Ideal Invited as Business Management Software Provider for High-Performance Service Department Pavilion at Upcoming GIE+Expo

By Ideal

Cedar Rapids, IA – September 1, 2010 – Ideal Computer Systems, the leading provider of business management software for Outdoor Power Equipment dealers, has once again been invited by Bob Clements International to be the official software provider for their High-Performance Service Department pavilion at this year’s GIE+Expo. The expo takes place October 28-30, in Louisville, KY.

This year’s High-Performance Service Department will focus on inventory control, teaching dealers how to discover “hidden treasures” in their parts department. Ideal representatives will be on-hand to help educate dealers on ways industry-specific software can help them gain control of their inventory as well as all other areas of their business including service, customer management, sales & invoicing, accounting, purchasing, and reporting.

“I thought the High Performance Service Department was a big success last year and we look forward to tackling inventory control in the High Performance Pavilion this year,” said Dennis Haefner, president of Ideal Computer Systems. “It is an honor to be chosen to participate again as the Business Management Software company in the pavilion.”

Bob Clements International, regarded as one of the top consulting firms for OPE dealers, is once again heading the event. New to this year’s pavilion will be dealer panel discussions led by Clements and featuring pavilion sponsors. Joining Ideal as pavilion sponsors are ARI, Ariens, Briggs & Stratton, Cub Cadet, Heftee, Husqvarna, Hustler Turf Equipment, Kohler, Schriller Grounds Care, Stens, and Stihl.

“We are trying to provide an environment at the GIE+Expo that shows dealers what the possibilities are for their Parts Department,” said Bob Clements, president of Bob Clements International. “Having a good business management system along with the right organization and good processes will catapult their dealership to new heights in profitability.”

In addition to the High-Performance Service pavilion, dealers may also view Ideal’s software and speak with company representatives in booth #5004 at the GIE+Expo.

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About Ideal Computer Systems, Inc.:

Ideal Computer Systems is recognized as the leading provider of business management software for Outdoor Power Equipment dealers. With 25 years of proven experience, Ideal has helped thousands of OPE dealers manage their business more efficiently while boosting profits. To learn more about Ideal, visit www.idealcomputersystems.com

About Bob Clements International, Inc.:

Bob Clements International is a consulting firm that specializes in the development of high-performance dealerships. The organization works hands on with dealerships throughout North America, helping them attain the personal freedom and financial wealth all owners strive to achieve. You can learn more about Bob Clements International by visiting www.bobclements.com

How to Control and Reduce Inventory in Your Most Troublesome Categories

By Ideal

When it comes to inventory, you know only too well how important it is to keep it under control. Inventory is a huge part of any dealership and if it’s not managed well, you can tie up valuable resources and miss key opportunities.

In today’s economy, dealers have to get savvy when it comes to controlling and reducing their inventory. Here are a few ideas to help get you started:

Service Technicians’ Time

Most dealers don’t recognize that their technicians’ time is an inventoried item just like a set of tires or a racing jacket. Your service department should be one of the most, if not the most, profitable areas of your business. This is why it’s so important to use your power sport computer software to manage your techs’ time.

A quality powersport office software package can help you manage every minute of your tech’s day to ensure that they’re constantly working on billable projects and earning your dealership money.

Reducing Inventories in Parts and Whole Goods

One of the best ways you can reduce your inventory is through parts returns.

Your parts department can grow as if it has a life of its own. And if you don’t stay on top of your inventory here, you’ll eventually wind up with boxes full of obsolete parts. These parts are tying up your money, and your space.

Most manufacturers encourage dealers to return at least 10% of their stock every year. They plan on this kind of “take back”. On the average, however, manufacturers only see around a 2% return. This is because most dealers don’t take advantage of parts returns.

Make sure your parts manager stays on top of which parts aren’t selling, so they can be returned to the manufacturer to free up cash. This is another area where quality power sport office management software can really save you time and money.

You can also save significantly be reducing the number of lines you carry. You don’t need three after-market companies. If you’re going to handle after-market parts, you don’t have to buy from all three. Pick one and become a partner. This goes for whole goods as well.

You can help keep your inventory down by creating a stocking policy. For instance, when a customer comes in looking for a part some dealers will order one for that customer, and then another for themselves “for next time”. But this mindset is a quick way to inflate your inventory and waste cash you could be spending elsewhere.

Writing out a good stocking policy will help ensure that everyone on your team knows the rules about stocking, and how much should be ordered at a time. This will help save you cash and space in your parts department.

Last Word…

Dealers who know how to effectively manage their inventory will survive and thrive in any economy. By using quality powersport office management software and implementing these strategies you’ll be well on your way to reducing and controlling this vital area of your business.

