Ideal Invited as Software Provider for Dealer Resource Pavilion at GIE+Expo

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 Dealer Resource Pavilion at this year’s GIE+Expo. The expo takes place October 27-29, in Louisville, KY.

This year’s Dealer Resource Pavilion has expanded to include a dealer resource roundtable breakfast, internet café, dealer-only lounge, educational presentations, as well as a service department designed to help dealers turn their dealerships info strong profit centers. Ideal representatives will be on-hand to help educate dealers on ways industry-specific software can streamline their entire service department, as well as all other areas of their business including inventory control, customer management, sales & invoicing, accounting, purchasing, and reporting.

“The Dealer Resource Pavilion has grown to be one of the main attractions at the GIE+Expo and we are honored to participate in such a great educational resource for OPE dealers,” said Greg Carradus, sales and marketing manager of Ideal Computer Systems. “This is the perfect opportunity for dealers to learn best practices for building a profit-generating service department and how business management software can simplify the process.”

Bob Clements International, regarded as one of the top consulting firms for OPE dealers, is once again heading the event. Joining Ideal as pavilion sponsors are ARI, Briggs & Stratton, Cub Cadet, Gravely, Heftee, Husqvarna, Lista, North American Equipment Dealers Association and Stihl.

“Our number one goal at the GIE+Expo is to show dealers what their Parts and Service Departments would be like if they stepped back and looked at them differently,” said Bob Clements, president of Bob Clements International. “Having a good business management system along with the right organization and good processes will take their dealership to new heights in profitability.”

In addition to the Dealer Resource Pavilion, dealers may also view Ideal’s software and speak with company representatives in booth #380 at the GIE+Expo.

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About Ideal Computer Systems, Inc.:

Ideal Computer Systems, a product of Constellation Dealership Software, is recognized as the leading provider of business management software for Outdoor Power Equipment dealers. With 26 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

Ideal and Bob Clements Help Streamline Service Process for OPE Dealers

With the busy season in full swing for Outdoor Power Equipment dealers, it’s essential to have their service department well-organized so units can come through their shop as quickly and efficiently as possible.  Ideal is aiding in that process with a new feature that allows dealers to color-code work order statuses.  When combined with Bob Clements’ color-coding ribbon scheme for equipment repairs, dealers can dramatically streamline their service process and get repaired equipment out to their customers with a quicker turnaround time.

Clements and Ideal’s Lead Trainer Dave Baumgarten educated Ideal users on this process, as well as other ways to create a high performance dealership, at a recent Ideal training seminar in Orlando, FL. 

Clements recommends that dealers devise a color-coding ribbon system to help differentiate between pre-diagnosed equipment, diagnosed, waiting on parts, parts received, waiting for customer approval, completed, and dispose.  This color-coding system can then be selected for the same work order statuses in the Ideal software so both counter people and technicians can be on the same page.  This process can also help dealers bring more money into their shop.

“Many dealers have given up the thought of having a profitable service department,” said Clements.  “We know with the right processes and a good business management system that great profits should be not only possible, but expected.”

“Adding colorization to the status of an order gives both end users and managers the ability to quickly identify which jobs and how many jobs are at what stage of the service process,” added Baumgarten.  “This can be done without analyzing reports or looking through each job to determine its current status.  It also allows for the service manager to quickly adjust the department’s resources, as appropriate, to insure an efficient operation. As they say, a picture is worth a thousand words!”

For more information on how Ideal can help streamline not only the service process, but also inventory control, purchasing, bookkeeping and overall business management call 800-737-1620 or visit www.idealcomputersystems.com to request your free info kit and demo CD.

What OPE Dealers want Account Representatives to Know

Ideal recently spoke with Anna Dattalo, co-owner of A & B Outdoor Equipment in Nederland, TX, to get a better understanding of how dealers interact with manufacturer sales reps and what they expect when a rep walks into their business.  Read on to learn what Anna’s advice is for any account representative walking into their business…

Ideal: What is your background? What do you do?

Anna: After college I started in the computer industry in 1965.  I have worked for NASA on the Apollo project, Exxon, and recently retired from teaching in the IT department at the local college.

I am married to Barry who is the owner of A & B Outdoor Equipment.  I do not have an official title. If I did it might be “Jack of all trades”.  I mainly do the financials otherwise I do whatever my daughter Annette tells me to who is the GM.  I did go to service school many years ago but I do not spend any time in the shop.

Ideal: How long have you been in business?

Anna: This April will mark 29 years with A & B.  Initially we bought an existing business that had been here for 18 years prior.  We changed the name to A & B (Anna & Barry) to help us get to the top of the yellow pages.

Ideal: As a dealer, how many different account representatives do you work with?

Anna: With all the wholegoods and parts it is approximately 15 account reps.

Ideal: How often do you meet with account representatives?

Anna: If I could average it out I would say twice a year.  There are some reps that are more frequent with once a month and some are less with once a year.

These days with internet, texting, and email it is not necessary to meet as frequently.  It does not make sense for a rep to come in and stand in line behind customers for a simple request or response.  When reps come in unannounced they will wait in line behind customers because they know that customers always come first.

Ideal: Do you need to prepare before an account representative comes to see you?  Do you expect a call ahead of time?

Anna: Usually there is no need to prepare for a rep ahead of time.  I do prefer a call. Some reps are good about this and others just walk in.

