New BobCARE is taking off in the UK

We have already informed you about the launch of the new BobCARE offer for the UK market (more info here) and now we can bring the first success story. Richard Young, salesman at TVE dealership managed to sell 80% of machines together with BobCARE. Corbin Braithwaite, Bobcat’s UK Service Manager, interviewed Richard to find out what was behind this rocket of a launch.

CB: Richard, big congratulations. Can you tell us a bit more about how you achieved this result?

RY: Thanks Corbin. First, I must admit that I was not much into offering planned maintenance in the past. I found it too complicated, I just concentrated on selling machines and Protection Plus.

CB: But you´ve been aware that Bobcat is strongly advising dealers to work on planned maintenance offering?

RY: A bit, yes. I´ve seen it like the “aftermarket thing” and I didn´t want to invest too much time in it. Frankly, I haven´t seen benefits in it. And I was a bit skeptical as well when I’ve been invited to the training event in September.

However, there we went through the features of new BobCARE (simple pricelist, whole country validity, inflation-proof…) from the end customer and dealer perspective. We had good discussions with other salesmen and aftermarket people in the room about various benefits of this program as well. We saw results of customer expectations survey showing that customers are clearly interested in such offering, so it started to make sense to me. We discussed possible objections and tried out scenarios to respond to them, which made me feel much more confident. And that’s why I decided to integrate BobCARE directly in every machine offer. And it worked better than I expected.

CB: So simple?

RY: Nothing is simple, I´m still fighting for every sale. On the other hand, I was surprised by the positive customer reactions.

CB: Do you see differences by customer type or machine models? How do they react on BobCARE?

RY: I think it´s early to make any conclusions but there are no real differences for the time being. I´ve made sales with E10z and with Telehandlers for agricultural application, so quite different machines and expected applications. I think that more importantly you need to prepare a good “all-inclusive offer” with the right financing option. And emphasize features that the customer is attracted to: all-inclusive, genuine quality, inflation proof, residual value… Every customer is slightly different, and we need to adapt to their expectations. I would repeat that financing is key, it turns discussion from “total value” to monthly fees and customers see that benefits of fixed and predictable investment into maintenance can be affordable.

CB: Thanks, Richard, and carry on!

More about Richard Young

Richard Young is a Salesman at TVE but also a huge rugby fan, supporting his local rugby union team, Gloucester from Southwest England, which ties into his second favorite hobby, drinking Guinness. He is happily married; with two daughters and a son. Richard also enjoys taking his German Shepard and an old British Bulldog for walks around his hometown, Hullavington, Wiltshire, before relaxing in his hot tub.

From his colleague Cliff Perks (Parts & Service Sales Representation) “To watch Richard do what he does is a pleasure, his historic and product knowledge is second to none!”

Richard is a highly liked and respected Salesman within the UK and he is showing his professionalism and dedication to the Bobcat brand through increasing sales whilst securing customer retention through promoting and selling a solution to customers in his area.