I began writing a regular column in 2009 under the banner “Planning for Profits,” which focused on ways progressive farm equipment dealers can improve their bottom lines. In early 2012, the editorial focus changed to “Technology for Profits” — that is how dealers can and should use technology profitably. This list responds to dealers who have asked for copies to previously published articles.

These 45 articles are grouped into several high-level topics (Productivity, Business Systems, People) and departments (Sales, Marketing, Parts & Service). All of these articles are available on the Farm Equipment website.

Productivity — Personal & Business

• Why The Big Switch from PCs to Tablets? (July/August 2014) — Explains the use of tablets at dealerships to more easily share information, access data and the Web, train staff and customers and to run specific applications.
• Smart Uses for Smart Phones in a Dealership (April/May 2012) — Use a smart phone in service for better application rate, in parts for parts manager productivity and better customer satisfaction, and in sales for increased close rate and higher gross margins.
• 10 Simple Tricks to Make You More Productive (September 2013) — Provides tips on cell phone use, Web access and search, office software and digital cameras.
• Building an Interconnected, Knowledge-Based Dealership (July/August 2012) — As customers leverage precision farming, profitable dealerships are using knowledge-based products and services to interconnect applications among their communications devices (phones, computers, tablets, etc.)
• Simple Technologies to Increase Staff Efficiency (October/November 2012) — Shows significant productivity improvements from the use of dual-monitors and hands-free headsets.

Business Systems & Information Technology

• 10 Things to Ask Your Business System Supplier (January 2015) — Specific questions in parts & service, sales processes & marketing, and wireless or remote capability to improve the return on your investment.
• Using Technology to Connect & Collaborate (January 2014) — Five specific examples of how innovative dealers use technology demonstrate the benefits of connection and collaboration.
• Are You Using Your Business Software Profitably? (June 2012) — In all departments for faster and more efficient communication, in service to reduce work in process, and in parts for faster inventory turns and improved fill rates.
• Upgrade Your Fleet Management Technology (September 2012) — Real life examples and software for better asset management, security and employee productivity.
• Make your DBS More Productive (January 2013) — Examines why most DBS (dealer business software) are underutilized, and how to improve productivity with no additional investment.
• Technology to Exceed Customer Expectations (October/November 2013) — Provides actual examples of how dealers are using leading edge technology to make their customers’ work easier — and their own. Examples: 1. Texting for parts availability, 2. Live chat website monitoring, 3. 5-minute email response time, 4. Live and GPS-based job scheduling.

Sales

• Using Technology to Sell Technology — Profitably (March 2012) — First in a “Technology for Profits” series that shows bottom line benefits of selling the 3 ‘P’s —Productivity, Profitability and Personal Connections — of technology.
• Why Add or Drop Product Lines (September 2009) — To Add: margins, diversification, penetrate accounts. To Drop: focus, poor total returns, redundant products, as well as best practices with additional products.
• Equipment Rental Programs: Are They Worth It? (March 2010) — Examines why farm equipment dealers should establish a rental department and the risks and rewards of doing so.
• Territory Management vs. Account Management (June 2011) — How to segment prospects by volume, managing sales people and analyzing and organizing your sales department.
• The Link Between Sales & Absorption (October/November 2011) — High performing dealerships have strong processes and actively sell service. Three characteristics of high performing dealers are: 1. Strong consistent sales management; 2. Accountability by customers/prospects; and 3. Balanced sales mix (represented by strong absorption).

Marketing

• How Farmers, Dealers Adopt New Technology (June 2014) — Concepts from hybrid seed corn adoption help identify innovators, early adopters, etc., both for your customers and your employees.
• Social Media: ‘Colossal Waste of Time!’ or Future of Marketing? (March 2014) — Provides real data on who and how much social media is used by farmers, and what it means for your marketing programs.
• Fight Tech with Tech, But Add a Personal Touch (October 2014) — How to compete vs. on-line competitors. 1. Use your own “disrupting” technology, 2. Create a WOW experience, 3. Decode what your customers really want — then do the little things well.
• What is CRM and Why Should You Care (July/August 2013) — This modern tool is the state of the art to increase the productivity of the entire dealership, and will be effective only if implemented totally and to record every customer contact.
• Use ‘Smart Software’ in Your Marketing (March 2013) — Ways to increase traffic to your website (key words, links, content) and use of QR codes to link from ads to your site and download literature.