Is Your Dealership Changing With the Times?

By Ideal

In today’s economy, customers have gone from a “buy new” mindset to “buy used” or “fix what I’ve got”. People are cutting back and extending the life of products they’ve already purchased.

Many Powersports dealers might see this as a death-knell for their business. But, this is only if you don’t adopt your business to the changing times. Dealers who are willing to change their priorities and business model will continue to see profitability and growth in this evolving economy.

So what needs to happen to make sure your dealership thrives?

1.   Emphasize Your Service Department

Customers are fixing what they have, which means you need to be putting your advertising dollars to work for your service department, not your whole goods.

Does your shop need new tools? Does it need a bigger workspace? This is the area that’s going to make your dealership profitable, so make sure you’re giving it the resources it needs to succeed.

It also will pay off to hire the best. If your service team is fast, professional and accurate your customers are going to keep coming back.

2. Stay on Top of the Numbers

Your powersport office software can give you, in a couple of clicks, real-time numbers on your profitability. This can allow you to make adjustments based on immediate data.What should you be looking at?

Well, since your service department is so important start there. You need to strive for 80% efficiency in your shop. This means your techs need to be spending 80% of their time on billable work.

For your parts department, you want to look at turns. You need to shoot for 4-5 turns per year on parts. And you should also shoot for 40%-45% profit on OEM parts.

3. Have the Right Processes in Place

Experts often say that business is about three things: people, profits and processes. Often, owners spend a great deal of time focusing on the first two, but they ignore the third.If you want your powersports dealership to survive in this new economy, then you must have the right processes in place to ensure speed and efficiency. This goes for your whole goods department, your parts department, and your service department.

4. Create Packages

If your dealership doesn’t have any packages set up, then you need to create some. Packages are a great way to give customers a great value while still getting to spend more in your shop.For instance, if customers bring in a bike for new tires, then offer them an oil change at a reduced rate.

You can tie packages in with seasons to create maximum impact and awareness. Fall winterizations and spring tune ups work especially well for this.

Last Word…

Just because the economy is fluctuating right now doesn’t mean your dealership is doomed. It’s up to you to change and be flexible. Investing in quality powersport office software that allows you to stay on top of key metrics, emphasizing your service department and creating packages are all smart moves for your business.

How to Use Your Service Department as a Marketing Tool

By Ideal

As a Powersports dealer you have a unique opportunity to market to your customers. And it’s sitting right there in your dealership. What is it?

We’re talking about your service department. Most Powersports dealers don’t look at their service department from a marketing standpoint. But this part of your dealership is a great way to establish an ongoing, positive relationship with your customers.

Think about it: you sell equipment to a customer one time. But you may service that equipment 10 times or more during its lifetime. So shouldn’t your service department be set up to constantly impress these customers that are continually coming back?

Of course it should.

So how do you do it?

1. Keep Your Promises
Does your dealership have certain promises or standards it makes to every customer? This could be that no customer waits in line more than two minutes, everyone is greeted by name, etc. Whatever standards your sales staff has to live up to on the sales floor, make sure those same standards are being upheld in your service department.

Make sure there is at least one computer installed in the service department with your Powersport office software. This way team members can look up customer names, order histories, part orders, etc. and provide the same quality service that your sales staff does.

2. Admit Your Mistakes
Occasionally, balls will get dropped in your service department. Parts go missing, service orders take two weeks instead of one…it happens to everyone.

What’s important is that your team admit to the customer when they’ve made a mistake or had a delay. Instead of pointing fingers or placing blame on another distributer (or team member, for that matter), have them take responsibility for what happened. Make sure they know to apologize sincerely for the delay, and do whatever it takes to make that customer happy again.

3. Give Your Team Training
Your techs and mechanics should have the same access to customer service training that your sales reps do. They need to become experts in the art of customer service. The better service your techs and mechanics provide to your customers, the more your reputation is going to spread. People will go out of their way to get their equipment serviced by your team if they know they’re going to get great service and top-notch treatment.

4. Teach Your Team to Upsell
Do your mechanics get any sales training?

Well if they don’t, they should. Think about this: imagine a customer brings in a bike for an oil change. Your tech notices their wheels are getting a bit thin. There’s a chance for them to make a sale right there.

Again, make sure your service department team gets the same training your sales team does. It could make a huge difference to your bottom line.

Last Word…
Many dealers don’t think about their service department when it comes to sales and customer service. But your team here is in a unique position to deal with your repeat customers on a regular basis. Making sure they have adequate training and that they know the standards you’re expecting can really pay off in the long run.

