Bobcat Advantage Makes the Sale w/ Steve Helline Bobcat of Wooster / Spring Issue 2012

PB BoBcat's Pajamas Spring 2012 1

SPRING 2012 • Volume 47, ISSue 2

Pajamas W h at ’ s I n s I d e : • New Bobcat Attachments

• BobQuote Mobile App

• How To Run A Sales Blitz

BoBcat advantage MaKeS tHe SaLe

Bobcat of Wooster utilizes Bobcat advantage videos in its sales strategy

W e C o v e r e v e r y t h I n g I m p o r t a n t

2 BoBcat's Pajamas Spring 2012 3

Editor’s NotESpring is here, and that means Bobcat® equipment is in demand for digging, pushing, lifting and all that goes into spring jobs. This issue of Pajamas is full of information to keep you in the know so you can sell more and capitalize on the buying season.

Bobcat Advantage videos are now available for attachments as well as compact excavators and compact track loaders. Read on to learn of one

dealer’s approach to using the videos in every sales interaction he has and how he’s making his sales process — from initial conversations to closes — easier.

In another article, hear how dealers are filling the pipeline with leads from sales blitzes. Since spring is a great time to hit the streets and generate leads for your dealership, the article is chock full of tips, ideas and strategies you can implement for your next sales blitz.

Opportunity with beef cattle production is flourishing right now. If you’re not identifying this customer in your territory or don’t understand his needs and tendencies, this issue has an article with all the details so you can start building relationships in order to become his brand and dealer of choice.

Read on for all these stories as well as information on exciting new products from Bobcat Company, information on the importance of succession planning, an impressive new tool from AdCenter and more.

Continue to send your story ideas and pictures to [email protected].

We appreciate hearing from you.

Enjoy the issue.

Brianne Hill, Editor

CoNtENts

PajamasWe CoveR eveRyTHiNg iMpoRTANT

Bobcat’s Pajamas is published by the Bobcat North American Marketing department for the network of Bobcat dealers handling the world’s leading line of skid-steer loaders, compact

excavators, compact track loaders, all-wheel steer loaders, mini loaders, VersaHandler® telescopic tool carriers, Toolcat™ utility work machines, utility vehicles, compact tractors

and a variety of job-matched attachments and implements.

VolumE 47; IssuE 2

Address: Bobcat Company, 250 East Beaton Drive, West Fargo, ND 58078-6000 Phone: 701-241-8700

Visit our public website at www.Bobcat.com.Visit our secure dealer website at www.BobcatNET.com.

For story submissions, email us at [email protected].

Bobcat® and the Bobcat logo are registered trademarks of Bobcat Company in the United States.

ProduCts

New MX AttachmentsNew attachments and upgrades make Bobcat’s attachment line up even better

Sonic Tracer/Slope Sensor KitLearn about the compact industry’s first integrated automatic grade control solution

New Mobile AppBobQuote app makes dealer efficiency even better

Bobcat Advantage VideosBobcat of Wooster recommends adding this technology to your sales toolbox

New Bobcat Advantage Attachment VideosNew videos make showing the benefits of Bobcat attachments even easier

Competitive ComparisonTake a look at Caterpillar’s new E-Series mini-hydraulic excavator

2012 Light Construction Product LineupBecome aware of the revamped 2012 line of light construction products

Succession PlanningLearn how to begin thinking about a succession plan

Blitzing For BusinessHow can your dealership operate a sales blitz?

Beef Cattle MarketImprove your skills on reaching this important market

AdCenter StudioCreate your own marketing material with this brand new tool

Performance ClubWho is leading the way in Bobcat Sales and are you following their best practices?

Dealer HappeningsSee what’s happening at other Bobcat dealerships across the country

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Welcome New Doosan Dealers!

u Bobcat of RichmondAshland, Va.

u Novia Industries LLCOscala, Fla.

EdItor’s CorrECtIonThe last issue of Bobcat’s Pajamas featured Metro Bobcat in Gaithersburg, Md.,

selling the Bobcat T650 compact track loader over Kubota’s SVL75. Metro Bobcat’s dealership name was listed incorrectly (as Bobcat of Gaithersburg) in the issue.

PCF34 and PCF64 Plate CompactorsTwo new Bobcat® flat-top plate compactors expand the use of Bobcat M-Series excavators in trench backfilling applications. The PCF34 and PCF64 replace the PC30 and PC60 plate compactors for greater efficiency and safety while compacting trenches. Mounting changes to the top of the plate compactor provide new compatibility for the E80, and will allow for the future implementation of an Attachments Plus program for excavators.

Promote these features of the PCF34 and PCF64:• Changes to the top of the plate compactor include the use of a bolt-on

breaker cap instead of a dedicated X-Change™ mounting system. • Mounted at the end of an excavator arm, the plate compactor attachment

provides more powerful compaction force than a hand-operated compactor and reduces the need for a worker in the trench.

• The PCF34 is compatible with the Bobcat E32, E35, E42, E45, E50 and E55.• The PCF64 is compatible with the Bobcat E55, E60 and E80.

CompaCt ExCavatorsNew MX AttachmentsNew attachments and upgrades make Bobcat’s attachment line-up even better

Sonic Tracer/Slope Sensor KitLearn about the compact industry’s first integrated automatic grade control solution

New Mobile AppBobQuote app makes dealer efficiency even better

Bobcat Advantage VideosBobcat of Wooster recommends adding this technology to your sales toolbox

New Bobcat Advantage Attachment VideosNew videos make showing the benefits of Bobcat attachments even easier

Competitive ComparisonTake a look at Caterpillar’s new E-Series mini-hydraulic excavator

2012 Light Construction Product LineupBecome aware of the revamped 2012 line of light construction products

Succession PlanningBasdfasdfafasfadsfasfdfaf

Blitzing For BusinessHow can your dealership operate a sales blitz?

Beer Cattle MarketImprove your skills on reaching this important market

AdCenter StudioCreate your own marketing material with this brand new tool

Performance ClubWho is leading the way in Bobcat Sales and are you following their best practices?

Dealer HappeningsSee what’s happening at other Bobcat dealerships across the country

Spring 2012 3

Standard-Duty Smooth Bucket

Standard-Duty With Teeth Bucket

Severe-Duty With Teeth Bucket

Class 3 and Class 4 BucketsBobcat has the largest variety of buckets available, and the trenching lineup is stronger than ever with design upgrades and new additions that improve productivity and enhance versatility.

Benefits of class 3 and class 4 X-Change buckets:• The new optional smooth lip

bucket allows for safer digging around gas lines and other sensitive utility placements.

• Standard-duty buckets now have a dual-radius bowl design that provides reduced packing when digging and excellent cleanout when dumping.

• The standard-duty and severe-duty buckets feature weld-on teeth for improved cutting performance and increased. reliability in all digging conditions

• Scalloped side plates and horizontal wear bars improve digging performance and wear characteristics.

Class 3 buckets:• Smooth lip buckets are available

in widths of 12, 18, 24, 36 inches• A new 12-in. standard-duty.

bucket replaces the 13-in. bucket. • Standard attachment with the

E32, E35 and E42.• Standard-duty buckets available

in widths of 12, 16, 18, 20, 24, 30, 36 inches.

• Severe-duty buckets available in widths of 12, 16, 18, 24 inches.

• A new 16-in. severe-duty bucket adds versatility, plus extra gusseting and wear plates.

Class 4 buckets:• Smooth lip buckets are available in

widths of 12, 18, 24, 36 inches.• Standard attachment on the E45,

E50, E55 and E60, and optional on the E42.

• Standard-duty buckets available in widths of 12, 18, 24, 30, 36 inches.

• Severe-duty buckets available in widths of 12, 18, 24, 36 inches.

• A new 18-in. severe-duty bucket offers more capacity, plus extra gusseting and wear plates.

