Working with power equipment dealers is a joy for pump manufacturers like Australian Pump Industries writes Warwick Lorenz, Managing Director of Aussie Pumps as he pays a tribute to the people who make the industry what it is.
When I was a kid, there were mower shops that you could take your push mower to when you ran into trouble. The mower shop man might end up selling you a Victa or anyone of a dozen other brands of Australian made, “walk-behinds” to make sure your lawns were trimmed, and everyone was happy with the look of their garden. Since then, there have been enormous changes in development of power equipment
and Stihl, who can only be described as the world’s leading chainsaw manufacturer, has shown us through this magazine,
a constant state of positive evolution. Yes, we really like the idea of Stihl running a “Makeover competition” at a function for many of the Australian Stihl family.
WHY DO WE PRAISE STIHL?
First of all, I have a Stihl chainsaw for over a period of 30 years. Yes, I chop wood, build fences and do all sorts of things when I’m not working at Australian Pump Industries. We see Stihl as a shining example of a triumph with quality over price. No doubt, there are cheap Chinese chainsaws coming into the country, and no doubt they will eventually get better, but people like us in the power equipment industry should
concern ourselves with creating an obvious differentiation between first world quality,
and the ‘Big Box Store Cheapies’.
THE POWER OF CONVENIENCE
We have no idea how many stores Bunnings has but I know it’s a lot. From where I live, on the outskirts of northwest Sydney, my guess is four within ten kilometres of my home. Yes, they’re convenient, the staff are polite and dress appropriately, but we look vainly for products on the shelf that are made in Australia or have Australian content. They have the same drills and saws that many specialty tool shops stock, but when we look closely at where the products are made, we find that instead of being the original German or Japanese origin, they are actually made in China. This is a shock to the system at first, but you soon get used to it.
BIG BOX STORES AND POWER EQUIPMENT
Going to a big box store and looking at lawnmowers, trimmers and similar tools, is an education. Often, in my local at big box stores, I see a wide range of mowers, from brands that I don’t recognise and which have very little information that would enable me to make a informed decision about what to buy. Where is the expert that you find in a mower shop to give you that advice? How do you select the right mower? You choose not to buy the cheapest because it might be rubbish and you choose not to buy the dearest because it might be rubbish too, but how can you tell?
So, you choose one in the middle or, if you’re smart, you go find a power equipment dealer. Should power equipment operators come together as a tight lobbying group? With a war chest contributed by major companies like Stihl, Kohler, Honda even companies like Aussie Pumps. The dealers would kick the tin if they thought we could get a major advertising program going to promote a new-wave of power equipment dealers with change in their hearts.
WHAT’S NEW WAVE?
Here at Aussie Pumps, we work hard to develop products that are uniquely designed, initially for Australia, but have application in virtually every continent in the world. Our products are built with a strong Australian bias. By that we mean we take huge amount of trouble to understand what customers want and, to then give them our version of what we’ve learnt. Our Chief Engineer works tirelessly with his team to come up with what are the real issues faced by customers in the field. Many of our users are farmers, some have been using pumps all their life and still don’t understand friction loss or air leaks in pump suction lines. Our job is education and to supply products that do the job better than any user has experienced in the past. Our breakthrough products are designed and built based on ideas we’ve got from users. With that kind of leadership and resistance to the trend to third world products, Aussie Pumps has stood proudly as a major designer and manufacturer. What amazes us is the way our export customers really warm to the idea that we can produce world class product and, often with superior outcomes, when compared to better established and more famous brand names.
THE POWER OF DIFFERENTIATION
As we reflect on the development and the essential nature of the power equipment industry, we know the ‘Big Box’ stores and cheap tool shops, with their largely third world product lines, never hope to provide the same level of service and expertise that the professional power equipment operations can provide. That’ a huge advantage. It does need to be exploited. That’s where we sometimes fail through lack of unity and leadership. Food for thought? One major lesson is clear. Moving away from chainsaws and lawnmowers to include a much broader scope of power equipment in today’s world should be an obvious move, even if it means getting out of your comfort zone.
Send your comments or further information to wlorenz@aussiepumps. com.au. As a seasoned campaigner in the industry, Warwick would love to know your thoughts.