How to Use Customer Service as a Marketing Tool

By Ideal

How would you rate your dealership’s customer service? Five out of ten? Eight out of ten?

Many dealers would swear their customer service is top-notch. But ask your customers what they think, and you might get some surprising answers that you’re not too happy with.

It’s all too easy for owners, and employees, to let customer service slide at times. But poor customer service can do more harm to your business than a new Home Depot opening up a mile down the road. Dealers must provide excellent customer service if they want to compete today.

The problem is that many times, employees don’t know what “excellent customer service” really means. Which is why setting standards for your business will not only raise the level of service, but will help market your business through word of mouth.

Strategy #1: Create a Powerful 8-Word Statement that Defines Your Dealership

Does your dealership have a slogan that powerfully defines your mission and promise to your customers?

If not, then you need to create one as part of your marketing efforts. This 8-word statement needs to define what’s at the heart of your dealership. It needs to tell your customers why you’re unique.

Think of this statement as your dealership’s “brand”. It needs to tell people why your customer service is better than every other dealer’s customer service, and what you’re going to do for them.

It can be challenging to pack that into an 8-word statement. If you’re having trouble, then enlist your employees to help. You might be astonished at the clever slogans they can come up with to brand your business.

Photo © by Infusionsoft

Strategy #2: Establish Standards to Help Market Your Dealership

Does your dealership have standards for customer service?

Surprisingly, many don’t. But customer service standards set the tone for your store; they’re a promise to your customers that you’re going to take care of them and if you fail, they get compensated in return.

For instance, one Midwestern dealership makes the following promises to all their customers:

• Customers will not wait in line more than 5 minutes for a part.
• Customers will not wait on hold more than 2 minutes.
• Customers will always be greeted by name during checkout.

This is just a small sample of the standards they set in their store.  If anyone, from the owner to the employees, fail to uphold these standards then that customer get a free oil change next time they bring their equipment in for repair.

The biggest advantage to defining standards is that it helps employees see clearly what’s expected of them. Nothing is left “unsaid” or vague.

So how can you do all this? Well, good OPE inventory management software can make a dramatic difference in your dealership’s customer service. OPE software can help your team find parts quickly, check the status on parts or repairs, check on back orders, and allow you to easily look up customers to greet them by name.

This speedy, personalized service can help your team uphold the standards you’re setting.

Last Word…

Excellent customer service gets results. Taking actions like having a clear statement about your business and creating standards will help define your dealership and give your team clear directives to shoot for.

Why You Should Be Selling Online

By Ideal

Many OPE dealers don’t think they need to sell online. After all, would you really sell a snow blower or lawn mower over the internet?

Well, maybe, maybe not. But open up your OPE inventory management software sometime and take a look at how many parts you sold last month, and the month before. How would you like to increase those numbers by 25%? 50%?

It’s entirely possible to dramatically increase your parts sales, if you start selling them on your website.

It’s also important to realize this: if your competitors are selling parts online, then they’re taking market share away from you. Your customers are busy; if they can buy a part online and have it shipped to their door, they’re going to opt for that instead of driving around looking for it.

The Key to Successful Online Selling

The great thing about having an online store is that it’s working for you 24/7. You don’t have to be “open” to make money if you use the Internet. And the opportunity to earn additional income is incredible. But having a successful store for your OPE dealership depends on a few things.

1. Keywords

If you start selling parts or other items online, people must be able to find you. For instance, if you have a store in Kansas City and someone Googles “Kansas City lawnmower parts”, you want to make sure your dealership is on that first page of Google. So you need to choose keywords that relate to your business, and make sure your site, and your online store, are using them effectively, over and over again. Even if you need to invest in a search engine marketing firm that will help you improve your rankings, your increased sales might be well worth the investment.

2. Use Email Effectively

Hopefully you’ve been collecting your customers’ email addresses. Once your store goes live, make sure your customers know about it! Send them an email to let them know they can now buy parts online. You could also think about giving them a specific coupon code for 10% off their first purchase.

Email is also beneficial because it can go viral. That is, one of your customers may not need a part right now. But they know their sister, who lives 200 miles away, does. So they can forward that email to her to use. This means you just picked up a new customer who normally would have never come into your store.

That’s the power of the Internet.

Last Word…

Many dealers underestimate how much an online store could do for their business. But you can potentially increase your monthly profits by thousands of dollars, simply by putting up an online store and optimizing it with SEO. At the least it would make your store look more professional, and give your customers a more convenient way to shop with you.

What Is PR, and How Do You Implement a PR Program?

