Southern Ontario | What_If - 8/7/2022 09:59
30 some years ago, I think our local high school ag teacher, or early Ag Business college professor called it:
"SOFT MONEY" it doesn't really exist, they are not really giving you more for your trade, just lowering the asking price on the new machine. It is just a play on words to make the customer feel like they are getting a better deal
In marketing (JD is a master at this) there is:
Real Value, this is NOT what you get on JD trade-in and
Perceived Value THIS is what you get from JD at trade in.
If one took that "Difference" and banked it with interest, one would come ahead of the trade-in.
What If is dead on with his statement. I'm not and I'm sure neither is he, knocking JD just pointing out the realities of business.
From the point of view of repairs, if I had a tool that, operated as intended, breaks down I'd not buy that brand even if the dealership
was around the corner.
The closeness of dealerships is not as important today as it was yesterday, with internet and couriers one can have the part in a couple of days if not
already in the dealer's stock. It takes planning though and PREVENTIVE maintenance :-))
The hardest thing for people to do is change the way they operate!
Edited by Trillium Farm 8/7/2022 13:44
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Brand Loyalty
