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Bobcat Advantage Makes the Sale w/ Steve Helline Bobcat of Wooster / Spring Issue 2012
Spring 2012 1SPRING 2012 • Volume 47, Issue 2Pajamas What’s Inside:• New Bobcat Attachments• BobQuote Mobile App• How To Run A Sales BlitzBobcat AdvantageMAKES THE SALEBobcat of Wooster utilizes Bobcat Advantagevideos in its sales strategyW e C o v e r e v e r y t h i n g i m p o r ta n t
2 Bobcats Pajamas Spring 2012 3Editor’s NoteSpring is here, and that means Bobcat®equipmentis in demand for digging, pushing, lifting and all thatgoes into spring jobs. This issue of Pajamas is full ofinformation to keep you in the know so you can sellmore and capitalize on the buying season.Bobcat Advantage videos are now available forattachments as well as compact excavators andcompact track loaders. Read on to learn of onedealer’s approach to using the videos in every sales interaction he has and how he’smaking his sales process — from initial conversations to closes — easier.In another article, hear how dealers are filling the pipeline with leads from salesblitzes. Since spring is a great time to hit the streets and generate leads for yourdealership, the article is chock full of tips, ideas and strategies you can implement foryour next sales blitz.Opportunity with beef cattle production is flourishing right now. If you’re notidentifying this customer in your territory or don’t understand his needs andtendencies, this issue has an article with all the details so you can start buildingrelationships in order to become his brand and dealer of choice.Read on for all these stories as well as information on exciting new products fromBobcat Company, information on the importance of succession planning, animpressive new tool from AdCenter and more.Continue to send your story ideas and pictures to firstname.lastname@example.org.We appreciate hearing from you.Enjoy the issue.Brianne Hill, EditorCONTENTSPajamasWe Cover everything importantBobcat’s Pajamas is published by the Bobcat North American Marketing department for thenetwork of Bobcat dealers handling the world’s leading line of skid-steer loaders, compactexcavators, compact track loaders, all-wheel steer loaders, mini loaders, VersaHandler®telescopic tool carriers, Toolcat™utility work machines, utility vehicles, compact tractorsand a variety of job-matched attachments and implements.Volume 47; Issue 2Address: Bobcat Company, 250 East Beaton Drive, West Fargo, ND 58078-6000Phone: 701-241-8700Visit our public website at www.Bobcat.com.Visit our secure dealer website at www.BobcatNET.com.For story submissions, email us at email@example.com.Bobcat®and the Bobcat logo are registered trademarks of Bobcat Company in the United States.ProductsNew MX AttachmentsNew attachments and upgrades make Bobcat’sattachment line up even betterSonic Tracer/Slope Sensor KitLearn about the compact industry’s first integratedautomatic grade control solutionNew Mobile AppBobQuote app makes dealer efficiency even betterBobcat Advantage VideosBobcat of Wooster recommends adding thistechnology to your sales toolboxNew Bobcat AdvantageAttachment VideosNew videos make showing the benefits of Bobcatattachments even easierCompetitive ComparisonTake a look at Caterpillar’s new E-Series mini-hydraulic excavator2012 Light ConstructionProduct LineupBecome aware of the revamped 2012 line of lightconstruction productsSuccession PlanningLearn how to begin thinking about a succession planBlitzing For BusinessHow can your dealership operate a sales blitz?Beef Cattle MarketImprove your skills on reaching thisimportant marketAdCenter StudioCreate your own marketing material with thisbrand new toolPerformance ClubWho is leading the way in Bobcat Sales and areyou following their best practices?Dealer HappeningsSee what’s happening at other Bobcat dealershipsacross the country34568910111214161718Welcome NewDoosan 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’sdealership 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 BobcatM-Series excavators in trench backfilling applications. The PCF34 and PCF64replace the PC30 and PC60 plate compactors for greater efficiency andsafety while compacting trenches. Mounting changes to the top of the platecompactor provide new compatibility for the E80, and will allow for the futureimplementation 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-onbreaker cap instead of a dedicated X-Change™ mounting system.• Mounted at the end of an excavator arm, the plate compactor attachmentprovides more powerful compaction force than a hand-operated compactorand 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 ExcavatorsCompact ExcavatorsSpring 2012 3Standard-Duty Smooth BucketStandard-Duty With Teeth BucketSevere-Duty With Teeth BucketClass 3 andClass 4 BucketsBobcat has the largest variety ofbuckets available, and the trenchinglineup is stronger than ever withdesign upgrades and new additionsthat improve productivity andenhance versatility.Benefits of class 3 andclass 4 X-Change buckets:• The new optional smooth lipbucket allows for safer diggingaround gas lines and othersensitive utility placements.• Standard-duty buckets now havea dual-radius bowl design thatprovides reduced packing whendigging and excellent cleanoutwhen dumping.• The standard-duty and severe-duty buckets feature weld-onteeth for improved cuttingperformance and increased.reliability in all digging conditions• Scalloped side plates andhorizontal wear bars improvedigging performance and wearcharacteristics.Class 3 buckets:• Smooth lip buckets are availablein widths of 12, 18, 24, 36 inches• A new 12-in. standard-duty.bucket replaces the 13-in. bucket.• Standard attachment with theE32, E35 and E42.• Standard-duty buckets availablein widths of 12, 16, 18, 20, 24,30, 36 inches.• Severe-duty buckets available inwidths of 12, 16, 18, 24 inches.• A new 16-in. severe-duty bucketadds versatility, plus extra gussetingand wear plates.Class 4 buckets:• Smooth lip buckets are available inwidths of 12, 18, 24, 36 inches.• Standard attachment on the E45,E50, E55 and E60, and optionalon the E42.• Standard-duty buckets available inwidths of 12, 18, 24, 30, 36 inches.• Severe-duty buckets available inwidths of 12, 18, 24, 36 inches.• A new 18-in. severe-duty bucketoffers more capacity, plus extragusseting and wear plates.NEw attachments forNEw attachments forClass 3 and Class 4 buckets are now a platformbuild. With a platform build, the bucketshell is the same across the class but to meetthe needs of the job, bolt-on side cutters areadded to the smooth lip buckets, weld-onteeth are added to standard buckets, and sidegussets and an internal gusset (18" and larger)is added for severe-duty buckets.