NEw attachmENts for

Class 3 and Class 4 buckets are now a platform build. With a platform build, the bucket shell is the same across the class but to meet the needs of the job, bolt-on side cutters are added to the smooth lip buckets, weld-on teeth are added to standard buckets, and side gussets and an internal gusset (18" and larger) is added for severe-duty buckets.


New Mobile App Now AvAilAble

Dealer connectivity and productivity continue to be important to Bobcat Company because we understand dealer efficiency is critical to success. To be efficient, you need the right tools, which is why Bobcat Company is launching another mobile application (app) for Bobcat dealers.

BobQuote is now available in a mobile app format for the Apple iPad®. With this app, dealers can create quotes for customers more quickly and efficiently and while outside of the office. This launch comes on the heels of the Delivery Report mobile app, which went live earlier this year.

On-the-go quotesThe BobQuote app represents the beginning of a transition where dealers are less dependent on laptops and desktop computers

for operational tasks like quoting. Since the typical sales specialist is in the truck or out with customers a significant amount of time, the ability to produce quotes from remote locations provides convenience and efficiency for the dealers as well as overall value and satisfaction for the customer.

FunctionalityThe mobile BobQuote app will function similarly to the desktop version of BobQuote. To help facilitate the transition, the mobile app will automatically sync quotes between the iPad app and the desktop application. With the new mobile app, dealers will notice some design changes that improve usability and functionality.

Availability The BobQuote and Delivery Report apps are available for download at the Bobcat Dealer App store: http://dealerapps.Bobcat.com

BobQuote app for increased efficiency

ProduCtsProduCts

Sonic Tracer / Slope SenSor KiTYour loader customers need to be precise yet productive in all types of terrain. The sonic tracer/slope sensor kit for Bobcat® grader attachments gives M-Series loader operators accurate automatic road grading capabilities for their hilliest jobsites.

Alternative grade controlThe new Bobcat sonic tracer/slope sensor kit is the compact industry’s first integrated automatic grade control solution, providing M-Series loader operators many of the same capabilities as large road grading equipment for rough and finish grading. Partnered with the deluxe instrumentation panel, the grade control system is engineered to follow the contour of nearly any terrain, and eliminates the need for a control panel on the grader attachment.

The sonic tracer/slope sensor kit offers customers an alternative method of automatic grade control on jobsites not suited to lasers. Where usage of a laser requires a flat plane on the jobsite, using a sonic/slope setup allows operators to maneuver up and down hills while still achieving the correct slope. Your customers will increase productivity and precision on jobsites that feature hilly terrain such as certain types of road construction and site development that can include golf cart paths and biking and nature trails.

Justin Odegaard, Bobcat attachment product specialist, says the greatest operator efficiencies to be gained with Bobcat’s sonic tracer/slope sensor kit include projects graded with a string line, matching an existing surface or a previous pass, and following existing curb and gutter. “Often, a large road grader will use a sonic/slope system to do the final pass before concrete is poured, and the concrete machines will use the same string line when pouring,” Odegaard says.

Accurate incline solutionsMuch like a laser grading system, the sonic tracer/slope sensor kit provides contractors more accurate results with manual and automatic solutions by using four sensors mounted on the grader attachment. The mainfall and rotation sensors help correct grading up and down inclines, and ensure accuracy when the blade is angled versus straight.

The sonic tracer is suspended off either side of the grader blade to maintain a precise distance between it and a pre-determined reference point at all times. The slope sensor adjusts the opposite side of the grader to retain a consistent slope that has been preset by the operator. The Bobcat sonic tracer/slope sensor kit allows operators to produce a consistent grade, with no high or low spots, and keep the base within +/- 0.2 inches or 0.1 percent grade. The combination of these four sensors offers a variety of operational modes, including full automatic, partial automatic and full manual override. Operators also have the ability to turn off the sonic tracer and still have automatic cross-slope capabilities.

Deluxe instrumentation panel integrationThe Bobcat sonic tracer/slope sensor kit offers a unique operational advantage. Unlike other existing sonic and sensor technologies contained in a separate control box typically located on the grader attachment, Bobcat’s sonic tracer/slope sensor kit controls are built into the deluxe instrumentation panel on M-Series loaders. This integration allows operators to make adjustments without ever leaving the cab.

The deluxe instrumentation panel displays real-time information on actual versus target slope. To increase ease-of-use and efficiency, all settings for the sonic tracer distance and slope are completed on the panel, including the ability to:• Offset (move up or down) the sonic tracer distance.• Perform a reverse grade (one button allows

the transition from positive to negative slope percentages, and vice versa).

• Turn the sonic tracer off and still have the slope sensor run automatically, allowing the operator to control one side of the blade manually and have the other side move to maintain the desired slope.

• Operators who have optional Selectable Joystick Controls also have additional advantages as the sonic offset and grade changes can be made without taking their hands off the controls.

Be in the KnowTake the Bobcat University Course to Learn More

The iT4 Implementation course is available on Bobcat University. It is a prerequisite to participate in the upcoming May Dealer Call-In (DCI), so don’t delay passing this course. It will help you understand the following:

iT4 impact on Bobcat machines so you can identify and describe the:• Effect of 2012 federal emission regulations

on Bobcat compact equipment

• High-pressure common-rail (HPCR) fuel systems that were added to 700 and 800 frame-size loaders for iT4 in 2012

• After-treatment systems that were added to 700 and 800 frame-size loaders for iT4 in 2012, including: - Diesel oxidation catalyst (DOC) - Diesel particulate filter (DPF)

• Importance of using API CJ-4 rated engine oil

• Importance of using ultra-low-sulfur diesel (ULSD) fuel

• Positive crankcase ventilation (PCV) filter purpose

Features and benefits of the new machines, including these improvements:• 800 frame-size breakout force and lift force• How ECU optimizes performance • Selectable Joystick Controls (SJC)• Horsepower Management (HPM) • SJC drive response • Improved hydraulic control valve for

M-Series loaders • Auto idle • M-Series deluxe panel

Spring 2012 5

iPad® is a registered trademark of Apple, Inc.


tools in your hand to make your job easier

ProduCts ProduCts

Easier sales, natural closes and more credibility. That’s what Steve Helline, sales specialist at Bobcat of Wooster (Leppo Rents) in Wooster, Ohio, is experiencing as a result of building the Bobcat Advantage videos into his sales process.

“The videos are objective and make the machine comparisons easy for customers to understand,” says Helline. “The customer can absorb the material at his own pace and in his timeframe,” he says, something he’s finding customers prefer more and more often. “Instead of me spilling out all the features and benefits, I tell them

about the videos while they are in the dealership, maybe show them one or two, and then email them the Bobcat Advantage link and any other follow-up information like quotes or specs later the same day,” Helline says. He says that this is the preferred approach for many of his customers today and his job as a salesperson is to assess a customer’s personality and preferences, then match his approach to them so they feel comfortable throughout the process. “Some customers may feel threatened, challenged or even intimidated by the sales experience,” he says. “This approach takes the pressure off since pressure is the last thing we want our customers to feel.”

No-pressure approach“My philosophy is, the harder you squeeze, the less you can hold. When you’re dictating to customers, you’re pushing them away. People hate to feel like they’re being sold, so I look at my role as just a liaison to be there and help them get the facts,” says Helline. The Bobcat Advantage videos play a critical role in helping customers get the facts without the pressure. Helline was recently going through the Drive Motor Comparison compact track loader Bobcat Advantage video with a customer, and it made the communication of how Bobcat stands out easier. “The customer got the information objectively and I become a bystander, which gives me credibility and puts me in a different light. The customer didn’t feel like he was being sold. The videos make the customer feel more a part of the purchasing process,” Helline says.

Helline also finds the videos useful when working with a customer who challenges whatever he says. “You’ll always have those customers who respond to any feature and benefit talk with, ‘yeah, yeah, yeah, you’re going to tell me you’re the best … that’s what competitor X and competitor Y tell me too,’” Helline says. “I don’t get defensive, and instead let them tell me their frustrations. From there I say, ‘tell you what … you don’t have to take my word for it’ and I show them a video or two on my iPad® and follow-up later that day with an email that includes a link to the Bobcat Advantage videos,” Helline says. “By giving them the facts and the Bobcat Advantage videos, I give them the power to decide. This diffuses any perceived pressure and their response to the videos seems to always be, ‘Wow, I didn’t know Bobcat was stronger in this area or that.’”

