Bob Lawrence Power Equipment Earns Loyalty, Trust Of Customers
It's been that way for more than 60 years.
Bob Lawrence Jr. doesn't want the spotlight. All he wants to do is take care of the first-, second- and third-generation customers who patronize his 60-year-old dealership, Bob Lawrence Power Equipment (BLPE).
In 1950, his father, Bob Sr., started the business shortly after a McCulloch distributor approached him about taking on the company's line of chain saws. Soon after, he quit his job at the appliance department at Sears and started peddling saws out of the back of his wood-panel Chevrolet truck. From that modest beginning, Bob Sr. eventually built one of the area's strongest power equipment retailers.
Throughout the years, the company added lines and services while earning trust and loyalty one customer at a time. After six decades, the dealership now enjoys a substantial market share in the area. Bob Sr. now 80, retired some time ago and left the reins to his son. Today, under Bob Jr. and wife Bee's leadership, the business continues the legacy by offering premium equipment, exceptional customer service and qualified parts and repair services. According to the owners, the store averages more than $1.5 million annually in sales, depending on the weather.
Like most independent dealers, the owners have worked hard to maintain those numbers. Popular lines from big names like Stihl, Honda and Husqvarna, lure in those leery of plunking down a little more cash for premium power equipment. Quality products, along with a professional and capable staff, have made the dealership very successful for many, many years.
Meanwhile, the Lawrences continue to identify and explore other avenues to grow the business. The web site offers the same lines carried in the bricks-and-mortar store. Bob won't comment on the financial specifics of his e-commerce business because it hasn't been operating long, but the businessman indicates that it's doing very well, and he's pleased with its prospects.
The business is a prime example of a locally based, independent dealer getting it done in the face of mass merchant encroachment. The Lawrences admit that making their dealership go in adverse conditions for so long hasn't been easy, and there have been setbacks along the way. They also admit they have worried (albeit, only a little) for the future of their store. But their determination, business savvy and entrepreneurial spirit has raised BLPE above the pack--and it's a nice view from the top. Pro-Active Marketing Nestled between the Blue Ridge and Smoky Mountains, Asheville abounds with rugged natural beauty and sweeping mountain landscapes. 002mar Lawrence 2The setting brings tourists from all over the country, especially in early fall when Appalachian hardwoods explode with rich red, yellow and orange foliage. Interestingly, there are more than 100 golf courses within 90 miles of Asheville. An astute businessman, Lawrence has targeted golf course and municipality maintenance professionals. "We've had an outside salesman targeting those businesses now for two years," Lawrence says. "We dabbled in (outside sales) before, but we didn't commit. As a result, it didn't work as well as it does now. Our outside salesman, Dave Rose, approached me with the idea of trying it again. He has a lot of experience and does an excellent job for us." Rose brings 30 years of golf course maintenance experience to the mix, calling on the many contacts he has made over the years working at the best golf courses in the area. Plus, he spends two to three days per week in the field making new contacts and rounding up sales leads. With new courses constantly being built, it's a no-brainer to target this sector of the market. However, Lawrence mentions that he has ideas for marketing the shop's service capabilities, too. "I'm working on offering (on-site) parts and maintenance services to municipalities and other larger accounts," he explains. "It (will be) the kind of thing where a technician goes to the customer and performs general maintenance and upkeep. We've sent promotional fliers to heads of municipal maintenance departments, and we'll follow those up with a call or visit," Lawrence says. "We want to bring our products and services to them in any way we can." For consumers, BLPE advertises with locally based television, but has tried a variety of other mediums, such as radio and print. "We've found 002mar Lawrence 3our most effective form of advertising is regional TV," he says. "It's more expensive than cable--it's about $700 to buy a spot on the local evening news broadcast. You can definitely buy cheaper cable spots, but only about 40% of the households in the area have cable. We tend to coordinate advertising campaigns with