4 Bobcats Pajamas Spring 2012 5New Mobile App Now AvailableNew Mobile App Now AvailableDealer connectivity and productivitycontinue to be important to BobcatCompany because we understanddealer efficiency is critical to success.To be efficient, you need the righttools, which is why Bobcat Company islaunching another mobile application(app) for Bobcat dealers.BobQuote is now available in a mobile appformat for the Apple iPad®. With this app,dealers can create quotes for customers morequickly and efficiently and while outside of theoffice. This launch comes on the heels of theDelivery Report mobile app, which went liveearlier this year.On-the-go quotesThe BobQuote app represents the beginningof a transition where dealers are lessdependent on laptops and desktop computersfor operational tasks like quoting. Since thetypical sales specialist is in the truck or outwith customers a significant amount of time,the ability to produce quotes from remotelocations provides convenience and efficiencyfor the dealers as well as overall value andsatisfaction for the customer.FunctionalityThe mobile BobQuote app will functionsimilarly to the desktop version of BobQuote.To help facilitate the transition, the mobileapp will automatically sync quotes betweenthe iPad app and the desktop application.With the new mobile app, dealers will noticesome design changes that improve usabilityand functionality.AvailabilityThe BobQuote and Delivery Report apps areavailable for download at the Bobcat DealerApp store: http://dealerapps.Bobcat.comBobQuote app for increased efficiencyProductsProductsSonic Tracer / Slope Sensor KitSonic Tracer / Slope Sensor KitYour loader customers need to beprecise yet productive in all types ofterrain. The sonic tracer/slope sensorkit for Bobcat®grader attachmentsgives M-Series loader operatorsaccurate automatic road gradingcapabilities for their hilliest jobsites.Alternative grade controlThe new Bobcat sonic tracer/slope sensorkit is the compact industry’s first integratedautomatic grade control solution, providingM-Series loader operators many of the samecapabilities as large road grading equipmentfor rough and finish grading. Partnered withthe deluxe instrumentation panel, the gradecontrol system is engineered to follow thecontour of nearly any terrain, and eliminatesthe need for a control panel on thegrader attachment.The sonic tracer/slope sensor kit offerscustomers an alternative method of automaticgrade control on jobsites not suited to lasers.Where usage of a laser requires a flat planeon the jobsite, using a sonic/slope setupallows operators to maneuver up and downhills while still achieving the correct slope.Your customers will increase productivity andprecision on jobsites that feature hilly terrainsuch as certain types of road construction andsite development that can include golf cartpaths and biking and nature trails.Justin Odegaard, Bobcat attachment productspecialist, says the greatest operator efficienciesto be gained with Bobcat’s sonic tracer/slopesensor kit include projects graded with a stringline, matching an existing surface or a previouspass, and following existing curb and gutter.“Often, a large road grader will use a sonic/slopesystem to do the final pass before concrete ispoured, and the concrete machines will use thesame string line when pouring,” Odegaard says.Accurate incline solutionsMuch like a laser grading system, the sonictracer/slope sensor kit provides contractors moreaccurate results with manual and automaticsolutions by using four sensors mounted on thegrader attachment. The mainfall and rotationsensors help correct grading up and downinclines, and ensure accuracy when the blade isangled versus straight.The sonic tracer is suspended off either side ofthe grader blade to maintain a precise distancebetween it and a pre-determined reference pointat all times. The slope sensor adjusts the oppositeside of the grader to retain a consistent slopethat has been preset by the operator. The Bobcatsonic tracer/slope sensor kit allows operators toproduce a consistent grade, with no high or lowspots, and keep the base within +/- 0.2 inchesor 0.1 percent grade. The combination of thesefour sensors offers a variety of operational modes,including full automatic, partial automatic and fullmanual override. Operators also have the abilityto turn off the sonic tracer and still have automaticcross-slope capabilities.Deluxe instrumentationpanel integrationThe Bobcat sonic tracer/slope sensor kitoffers a unique operational advantage. Unlikeother existing sonic and sensor technologiescontained in a separate control box typicallylocated on the grader attachment, Bobcat’ssonic tracer/slope sensor kit controls arebuilt into the deluxe instrumentation panelon M-Series loaders. This integration allowsoperators to make adjustments without everleaving the cab.The deluxe instrumentation panel displaysreal-time information on actual versus targetslope. To increase ease-of-use and efficiency,all settings for the sonic tracer distance andslope are completed on the panel, includingthe ability to:• Offset (move up or down) the sonictracer distance.• Perform a reverse grade (one button allowsthe transition from positive to negative slopepercentages, and vice versa).• Turn the sonic tracer off and still have theslope sensor run automatically, allowing theoperator to control one side of the blademanually and have the other side move tomaintain the desired slope.• Operators who have optional SelectableJoystick Controls also have additionaladvantages as the sonic offset and gradechanges can be made without taking theirhands off the controls.Be in the KnowTake the Bobcat University Course to Learn MoreThe iT4 Implementation course isavailable on Bobcat University. Itis a prerequisite to participate inthe upcoming May Dealer Call-In (DCI), so don’t delay passingthis course. It will help youunderstand the following:iT4 impact on Bobcat machinesso you can identify anddescribe the:• Effect of 2012 federal emission regulationson Bobcat compact equipment• High-pressure common-rail (HPCR) fuelsystems that were added to 700 and 800frame-size loaders for iT4 in 2012• After-treatment systems that were addedto 700 and 800 frame-size loaders for iT4in 2012, including:- Diesel oxidation catalyst (DOC)- Diesel particulate filter (DPF)• Importance of using API CJ-4 ratedengine oil• Importance of using ultra-low-sulfurdiesel (ULSD) fuel• Positive crankcase ventilation (PCV)filter purposeFeatures and benefits of thenew machines, including theseimprovements:• 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 forM-Series loaders• Auto idle• M-Series deluxe panelSpring 2012 5iPad®is a registered trademark of Apple, Inc.