Preparation or scheduling is necessary for annual orders, spring orders, or new equipment demos.  Normally a rep will send something ahead of time so we can prepare.  Equipment demos have been popular recently in the last couple years with handhelds, four-cycle engines, and new technology entering the industry.

Ideal: How long have you used Business Management Software?

Anna: It has been a long time and you will have to check your records to get the exact date (January 7^th, 1987).  We were the second dealer to get software from Ideal Computer Systems.  With DOS we learned to crash it more frequently than we had it up.  Prior to having software, the inventory system was on index cards; there were tons and tons of cards.  We decided that we needed to computer everything to become more efficient.  We searched and searched for software but could not find anything that was industry specific.  Later that year Barry was in Louisville at a trade show and discovered Ideal.  Within 6 months we were on a plane to Cedar Rapids to have Dennis (Ideal’s president at the time) give us a demo.  We will never change from Ideal.

Ideal: How has having Business Management Software positively impacted your business?

Anna: Everything is available in Ideal that we will need.  With the reports, it practically makes decisions for us.  For example, when reps come in to check inventory it is a very simple task.  It would have been an impossible task to keep up with the work without Ideal even with personal computers and spreadsheets we have today.

Ideal: What features in Ideal help you when interacting with account representatives?

Anna: Inventory, inventory control, listing parts or wholegoods, and work orders.  Work orders give good data when asking reps for help with the technical assistants.  It helps to make rep aware of it as well as the technician.

We have shown some of our reps how to run inventory reports and they come in and do it without assistance.

Ideal: What characteristics make a good account representative? 

Anna: First and foremost they need to be knowledgeable about their products and the company they are representing.  Second, someone who is very aware of retail business and all of its opportunities.  A rep needs to be on our side.  They are the go between the big manufacturer and the small business.  They need to represent their company but have us in their heart and look out for our best interest.  There are some reps out there that have become our personal friends over the years.

Ideal: How do account representatives help you most in running your business?

Anna: Probably being the one contact for the manufacturing company they can get us information in a timely manner and understand our needs.  Being able to communicate in a timely manner.

Ideal: What characteristics would you like to see account representatives improve on?

Anna: When there is lack of communication.  When you don’t hear from them in a timely manner.  More than anything when they are not knowledgable of their own product.  They are “problem children”.  They do not last long.

Ideal: How would you classify the account representatives that come into your business?  What is their motivation when dealing with you?

Anna: Hopefully motivation is to help us be more successful.  I want that to be their motivation.  There are reps that are part of the family, when they change companies you know you are dealing with a good person.  There are some young guys that are learning the ropes and sometimes they tend to move around learning themselves and figuring out their career.

Ideal: If you could give account representatives one piece of advice, what would it be?

Anna: Listen to your retailers.  In turn listen to what the customers need and want.  Help with cost control, and efficiency.  When a dealer expresses concerns, suggestions, pass them along to upper management.

Dealers Vote Ideal as 2010 Power Equipment Trade Dealers Choice

Ideal Computer Systems, the leader in Business Management Software for Outdoor Power Equipment dealers, received the Power Equipment Trade Dealers Choice Award – Business Services Product for its newest version, Ideal 7.1, at the 2010 GIE+Expo in Louisville, KY. Votes were cast by hundreds of outdoor power equipment dealers both online and at the expo.

“We are extremely pleased and excited to have received this award,” said Ideal President Dennis Haefner.  “It is quite an honor. Our employees should be proud of what they are doing to help Ideal’s customers.  It’s because of the quality effort and service our employees put forth in helping dealers that makes Ideal the dealers’ choice. I want to thank everyone who took the time to vote for us. We look forward in continuing to provide this top level of service to our dealers.”

Ideal 7.1, the newest and most powerful version of business management software offers the latest in cutting-edge technology and helps Outdoor Power Equipment dealers gain full control of their inventory, service department, customer service, pricing, purchasing, bookkeeping, and overall business management.

With 25 years of experience in offering the best in training, support, and consulting, Ideal has helped thousands of OPE dealers achieve maximum results. Ideal’s software development is influenced by dealers in the industry and is an invaluable tool that improves efficiency and boosts profits in all areas of an OPE business.

For more information on Ideal 7.1, call 800-737-1620.

Meet Members of Ideal Computer Systems at the GIE+Expo

Outdoor Power Equipment dealers and manufacturer reps, who are attending next week’s GIE+Expo in Louisville, KY, make it a point to visit members of the Ideal Computer Systems team. Ideal personnel will be located in booth #290 and also in the High Performance Parts and Accessories Department. We’d be glad to meet with you face-to-face and discuss ways Ideal’s business management system benefits the industry.

Those in attendance include:

Greg Carradus – National Sales Manager
Julia Abu-Nameh – Account Representative
Rick Merritt – Account Representative
Andrew Neverman – Account Representative
Terry Walztoni – Systems Analyst
Dave Baumgarten – Lead Trainer
Troy Simon – Trainer
Erin Zein – Marketing Coordinator
Pam Kraus – Software Documentation Specialist
Neil Santos – Strategic Partner Representative
Josh Hall – Strategic Partner Representative

We look forward to seeing you!

How to Use Customer Service as a Marketing Tool

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

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?

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.

What Is Your Dealership Saying to Your Customer?

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?

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.