By Ideal

As an OPE dealer you might not think you need a Public Relations (PR) campaign. After all, aren’t PR campaigns used by giant corporations? Why would your dealership need one of those?

PR campaigns or programs are not slick, savvy marketing campaigns designed to “hoodwink” your customers. A PR program is just another term for a plan to show the public you’re part of the community. And yes, your dealership definitely needs one.

PR programs are much more than just advertising. It’s a multi-faceted approach to getting more exposure for your dealership, and getting people to know, like and trust you and your business. PR programs put a personal face on your dealership.

So, how do you put one together? Well, think of a PR program like a hand; there’s a wide base, and several different fingers reaching out. Your PR plan needs to have several “fingers” reaching out into the community.

Step 1: Send out Press Releases

A press release is nothing more than a one-page “announcement” you send out to your local newspaper or magazine to let them know of a potential story idea.

The key to getting exposure for a press release is to make it interesting from the editor’s point of view. All they care about is a good story; they’re not interested in just promoting your business.

What can you write a press release about? Anything at all, as long as it’s newsworthy and you can make it interesting. This is especially true if you’re doing good things in the community, like implementing a recycling program and safely disposing of oil in your business, or hosting a charity event.

Well-written press releases can get you a ton of free press in the newspaper and in the local news.

Step 2: Get Involved With Your Community

Are you on the School Board? Does your dealership host a Little League team? Do you collect canned food each December for your local food pantry?

Your dealership needs to be involved with your community on a personal level. This is a huge part of a PR program, but it takes advance planning.

For instance, if you want to collect food for your food pantry in December, then start planning in July or August. Send out a press release in early November so the paper can run the story before the collection begins.

It’s helpful to plan out an entire year’s community events so you can make sure you have all your bases covered.

You can use your OPE business software as a powerful marketing tool in your PR program. For example, you could send an email out to customers letting them know of the upcoming food drive (or other event) and invite them to come drop off donations.

Last Word…

A PR program is nothing more than a multi-faceted plan to get more exposure for your business. Just keep in mind what “PR” stands for: Public Relations. Focus on putting a personal face on your business; get involved with your community, and prove that you’re an integral part just like everyone else.

How to Use Social Networking to Grow Your Business

By Ideal

You’ve no doubt heard about how social networking is sweeping the world off its feet…including the business world. Everyone, it seems, from tiny home-based businesses to large, multi-national corporations are using social networking to get in touch with their customers and grow their business.

But how can you, as an outdoor power equipment dealer, use social networking to grow your business? And is it even worth the time?

Well, there are several ways that outdoor power equipment dealers can use social networking. And, it’s definitely worth your time if you do it consistently.

Why Invest the Time?

Because that’s where your customers, and your future customers, are spending their time. More people now use Facebook than Google. If you don’t have a Facebook page for your dealership, then you’re missing a huge opportunity to connect with your customers.

Social Networking is also very personal. It’s an easy way to reach out to thousands of people (for free), and develop a relationship. The more your customers, and your future customers, see your dealership’s name, and the more they interact with you, the likelier they are to spend money in your store.

How to Use Social Networking

Facebook should be the first social networking page you set up.

Start by uploading pictures of your dealership, and inviting customers to look you up on the site. Make sure there are incentives for them to do so; let them know you’ll be offering special coupons to all your Facebook fans.

If you’re having a hard time finding fans once you get your page set up, then try and find your city’s Facebook page (chances are, they have one). Once you become their fan, you’ll be able to see everyone else who is a fan of your local town. Invite them to become a fan of your dealership.

The goal here to continually grow your fan base. And it’s vital that you provide value to everyone who’s a fan of your Facebook page. So post quality articles you find online that will help your customers take care of their lawn, do interesting projects on their home, or shovel snow safely.

Using Twitter should be the same way. You can find Twitter fans by typing in your zip code, or becoming friends with other local businesses and then befriending the people on their list.

Twitter is a great way to stay “top of mind” with your customers. You have 140 characters to talk about whatever you want. But you can also post coupons, let customers know about upcoming sales and events, or even post helpful articles that your customers would be interested in.

Measuring Response

It’s important to realize that seeing results from social networking takes time, which is why many business owners don’t believe it works. They’ll focus on it for a month or two, and then give up.

The key is to keep going; social networking only works if it’s done consistently. This means spending time on it every week, at the least.

Social networking may seem overwhelming to many dealers, but focus on doing a small bit at a time. Remember, do it daily or weekly, and do it consistently. Social networking is a long-term growth strategy, not a way to “get rich quick”.

What Is Your Dealership Saying to Your Customer?