6 Bobcats Pajamas Spring 2012 7Tools in your hand to make your job easierProducts ProductsEasier sales, natural closes and more credibility. That’s whatSteve Helline, sales specialist at Bobcat of Wooster (LeppoRents) in Wooster, Ohio, is experiencing as a result of buildingthe Bobcat Advantage videos into his sales process.“The videos are objective and make the machine comparisons easyfor customers to understand,” says Helline. “The customer canabsorb 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 themabout the videos while they are in the dealership, maybe show themone or two, and then email them the Bobcat Advantage link andany other follow-up information like quotes or specs later the sameday,” Helline says. He says that this is the preferred approach formany of his customers today and his job as a salesperson is to assessa customer’s personality and preferences, then match his approachto them so they feel comfortable throughout the process. “Somecustomers may feel threatened, challenged or even intimidated bythe sales experience,” he says. “This approach takes the pressure offsince 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 tocustomers, you’re pushing them away. Peoplehate to feel like they’re being sold, so I look atmy role as just a liaison to be there and helpthem get the facts,” says Helline. The BobcatAdvantage videos play a critical role in helpingcustomers get the facts without the pressure.Helline was recently going through the DriveMotor Comparison compact track loader BobcatAdvantage video with a customer, and it madethe communication of how Bobcat stands outeasier. “The customer got the informationobjectively and I become a bystander, whichgives me credibility and puts me in a differentlight. The customer didn’t feel like he was beingsold. The videos make the customer feel more apart of the purchasing process,” Helline says.Helline also finds the videos useful when workingwith a customer who challenges whatever he says.“You’ll always have those customers who respondto 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 tellme too,’” Helline says. “I don’t get defensive, andinstead let them tell me their frustrations. Fromthere I say, ‘tell you what … you don’t have to takemy word for it’ and I show them a video or twoon my iPad®and follow-up later that day with anemail that includes a link to the Bobcat Advantagevideos,” Helline says. “By giving them the factsand the Bobcat Advantage videos, I give themthe power to decide. This diffuses any perceivedpressure and their response to the videos seemsto always be, ‘Wow, I didn’t know Bobcat wasstronger in this area or that.’”More story than specsEven better is when you get that ‘wow’ responsefrom a customer who was otherwise justcomparing specs and under the impression thatthe competition had Bobcat®equipment beatin a particular area. The videos point out howmeasurements taken for specs don’t always reflectthe full story and how the true performanceis in our favor. “For those who just pull specs,the Bobcat Advantage videos point out wheremeasurements on paper don’t translate,” Hellinesays. For example, the Bobcat Advantage compactexcavator Digging Challenge video makes clearBobcat’s biggest advantage over its competitors:digging power and efficient cycle times that addup to more productivity on the job. The videopoints out that specs such as arm force, bucketforce and cycle time can often look the same onspec sheets, but they aren’t the full story. Machinesmust be tested side by side in real diggingapplications to fully understand how and wherethey differentiate. Watching the video, viewerslearn that a Bobcat excavator can deliver up to240 more digging cycles than the competition ina half a day’s work. This is the kind of informationthat’s applicable to your customers and whydealers should share the Bobcat Advantagevideos with customers and understand thedifferentiating information they hold.Natural transition to saleWith the final steps of Helline’s sales process, hesays when you do everything right — from goingthrough the discovery process and earning theright to ask for a demonstration, the close is easy.“If you do everything correctly, you really shouldn’teven have to close. It’s a natural transition to thesale,” he says. When it all leads to a customergetting into the seat of an M-Series machine for ademonstration, the machine takes care of the rest.“We love the new design of the M-Series. Bobcathas the best cab in the market and our machinesare refined. Nice, smooth and quiet, and they area pleasure to operate,” he says. “Once customersget into our machines, it’s a ‘puppy-dog’ close.”And Helline is getting the price the machinesdeserve as well. “We’ve earned our price,” hesays. “I tell customers the price is fair to you, it’sfair to us. Our machines prove that the cheapestisn’t always the least expensive.”Experience leads toprogressive approachFinally, it’s clear Helline isn’t new to sales; he’sbeen selling since 1988, always with Bobcat, andwith Bobcat of Wooster for the last 15 years. Overthe years, he’s picked up that “When Bobcatgives us tools and resources, we’ve got to takeadvantage of them. They make us more profitable.And if you keep doing things the way you’vealways done, you’ll always get the same results.Get on the train when Bobcat comes out with newtools. You’ll slowly drift away if you do things asyou’ve always done,” he says. To other dealers heurges, “Just try.”Watch the videoswww.BobcatAdvantage.com/hubHelp 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 allof your customer communications, includingemail campaigns, direct mail and in dealershipemployees’ email signatures• Promote the website if you participate in blogsand other discussion groups• Use the buttons to easily post the link to yourFacebook or Twitter accounts and sharewith friends• If your dealership has a Facebook page, post alink 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 MultifunctionChallenge• 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 PerformanceAttachmentsCompactTrackLoaders CompactExcavatorSpring 2012 7Videos
8 Bobcats Pajamas Spring 2012 9Dare to CompareDare to CompareBobcat auger and grapple designed to meet customers’ needsProducts ProductsBobcat Company doesn’t takedesigning attachments lightly.They are built with performance,efficiency, quality and simplicity forthe customer in mind, making it easyget jobs done swiftly and accurately.The new Bobcat Advantage videosfor attachments make the distinctionseasy to understand. Be sure tocheck them out on the Bobcat.comattachments Web page. Providedhere are details on the advantagesof the Bobcat®auger and industrialgrapple. Read on and watch thevideos so you can explain to yourcustomers why the best choice isalways genuine Bobcat attachments.Auger advantages• Digging Deeper: At first glance, theaugers appear capable of digging thesame depth, but the Bobcat advantage isin the design. Competitive augers have abumper that actually hits the ground andcauses it to stop penetrating while theBobcat auger keeps going. In a simplerepeatable test, the Bobcat auger digs upto 7.5 inches deeper than the other brands,making operators able to reach those extrainches and finish the job. Make sure yourcustomers understand the benefit andvalue of the Bobcat auger. Cutting cornerswith the other brand takes away their abilityto finish the job. The design and geometryof the Bobcat augers make it possible foryour customers to get the job done rightthe first time.• Easier Maintenance: Simple design makesfor simple maintenance and a decreasedchance of downtime. That’s why Bobcataugers keep maintenance simple with just afew easy grease points for the direct drivesystem, which results in optimal balancebetween torque and RPM. Other brandsmake it complicated with a smaller drivemotor and planetary gear drive systemwith many moving parts, including gearsand bearings that require more frequentmaintenance. With genuine Bobcat augers,your customers will appreciate fewer parts,less maintenance, lower operating costsand fewer headaches.Industrial Grapple Advantages• Closing Force: The tines of an industrialgrapple do more than hold loads ofmaterial in place. The strength of theirclosing force makes the difference betweenbiting into piles of stubborn material andjust scratching at the pile. The closing forcemust be strong in order to secure bulkyand uneven loads and keep it in place untiloperators reach their destination. Using aload cell on each tine of the grapples andpowering them with the same compactloader, Bobcat measured the maximumclosing force of the Bobcat grapple andother brands. The results indicate that theBobcat industrial grapple has more than2 tons of closing force, beating all otherbrands by as much as 2.5 times.• Visibility: When maneuvering in confinedspaces next to expensive buildings andobjects, a clear sightline is necessary toget the job done while avoiding damage.The design of the Bobcat industrial grapplemakes it easy to maintain visibility whilereaching for material in tight spaces.Competitive grapple brands cause theoperator to lose sight of the obstructionswhile still as many as 47 inches away fromthe needed material, making them unableto complete the job. The Bobcat industrialgrapple makes it easy and safe to approachthe object with confidence and finishthe task without damaging surroundingproperty.Watch the videosGo to www.Bobcat.com u Attachments andlook for the Bobcat Advantage icon with theattachment listing to view the videos.Bobcat Advantage videos are available forthese attachments:• Auger• Bucket• Grapple• Planer• Soil ConditionerCaterpillar®recently released its new E-Series mini hydraulicexcavators. 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 leverWeights 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 areavailable for more specific model-to-model comparisons. More informationTyler Zima, Bobcat competitive excavator specialistEmail: firstname.lastname@example.orgPhone: 701-476-4211Model Alignment3 – 4 t 4 – 5 t 5 – 6 t 7 – 8 tBobcatE32E35*E42E45*E50*E55E80Caterpillar303.5E CR*304E CR*305E CR* 305.5E CR* 308E CRSB*Caterpillar E-Series Machine Specifications303.5E CR 304E CR 305E CR 305.5E CR 308E CR SBCat Engine C1.8 C2.4 C2.4 C2.4 C3.3Power – 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)Dig Depth – mm (in.) 3200 (126) 3454 (136) 3683 (145) 3886 (153) 4724 (186)Caterpillar®and CAT®are registered trademarks of Caterpillar Inc.
