Customer clinics can yield multiple benefits for dealers, from building credibility with farmers to proactively cutting down on service stress during busy season. But every dealer has its own formula for getting the most out of these customer-focused events.

“Clinics and demos are not just marketing events for us,” says Mason Gukenberger, precision solutions data specialist for Swiderski Equipment, a 5-store New Holland dealer in Wisconsin. “They’re also not just sales events.”

Swiderski Equipment does however make sure its sales team is fully engaged during clinics to help improve alignment between sales and the service and precision departments. 

Educational Events 

Gukenberger and his team view customer clinics primarily as educational events that help reduce risk both internally and externally. 

“By reducing risk, we’re reducing downtime in the field, whether it’s by having the customer know how to calibrate section control or making sure their GPS is driving straight,” Gukenberger says. “We can prevent burnout by making sure their equipment is set up right and they know how to use it. Emphasizing the importance of updating software also reduces the number of in-season calls we get.”

Additionally, clinics are great ways to showcase the confidence your team has in its product knowledge and ability to deliver top-notch service, Gukenberger says.  

“We make every clinic and demo intentional. It’s seasonal, product-driven and tied to the customer’s needs,” he says. “If you’re focused on setting up what can go wrong with equipment and showing them how to navigate through that challenge, that really allows your dealership to take that product support to the next level. 

“The customer can also see the confidence your team has with new products,” Gukenberger adds. “When you showcase that in a controlled environment, you can take it to the next level vs. when you try to do that out in the field where it’s an uncontrolled environment.”  

Customers compare experiences, not just iron. And positive experiences — like a successful clinic that’s not the same every year — keep customers coming back for more, Gukenberger says. 

“Measure success by fewer problems in the field and more technology adoption, not necessarily by attendance,” he adds. “Having 150 people at a clinic and having only one walk away with something significant isn’t as powerful as having 5 people at a clinic and having all 5 walk away with something.

“If you demo every single feature on a product in the same clinic, you’re probably going to be adding more work for your precision team later because the customer didn’t walk away with anything other than, ‘Hey, I can do this,’ instead of ‘this is how I do it.’” 

Part 2: Large Dealer Creates Roadmap for Virtual Customer Clinics

Part 3: Independent Dealer Shares Tips for Getting the Most Out of Customer Events