More story than specsEven better is when you get that ‘wow’ response from a customer who was otherwise just comparing specs and under the impression that the competition had Bobcat® equipment beat in a particular area. The videos point out how measurements taken for specs don’t always reflect the full story and how the true performance is in our favor. “For those who just pull specs, the Bobcat Advantage videos point out where measurements on paper don’t translate,” Helline says. For example, the Bobcat Advantage compact excavator Digging Challenge video makes clear Bobcat’s biggest advantage over its competitors: digging power and efficient cycle times that add up to more productivity on the job. The video points out that specs such as arm force, bucket force and cycle time can often look the same on spec sheets, but they aren’t the full story. Machines must be tested side by side in real digging applications to fully understand how and where they differentiate. Watching the video, viewers learn that a Bobcat excavator can deliver up to

240 more digging cycles than the competition in a half a day’s work. This is the kind of information that’s applicable to your customers and why dealers should share the Bobcat Advantage videos with customers and understand the differentiating information they hold.

Natural transition to saleWith the final steps of Helline’s sales process, he says when you do everything right — from going through the discovery process and earning the right to ask for a demonstration, the close is easy. “If you do everything correctly, you really shouldn’t even have to close. It’s a natural transition to the sale,” he says. When it all leads to a customer getting into the seat of an M-Series machine for a demonstration, the machine takes care of the rest. “We love the new design of the M-Series. Bobcat has the best cab in the market and our machines are refined. Nice, smooth and quiet, and they are a pleasure to operate,” he says. “Once customers get into our machines, it’s a ‘puppy-dog’ close.”

And Helline is getting the price the machines deserve as well. “We’ve earned our price,” he says. “I tell customers the price is fair to you, it’s fair to us. Our machines prove that the cheapest isn’t always the least expensive.”

Experience leads to progressive approachFinally, it’s clear Helline isn’t new to sales; he’s been selling since 1988, always with Bobcat, and with Bobcat of Wooster for the last 15 years. Over the years, he’s picked up that “When Bobcat gives us tools and resources, we’ve got to take advantage of them. They make us more profitable.And if you keep doing things the way you’ve always done, you’ll always get the same results. Get on the train when Bobcat comes out with new tools. You’ll slowly drift away if you do things as you’ve always done,” he says. To other dealers he urges, “Just try.”

Watch the videoswww.BobcatAdvantage.com/hub

Help promote the videos• Email your customers through the “Share”

button on the Bobcat Advantage website• Share with customers via mobile devices• Include www.BobcatAdvantage.com/hub in all

of your customer communications, including email campaigns, direct mail and in dealership employees’ email signatures

• Promote the website if you participate in blogs and other discussion groups

• Use the buttons to easily post the link to your Facebook or Twitter accounts and share

with friends • If your dealership has a Facebook page, post a

link to one of the URLs

• Digging Challenge• Lifting Challenge• Slew Challenge• Travel Challenge• Backfill Challenge• Hydraulic Horsepower Challenge• Entry Comparison• Boom Advantages• Multifunctioning Advantages• Keyless Start• Made in USA• Hose Routing Comparison• Serviceability Comparison• X-Change™ Advantages• Hydraulic X-Change™

Advantages• Attachment Readiness

• Cab Comparison• Hose Routing Comparison• Serviceability Comparison• Lift Arm Comparison• Instrumentation Comparison• Side Visibility Comparison• Rear Visibility Challenge• Cooling System Comparison• Hydraulic Power Challenge• Travel Challenge• Suspension Comparison• Lift Breakout Challenge• Pushing Force Challenge• Hydraulic Multifunction

Challenge• Quick-Tach Comparison• Drive Motor Comparison• Safety and Training• Steel Track Advantages

• Auger Digging Depth• Auger Maintenance• Bucket Backs• Bucket Bottoms• Bucket Customization• Industrial Grapple Closing Force• Industrial Grapple Design/Quality• Industrial Grapple Visibility• Soil Conditioner Design & Quality• Soil Conditioner Performance

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vIdeos


Dare to CompareBobcat auger and grapple designed to meet customers’ needs

ProduCts ProduCts

Bobcat Company doesn’t take designing attachments lightly. They are built with performance, efficiency, quality and simplicity for the customer in mind, making it easy get jobs done swiftly and accurately. The new Bobcat Advantage videos for attachments make the distinctions easy to understand. Be sure to check them out on the Bobcat.com attachments Web page. Provided here are details on the advantages of the Bobcat® auger and industrial grapple. Read on and watch the videos so you can explain to your customers why the best choice is always genuine Bobcat attachments.

Auger advantages•DiggingDeeper: At first glance, the

augers appear capable of digging the same depth, but the Bobcat advantage is in the design. Competitive augers have a bumper that actually hits the ground and causes it to stop penetrating while the Bobcat auger keeps going. In a simple repeatable test, the Bobcat auger digs up to 7.5 inches deeper than the other brands, making operators able to reach those extra inches and finish the job. Make sure your customers understand the benefit and

value of the Bobcat auger. Cutting corners with the other brand takes away their ability to finish the job. The design and geometry of the Bobcat augers make it possible for your customers to get the job done right the first time.

•EasierMaintenance: Simple design makes for simple maintenance and a decreased chance of downtime. That’s why Bobcat augers keep maintenance simple with just a few easy grease points for the direct drive system, which results in optimal balance between torque and RPM. Other brands make it complicated with a smaller drive motor and planetary gear drive system with many moving parts, including gears and bearings that require more frequent maintenance. With genuine Bobcat augers, your customers will appreciate fewer parts, less maintenance, lower operating costs and fewer headaches.

Industrial Grapple Advantages•ClosingForce:The tines of an industrial

grapple do more than hold loads of material in place. The strength of their closing force makes the difference between biting into piles of stubborn material and just scratching at the pile. The closing force must be strong in order to secure bulky and uneven loads and keep it in place until operators reach their destination. Using a load cell on each tine of the grapples and powering them with the same compact

loader, Bobcat measured the maximum closing force of the Bobcat grapple and other brands. The results indicate that the Bobcat industrial grapple has more than 2 tons of closing force, beating all other brands by as much as 2.5 times.

•Visibility: When maneuvering in confined spaces next to expensive buildings and objects, a clear sightline is necessary to get the job done while avoiding damage. The design of the Bobcat industrial grapple makes it easy to maintain visibility while reaching for material in tight spaces. Competitive grapple brands cause the operator to lose sight of the obstructions while still as many as 47 inches away from the needed material, making them unable to complete the job. The Bobcat industrial grapple makes it easy and safe to approach the object with confidence and finish the task without damaging surrounding property.

Watch the videosGo to www.Bobcat.com u Attachments and look for the Bobcat Advantage icon with the attachment listing to view the videos.

Bobcat Advantage videos are available for these attachments: • Auger• Bucket• Grapple• Planer• Soil Conditioner

Caterpillar® recently released its new E-Series mini hydraulic excavators. New features beyond the previous D-Series include: • interim Tier 4 (iT4) Kubota engines• New monitoring system: COMPASS (Complete Operation,

Maintenance, Performance and Security System)- Economy Mode that brings engine power down by 20%- Anti-theft system - Hydraulic flow improvements

- Detent / continuous flow - Adjustable flow- Choice of flow settings from 1 to 15 - More flexibility with hydraulic attachments- Right rocker switch selects flow rate

- Pattern selector now integrated into the monitor

• Joysticks- Same joysticks as Caterpillar’s TLB- Skinnier / softer touch- Rocker switches mounted vertically- Two-speed blade lever

Weights and horsepower of the E-Series Caterpillar excavators remain similar to the D-Series models, therefore aligning with the same Bobcat M-Series models.

