McCormick USA CEO Doug Rehor keeps track of dealer issues from wherever
he is through “Ask Cyrus,” an innovative, yet simple communication tool that
dealers use to alert his company of any type of issue.
New McCormick USA is
“walking in the shoes”
of its dealers
An interview with Doug Rehor,
CEO of McCormick USA
WHEN Doug Rehor talks about McCormick USA, which
he has led since mid-2010, it takes a while before he even
mentions McCormick and Landini tractors. Instead, his focus
is on what he says is the true product … service.
Photo courtesy of Willie Vogt
ED: It’s interesting that your focus is on employees on the receiving end of our prod- ED: Tell us about “Cyrus.”
service rather than tractors. ucts and services. We role-play being a parts DR: “Cyrus” (as in Cyrus McCormick) is our
DR: That’s because in this business, service manager who has to tell a farmer his part is dealer customer relations management
is the product. Yes, we make great tractors. on back order, or playact like a bookkeeper tool. Cyrus can deliver parts, service, sales,
But the way you stand out is in how well you who can’t reach someone to straighten out and marketing documents, as well as
take care of your customer after the sale. a monthly statement. Likewise, we envision technical solutions, but its best feature is
Great dealers can sell any brand or color. being a sales rep expected to sell a tractor the “Ask Cyrus” function, which allows dealer
Their reputation is built not on brand, but without product or competitive comparison employees to alert us of issues. Got a part
on being there for their customers. information, etc. When we understand dealer on back order? Ask Cyrus when you will get
employees’ challenges, we become a better it. Found an error on a settlement sheet?
ED: How has McCormick USA changed? business partner to dealerships. Ask Cyrus to get it fixed. Need your territory
DR: To be honest, for a period, McCormick manager to attend an open house? Ask Cyrus
USA lost its focus on serving its customers. ED: Are you “walking in the shoes” of your to make sure he is there.
There was damage to the brand and dealers? When an “Ask Cyrus” inquiry is opened
disappointment. Some good dealers went DR: We’re sure trying! We’re not all the way by a dealer, the photograph, name, email
elsewhere. But we’re now on a clear path to there yet, but our dealers have noticed address, and phone number of the respon-
being great at serving our dealers. We know and like the changes. As a symbol of our sible McCormick person is displayed on the
most of our dealers offer other brands of commitment to walk in the shoes of our dealer’s screen and kept as a permanent
tractors and other equipment so we must dealers, and of our dealers to walk in the record so you’ll know who will resolve your
compete for every dealer’s financial, parts, shoes of their customers, we’re providing a problem. If an issue is not resolved in a
service, and physical space. pair of McCormick or Landini-branded Red timely matter, the inquiry is escalated to
Wing work boots to every retail customer the department head, and ultimately to me,
ED: Can you share specifics about how who buys one of our tractors. Additionally, for resolution.
McCormick USA is providing better the customer receives a letter from me asking
service? if McCormick and his dealer are walking in his ED: How is Cyrus working?
DR: As our company identity and practice, shoes with respect to keeping his tractor on DR: I t ’s been a game - changer! Our
we “walk in the shoes” of our dealers, the job. Dealers and customers have been employees, as well as dealer employees,
which means empathizing with dealership very receptive to this effort. like this methodical, yet personal approach
20 NAEDA EQUIPMENT DEALER April 2011
ADVER TIS EMENT
to keeping us accountable and organized. It churches and charitable endeavors. I’ve markets. If customers want premium features
also helps me keep my finger on the pulse of found that those who serve outside of work, in the 80 hp and up range, they can choose
the business. My Cyrus home screen does not do so on the job, too. our high-performance, full-featured tractors.
show sales figures or market share data like Our most important new hire is Dave If they want value in the 75-90 hp range, our
you’d expect, but rather, it shows open and Boss who leads our parts and service depart- new X10.75 and X10.90 tractors are perfect.
closed dealer issues. From my perspective, ment. He is service-oriented and highly Dealers will appreciate an all-McCormick
if we keep the open issue number low, sales credentialed (Duke MBA and Northwestern product range that spreads our household
will naturally go up. Additionally, we are also undergrad), but more importantly, he gets name across many key markets. We also offer
launching a new Web site, parts ordering the connection between parts availability many new Landini products, particularly in
system, service information system, and and tractor sales. His objective is to hit an western states.
more to better serve our dealers. industry leading parts fill-rate so dealers can
get parts when they need them. ED: Any final thoughts?
ED: Tell us about the “back door”. DR: I’d like to thank NAEDA for its support
DR: The virtual back door of the business ED: Talk about dealer councils. of dealers and our industry and close by
is the working life cycle of the tractor. If it DR: While most dealer councils are made reminding dealers that our objectives are
breaks down, but you get the issues solved up of large dealership owners, we have four the same. My objective is to sell tractors
fast, you keep customers. Let issues linger, councils: Owners; parts and service; sales/ to dealers and make a profit. Dealers want
you lose them. On the other hand, the literal marketing; and accounting, representing to sell equipment to customers profitably.
back door is the back door of the dealership all regions and dealership sizes. Size doesn’t We only meet these objectives when we
service shop. The best territory manager matter to us. If you sell 10 tractors a year well work together. That’s why my forecast is
(TM) enters the dealership through this door and have a solid parts and service capability, based on retail sales. If McCormick does
so he can help out a tech who needs parts you have a home with McCormick USA. our job, dealers make money on retail and
or technical assistance. Likewise, he can re-order from us. If we don’t do our job,
check on back order concerns at the parts ED: Let’s talk tractors. they go elsewhere. With the changes we’re
counter or ask the bookkeeper if this month’s DR: We have a tremendous lineup of making and our willingness to walk in their
statement was in order. If the TM does all McCormick tractors, from 22 to 213 hp and shoes, dealers can clearly benefit by offering
these things and chats with customers about a full range of Landini specialty tractors. McCormick and Landini tractors. n
their concerns while at the dealership, he is We’ve agreed to purchase compact and
doing his job. It’s only after he has done all utility tractors from Daedong, a South Korean
this and resolved any lingering issues that manufacturer of high-quality tractors.
he should talk about selling tractors to the Dealers will recognize these tractors in the
sales manager or store owner. Not before. So, KIOTI brand. We will offer them in McCormick
please leave the back door open to our TM so red from 22 to 91 hp, branded X10 series. For more information:
he can best serve your dealership! These are great tractors and dealer interest is Call 866-327/6733, visit www.mccormickusa.com
or e-mail NewDealer@mccormickusa.com.
high. An exciting aspect of this offering is that
ED: Have you made key personnel changes? dealers holding our compact-only contract
DR: Yes, at all levels. If an employee didn’t can now have a 75 and 90 hp product to
subscribe to the principles we’ve been step up to. These tractors join our larger
discussing, we parted ways. Frankly, some horsepower ag and utility tractor lineup.
folks didn’t want to be accountable or to Now we have many choices in the utility and
serve. For me, service is an obligation we chore tractor segment to go with those in the
all share. Our employees are active in their livestock, hay and forage, dairy, and row crop
To back up their “walking in your shoes” approach to the business, all tractors come with a pair
of high-quality Red wing work boots branded either McCormick or Landini.
MTX-145 – Ag Line X10.75 – Compact Line Landini Powerfarm – Specialty Line
NAEDA EQUIPMENT DEALER April 2011 21