manufacturer specials or other promotions. We'll also (sponsor) golf tournaments, which create a lot of interest in our business, too." Moving Units More than 60% of the business comes from homeowners--and about half of that is women. Consumer lines are Honda walk-behind mowers, hand-held products, tillers, snow throwers and generators; Stihl and Husqvarna handheld products (BLPE is a Husky Crown Meridian dealer); Toro's complete line; Billy Goat brush mowers, chippers and lawn vacs; and BCS tillers. Commercial lines include Exmark; Husqvarna handheld equipment and riding mowers; Walker riding mowers; Wright Standard riding mowers; and Ventrac slope mowers. The store offers nothing down and six months, no interest financing on $300 to $10,000. The financing option is very popular and used in most whole good sales. Every piece of equipment in the large, well-lighted showroom has a large tag sporting the company's logo. Tags state product specs, price and financing options. "We've found that if the price is clearly marked, the customer doesn't try to negotiate," he comments. "We also push the financing option. We know how to sell financing; it's part of our sales presentation." Equipment is displayed in a neat, orderly fashion and is separated by manufacturer. The showroom is long and narrow with vestibules holding advertising displays, larger tractors, grills and other specialty products. Even the sales counter is neat, with its two computer terminals and a large parts bin that houses the store's entire parts selection. No 002mar Lawrence 4magazines, displaced merchandise, soda cans or bulky catalogs are visible. Everything in the store has its place. Before joining the family business, Lawrence worked in retail, selling men's clothing. During that time, he gained a lot of insight in the power of presentation. "Take a look around our store," he says. "Presentation is very important in this business. Everything in here is tagged and clearly priced. I want the look to be similar to the big box places." The store's neat appearance and the staff's no-pressure sales approach are something most customers appreciate. However, if customers have questions or require special attention, the staff is more than willing to oblige. "I'm sort of a hands-on person," Lawrence says. "I do most of the inside selling, but we all handle customers. We don't have job titles here. I want my employees to be cross-trained, so we can do whatever it takes to get the job done." According to Lawrence, half of the business' gross comes from whole good sales. The dealership tracks these purchases with a Softek computerized management system. The business added computerization 12 years ago, and has upgraded every couple of years since. According to the owner, the dealership moves 300-400 walk-behind mowers, 100
It's been that way for more than 60 years.
Bob Lawrence Jr. doesn't want the spotlight. All he wants to do is take care of the first-, second- and third-generation customers who patronize his 60-year-old dealership, Bob Lawrence Power Equipment (BLPE).
In 1950, his father, Bob Sr., started the business shortly after a McCulloch distributor approached him about taking on the company's line of chain saws. Soon after, he quit his job at the appliance department at Sears and started peddling saws out of the back of his wood-panel Chevrolet truck. From that modest beginning, Bob Sr. eventually built one of the area's strongest power equipment retailers.
Throughout the years, the company added lines and services while earning trust and loyalty one customer at a time. After six decades, the dealership now enjoys a substantial market share in the area. Bob Sr. now 80, retired some time ago and left the reins to his son. Today, under Bob Jr. and wife Bee's leadership, the business continues the legacy by offering premium equipment, exceptional customer service and qualified parts and repair services. According to the owners, the store averages more than $1.5 million annually in sales, depending on the weather.
Like most independent dealers, the owners have worked hard to maintain those numbers. Popular lines from big names like Stihl, Honda and Husqvarna, lure in those leery of plunking down a little more cash for premium power equipment. Quality products, along with a professional and capable staff, have made the dealership very successful for many, many years.
Meanwhile, the Lawrences continue to identify and explore other avenues to grow the business. The web site offers the same lines carried in the bricks-and-mortar store. Bob won't comment on the financial specifics of his e-commerce business because it hasn't been operating long, but the businessman indicates that it's doing very well, and he's pleased with its prospects.