By Ideal

When was the last time you spent time analyzing how the outside and inside of your store looks?

Many dealers spend a great deal of time on this. Many more, however, don’t give it a second thought.  But if you want to make a positive first impression to your customers and keep them coming back, then you’ve got to realize that how your store looks says a lot about who you are and what you care about. And your customers are noticing.

If your dealership needs some sprucing up (inside or out), try using these tips…

The Outside

One of the worst things an outdoor power equipment retailer can do is to neglect the outside of their store, especially the lawn. After all, you’re selling lawn maintenance equipment. You need to spend time keeping your lawn looking inviting. Unkempt lawns send a very negative signal to current and prospective customers.

• Make sure the grass is cut once per week during the growing season.
• Create flower beds to add color and visual interest to the outside of your store. If you focus on planting perennials you’ll only have to make the investment once, as they’ll grow back each year.
• Lay down a thick layer of mulch to keep your beds tidy and moist all summer long.
• Make sure your dealership’s windows, and all signage, is spotless.
• Sweep the parking lot weekly, and make sure that all trash is picked up on a daily basis.

The Inside

Once you’ve got the outside spruced up, it’s time to focus on the inside of your store.

• Make sure that your shelves are dust-free. Customers don’t want to buy product they even suspect might be “old”, so make sure everything is kept dust-free.
• Many dealerships, especially ones located in older buildings, have terrible lighting. Customers want a store that’s bright, open and welcoming. If your store is dim, then make it your top priority to add additional lighting.
• Head over to Home Depot and take a close look at how they have their equipment displayed. Customers today are very savvy; well-put together displays sell far more than product that’s just jumbled or stacked on a shelf. Try to make your store look as “professional” as the chain stores.

The Checkout

You can also impress your customers as they’re walking out the door by having high quality OPE point of sale software. Quality software is not only convenient for your customers (since they get out the door faster), but it also allows you to track vital data like buying trends, lost sales, and your customers’ contact information.

Your dealership is constantly sending subtle messages to your customers. Invest the time in making sure that those messages are the right ones so that your customers keep coming back.

Are You Making These 3 Marketing Mistakes In Your Dealership?

By Ideal

Most OPE dealers know they need to be marketing themselves in some way. But, many owners rarely spend the time to learn how to market their store effectively. As a result, they end up wasting precious marketing dollars, and losing potential business. All because they’re making simple mistakes that can easily be fixed.

So, are you making these common marketing mistakes in your dealership?

Mistake #1: No Strategy

Do you have a marketing strategy for your dealership?

If you’re like most dealers, then the answer is probably “no”. This is one of the most common mistakes you can make with your marketing efforts.

Think of it this way: you wouldn’t start a business without a business plan, right? And you certainly wouldn’t head off on a road trip without a map.

Well, marketing your business is exactly the same. A marketing strategy is a road-map for where you want to go with your marketing, and a plan for what you want to achieve.

The Fix: Create a plan for your marketing efforts. Identify a goal first (like a 10% increase in sales this quarter), and then research a strategy for getting there.

Mistake #2: Living in the Past

Many dealerships don’t bother to gather their customers’ emails addresses. But, this is a huge mistake! Email is by far the cheapest and most effective way to communicate with your customers. You could be putting out a monthly newsletter filled with helpful tips and articles. This would keep you on your customers’ minds, and strengthen that level of trust.

The Fix: You can easily start gathering customer email addresses with your OPE point of sale software. Your employees can simply ask customers as they check out. You can motivate them to give their address by letting them know that you’ll be sending out special coupons and advance notice of sales (but make sure you follow through on this!). Email is also a very effective way to let customers know if there is a recall, or if there is warranty information they need to know about.

Mistake #3: No Idea How Much to Spend

It’s hard to know how much to spend on marketing. And, many dealers don’t create any kind of marketing budget at all. They simply do what they did the year before (like placing a radio ad in the fall and spring) and leave it at that.

But, just as you have a budget for your business, you need to create a budget for your marketing.

The Fix: Marketing is most effective when it’s done consistently. So, plan out a budget so you’re spending something each month to market your business. Most experts recommend that you spend 3%-5% of your total revenue on marketing. So, if you sell $1 million each year, then you need to be spending $30,000-$50,000 on marketing.

Last Word…

Marketing should be a vital part to any OPE dealership. If you’re currently making one (or all) of these marketing mistakes, then don’t worry! They’re easy to fix. Focus on creating a strategy, updating your marketing techniques, and planning out a budget that’s right for your dealership. These techniques will help ensure that you stay consistent with your marketing, and getting the most bang for your buck.