and evolving distribution mix , while retailers need a rightsized product mix that can attract consistent consumers . Can this gap be bridged ? Let ’ s break this down into three topics – Equipment Evolution ; Changing Retail Marketplace ; Business Support – to see if the “ I have enough products ” dealers should reconsider adding a brand .
Equipment and Dealer Evolution I asked OPE manufacturers to share with me the two or three main benefits ( beyond product features and benefits ) their brand offers to dealers . Several manufacturers talked about marketing assistance , and field service personnel , and other non-product advantages . But they quickly came around to share benefits of the products they make and sell .
“ We can ’ t not talk about products ,” said Carlos Haddad , V . P . and general manager of Husqvarna ’ s North American Professional Business unit . “ Every manufacturer exists mainly because of the quality of their products .”
“ Unique technology ; that ’ s our No . 1 thing ,” emphasized John Sloan of Kress . “ We are the only ones with a simple charging solution .”
And while both of these leaders are correct , in theory , a manufacturer that leads with product features and benefits can always be outdone by newer , better , or higher-tech products . Husqvarna might currently have more robotic mowers maintaining suburbia than other brands , but the competition is increasingly rapidly with new autonomous mowers coming soon in a range of brand colors . Kress , meanwhile , is gaining new competitors in the battery-charging arena .
These manufacturers weren ’ t saying it ’ s all about products , but they were emphasizing the importance of product details to their brand story . Whether for specific innovations , or unique technologies , or breadth of product offerings , or limited focus of their offerings , manufacturers like to talk about their products .
I stopped at my local OPE dealer , Century Power Equipment , to speak with owner Roger Tuckner . “ I ’ m not currently looking at adding a brand , and I will probably drop one soon ,” he said . “ It ’ s easy to get too much product in here , and that can make it harder for both salespeople and customers .” Tuckner acknowledged that a multi-brand presence can be a draw for shoppers who see all the brand names on outdoor
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