Parts & Service

• Automating the Service Department of the Future (February 2015) — With the importance your shop puts on customer satisfaction and your bottom line, there are several technologies in place or just around the corner for you to consider.
• How Technology Affects Your Parts-to-Labor Ratio (September 2014) — Selling parts through the shop is an important driver of profitability. Technology is decreasing the traditional rule of thumb from $1:$1 and this article explains why.
• Using Service Scorecards to Improve Absorption (October/November 2009) — Examples of a 5-point scorecard for technicians that can also be used by the service manager.
• Parts & Service: Where the Profits Are (February 2010) — Provides productivity benchmarks for 5 critical variables — revenue growth, financial performance, employee productivity, asset turns and customer satisfaction. It was also part of a special Issue on parts and service.
• Hard Data + Soft Skills = Improved Absorption (October/November 2010) — Examines hard and soft skills needed in each of three drivers of better absorption — revenue, gross margin and expenses.
• Benchmark Your Service Personnel Costs (March 2011) — This article explores the ratio of technicians to overhead staff, overhead and staff costs and correcting high overhead costs.

People & Organization

• Technology at the Intersection of People and Business (February 2014) — Looks at how to use technology to compensate for the learning disabilities common to many technicians or the attention deficit disorder typical of some sales reps.
• Expanding Successfully: It’s All About Talent (June 2010) — The biggest driver to success in a growing dealership is the leverage of good people. The dealer-principal role will change with growth in the number of locations.
• Strong Store Managers or Centralized Structure? (February 2011) — What are the skills needed to run a large single location or a branch, and what’s the impact of centralized functions in a multi-location dealer? What’s the span of control?
• Are You the Employer of Choice or of Last Resort (April/May 2011) — There are four factors for attracting and keeping good employees — motivation around vision, expect the best, measuring then communicating and recognizing — the right way.
• Dealership Training: Part I — Measuring Its Effectiveness (January 2012); Part II — Drive an Effective Process (February 2012) — Measure training as an investment as with other capital investments, i.e. ROT = Return on Training. Do a “Needs Analysis” and set objectives for training, then evaluate learning, changes in behavior and business results.
• Your Words are as Important as Your Actions (April/May 2013) — What is the difference between using “Mechanic” vs. “Technician?” What does it say if your sales reps can’t use a smart phone? Do your technicians and parts counter people use technology themselves?

Strategy & Growth

• Are You Ready for the 2nd Machine Age (April/May 2014) — Horsepower is increasing, but information technology is increasing exponentially. Those who appreciate the speed of change and can adapt will harness its power to their benefit.
• Challenges & Opportunities of Expansion (April/May 2009) — Scale advantages for customer service, investment in training and facilities, and attracting skilled managers. What are the risks of stretched management and real reduction in costs?
• How Top Performing Dealers Prepare for a Down Cycle (June 2009) — Options: reduce costs, increase gross profits or a combination of these. This article presents ideas for these and benchmarks for productivity.
• How to Determine the Value of Your Store (July/August 2009) — Looks at base economic value vs. “blue sky,” valuing intangibles, discount for lack of marketability and what measure and methods to use.
• Dealer Consolidation: A Year of Changes (April/May 2010) — Updates on changes in large dealers and the pace of consolidation by brand and starts regular updates to “Dealers on the Move.”

Benchmarks & Budgeting

• Benchmarking the Best: How Top Dealers Compare Their Performance (February 2010) — Why and how to set and use benchmarks, especially for expense control.
• Beyond Budgeting: How Successful Dealers Forecast (July/August 2010) — Consider all revenue sources and influences, know your customer and set sales targets and plan for profits, which means expense targets.
• Why Use a Financial Model? (July/August 2011) — Use a financial model to adjust to the reality of changes in market, and benchmarks for margins and expenses in all departments.