10 Bobcats Pajamas Spring 2012 11Light construction productsLight construction productsNew lineup available for 2012Air CompressorsThree portable air compressor unitssupported by durable frames andstrong cylinders provide powerfor pneumatic tools. The 8-gallonmodels feature cast-iron compressorsand puncture-proof tires. Two single-stage compressor pump models,including a 5-gallon unit offering 4.1cfm at 100 psi and an 8-gallon modeldelivering 13.1 cfm at 100 psi, makeup 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/LCPLight construction products exist to complement the work of Bobcat®equipment. They are superior in quality andhelp 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 includesair compressors, generators and pressure washers, as well as compaction equipment, including plate compactorsand upright rammers. Powered by fuel-efficient engines, these durable models are designed to provide reliableperformance for jobsite development and cleanup operations.Succession PlanningSuccession PlanningParts & Service Dealer DevelopmentTo say that you work hard to makeyour dealership successful is anunderstatement. More accuratelyit is likely your passion, yourlivelihood, and your dedication to itis unmatched. Therefore, facing thereality of transitioning the ownershipof it to someone else can be difficult.But ignoring the inevitable transitionwill not make the process or theresult better — for any party. Themore planned, thought out andformalized your succession plan is,the better off your dealership will betoday, tomorrow, and into the future,thus ensuring the business you builtcontinues to serve your customerswith quality Bobcat®equipment andexcellent customer service.Benefits of Succession PlanningDealers who plan for the transition of theirbusiness increase its value and minimize its risk.If the transition is to a family member, a planensures it goes smoothly so the wealth createddoesn’t disappear. If the transition involvesselling the business to a new owner outside ofthe family, a plan maximizes the selling pricebecause a new buyer will see value that he’swilling to pay for when a plan is in place thatmakes the ownership transition easier.Additionally, a succession plan ensures yourcustomers maintain the positive experiencewith your dealership that they have cometo expect. If surprises occur in ownershiptransitions, customers can experiencedisruptions and a less positive experiencesince both dealer and Bobcat Company timeand energy become focused on internalbusiness issues, taking away from focus oncustomer service and experience. Reducethese negative distractions by creating asuccession plan.Finally, succession planning ensures continuedcoverage of the Bobcat brand across NorthAmerica. Keeping the dealer network strongacross all territories and markets benefitsall dealers and Bobcat Company becausewe rely on strong brand recognition of ourproducts to be successful. If dealer coveragedisappears in one area it leaves room forthe competition to creep in and establish acustomer base where Bobcat was, hurting theentire network if it spreads too far.Dealer Guide AvailableThe Dealer Development team hasestablished a Succession Planning DealerGuide that includes detailed informationon critical steps, timing and resourcesnecessary to create a succession plan for yourdealership. Dealers should have received thisguide by mail, but please notify your districtmanager if you have not yet received it.Never Too EarlyIt is never too early to establish a successionplan to ensure the legacy you’ve builtcontinues. Rest assured, establishing a plandoes not indicate to your staff or others thatyou’re retiring tomorrow or in a hurry toleave your dealership. Quite the opposite,it demonstrates your commitment to thesuccess of your business and reveals yourunderstanding of how a smooth transitionis in the dealership’s best interest. Whilesuccession planning can be an easy activityto procrastinate, it is the best thing you cando for your business to eliminate risk, securethe wealth you’ve created and ensure yourbusiness continues to be successful for yearsto come. Watch Bobcat’s Pajamas for futurearticles on this critical topic.More informationDue to the heightened importanceof succession planning for BobcatCompany and dealers, Owen Edwardsof the Dealer Development team hastransitioned into a role dedicated to this.Contact Owen for more information onsuccession planning.Owen EdwardsSuccession Planning ManagerDirect: 251-751-9244Email: email@example.comCritical for your dealership’s tomorrowGeneratorsA team of three generators withoutputs of 3,000, 4,000 and 7,500watts provide power for remoteelectricity generation needs. Allmodels feature low-oil shutdown,large low-tone mufflers to reducenoise and USDA-/USFS-approvedspark arrestors. The heavy-dutyframes increase durability, yet thelightweight design can be easilywheel-mounted or transferred tovehicles for transporting.Pressure WashersThe redesigned tire-mountedBobcat pressure washer line featurestwo portable cold-water gasolinedirect-drive models with 3,000 and3,400 psi, respectively, for routinecleanups and wash jobs. Those unitsare joined by one portable hot-water gasoline direct-drive modelthat delivers 3,500 psi and twoelectric models: a direct-drive unitthat offers 1,500 psi and a belt-drivemodel that operates at 3,000 psi.Vibratory Plate CompactorsEngineered with high centrifugalforces, the BC15, BC19 andBC22 single-direction vibratoryplate compactors effectivelyand efficiently compact granularsoils and crushed aggregatesto depths of 12 to 16.5 inches.The units are also equipped witha water sprinkler system withremovable water tanks for thecompaction of hot mix asphalt.The BC15 delivers 3,400 pounds of centrifugal force from a compactframe using a 17-by-22-inch plate. The BC19 has a 20-by-22-inch plateand compacts with 4,000 pounds of centrifugal force. The BC22 has a22-by-22-inch plate and offers the highest compaction rate with 5,700pounds of centrifugal force. These compaction units range in operatingweight from 150 to 220 pounds, allowing them to remain highlymaneuverable and transportable.Upright RammersTwo upright rammer models, theBR55 and BR72, offer a low centerof gravity and a lightweight designfor backfilling and narrow trenchcompaction. Their impact force isapplied to material by a durablesteel-plated wooden foot thatmeasures 9 inches by 13 incheson the BR55 and 11 inches by 13inches on the BR72. The BR55provides an impact force of 2,600 pounds, while the BR72 delivers3,400 pounds of force. Both ramming tools provide powerfulcompaction in a small, self-balanced design that stands less than44 inches off the ground.January 2012 / TOTAL LANDSCAPE CARE 47FEATURED PRODUCT SECTIONAttachments can make your compact equipment more versatile and extend your list ofservices when used correctly. Here’s advice from Tom Connor, Bobcat excavator productspecialist, 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 forthe 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. Donot 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 thedaily greasing and preventative checks, but if you aren’t matching the flow to the breaker, itwill not matter. Also, match the breaker attachment to the job being completed. The biggerthe 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 withattachments, as well as guidelines for daily greasing and maintenance.CompactEquipmentTOTALLANDSCAPECAREFEATUREDPRODUCTSECTIONadvertisementTotalLandscapeCare,January2012ConstructionBulletin,March2012CompactEquipment,March2012Industry News CalendarMarch 26, 2012Serving Minnesota, North Dakotaand South Dakota since 1893UtilityVehiclewww.ceunbound.com March 2012 Compact Equipment 13When skid steers were first forged, they came withattachments. Back in 1957, when the forbearer ofthe modern skid steer was invented in Rothsay,Minn., by brothers Cyril and Louis Keller, the firstunits had only three wheels, a 6.6-hp Kohler engine and arope starter, but they still took four attachments — a utilityscoop, manure fork, snow blower and sweeper. From its cre-ation, the skid steer was designed as a little loader and a bigtool 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 powerthose 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 theloader itself. It took a few decades to harness the high tech-nologies of hydraulics. A whole new industry of skid steerengineers, attachment makers and hydraulic OEM expertsemerged over the last three decades with the proliferation ofskid steers using fluid power systems.