retain and motivate employees?

“Sales contests, bonus programs, aggressive commissions.” … “Sales bonuses, Deere incentive.” … “Various incentive programs on targeted products.” … “Sign-on referral bonus.” … “John Deere bonuses for salesman and dealership competitions to encourage increased sales volume to win cash and prizes on a monthly basis.” … “Good management and competitive commissions.”

“Have payouts for different stages of recruitment & hiring process. Incentive for staff to bring new piece of equipment into shops. Aftermarket revenue incentive program based on growth. Techs also have monthly bonus based on performance metrics. Incentives for staff to sell multi-year maintenance plans.” … “Nothing specific, but people are recognized by management for their efforts.”