Dealer Perspectives – Tools for Today’s Ag Equipment Dealerships


This article is Part 2 in a two-part series.

Randy Tye has spent his entire career in the agricultural equipment industry, working in various sales and management positions and with major equipment OEMs. Tye recently brought his industry expertise to the Iron Solutions sales team.

The shock waves due to the global pandem­ic haven’t been lost on the agricultural sector. Supply chain issues, short stocks of new equip­ment, and record demand in all segments are just some of the issues dealerships have had to face over the past several months.

Randy Tye, who served as vice president of inventory management for Mazergroup, dealt with these issues first-hand. Overseeing the largest New Holland dealership group in North America, one that encompassed 18 lo­cations and more than 300 employees across Manitoba and Southeastern Saskatchewan, Tye noted a significant shift in how customers were purchasing equipment. He needed his salespeo­ple to pivot to those changes.

“What we really learned is that we need to be looking further down the line for equipment to sell,” Tye says. “Salespeople need to think about what their customers are going to need a year from now. That long-range forecasting includes new and used equipment, as well as parts. Very few are going to a lot just to buy a new tractor.”

“We started putting more emphasis on pre­selling, even in the parts and services plan­ning,” he says. “We were making sure we were reaching out to people because during COV­ID especially, there was little to no face-to-face interaction.”

That’s a lot of information to process, and it can be overwhelming, especially in a dealer­ship group with such a large footprint. Tye says software that manages both the customer rela­tionship portion of the business and managing dealer inventory is critical. And both need to be integrated to work together.

Customers can search for equipment across the region, or around the globe, all from the comfort of their desks. Dealers need to know what inventory is available, and current price trends, in order to meet a customer inquiry.

While this isn’t necessarily a new phenome­non, the speed at which these transactions take place has changed. It’s no longer a few phone calls or checking with several dealerships, a process that could take hours or even days if the right person doesn’t answer the phone. To­day, it’s getting on a computer or smartphone to check inventory, review prices, and write an offer.

A system for dealers

IronHQ® is a complete quoting, inventory management and CRM engine.

Tye implemented IronHQ into Mazer­group’s dealerships. IronHQ is a unique Cus­tomer Relationship Management software and salesforce management platform tailored to serve agricultural equipment dealers, especial­ly those with multiple locations.

Here’s how it works. It’s a cloud-based sys­tem that provides total visibility, allowing deal­ers to manage both customer and equipment lifecycles. Dealers can monitor the entire sales pipeline, from leads to revenue. Sales teams have real-time information that can help iden­tify trends, improve sales processes and ensure accurate inventory management.

Tye says one key value of the system is the ability to generate a quote quickly and accu­rately. “Instead of a quote going across sever­al desks, it can be shared instantly. That’s espe­cially useful if a salesperson is working remotely. Because we cover such a vast geographical area, we would be hard-pressed to do it any other way than online.”

Working with customers can get complicat­ed, especially when working remotely or across several dealerships. Consider a salesperson jug­gling information that can include: a new man­ufacturer’s program, updated discounts and in­centives, trade allowance, reconditioning costs, warranty information, and transportation costs. Leaving out one or more of these critical pieces of information can be detrimental to the sales process and a transaction’s profitability.

As a central depository of all sales data, Iron­HQ can accurately develop a sales quote. “It does all the calculations instantly. It’s faster and more accurate because we can pull all our rel­evant information without having to enter it manually,” Tye says.

In addition to the customer’s name, IronHQ can also track equipment records. For exam­ple, at trade-in all relevant information about the machine is in the system, so an apprais­al can be done without the need to start from scratch. “Having a database that can track cus­tomer equipment can also allow the salesper­son to track down hard-to-find equipment so we can alert our customer to possible buying interest,” Tye says.

Built for the industry

With more than four decades in the indus­try, Tye has seen a lot of systems come and go. His main beef? Systems developed without the ag industry’s input. “I’ve been to demonstra­tions where the CRM software couldn’t differ­entiate between a precision drill for seeding or a drill for making holes in the wall,” he says. “It’s critical these systems are developed with the ag dealership in mind.”

So, when using the system to send out emails to customers, they are on point. The menus and interfaces are a seam­less addition to any ag dealership. “It’s impor­tant that any tool work, and IronHQ is a valu­able tool that works for ag dealers.”

Article Written By Mark Moore

MARK MOORE has more than 30 years of experience in agricultural communications. His work has appeared in numerous publications, including Successful Farming, Progressive Farming, Farm Industry News, Corn and Soybean Digest, Hay and Forage Grower, No-Till Farmer.


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