“The first widely available skid steer auxiliary hydraulicswere used for powering cylinder-operated attachments suchas 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 steerssince 1969). “Powered attachments became common in the1980s. By the mid-‘90s, nearly all skid steer manufacturersoffered optional auxiliary hydraulics, but it wasn’t untilabout 10 years ago that auxiliary hydraulics became stan-dard on skid steers.”Over 50 years, the skid steer and its subsequent cousin thecompact 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 withits utilitarian nature. The rise of hydraulics has made skidsteers and compact loaders kings of attachments. Whetherit’s a massive cold planer to strip asphalt, a serious stumpgrinder 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 skidloader,” says Sean Bifani, product manager for skid loadersand compact track loaders at Mustang Mfg. (which makesGoingwith theFlowDiscover the History and Innovation behind High-Tech Skid Steer Hydraulic SystemsBy Keith GribbinsConstructionBulletin,March20122 0 1 2 P R C o v e r a g e
12 Bobcats Pajamas Spring 2012 13Generate awareness, business and more with a sales blitz at your dealershipSales BlitzQuick Tips• Create informationpackets thatinclude:- Latest WorkSaver®magazine- Latest BobCatalog- Product andapplication-appropriateliterature, includingrental and attachmentliterature- Bobcat Advantage CD- Credit application- Business card of theBobcat sales specialistfor the area• Pair salesspecialistswith differentsales styles orexperience levels• Be organized andspecific aboutwhere each teamshould go with adescription of theboundaries• Collect contactinformation,including name,address, phonenumber, typeof business andequipment ownedfrom as manyprospects aspossible• Meet at adesignated timeand place after theblitz to debrief• Begin the follow-upprocess a coupleweeks after thesales blitz Sales blitzes are a great way fordealers to be top of mind forprospective buyers. A sales blitz is anorganized dealer effort that createsawareness and generates sales leadsin a short amount of time.Pajamas spoke with the teams of twodealerships finding success with salesblitzes by being organized and strategicin their approach. The results includenot only an increased pipeline of leadsand a better awareness in their territory,but also a more motivated sales team, abetter idea of the economic condition ofthe territory and direct sales that can beattributed to the blitzes.Dealers and successBobcat of the Rockies and Bobcat of Dallashave run several successful sales blitzes inthe last year. Pat Kelleher, sales manager atBobcat of the Rockies, typically organizessales blitzes around another event suchas a new location or an open house.This approach gives the dealership theopportunity to run two to three focusedblitzes per year. Since opening a newlocation means a new territory, blitzes arethe perfect activity to generate awarenessright away. “Blitzes help us jumpstart adifferent territory and get in front of a lotof customers in one day,” Kelleher says.Alan Coffman, president at Bobcat of theRockies, adds, “Blitzes are an opportunityto sell the whole enterprise. We talk aboutparts, service and rental too, not justsales.” This ensures prospects know allthat’s available with a new location.Cole Young, division manager at Bobcatof Dallas, agrees that getting in front ofa lot of customers in a short amount oftime is beneficial. “Blitzes are a goodway to get awareness out there foryour dealership,” he says. Dallas has itssystem down so it’s running about 10smaller sales blitzes per year, taking ahalf-day approximately each month to hitthe territory and generate leads.Teaming upA typical sales blitz consists of 8 to 10teams of two people, depending onthe size of the dealership. The pairs areassigned to blitz specific areas, and Bobcatof Dallas and Bobcat of the Rockies findthat who they’re riding with is as importantas where they’re going. Mike Pavelka, salesmanager at Bobcat of Dallas, is strategicin determining teams. “We try to pair upa platinum sales guy with an average salesguy, a veteran with a rookie. Or we blendpersonality styles, sending an aggressiveguy with a more passive one so they caneach see both sides,” he says. There arebenefits for the sales specialists themselveswhen on a team that day. “On accountswhere they lack a little confidence …maybe there’s a gatekeeper or they’reotherwise uncomfortable walking in …when they are with their partner, they’llwalk in with a confidence they lack on theirown,” says Pavelka. “It forces them to goin, makes it easier.”Determining territory, structureTeams are assigned to specific segmentsin a territory so that the whole area istouched by someone from the dealership.Bobcat of the Rockies and Bobcat of Dallassales specialists speak to two differentapproaches, both effective but withdifferent benefits. Young of Dallas saysthey get specific with where teams shouldgo in order to be as efficient as possible.“Our territory manager will specificallydesign a route for the blitz. We’ll mergethe customer list with [Microsoft®] MapPoint so we have pins and addressesand sales guys aren’t running around butinstead focusing on key people,” he says.Kelleher with Rockies says they’ve usedthat approach too, as well as more of a“shotgun approach” in order to increasethe hits. “With the shotgun approach, allthe pair knows is to go between this streetand that street and to hit every machinethey can find. There might be some wastedtime, but absolutely everybody getstouched and it prevents any bias in whoto contact,” Kelleher says. “Sometimes it’sgood to not over-think whether a contact isgood or bad. Everybody is somebody theyneed to see.” Coffman of Rockies agrees,noting the benefits of sending teams to aterritory they’re unfamiliar with. “When aguy’s been in a territory a long time, certaindoors may be marked as unapproachable— he knows they run competitivemachines and will overlook them thinkingit does him no good anymore. But with afresh guy blitzing the territory, he knowsno marking on the wall. He just goes,”Coffman says. Blitzes can open doors thatmay otherwise be perceived as closed.Marketing MarketingGenerating leads most importantGenerating leads is the number one objective of asales blitz for both dealers. Coffman, from Bobcatof the Rockies, says that while sales are of course awelcome bonus to any sales blitz, the goal remainsfocused on generating awareness. “We’re nottrying to sell as much that day as much as we aretrying to generate leads. We want to