* Zero or Minimum Tail Swing models (0 – 8” tail overhang)

Watch the Dealer Update to learn when You Be the Judge reports are available for more specific model-to-model comparisons. More information

tyler Zima, Bobcat competitive excavator specialistEmail: [email protected]: 701-476-4211

model AlIGNmeNt

3 – 4 t 4 – 5 t 5 – 6 t 7 – 8 t

BobcatE32 E35*

E42E45*

E50*E55

E80

Caterpillar303.5E Cr* 304E Cr*

305E Cr* 305.5E Cr* 308E CrsB*

CAteRPIllAR e-SeRIeS mAChINe SPeCIfICAtIoNS

303.5E Cr 304E Cr 305E Cr 305.5E Cr 308E Cr sB

CatEngine C1.8 C2.4 C2.4 C2.4 C3.3

Power–kW(hp) 24(32) 31(42) 31(42) 34(46) 50(67)

Op.Weight–kg(lb.) 3563(7855) 3854(8496) 4974(10965) 5270(11618) 8210(18099)

DigDepth–mm(in.) 3200(126) 3454(136) 3683(145) 3886(153) 4724(186)

Caterpillar® and CAT® are registered trademarks of Caterpillar Inc.


Light construction productsnew lineup available for 2012

Air CompressorsThree portable air compressor units supported by durable frames and strong cylinders provide power for pneumatic tools. The 8-gallon models feature cast-iron compressors and puncture-proof tires. Two single-stage compressor pump models, including a 5-gallon unit offering 4.1 cfm at 100 psi and an 8-gallon model delivering 13.1 cfm at 100 psi, make

up the smaller units. Rounding out the air compressor line is an 8-gallon, two-stage unit that provides 17.2 cfm at 175 psi.

More informationFor more information on Bobcat light construction products, visit www.Bobcat.com/LCP

Light construction products exist to complement the work of Bobcat® equipment. They are superior in quality and help your customers get their jobs done more efficiently.

When working on your next sale, be aware of the revamped 2012 line of light construction products, which includes air compressors, generators and pressure washers, as well as compaction equipment, including plate compactors and upright rammers. Powered by fuel-efficient engines, these durable models are designed to provide reliable performance for jobsite development and cleanup operations.

SucceSSion Planning

Parts & sErviCE dEalEr dEvEloPmENt

To say that you work hard to make your dealership successful is an understatement. More accurately it is likely your passion, your livelihood, and your dedication to it is unmatched. Therefore, facing the reality of transitioning the ownership of it to someone else can be difficult. But ignoring the inevitable transition will not make the process or the result better — for any party. The more planned, thought out and formalized your succession plan is, the better off your dealership will be today, tomorrow, and into the future, thus ensuring the business you built continues to serve your customers with quality Bobcat® equipment and excellent customer service.

Benefits of Succession PlanningDealers who plan for the transition of their business increase its value and minimize its risk. If the transition is to a family member, a plan ensures it goes smoothly so the wealth created doesn’t disappear. If the transition involves selling the business to a new owner outside of the family, a plan maximizes the selling price because a new buyer will see value that he’s

willing to pay for when a plan is in place that makes the ownership transition easier.

Additionally, a succession plan ensures your customers maintain the positive experience with your dealership that they have come to expect. If surprises occur in ownership transitions, customers can experience disruptions and a less positive experience since both dealer and Bobcat Company time and energy become focused on internal business issues, taking away from focus on customer service and experience. Reduce these negative distractions by creating a succession plan.

Finally, succession planning ensures continued coverage of the Bobcat brand across North America. Keeping the dealer network strong across all territories and markets benefits all dealers and Bobcat Company because we rely on strong brand recognition of our products to be successful. If dealer coverage disappears in one area it leaves room for the competition to creep in and establish a customer base where Bobcat was, hurting the entire network if it spreads too far.

Dealer Guide Available The Dealer Development team has established a Succession Planning Dealer Guide that includes detailed information on critical steps, timing and resources necessary to create a succession plan for your dealership. Dealers should have received this guide by mail, but please notify your district manager if you have not yet received it.

Never Too EarlyIt is never too early to establish a succession plan to ensure the legacy you’ve built continues. Rest assured, establishing a plan does not indicate to your staff or others that you’re retiring tomorrow or in a hurry to leave your dealership. Quite the opposite, it demonstrates your commitment to the success of your business and reveals your understanding of how a smooth transition is in the dealership’s best interest. While succession planning can be an easy activity to procrastinate, it is the best thing you can do for your business to eliminate risk, secure the wealth you’ve created and ensure your business continues to be successful for years to come. Watch Bobcat’s Pajamas for future articles on this critical topic.

More informationDue to the heightened importance of succession planning for Bobcat Company and dealers, Owen Edwards of the Dealer Development team has transitioned into a role dedicated to this. Contact Owen for more information on succession planning.

Owen EdwardsSuccessionPlanningManagerDirect: 251-751-9244Email: [email protected]

Critical for your dealership’s tomorrow

GeneratorsA team of three generators with outputs of 3,000, 4,000 and 7,500 watts provide power for remote electricity generation needs. All models feature low-oil shutdown, large low-tone mufflers to reduce noise and USDA-/USFS-approved spark arrestors. The heavy-duty frames increase durability, yet the lightweight design can be easily wheel-mounted or transferred to vehicles for transporting.

Pressure WashersThe redesigned tire-mounted Bobcat pressure washer line features two portable cold-water gasoline direct-drive models with 3,000 and 3,400 psi, respectively, for routine cleanups and wash jobs. Those units are joined by one portable hot-water gasoline direct-drive model that delivers 3,500 psi and two electric models: a direct-drive unit that offers 1,500 psi and a belt-drive model that operates at 3,000 psi.

Vibratory Plate CompactorsEngineered with high centrifugal forces, the BC15, BC19 and BC22 single-direction vibratory plate compactors effectively and efficiently compact granular soils and crushed aggregates to depths of 12 to 16.5 inches. The units are also equipped with a water sprinkler system with removable water tanks for the compaction of hot mix asphalt.

The BC15 delivers 3,400 pounds of centrifugal force from a compact frame using a 17-by-22-inch plate. The BC19 has a 20-by-22-inch plate and compacts with 4,000 pounds of centrifugal force. The BC22 has a 22-by-22-inch plate and offers the highest compaction rate with 5,700 pounds of centrifugal force. These compaction units range in operating weight from 150 to 220 pounds, allowing them to remain highly maneuverable and transportable.

Upright RammersTwo upright rammer models, the BR55 and BR72, offer a low center of gravity and a lightweight design for backfilling and narrow trench compaction. Their impact force is applied to material by a durable steel-plated wooden foot that measures 9 inches by 13 inches on the BR55 and 11 inches by 13 inches on the BR72. The BR55 provides an impact force of 2,600 pounds, while the BR72 delivers 3,400 pounds of force. Both ramming tools provide powerful compaction in a small, self-balanced design that stands less than 44 inches off the ground.

January 2012 / TOTAL LANDSCAPE CARE 47

FEATURED PRODUCT SECTION

Attachments can make your compact equipment more versatile and extend your list of services when used correctly. Here’s advice from Tom Connor, Bobcat excavator product specialist, on how to choose the right hydraulic breaker for your compact excavator.

How much breaker is too much?First, make sure the equipment’s auxiliary flow being used is within an acceptable range for the breaker attachment being used. These should always match up. You don’t want to over-speed or under-speed the attachment. Also, pay attention to the weight of the breaker. Do not exceed the rated operating capacities for attachments.

What are some maintenance tips?It is critical to use a machine with the appropriate hydraulic flow. You can complete all of the daily greasing and preventative checks, but if you aren’t matching the flow to the breaker, it will not matter. Also, match the breaker attachment to the job being completed. The bigger the machine needed, the more likely you will need a bigger breaker to match it up with. Last, adhere to the manufacturer’s recommendations for the operation of the equipment with attachments, as well as guidelines for daily greasing and maintenance.

