Except for a few early birds, the start of mowing season is when most customers start shopping, upgrading, and repairing their outdoor power equipment. Independent dealers who act quickly can capture more of this business before big-box retailers dominate the conversation. The key is to proactively engage customers, offer compelling promotions, and leverage your expertise. Here are four ways to maximize your sales and service revenue this spring.
- Create a Spring-Ready Service Promotion
Before customers fire up their mowers for the first time, they need maintenance and tune-ups. Offering a pre-season service package can be an effective way to generate early revenue while ensuring customers’ equipment runs smoothly for the season. A well-priced package that includes blade sharpening, oil changes, filter replacements, and belt inspections gives customers an easy decision to say yes.
To encourage early sign-ups, consider offering a discount for those who book service before a certain date. Another approach is to create a priority service tier, where customers who schedule pre-season maintenance get their machines back faster. This not only drives early business but also helps you manage your shop’s workload before peak season hits. If you offer pickup and delivery for service, now is the time to promote it.
- Show Off Your Inventory on Social Media
People are already thinking about their lawns, which makes this the perfect time to put your best-selling or latest equipment in front of them. Many customers do not realize the advantages of purchasing from an independent dealer, so showcasing your expertise, selection, and customer service can make a big difference.
Post photos and short videos highlighting new models, key features, and exclusive promotions. A short clip demonstrating a zero-turn mower’s efficiency or a string trimmer’s power can be far more effective than a generic stock image. Use customer testimonials and quick tips in your posts to reinforce why your dealership is the best choice.
Most importantly, include a clear call to action in every post. Whether it’s encouraging customers to visit your showroom, take advantage of a limited-time deal, or schedule a demo, make sure your audience knows the next step to take. If you are investing in boosted Facebook posts, targeting your local service area will ensure your message reaches potential customers in your community.
- Host a Spring Kickoff Event
A great way to bring in foot traffic early in the season is to host a Spring Kickoff Event. This could be an open house featuring product demos, exclusive discounts, and giveaways. The goal is to create a memorable experience that connects customers with your brand and expertise.
Consider partnering with manufacturers or distributors to provide special pricing, rebates, or even factory reps to answer customer questions. If possible, organize side-by-side mower comparisons or hands-on trials for high-ticket equipment. Customers love to test drive zero-turn mowers, and seeing the difference in performance can drive purchasing decisions.
For service-driven dealerships, offering free quick inspections during the event can encourage customers to schedule full tune-ups. Providing refreshments, running a giveaway, or offering a trade-in bonus can make the event more engaging. Promoting your event on social media, via email, and with in-store signage will maximize attendance and generate excitement.
- Follow Up with Last Year’s Customers
Your best customers are the ones who have already done business with you. Reaching out to them before the season starts is an easy way to drive early sales and service bookings. A well-timed reminder can be the difference between a customer bringing their mower to your shop or taking their chances elsewhere.
A simple email campaign or text message blast to past customers can highlight spring service promotions, new equipment arrivals, and trade-in opportunities. Personalized messages that include their previous service history can be even more effective. If you offer equipment financing, reminding customers that they can upgrade now with flexible payment options can be a great way to increase sales.
For customers who purchased equipment last season, a follow-up call to check on their satisfaction and offer a spring check-up can reinforce customer loyalty. These touchpoints show that your dealership values relationships, not just transactions. Small gestures like this go a long way in building long-term trust and repeat business.
Get Ahead of the Season Now
The season starts fast, and the dealers who prepare now will win the most business. Implementing these strategies early ensures your dealership stays top-of-mind when customers need equipment and service.
Need help with Facebook marketing or boosting your online presence? Joy of Mowing specializes in helping independent OPE dealers get seen. Let’s talk about how we can support your dealership.