sell, don’t getus wrong, but we’re not out there pushing product.We’re generating leads. We’re non-evasive, non-confrontational, really not salesmen. We’re justpassing out information,” he says.Since leads are the objective of the blitz, follow-upis critical to transitioning those leads into sales.Rockies and Dallas both make sure records are keptof who was contacted in each blitz, and that listis provided to the territory manager at the end ofthe blitz for him to follow-up with the prospects.Pavelka points out blitzes aren’t intended to deliverovernight business. “The residual you realize froma 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 thatcount,” he says.Information packet criticalBoth dealers agree that sales blitzes must includedropping off a packet of information, and theright information must be in it in order for theblitz to make an impact. “It’s really importantto get the right stuff in the packet. WorkSaver®,BobCatalog, credit app, rental rate, contractor’sguide, business card — it’s all included in thepackets,” says Coffman. Since there are situationswhere the packet of information may have tostand on its own, it has to be right. “Sometimeswe find machines and don’t find people, so weleave packets inside the door or on the seat of amachine,” Coffman says. Pavelka with Dallas hasdone the same thing and can speak to a directsale as a result. “Since no one was around, we lefta packet on a competitive machine, left anotherone the next month, and we ended up getting aphone call and selling a machine. You just neverknow,” he says.Benefits beyond the bottom lineBeyond the bottom-line results of a blitz, bothdealers say team-building and motivation for theirsales teams are bonus benefits. “For us, the team-building is a huge positive,” says Coffman of Bobcatof the Rockies. “Sales guys are on an island a lotof the time, so for them to get together with theother guys, spend half a day together before, duringand 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 Dallasrecognizes the energy and motivation that comefrom running sales blitzes. “These blitzes motivatethe sales guys. I see it energizes them and keepsthem loading the pipeline. The success stories fromthe blitzes keep the spark going on the team, so it’sa win-win,” he says.After the blitz, teams report what they experiencedand Bobcat of Dallas finds this information to beincredibly beneficial. The first part of the debriefmeeting always includes the “state of the territory”discussion, as they call it. “Blitzes are a barometerof the economic condition of the territory. Peopletell us things are good, things are bad, things aregetting better. We learn what’s going on as far ascompetition, projections for the next few months,how housing looks. What prospects say guides us,”Pavelka says. Young adds how interesting it is thatteams’ reports always match even though they alltouched different prospects. “It’s kind of eerie tohear what the guys say because they’ve all beenpaired off on their own, but they all say the samething,” he says. “Everybody had the exact sameexperience and it’s a major way for us to tune in andknow what’s going on in our market.”The dealers conclude that there’s no such thingas an unsuccessful sales blitz. “Even if the numberof leads isn’t as high or we learn that customersare discouraged, the sales team is still getting outthere and prospects are aware we’re here,” Kellehersays. “There is always value in sales blitzes. Someare better than others, which we can measure innumbers, but the attitude of the salesmen is ameasurement too, and our guys have an excitementabout them. We see a residual value in them, sowe’re scheduling more,” says Palvelka.Blitzing for BusinessBlitzing for Business“Blitzes are an opportunity to sell the wholeenterprise. We talk about parts, service and rentaltoo, not just sales.” — Alan Coffman, President, Bobcat of the Rockies.“Blitzes motivate the sales guys. I see it energizes them andkeeps them loading the pipeline. The success stories from theblitzes keep the spark going on the team, so it’s a win-win.” — Mike Pavelka, Sales Manager, Bobcat of DallasSpring 2012 13
14 Bobcats Pajamas Spring 2012 15Understanding this customer and how to reach himMarketing MarketingWhen you think of an agriculture producer,who do you think of? What does he raise?What kind of Bobcat®equipment does heuse to accomplish daily tasks? What keepshim up at night?If you answered the first question with cropproduction, you’re not wrong … but there is a biggeragriculture producer who dealers should think moreseriously about reaching and turning into a customer.Beef cattle producers present a growing opportunityfor Bobcat equipment, and thus, Bobcat dealers. Doyou know this customer’s tendencies and how to findhim in your territory? Do you know what equipmenthe’s looking for and what he needs it to help him do?Beef cattle producers presentopportunityDepending on your region, the most commonagricultural customers are beef cattle producerswho run cow/calf farms and ranches, and operatelarger feedlots and stockyards. According to theU.S. Department of Agriculture (USDA), beef cattleproduction makes up the single largest applicationof agriculture — more than 1 million beef producersin the United States alone. This translates to hugeopportunity for Bobcat equipment that can help theproducer clean, feed and manage his herd. MoreAmerican farms are currently classified as beef cattleoperations than any other type.Work for every seasonThe work on a typical cow/calf operation cycles withthe season. Spring is a cow/calf operation’s busiesttime of year as producers are calving, brandingand working the cattle. Summer’s focus is on landMore informationMarket Spotlights are available for the beef, dairy and poultry applications.Find them at BobcatNET u Markets & Applications u Markets, and selectfrom a list of markets.Bobcat University offers a course specific to the agriculture market. Goto BobcatNET u Bobcat University u Sales u Markets & Applications uAgriculture Market.Features and attachments toget the job done• Visibility and Agility: Important sincecattle producers often perform theirtasks in confined spaces.• Reliability and Ease of Maintenance:Since customers live in rural areas,miles from dealers, they tend toperform their own maintenance, soa durable and reliable machine thatrarely goes down and is easy to servicewhen it does is critical.• Versatility: He needs his skid-steerloader to accomplish cleaning, feedingand maintenance tasks. Primaryattachments for this customer include:- Augers to dig fence post holes- Grapples to move hay bales or otherbulky material- Brushcat®rotary cutter to manage growthof unwanted vegetation and brush- Snowblowers and snow blades to manageand move snowWho makes the decision?Raising and caring for livestock istypically handed down and improvedupon from generation to generation. Theaverage producer is 57 years old, andhe is often the principal operator anddecision-maker. He splits some operatorduties with a spouse or children, butmore than 60 percent of today’s farmsonly have one operator as more womenhave professions off the farm.How and when they buyGenerally, year-end and spring monthsare peak buying times for beef cattleproducers. At year-end, they realize theirprofits and can more easily determineequipment purchases for tax purposes.In the spring months, they are gearingup for feeding, planting and landmaintenance. Be prepared for theseselling periods with adequate stockand sales specialists who understandthe cattle