Compact Equipment

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Industry News Calendar

March 26, 2012

Serving Minnesota, North Dakota and South Dakota since 1893

Utility Vehicle

www.ceunbound.com March 2012 Compact Equipment 13

When skid steers were first forged, they came with attachments. Back in 1957, when the forbearer of the modern skid steer was invented in Rothsay, Minn., by brothers Cyril and Louis Keller, the first

units had only three wheels, a 6.6-hp Kohler engine and a rope starter, but they still took four attachments — a utility scoop, manure fork, snow blower and sweeper. From its cre-ation, the skid steer was designed as a little loader and a big tool carrier. Today, it’s North America’s ultimate multifunc-tional machine. That’s because of its attachment system.

Of course the earliest skid steers could not even power those first attachments. They essentially had pin-on attach-ment systems with no auxiliary hydraulic technologies, and attachments were powered by the push and pull of the loader itself. It took a few decades to harness the high tech-nologies of hydraulics. A whole new industry of skid steer engineers, attachment makers and hydraulic OEM experts emerged over the last three decades with the proliferation of skid steers using fluid power systems.

“The first widely available skid steer auxiliary hydraulics were used for powering cylinder-operated attachments such

as grapple forks and hay buckets,” remembers Curtis Goet-tel, marketing manager for parts and service at Case Con-struction Equipment (which has been building skid steers since 1969). “Powered attachments became common in the 1980s. By the mid-‘90s, nearly all skid steer manufacturers offered optional auxiliary hydraulics, but it wasn’t until about 10 years ago that auxiliary hydraulics became stan-dard on skid steers.”

Over 50 years, the skid steer and its subsequent cousin the compact track loader have become some of the most recog-nized pieces of equipment on the construction site, land-scape project, farm yard and rental lot. That has a lot to with its utilitarian nature. The rise of hydraulics has made skid steers and compact loaders kings of attachments. Whether it’s a massive cold planer to strip asphalt, a serious stump grinder to remove old trees or a large wood chipper to dis-pose of the debris, there are as many attachments as applica-tions on the skid steer market.

“Over time, versatility has become a hallmark of the skid loader,” says Sean Bifani, product manager for skid loaders and compact track loaders at Mustang Mfg. (which makes

Going with the

Flow Discover the History and Innovation behind High-Tech Skid Steer Hydraulic Systems By Keith Gribbins

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2 0 1 2 P R C o v e R a g e


generate awareness, business and more with a sales blitz at your dealership

Sales Blitz Quick Tips•Createinformationpacketsthatinclude: - Latest WorkSaver®

magazine- Latest BobCatalog- product and

application-appropriate literature, including rental and attachment literature

- Bobcat Advantage CD- Credit application- Business card of the

Bobcat sales specialist for the area

•Pairsalesspecialistswithdifferentsales styles or experiencelevels

•Beorganizedandspecificaboutwhereeachteamshouldgowithadescriptionoftheboundaries

•Collectcontactinformation,includingname,address,phonenumber,typeofbusinessandequipmentownedfromasmanyprospectsaspossible

•Meetatadesignatedtimeandplaceaftertheblitztodebrief

•Beginthefollow-upprocessacoupleweeksafterthesalesblitz

Sales blitzes are a great way for dealers to be top of mind for prospective buyers. A sales blitz is an organized dealer effort that creates awareness and generates sales leads in a short amount of time.

Pajamas spoke with the teams of two dealerships finding success with sales blitzes by being organized and strategic in their approach. The results include not only an increased pipeline of leads and a better awareness in their territory, but also a more motivated sales team, a better idea of the economic condition of the territory and direct sales that can be attributed to the blitzes.

Dealers and successBobcat of the Rockies and Bobcat of Dallas have run several successful sales blitzes in the last year. Pat Kelleher, sales manager at Bobcat of the Rockies, typically organizes sales blitzes around another event such as a new location or an open house. This approach gives the dealership the opportunity to run two to three focused blitzes per year. Since opening a new location means a new territory, blitzes are the perfect activity to generate awareness right away. “Blitzes help us jumpstart a different territory and get in front of a lot of customers in one day,” Kelleher says. Alan Coffman, president at Bobcat of the

Rockies, adds, “Blitzes are an opportunity to sell the whole enterprise. We talk about parts, service and rental too, not just sales.” This ensures prospects know all that’s available with a new location.

Cole Young, division manager at Bobcat of Dallas, agrees that getting in front of a lot of customers in a short amount of time is beneficial. “Blitzes are a good way to get awareness out there for your dealership,” he says. Dallas has its system down so it’s running about 10 smaller sales blitzes per year, taking a half-day approximately each month to hit the territory and generate leads.

Teaming upA typical sales blitz consists of 8 to 10 teams of two people, depending on the size of the dealership. The pairs are assigned to blitz specific areas, and Bobcat of Dallas and Bobcat of the Rockies find that who they’re riding with is as important as where they’re going. Mike Pavelka, sales manager at Bobcat of Dallas, is strategic in determining teams. “We try to pair up a platinum sales guy with an average sales guy, a veteran with a rookie. Or we blend personality styles, sending an aggressive guy with a more passive one so they can each see both sides,” he says. There are benefits for the sales specialists themselves when on a team that day. “On accounts where they lack a little confidence … maybe there’s a gatekeeper or they’re otherwise uncomfortable walking in … when they are with their partner, they’ll walk in with a confidence they lack on their own,” says Pavelka. “It forces them to go in, makes it easier.”

Determining territory, structureTeams are assigned to specific segments in a territory so that the whole area is touched by someone from the dealership. Bobcat of the Rockies and Bobcat of Dallas sales specialists speak to two different approaches, both effective but with different benefits. Young of Dallas says they get specific with where teams should go in order to be as efficient as possible. “Our territory manager will specifically design a route for the blitz. We’ll merge the customer list with [Microsoft®] Map Point so we have pins and addresses and sales guys aren’t running around but instead focusing on key people,” he says. Kelleher with Rockies says they’ve used that approach too, as well as more of a “shotgun approach” in order to increase the hits. “With the shotgun approach, all the pair knows is to go between this street and that street and to hit every machine they can find. There might be some wasted time, but absolutely everybody gets touched and it prevents any bias in who to contact,” Kelleher says. “Sometimes it’s good to not over-think whether a contact is good or bad. Everybody is somebody they need to see.” Coffman of Rockies agrees, noting the benefits of sending teams to a territory they’re unfamiliar with. “When a guy’s been in a territory a long time, certain doors may be marked as unapproachable — he knows they run competitive machines and will overlook them thinking it does him no good anymore. But with a fresh guy blitzing the territory, he knows no marking on the wall. He just goes,” Coffman says. Blitzes can open doors that may otherwise be perceived as closed.

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Generating leads most importantGenerating leads is the number one objective of a sales blitz for both dealers. Coffman, from Bobcat of the Rockies, says that while sales are of course a welcome bonus to any sales blitz, the goal remains focused on generating awareness. “We’re not trying to sell as much that day as much as we are trying to generate leads. We want to sell, don’t get us wrong, but we’re not out there pushing product. We’re generating leads. We’re non-evasive, non-confrontational, really not salesmen. We’re just passing out information,” he says.

Since leads are the objective of the blitz, follow-up is critical to transitioning those leads into sales. Rockies and Dallas both make sure records are kept of who was contacted in each blitz, and that list is provided to the territory manager at the end of the blitz for him to follow-up with the prospects. Pavelka points out blitzes aren’t intended to deliver overnight business. “The residual you realize from a sales blitz could be six months down the road, maybe longer. It might be hard to measure today, but it’s the results that you end up with later that count,” he says.

