Data & Forecasts

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Snapshot of Pay & Compensation in U.S. Equipment Dealerships

EDA’s latest report — conducted every 2 years — provides a benchmark-type view into dealership compensation, commissions and benefits. This article highlights a sampling of the positions of interest to dealership managers.
The Equipment Dealers Assn.’s (EDA) Compensation & Benefits Survey questionnaire was revised in 2016 to include wage data relative to office/personnel staff, sales, parts and service departments. In total, more than 30 different job descriptions were analyzed in the survey report.
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Brand Loyalty Part 3: Farmers & Dealers Differ on the Direction of Brand Loyalty

Most dealers suggest a decrease in manufacturer commitment within their customer base, which can help or hinder business to an unprecedented degree.
In addition to surveying farmers, dealers were called to share their perceptions on brand loyalty, and similar to Farm Equipment’s 2014 results on the same topic, dealers and farmers disagreed more often than not on the level of customer loyalty to a specific manufacturer.
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Brand Loyalty Part 1: Most Farmers Still Loyal to ‘Their’ Brand

Like the results of the brand loyalty studies conducted in 2011 and 2014, this more recent survey again demonstrates that farmer brand loyalty is alive and well in the ag equipment business — and much of it is built on customer loyalty to the dealer.
Traditionally, farmers are known to be dogged loyal to and identify closely with certain “colors” when it comes to the brand of equipment they purchase. To emphasize the competitive nature of the farm machinery business, not too awfully long ago, it was common to see signs in dealerships that read, “Friends don’t let friends drive red tractors” or “green tractors,” whatever the case may be. It wasn’t at all unusual to hear farmers brag about the superiority of their preferred brand of machinery.
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