producer’s needs. With manyaspects of cattle producing beyond theircontrol, this customer generally avoidsfinancing programs and prefers to paywith cash. Therefore, the most appealingsales programs include:• In lieu of offers/rebates• Cash purchases• Low or no-cost items, includingfree options• Trade-in incentivesEstablishing a relationshipAgriculture producers are much more likelyto buy from someone they have relationshipwith than from anyone else. Dealers canbegin the process of establishing awarenessand meeting cattle producers in your area bybeing visible. Consider these tactics to beginthe process.Direct Mail Campaign: A great placeto start is by establishing awareness through adirect mail campaign. AdCenter provides market-specific postcards and can build a targetedmailing list for you. This is the easiest and mostcost-effective way to start since this customeris located in rural areas off the sales specialists’beaten paths. By running a direct mail campaignand following up with a phone call or visit,dealers increase awareness and can begin toestablish a rapport and relationship that will leadto sales.Auctions: Current and prospectivecustomers can see Bobcat equipment in actionat sale barns and other auction venues throughstrategic partnerships.Boards/Associations: Many associationsgive members opportunities to reachconsumers through conventions, trade showsand publications. Alliances with county fairboards can leverage equipment into displayand working situations at fair time.Schools: The next generation of producers islikely in school. Create relationships with FutureFarmers of America (FFA) programs, and reachout to college ag science professors to buildequipment considerations into curriculums. Ifyou can put your product into young agricultureproducers’ hands and provide them proper trainingon Bobcat equipment, you can create awarenessand brand loyalty that can last a lifetime.Begin today by identifying and reaching thiscustomer for the benefits of increased sales inthe future.maintenance and cleanup: baling and storinghay, repairing fences, hauling manure andtending crops that they grow in addition toraising their cattle. In the fall, cattle are sentto auction to be purchased by feedlots orstockyards and crop harvesting begins. Winterdemands efficient and reliable snow removal.Bobcat equipment providessolutions for many jobsBeef cattle operations use compact equipmentfor a wide variety of tasks, but some of the mostconsistent needs of these operations include:• Feeding hay and grain to livestock• Cleaning pens, barns, corralsand buildings• Managing manure• Building/mending fences• Mobility across a property• Landscape maintenance- Mowing- Snow removal- Terrain levelingSkid-steer loaders aremachine of choiceTo accomplish these tasks, the number oneBobcat machine for the beef cattle produceris the skid-steer loader, equipped withoptions and accessories that make his jobeasier and more comfortable. This customerneeds to accomplish taskssimply and efficiently,and the better equippedhis loader is, the longerhe can stay on it and themore he can accomplish.Based on historical sales to this segment,the most popular skid-steer loader modelsand 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™ attachmentmounting system- Sound reduction- Deluxe instrumentation panel withkeyless start and Attachment Control KitS205, S185• 2-speed• Block heater• A51 or H51 optional packages:- Enclosed cab with AC/heat- Suspension seat- Cab accessories harness- Power Bob-Tach™ attachmentmounting systemwhy should yourpick-up truck hog allthe glory? in this business,the manure hitsthe fanevery day.you won’t wantto leave the cab.and now youdon’t have to.getting out of bed at4:00 am is hassleenough for anybody.Your pick-up truck is no longermost comfortable refuge on theranch. M-Series loaders fromBobcat are loaded with creaturecomfortsthatkeeprefreshedandready for the next challenge. There’s never enough time in thday, and you can never work tofast. That’s why Bobcat loaderwith 2-speed are so handy.Don’t let a frozen engine spoil anearlymorning’swork.Littlethings–likeablockheaterkit–willkeepyou running several steps aheadof your operation.Start up a Bobcat®loader on our lot – no matterwhat the weather looks like. We’ll help you finda machine that’s perfect for you, with the rightcombination of options and attachments.The M-Series 700 frame size is brand newfrom Bobcat… and we have them! They havethe power and production you need for toughagricultural work. Load them up with greatoptions like Power Bob-Tach to make choresgo quicker and more efficiently.Best-in-Class Pressurized CabAvoid dust, dirt and debris in an enclosed,best-in-class pressurized cab that’s big,comfy and equipped with a large dooropening for easy entry and exit.Heat, Air ConditioningWhen the temperature hits the extremeend of the spectrum, crank up the heator air conditioning and work in comfort.Blow air where you want it. 360-degreevents and ductwork directs air to yourface, torso, and feet – or to the windowsand front door for defrosting.Air Ride SeatWhen the job calls for long hours in thecab, the deluxe, fully adjustable air rideseat is just the thing to keep your spiritsup. Ensure the ride is comfortable andthe production stays high.2-Speed TravelThis time-saving feature boosts yourtop travel speed by as much as 57percent, giving you the fastest travelinloader on the market. Time is money– and extra time adds up fast with thishigh-speed feature.Block HeaterWhen the weather turns cold, keep theengine oil at high, sure-starting viscositywith a Bobcat block heater.Imagine a 100-degree day with90%humidity.Manualattachmentchanges are downright painfulwhen it means stepping outsideto fight quick-tach levers cakedin mud and manure. You needthePowerBob-Tach®attachmentmountingsystemtomakeiteasy.Power Bob-Tachn Release the old attachment and lockthe new one into place with your Bobcatmachine controls.n Just activate the Power Bob-Tachswitch on the dash panel to engage andrelease 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 getvacation time.you don’t getsick time.make upfor itin cabtime.benefitsmakeall thedifference.more power. more chores. more perks.Isn’t it time your job had benefits? See inside to learn how it can.WithgreatfinancingonBobcat®equipment,it’saperfecttimetomakefarmchoreseasier.Stopinforademo.The cattle don’t care what’s happeningin your life. They’re hungry and they’relooking straight at you. It’s a toughbusiness with its own unique rewards:your land, the animals, self-sufficiencyand a lifestyle that can’t be beat. Evenwith all that, you need every advantageon the job. That’s why Bobcat packs itsequipmentwithmorehandy,comfortableand convenient options than anyone else.Test drive the new700 frame sizeloaders at ourdealership.when you’reself employed,when you’reself employed,visitusforademo.takeadvantageof0%financingFINANCINGASLOWASAPRLearnmoreatwww.bobcat.com/MyOffers*Limitedtimeoffer.Availableatparticipatingandeligibledealersonly.Offermayvarybyproducttype,series,modelandselectunitsindealerinventory.OffersavailableonnewequipmentinUSandCanadaonly.Somerestrictionsapply.Lengthofcontractmayvary.Priorpurchasesnoteligible.Seedealerfordetails.FinancingprovidedonapprovalofcreditbyauthorizedBobcatfinanceproviderstowellqualifiedbuyers.Therateslistedhereindonottakeintoconsiderationanyadministrativefeesandaresubjecttochangebasedontheamountofsuchfees(whichmayvary).Offernotavailabletogovernmentaccounts,nationalaccountsandmunicipal/utilitybidcustomers.BobcatCompanyreservestherighttoextendordiscontinueanyoftheseprogramsatanytimewithoutpriornotice.“Bobcat”isaregisteredtrademarkofBobcatCompanySmall increments inspeed add up to largeamounts of workdone and time saved.See for yourself howBobcat equipmentperforms atwww.BobcatAdvantage.comput it tothe testAuthorizedBobcatDealer14 Bobcats Pajamas Spring 2012 15Opportunity in Beef CattleOpportunity in Beef Cattle