Information packet criticalBoth dealers agree that sales blitzes must include dropping off a packet of information, and the right information must be in it in order for the blitz to make an impact. “It’s really important to get the right stuff in the packet. WorkSaver®, BobCatalog, credit app, rental rate, contractor’s guide, business card — it’s all included in the packets,” says Coffman. Since there are situations where the packet of information may have to stand on its own, it has to be right. “Sometimes we find machines and don’t find people, so we leave packets inside the door or on the seat of a machine,” Coffman says. Pavelka with Dallas has done the same thing and can speak to a direct sale as a result. “Since no one was around, we left a packet on a competitive machine, left another one the next month, and we ended up getting a phone call and selling a machine. You just never know,” he says.

Benefits beyond the bottom lineBeyond the bottom-line results of a blitz, both dealers say team-building and motivation for their sales teams are bonus benefits. “For us, the team-building is a huge positive,” says Coffman of Bobcat of the Rockies. “Sales guys are on an island a lot of the time, so for them to get together with the other guys, spend half a day together before, during and after the blitz, it’s very important in the team-building aspect. It’s camaraderie with their brothers. It’s huge,” he says. Pavelka of Bobcat of Dallas recognizes the energy and motivation that come from running sales blitzes. “These blitzes motivate the sales guys. I see it energizes them and keeps them loading the pipeline. The success stories from the blitzes keep the spark going on the team, so it’s a win-win,” he says.

After the blitz, teams report what they experienced and Bobcat of Dallas finds this information to be incredibly beneficial. The first part of the debrief meeting always includes the “state of the territory” discussion, as they call it. “Blitzes are a barometer of the economic condition of the territory. People tell us things are good, things are bad, things are getting better. We learn what’s going on as far as competition, projections for the next few months, how housing looks. What prospects say guides us,” Pavelka says. Young adds how interesting it is that teams’ reports always match even though they all touched different prospects. “It’s kind of eerie to hear what the guys say because they’ve all been paired off on their own, but they all say the same thing,” he says. “Everybody had the exact same experience and it’s a major way for us to tune in and know what’s going on in our market.”

The dealers conclude that there’s no such thing as an unsuccessful sales blitz. “Even if the number of leads isn’t as high or we learn that customers are discouraged, the sales team is still getting out there and prospects are aware we’re here,” Kelleher says. “There is always value in sales blitzes. Some are better than others, which we can measure in numbers, but the attitude of the salesmen is a measurement too, and our guys have an excitement about them. We see a residual value in them, so we’re scheduling more,” says Palvelka.

Blitzing for Business

“Blitzes are an opportunity to sell the whole enterprise. We talk about parts, service and rental too, not just sales.”

— Alan Coffman, President, Bobcat of the Rockies.

“Blitzes motivate the sales guys. I see it energizes them and keeps them loading the pipeline. the success stories from the blitzes keep the spark going on the team, so it’s a win-win.” — Mike Pavelka, Sales Manager, Bobcat of Dallas

Spring 2012 13


Understanding this customer and how to reach him

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When you think of an agriculture producer, who do you think of? What does he raise? What kind of Bobcat® equipment does he use to accomplish daily tasks? What keeps him up at night?

If you answered the first question with crop production, you’re not wrong … but there is a bigger agriculture producer who dealers should think more seriously about reaching and turning into a customer. Beef cattle producers present a growing opportunity for Bobcat equipment, and thus, Bobcat dealers. Do you know this customer’s tendencies and how to find him in your territory? Do you know what equipment he’s looking for and what he needs it to help him do?

Beef cattle producers present opportunityDepending on your region, the most common agricultural customers are beef cattle producers who run cow/calf farms and ranches, and operate larger feedlots and stockyards. According to the U.S. Department of Agriculture (USDA), beef cattle production makes up the single largest application of agriculture — more than 1 million beef producers in the United States alone. This translates to huge opportunity for Bobcat equipment that can help the producer clean, feed and manage his herd. More American farms are currently classified as beef cattle operations than any other type.

Work for every seasonThe work on a typical cow/calf operation cycles with the season. Spring is a cow/calf operation’s busiest time of year as producers are calving, branding and working the cattle. Summer’s focus is on land

More informationMarket Spotlights are available for the beef, dairy and poultry applications. Find them at BobcatNET u Markets & Applications u Markets, and select from a list of markets.

Bobcat University offers a course specific to the agriculture market. Go to BobcatNET u Bobcat University u Sales u Markets & Applications u Agriculture Market.

Features and attachments to get the job done• Visibility and Agility: Important since

cattle producers often perform their tasks in confined spaces.

• Reliability and Ease of Maintenance: Since customers live in rural areas, miles from dealers, they tend to perform their own maintenance, so a durable and reliable machine that rarely goes down and is easy to service when it does is critical.

• Versatility: He needs his skid-steer loader to accomplish cleaning, feeding and maintenance tasks. Primary attachments for this customer include:- Augers to dig fence post holes - Grapples to move hay bales or other

bulky material- Brushcat® rotary cutter to manage growth

of unwanted vegetation and brush- Snowblowers and snow blades to manage

and move snow

Who makes the decision?Raising and caring for livestock is typically handed down and improved upon from generation to generation. The average producer is 57 years old, and he is often the principal operator and decision-maker. He splits some operator duties with a spouse or children, but more than 60 percent of today’s farms only have one operator as more women have professions off the farm.

How and when they buyGenerally, year-end and spring months are peak buying times for beef cattle producers. At year-end, they realize their profits and can more easily determine equipment purchases for tax purposes. In the spring months, they are gearing up for feeding, planting and land maintenance. Be prepared for these selling periods with adequate stock and sales specialists who understand the cattle producer’s needs. With many aspects of cattle producing beyond their control, this customer generally avoids financing programs and prefers to pay with cash. Therefore, the most appealing sales programs include:

• In lieu of offers/rebates• Cash purchases• Low or no-cost items, including

free options• Trade-in incentives

eStAblIShING A RelAtIoNShIPAgricultureproducersaremuchmorelikelytobuyfromsomeonetheyhaverelationshipwiththanfromanyoneelse.Dealerscanbegintheprocessofestablishingawarenessandmeetingcattleproducersinyourareabybeingvisible.Considerthesetacticstobegintheprocess.

DirectMailCampaign: A great place to start is by establishing awareness through a direct mail campaign. AdCenter provides market-specific postcards and can build a targeted mailing list for you. This is the easiest and most cost-effective way to start since this customer is located in rural areas off the sales specialists’ beaten paths. By running a direct mail campaign and following up with a phone call or visit, dealers increase awareness and can begin to establish a rapport and relationship that will lead to sales.

Auctions: Current and prospective customers can see Bobcat equipment in action at sale barns and other auction venues through strategic partnerships.

Boards/Associations: Many associations give members opportunities to reach consumers through conventions, trade shows and publications. Alliances with county fair boards can leverage equipment into display and working situations at fair time.

Schools: The next generation of producers is likely in school. Create relationships with Future Farmers of America (FFA) programs, and reach out to college ag science professors to build equipment considerations into curriculums. If you can put your product into young agriculture producers’ hands and provide them proper training on Bobcat equipment, you can create awareness and brand loyalty that can last a lifetime.

Begintodaybyidentifyingandreachingthiscustomerforthebenefitsofincreasedsalesinthefuture.

maintenance and cleanup: baling and storing hay, repairing fences, hauling manure and tending crops that they grow in addition to raising their cattle. In the fall, cattle are sent to auction to be purchased by feedlots or stockyards and crop harvesting begins. Winter demands efficient and reliable snow removal.

Bobcat equipment provides solutions for many jobsBeef cattle operations use compact equipment for a wide variety of tasks, but some of the most consistent needs of these operations include: • Feeding hay and grain to livestock• Cleaning pens, barns, corrals and buildings• Managing manure• Building/mending fences• Mobility across a property• Landscape maintenance

- Mowing- Snow removal- Terrain leveling

Skid-steer loaders are machine of choiceTo accomplish these tasks, the number one Bobcat machine for the beef cattle producer is the skid-steer loader, equipped with options and accessories that make his job easier and more comfortable. This customer needs to accomplish tasks simply and efficiently, and the better equipped his loader is, the longer he can stay on it and the more he can accomplish.