The business is a prime example of a locally based, independent dealer getting it done in the face of mass merchant encroachment. The Lawrences admit that making their dealership go in adverse conditions for so long hasn't been easy, and there have been setbacks along the way. They also admit they have worried (albeit, only a little) for the future of their store. But their determination, business savvy and entrepreneurial spirit has raised BLPE above the pack--and it's a nice view from the top. Pro-Active Marketing Nestled between the Blue Ridge and Smoky Mountains, Asheville abounds with rugged natural beauty and sweeping mountain landscapes. 002mar Lawrence 2The setting brings tourists from all over the country, especially in early fall when Appalachian hardwoods explode with rich red, yellow and orange foliage. Interestingly, there are more than 100 golf courses within 90 miles of Asheville. An astute businessman, Lawrence has targeted golf course and municipality maintenance professionals. "We've had an outside salesman targeting those businesses now for two years," Lawrence says. "We dabbled in (outside sales) before, but we didn't commit. As a result, it didn't work as well as it does now. Our outside salesman, Dave Rose, approached me with the idea of trying it again. He has a lot of experience and does an excellent job for us." Rose brings 30 years of golf course maintenance experience to the mix, calling on the many contacts he has made over the years working at the best golf courses in the area. Plus, he spends two to three days per week in the field making new contacts and rounding up sales leads. With new courses constantly being built, it's a no-brainer to target this sector of the market. However, Lawrence mentions that he has ideas for marketing the shop's service capabilities, too. "I'm working on offering (on-site) parts and maintenance services to municipalities and other larger accounts," he explains. "It (will be) the kind of thing where a technician goes to the customer and performs general maintenance and upkeep. We've sent promotional fliers to heads of municipal maintenance departments, and we'll follow those up with a call or visit," Lawrence says. "We want to bring our products and services to them in any way we can." For consumers, BLPE advertises with locally based television, but has tried a variety of other mediums, such as radio and print. "We've found 002mar Lawrence 3our most effective form of advertising is regional TV," he says. "It's more expensive than cable--it's about $700 to buy a spot on the local evening news broadcast. You can definitely buy cheaper cable spots, but only about 40% of the households in the area have cable. We tend to coordinate advertising campaigns with manufacturer specials or other promotions. We'll also (sponsor) golf tournaments, which create a lot of interest in our business, too." Moving Units More than 60% of the business comes from homeowners--and about half of that is women. Consumer lines are Honda walk-behind mowers, hand-held products, tillers, snow throwers and generators; Stihl and Husqvarna handheld products (BLPE is a Husky Crown Meridian dealer); Toro's complete line; Billy Goat brush mowers, chippers and lawn vacs; and BCS tillers. Commercial lines include Exmark; Husqvarna handheld equipment and riding mowers; Walker riding mowers; Wright Standard riding mowers; and Ventrac slope mowers. The store offers nothing down and six months, no interest financing on $300 to $10,000. The financing option is very popular and used in most whole good sales. Every piece of equipment in the large, well-lighted showroom has a large tag sporting the company's logo. Tags state product specs, price and financing options. "We've found that if the price is clearly marked, the customer doesn't try to negotiate," he comments. "We also push the financing option. We know how to sell financing; it's part of our sales presentation." Equipment is displayed in a neat, orderly fashion and is separated by manufacturer. The showroom is long and narrow with vestibules holding advertising displays, larger tractors, grills and other specialty products. Even the sales counter is neat, with its two computer terminals and a large parts bin that houses the store's entire parts selection. No 002mar Lawrence 4magazines, displaced merchandise, soda cans or bulky catalogs are visible. Everything in the store has its place. Before joining the family business, Lawrence worked in retail, selling men's clothing. During that time, he gained a lot of insight in the power of presentation. "Take a look around our store," he says. "Presentation is very important in this business. Everything in here is tagged and clearly priced. I want the look to be similar to the big box places." The store's neat appearance and the staff's no-pressure sales approach are something most customers appreciate. However, if customers have questions or require special attention, the staff is more than willing to oblige. "I'm sort of a hands-on person," Lawrence says. "I do most of the inside selling, but we all handle customers. We don't have job titles here. I want my employees to be cross-trained, so we can do whatever it takes to get the job done." According to Lawrence, half of the business' gross comes from whole good sales. The dealership tracks these purchases with a Softek computerized management system. The business added computerization 12 years ago, and has upgraded every couple of years since. According to the owner, the dealership moves 300-400 walk-behind mowers, 100