Dealer Profile
each bring their own personality to disappointment. The constant drive diversified our brands and product the table as part of their commitfor lower price points encourages lines to broaden our customer base. ment to quality customer service. replacement, and suppresses parts We do well retaining and cross-sell“John, known to his fans as dude, and service sales.” ing our customers. And we adjusted is a brutally candid and thoughtful Michael also notes that generational our business hours in response to technician who instructs and advises differences in customers’ priorichanging shopping patterns.” customers with a passion The Kebluseks also not often seen in a retail reward customers for environment. Tom, who keeping their equipment knows most customers by well-maintained. “We ofname, does not hesitate fer pre-season discounts to spend as much time for equipment servicing as needed to address all and make appointments customer issues, whether for service in season. We or not they are relevant to try very hard to always – Michael Keblusek, Dehne Lawn & Leisure our business. I am the anahave service work in the lytical brother commissioned to keep ties should be considered in future pipeline. We do not promise immedithe boat afloat or at least make sure outdoor power equipment design and ate turnaround, but instead, encourthere’s space on the lifeboat when development. “Millennials are more age our customers to be proactive the time comes,” Michael says. socially responsible consumers. They about servicing their equipment,” From their father’s reminder of do not want to deplete natural reexplains Michael. “family will always be family, no sources and fill up landfills. They want While the industry has changed matter what,” the Keblusek brothenvironmentally friendly products that significantly since John Keblusek Sr. ers are able work as a team. “One provide long-term value,” he says. bought Dehne Lawn & Leisure, the cannot manage siblings, particularBaby boomers are also concerned Keblusek brothers are working dilily older siblings,” Michael admits. with the value and quality of equipgently to ensure that their business “I can only attempt to influence ment. “Consumers want products values and store experience remain them and persuade desired outthat last and function as promised,” the same. Whether it’s the 40-yearcomes. We are more cohesive when he adds. old Marantz receiver playing music things are challenging than in Michael feels that prioritizing in the showroom, or the authentic times of prosperity.” product quality and innovation can throwback experience that cannot garner a better profit and sustainbe reproduced by the Internet or a The Need for Industry ability for businesses that focus on big-box store, the Keblusek brothers Transformation parts and repairs. Not only can such continue to do it their way. In Michael’s opinion, there have changes be lucrative, but they can “Almost 30 years later, we are still been a lot of industry changes and also promote customer loyalty. “Peohere,” Michael says. He appreciates challenges in the last 15 years. Deple pay for quality. Dealers should the fulfillment working with his spite the trend of increasing online focus on brands that are dedicated family gives him. “I am grateful to sales, and equipment built to be to independent retailers and probe able to work with my wife and cheaply and easily replaced instead mote complementary products rather brothers. I am grateful for talented of serviced or fixed, the Kebluseks than foster transient brand loyalty,” and loyal employees who have bework hard to maintain a business Michael declares. come my friends. And I am grateful that prioritizes a personal relationto my benevolent customers who go Satisfying Customers ship with its customers. out of their way to patronize our and Upholding “We are in need of an industry family business. But sometimes I Family Values transformation,” urges Michael. “We still miss my dad.” need to promote a symbiotic relaDehne Lawn & Leisure makes its tionship between manufacturers and own adjustments and creates its own Angie Mellor teaches communications dealers. We need products that are innovations to adapt to changes and writing classes at Western Technipre-emptive, not reactive. We need in customer needs. According to cal College in La Crosse, Wisconsin, sustainable quality, not disposable Michael, “Like other dealers, we while freelance writing and editing.
“We are in need of an industry transformation. We need to promote a symbiotic relationship between manufacturers and dealers.”
GREEN INDUSTRY PROS DEALER SUCCESS GUIDE ■ VOLUME 39
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