16 Bobcats Pajamas Spring 2012 17ProductsMarketingLooking for the right marketing materials for your dealership? Make them yourself with an exceptionalnew 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.IntroducingTo 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/adcenterstudiotraining3. 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 stuffersAll AdCenter Studiotemplates, images and copyare Bobcat brand compliant,plus eligible media types*are preapproved for Bobcatco-op advertising! Whetheryou’re promoting a specificproduct or your next event,we offer a variety of templatesthat can be customized withyour dealership information,including your logo, contactinformation and special offers.Create custom marketing materials that sell!We encourage you to attend a free trainingsession to learn more about this excitingnew tool. Email firstname.lastname@example.org call 888-364-1881 to sign up for one ofour training sessions.Q&A With a performance club leaderMay 16 at 10 a.m. | May 17 at 10 a.m.May 23 at 10 a.m. | May 24 at 10 a.m.Instructions16 Bobcats Pajamas Spring 2012 17One of Rex Loomis’s first jobs was in the North Dakotarental industry. That experience helped launch asuccessful career with Bobcat that has spanned 13years. Rex recently shared some of the reasons he is atop achiever in the Bobcat Performance Club.What is your sales philosophy?I always want to be at 100 percent customer service. If acustomer’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 tokeep him busy, I’ll do it. It’s costing me money, but it keeps thecustomer 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 PerformanceCouncil every year. I learn a lot from those guys. It brings all thesalesmen into one room and we talk about what’s happening,what’s working for people – good and bad – and share experiences.How important issales training?My backyard is sales training. That’s howyou sell. You can’t do it just by handinga customer a piece of literature. You getthe equipment and you get out thereand show it to them.How does patience pay off?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 thecompetition. A year and a half later, the city was having drainage issues ontheir new softball complex fields. We took over a piece of Bobcat equipmentwith a laser grader and showed them how to use it. I sold them a newmachine 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 tobe in sales. And, he was right. He had been in sales his whole life and heknew, I guess, the demeanor and my attitude. I’m a down-to-earth type ofperson. I talk at your level, I don’t talk above you. I keep an open mind.Rex Loomis, Bobcat of MandanTop 5 Sales Specialistsby Performance Club ClassClass Name Dealership Name6PATRICK SCHOEN TRI STATE BOBCAT INC, BURNSVILLE, MNRAY LOWERY Bobcat of Oklahoma City, Oklahoma City, OKNEIL COLEMAN Fairbanks International, Inc., North Platte, NETREVOR SLOAN Bobcat of the Tri-Cities Ltd., Kitchener, ONREED ELMORE WILLIAMS EQUIPMENT & SUPPLY OF LOUISIANA, SHREVEPORT, LA7DUSTIN GOODSELL Bobcat Of OmahaMASON PERSONS BOBCAT OF FARGO, A DIVISION OF SWANSTON EQUIPMENT, FARGO, NDKRIS KNUTSON BOBCAT OF BIG SKY, INC., BILLINGS, MTJEFF KIHLE Bobcat Of WillistonDANIEL VON GONTARD Bobcat of Houston, Houston, TX8JIM OLLIS BOBCAT OF GREENVILLE, PIEDMONT, SCDAVID BANNISTER BOBCAT OF COLUMBIA, COLUMBIA, SCJOSHUA FREUNDSCHUH BOBCAT OF BUFFALO, LOCKPORT, NYMICHAEL PERCHALSKI BOBCAT WEST, YAKIMA, WAANDY REINSCH FORKLIFTS OF CENTRAL MISSOURI, JEFFERSON CITY, MO9HOWARD STEADMAN INTERMOUNTAIN BOBCAT, SALT LAKE CITY, UTDAN CZUK Carleton Equipment Company, Inc.EDI CLARK WHITE STAR MACHINERY & SUPPLY, WICHITA, KSHARRY CHRONISTER Bobcat of Boston, North Reading, MASTEVE ERMER YORK EQUIPMENT, INC, YORK, NE10BRENT BURNETT Bobcat Of Saskatoon, FGI SupplySTEPHANE LAURIN Bobcat de Montreal, Lachine, QCJEREMIAH KRONEBUSCH BOBCAT OF GRAND FORKS, INC.CALEB HARD TRI STATE BOBCAT INC, BURNSVILLE, MNJIM MENHORN BOBCAT OF PITTSBURGH, MOUNT PLEASANT, PAClass Name Dealership Name1MIKE REEVES BOBCAT OF NORTHERN VIRGINIA, BRISTOW, VARICK KRAFT CENTRAL NEBRASKA BOBCAT, GRAND ISLAND, NEREX LOOMIS BOBCAT OF MANDAN INC, MANDAN, NDTODD SWARTZ Atlas Bobcat, Schiller Park, ILMICKEY WAGNER METRO BOBCAT SALES, FORESTVILLE, MD2BRIAN GILL DUHON MACHINERY, ST. ROSE, LATOBY GRACEY BOBCAT OF BALTIMORE, LLC, BALTIMORE, MDDAVID SCHUMANN BOBCAT OF SAN ANTONIO, SAN ANTONIO, TXKEN PETERSON BOBCAT OF FORT WORTH, FORT WORTH, TXROBBIE SMITH METRO BOBCAT SALES, GAITHERSBURG, MD3DOUG BENNETT Bobcat of Houston/Pearland, Houston, TXARIC BELOTA BOBCAT OF AUSTIN, AUSTIN, TXCHRIS MOWBRAY BOBCAT OF MONROE,MONROE,NCDAVID JACOBSON BOBCAT OF BROOKINGS, INC., BROOKINGS, SDRICK MANN Gateway Bobcat of Missouri4MATT KENNEDY Bobcat of Edmonton, Edmonton, ABJON JELLUM BOBCAT OF CHARLOTTE, CHARLOTTE, NCDOUG MOONEY Bobcat of Oklahoma City, Oklahoma City, OKBRANDON MARTIN Bobcat of Jackson, Jackson, MSJIM LORANG BOBCAT OF MADISON, MADISON, WI5TRACY PATTON BOBCAT OF BOWLING GREEN, BOWLING GREEN, KYDUSTIN THAMM TRIANGLE EQUIPMENT CO, INC, MORRISVILLE, NCTOM MORELLI Bobcat of Hamilton Ltd., Stoney Creek, ONCLAYTON MONSEN HEGGEN EQUIPMENT INC, WATFORD CITY, NDBERNIE STANLEY BOBCAT OF ATLANTA, ATLANTA, GA
18 Bobcats Pajamas Spring 2012 19Million Dollar MarkK.C. Bobcat’s parts departmentbroke the million dollar mark forthe second year in a row! Left toright: Patrick McCarthy, Tim Droege,Blake Headley (attachments andafter market manager for Bobcat),Jeff Siron, Jeff (J.D.) Droege, BarryHanson (attachments and aftermarketsales manager for Bobcat).dealer happenings dealer happeningsDealerHappeningsLove for BobcatDixie Mae (left) and Tessa (right) showoff their love for Bobcat! Gary Bishop,parts manager at Bobcat of Troy, istheir proud grandfather.WorkSaver FanThanks for babysitting, Bobcat! In BuffaloNarrows, Randy Seright’s grandson Bryce is afan of WorkSaver at 16 months old.18 Bobcats Pajamas Spring 2012 19Mathews Bow WinnersDick and Jeanne Schidt are of the winnersof the Mathews Bow from the 2010Sportsman’s Banquet in Hillsboro, Ohio.Million Dollar MarkBobcat of Oklahoma City brokethe million dollar mark for the firsttime in 2011! Left to right: KenSmith, Lea Sikes, Blake Headley,Ernie Sikes, Derek Sturgeon.Million Dollar MarkWhite Star Machinery’s parts department hit themillion dollar mark again this year! Left to right:Barry Hanson, Ben Jeffrey, Josh Loyd, KirkMcDiffett, Glenn Engels, Dee Smith, LawrenceInskeep, Blake Headley.Michael BenardBobcat of Connecticut20 years of serviceMichael passed away in March 2012Honoring Bobcat VisionariesBobcat Company extends its sincerestgratitude to particular visionaries for thededication to making Bobcat®products theglobal leader in compact equipment.Dave Holmberg Jr.,Dave Holmberg Sr.,Phil HombergBobcat Country Sales36 years of serviceRick Hein’s VisionaryAward RecognitionLeft to right: Joel Honeyman, RichFuller, Rick Hein, Rich GoldsburyMillion Dollar MarkBobcat of the Rockies’parts department broke themillion dollar mark this year!Left to right: Barry Hanson,Aaron Mandoles, MichaelHeuvelman, Chad Roehrich,Bruce Dunn, Blake Headley,Vivian Smith, Brett Caruthers,Tom Mandelko, Alan Coffman,Anna Dunn, Jim Connor.