Based on historical sales to this segment, the most popular skid-steer loader models and option (packages) include:

s750, s650• 2-speed• Horn• Block heater• A71 optional package:

- Enclosed cab with AC/heat- Suspension seat- Cab accessories package- Power Bob-Tach™ attachment

mounting system- Sound reduction- Deluxe instrumentation panel with

keyless start and Attachment Control Kit

s205, s185 • 2-speed• Block heater• A51 or H51 optional packages:

- Enclosed cab with AC/heat- Suspension seat- Cab accessories harness- Power Bob-Tach™ attachment

mounting system

why should your pick-up truck hog all the glory? in this business,

the manure hits the fan every day.

you won’t want to leave the cab. and now you don’t have to.

getting out of bed at 4 : 00 am is hassle enough for anybody.

Your pick-up truck is no longer most comfortable refuge on the ranch. M-Series loaders from Bobcat are loaded with creature comforts that keep refreshed and ready for the next challenge. There’s never enough time in the

day, and you can never work too fast. That’s why Bobcat loaders with 2-speed are so handy.

Don’t let a frozen engine spoil an early morning’s work. Little things – like a block heater kit – will keep you running several steps ahead of your operation.

Start up a Bobcat® loader on our lot – no matter

what the weather looks like. We’ll help you find

a machine that’s perfect for you, with the right

combination of options and attachments.

The M-Series 700 frame size is brand new

from Bobcat… and we have them! They have

the power and production you need for tough

agricultural work. Load them up with great

options like Power Bob-Tach to make chores

go quicker and more efficiently.

Best-in-Class Pressurized Cab Avoid dust, dirt and debris in an enclosed, best-in-class pressurized cab that’s big, comfy and equipped with a large door opening for easy entry and exit.

Heat, Air Conditioning

When the temperature hits the extreme end of the spectrum, crank up the heat or air conditioning and work in comfort. Blow air where you want it. 360-degree vents and ductwork directs air to your face, torso, and feet – or to the windows and front door for defrosting.

Air Ride Seat When the job calls for long hours in the cab, the deluxe, fully adjustable air ride seat is just the thing to keep your spirits up. Ensure the ride is comfortable and the production stays high.

2-Speed TravelThis time-saving feature boosts your top travel speed by as much as 57 percent, giving you the fastest traveling loader on the market. Time is money – and extra time adds up fast with this high-speed feature.

Block Heater When the weather turns cold, keep the engine oil at high, sure-starting viscosity with a Bobcat block heater.

Imagine a 100-degree day with 90% humidity. Manual attachment changes are downright painful when it means stepping outside to fight quick-tach levers caked in mud and manure. You need the Power Bob-Tach® attachment mounting system to make it easy.

Power Bob-Tach n Release the old attachment and lock the new one into place with your Bobcat machine controls. n Just activate the Power Bob-Tach switch on the dash panel to engage and release the wedges and levers.n Do it all from the cab for standard, non-hydraulic attachments. It’s clean, quick and easy – saving you lots of time.

you don’t get vacation time.

you don’t get sick time.

make up for it in cab time.

benefits make all the difference.

more power. more chores. more perks.

Isn’t it time your job had benefits? See inside to learn how it can.

With great financing on Bobcat ®

equipment, it’s a perfect tim

e to m

ake farm chores easier.

Stop in for a demo.

The cattle don’t care what’s happening in your life. They’re hungry and they’re looking straight at you. It’s a tough business with its own unique rewards: your land, the animals, self-sufficiency and a lifestyle that can’t be beat. Even with all that, you need every advantage on the job. That’s why Bobcat packs its equipment with more handy, comfortable and convenient options than anyone else.

Test drive the new

700 frame size

loaders at our

dealership.

when you’re self employed,when you’re self employed,

visit us for a demo.

take advantage of 0%

financing

FINANCINGAS LOW

ASAPR

Learn more at w

ww

.bobcat.com/M

yOffers

*Limited tim

e offer. Available at participating and eligible dealers only. Offer may vary by product type, series, m

odel and select units in dealer inventory. Offers available on new equipm

ent in US and Canada only. Some restrictions apply. Length of contract m

ay vary. Prior purchases not eligible. See dealer for details. Financing provided on approval of credit by authorized Bobcat finance providers to well qualified buyers. The rates listed herein do not take into consideration any adm

inistrative fees and are subject to change based on the amount of such fees (which

may vary). Offer not available to governm

ent accounts, national accounts and municipal/utility bid custom

ers. Bobcat Company reserves the

right to extend or discontinue any of these programs at any tim

e without prior notice. “Bobcat” is a registered trademark of Bobcat Com

pany

Small increments in

speed add up to large

amounts of work

done and time saved.

See for yourself how

Bobcat equipment

performs at

www.BobcatAdvantage.com

put it to the test

Authorized Bobcat Dealer


OppOrtunity in Beef Cattle


ProduCtsmarKEtiNg

Looking for the right marketing materials for your dealership? Make them yourself with an exceptional new online tool — Bobcat AdCenter Studio! Simple, fast and economical, AdCenter Studio uses state-of-the-art technology to let dealers of any size create professional marketing materials in minutes.

IntroducIng

to join a training call, follow the simple instructions below:

1. Call 877-220-1357 / Conference Code: 48719508262. Join the meeting at http://tworivers.adobeconnect.com/ adcenterstudiotraining 3. Sign in as a guest* Refer to Co-op Rules and Procedures for more information.

Adcenter StudIo trAInIng

• Ads• Billboards

• Business cards• Fliers

• Mini-posters• Postcards

• Posters• Statement stuffers

All AdCenter Studio templates, images and copy are Bobcat brand compliant, plus eligible media types* are preapproved for Bobcat co-op advertising! Whether you’re promoting a specific product or your next event, we offer a variety of templates that can be customized with your dealership information, including your logo, contact information and special offers.

Create custom marketing materials that sell!

We encourage you to attend a free training session to learn more about this exciting new tool. Email [email protected] or call 888-364-1881 to sign up for one of our training sessions.

Q&a With a performance club leader

may 16 at 10 a.m. | may 17 at 10 a.m.may 23 at 10 a.m. | may 24 at 10 a.m.

Instructions


One of Rex Loomis’s first jobs was in the North Dakota rental industry. That experience helped launch a successful career with Bobcat that has spanned 13 years. Rex recently shared some of the reasons he is a top achiever in the Bobcat Performance Club.

WHat Is your salEs pHIlosopHy?I always want to be at 100 percent customer service. If a customer’s machine goes down, we don’t leave them stranded. We’ll get it in the shop, and if I have to give up a machine to keep him busy, I’ll do it. It’s costing me money, but it keeps the customer happy. And, I’m always willing to try something new. That’s why I’m where I am today.

WHat motIVatEs you?Taking care of customers. I also want to make the Performance Council every year. I learn a lot from those guys. It brings all the salesmen into one room and we talk about what’s happening, what’s working for people – good and bad – and share experiences.

HoW Important Is salEs traInIng?My backyard is sales training. That’s how you sell. You can’t do it just by handing a customer a piece of literature. You get the equipment and you get out there and show it to them.

HOWDOESPAtiEnCEPAyOFF?I run into rejection all the time. I might not sell a customer the first machine, but my service will sell the second one. I lost a municipal bid to the competition. A year and a half later, the city was having drainage issues on their new softball complex fields. We took over a piece of Bobcat equipment with a laser grader and showed them how to use it. I sold them a new machine without even having to bid it because of the attachment.

WHat rolE doEs pErsonalIty play In your suCCEss?I have an uncle who always said from the day I was born that I was going to be in sales. And, he was right. He had been in sales his whole life and he knew, I guess, the demeanor and my attitude. I’m a down-to-earth type of person. I talk at your level, I don’t talk above you. I keep an open mind.

Rex Loomis, Bobcat of Mandan

Top 5 SaleS SpecialiSTSby Performance Club Class

Class Name Dealership Name

6

PATRICK SCHOEN TRI STATE BOBCAT INC, BURNSVILLE, MN

RAY LOWERY BOBCAT Of OKLAHOMA CITY, OKLAHOMA CITY, OK

NEIL COLEMAN fAIRBANKS INTERNATIONAL, INC., NORTH PLATTE, NE

TREVOR SLOAN BOBCAT Of THE TRI-CITIES LTd., KITCHENER, ON

REEd ELMORE WILLIAMS EQUIPMENT & SUPPLY Of LOUISIANA, SHREVEPORT, LA

7

dUSTIN GOOdSELL BOBCAT Of OMAHA

MASON PERSONS BOBCAT Of fARGO, A dIVISION Of SWANSTON EQUIPMENT, fARGO, Nd

KRIS KNUTSON BOBCAT Of BIG SKY, INC., BILLINGS, MT

JEff KIHLE BOBCAT Of WILLISTON

dANIEL VON GONTARd BOBCAT Of HOUSTON, HOUSTON, TX

8

JIM OLLIS BOBCAT Of GREENVILLE, PIEdMONT, SC

dAVId BANNISTER BOBCAT Of COLUMBIA, COLUMBIA, SC

JOSHUA fREUNdSCHUH BOBCAT Of BUffALO, LOCKPORT, NY

MICHAEL PERCHALSKI BOBCAT WEST, YAKIMA, WA

ANdY REINSCH fORKLIfTS Of CENTRAL MISSOURI, JEffERSON CITY, MO

9

HOWARd STEAdMAN INTERMOUNTAIN BOBCAT, SALT LAKE CITY, UT

dAN CZUK CARLETON EQUIPMENT COMPANY, INC.

EdI CLARK WHITE STAR MACHINERY & SUPPLY, WICHITA, KS

HARRY CHRONISTER BOBCAT Of BOSTON, NORTH REAdING, MA

STEVE ERMER YORK EQUIPMENT, INC, YORK, NE

10

BRENT BURNETT BOBCAT Of SASKATOON, fGI SUPPLY

STEPHANE LAURIN BOBCAT dE MONTREAL, LACHINE, QC

JEREMIAH KRONEBUSCH BOBCAT Of GRANd fORKS, INC.

CALEB HARd TRI STATE BOBCAT INC, BURNSVILLE, MN

JIM MENHORN BOBCAT Of PITTSBURGH, MOUNT PLEASANT, PA

Class Name Dealership Name

1

MIKE REEVES BOBCAT OF NORTHERN VIRGINIA, BRISTOW, VA

RICK KRAFT CENTRAL NEBRASKA BOBCAT, GRAND ISLAND, NE

REX LOOMIS BOBCAT OF MANDAN INC, MANDAN, ND

TODD SWARTZ ATLAS BOBCAT, SCHILLER PARK, IL

MICKEY WAGNER METRO BOBCAT SALES, FORESTVILLE, MD

2

BRIAN GILL DUHON MACHINERY, ST. ROSE, LA

TOBY GRACEY BOBCAT OF BALTIMORE, LLC, BALTIMORE, MD

DAVID SCHUMANN BOBCAT OF SAN ANTONIO, SAN ANTONIO, TX

KEN PETERSON BOBCAT OF FORT WORTH, FORT WORTH, TX

ROBBIE SMITH METRO BOBCAT SALES, GAITHERSBURG, MD

3

DOUG BENNETT BOBCAT OF HOUSTON/PEARLAND, HOUSTON, TX

ARIC BELOTA BOBCAT OF AUSTIN, AUSTIN, TX

CHRIS MOWBRAY BOBCAT OF MONROE,MONROE,NC

DAVID JACOBSON BOBCAT OF BROOKINGS, INC., BROOKINGS, SD

RICK MANN GATEWAY BOBCAT OF MISSOURI

4

MATT KENNEDY BOBCAT OF EDMONTON, EDMONTON, AB

JON JELLUM BOBCAT OF CHARLOTTE, CHARLOTTE, NC

DOUG MOONEY BOBCAT OF OKLAHOMA CITY, OKLAHOMA CITY, OK

BRANDON MARTIN BOBCAT OF JACKSON, JACKSON, MS

JIM LORANG BOBCAT OF MADISON, MADISON, WI

5

TRACY PATTON BOBCAT OF BOWLING GREEN, BOWLING GREEN, KY

DUSTIN THAMM TRIANGLE EQUIPMENT CO, INC, MORRISVILLE, NC

TOM MORELLI BOBCAT OF HAMILTON LTD., STONEY CREEK, ON

CLAYTON MONSEN HEGGEN EQUIPMENT INC, WATFORD CITY, ND

BERNIE STANLEY BOBCAT OF ATLANTA, ATLANTA, GA


Million Dollar MarkK.C. Bobcat’s parts department broke the million dollar mark for the second year in a row! Left to

right: Patrick McCarthy, Tim Droege, Blake Headley (attachments and

after market manager for Bobcat), Jeff Siron, Jeff (J.D.) Droege, Barry

Hanson (attachments and aftermarket sales manager for Bobcat).

dEalEr haPPENiNgs dEalEr haPPENiNgs

Dealer

Happenings

Love for BobcatDixie Mae (left) and Tessa (right) show off their love for Bobcat! Gary Bishop,

parts manager at Bobcat of Troy, is their proud grandfather.

WorkSaver FanThanks for babysitting, Bobcat! In Buffalo

Narrows, Randy Seright’s grandson Bryce is a fan of WorkSaver at 16 months old.


Mathews Bow WinnersDick and Jeanne Schidt are of the winners

of the Mathews Bow from the 2010 Sportsman’s Banquet in Hillsboro, Ohio.

Million Dollar MarkBobcat of Oklahoma City broke

the million dollar mark for the first time in 2011! Left to right: Ken

Smith, Lea Sikes, Blake Headley, Ernie Sikes, Derek Sturgeon.

Million Dollar MarkWhite Star Machinery’s parts department hit the million dollar mark again this year! Left to right:

Barry Hanson, Ben Jeffrey, Josh Loyd, Kirk McDiffett, Glenn Engels, Dee Smith, Lawrence

Inskeep, Blake Headley.

Michael BenardBobcatofConnecticut

20 years of serviceMichael passed away in March 2012

Honoring Bobcat VisionariesBobcat Company extends its sincerest

gratitude to particular visionaries for the dedication to making Bobcat® products the

global leader in compact equipment.

Dave Holmberg Jr., Dave Holmberg Sr.,

Phil HombergBobcatCountrySales

36 years of service

Rick Hein’s Visionary Award Recognition

Left to right: Joel Honeyman, Rich Fuller, Rick Hein, Rich Goldsbury

Million Dollar MarkBobcat of the Rockies’

parts department broke the million dollar mark this year! Left to right: Barry Hanson, Aaron Mandoles, Michael

Heuvelman, Chad Roehrich, Bruce Dunn, Blake Headley,

Vivian Smith, Brett Caruthers, Tom Mandelko, Alan Coffman,

Anna Dunn, Jim Connor.

20 BoBcat's Pajamas Spring 2012 PBBobcat® and the Bobcat logo are registered trademarks of Bobcat Company in the United States and various other countries. ©2011 Bobcat Company. All Rights Reserved. | 1129PJ-1

www.BobcatAdvantage.com

HEAD TO HEAD.SEE WHO WIN

S GOING

See how Bobcat® excavators compete with other brands online. Visit www.BobcatAdvantage.com to fi nd out who comes out on top.

markEtIng dEpartmEnt250 East Beaton Dr.West Fargo, ND 58078

Bobcat Advantage Makes the Sale w/ Steve Helline Bobcat of Wooster / Spring Issue 2012

Business

Transcript of Bobcat Advantage Makes the Sale w/ Steve Helline Bobcat of Wooster / Spring Issue 2012