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Mike Simmon
So how many HubSpot experts does it take to replace a light bulb?
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Steve Roop
I don't know, like how many HubSpot experts does it take to replace a light bulb?
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Mike Simmon
You know, because there's an automation for that. Oh.
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Sam Littlefield
Cue that music.
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Brenda
Welcome to another episode of Little Talks. Your weekly dose of marketing news and insights from Littlefield Agency.
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Sam Littlefield
welcome to the studio. On that note, what a way to kick off our podcast. Welcome back to another edition of Little Talks with Littlefield Agency. I'm Sam Littlefield, with me is our special guest of the day, Mike welcome.
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Sam Littlefield
it's great to have you here. Your first time being a guest on this podcast in the studio.
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Steve Roop
This is our first guest at this table.
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Sam Littlefield
At this table. Period. You are right. That is. So we got that's a first for Mike. And then Mike, you show everyone, the other new first.
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Mike Simmon
For those of you who get the pleasure of coming on and being the a little talks guest. Look at that. I was a guest on Little Talks.
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Steve Roop
Yeah, these are.
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Mike Simmon
Limited.
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Steve Roop
You only get this if you're a guest. No, I don't have one.
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Sam Littlefield
So Mike is our first guest at this table. The first guest to get this? Well, we do have the ones that Trent gave us for Christmas. Yeah, you remember that. And he's got a great merchandise license. Yeah. Yeah. Correct. But that's that's pretty neat. Roop did that. I got to give him a get him kudos I like that.
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Mike Simmon
The color I appreciate.
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Sam Littlefield
Mike is down here today. He's here monthly is a lot of you know for those that are listening on the regular and he's joining us. They've got a full day ahead, for everything in the sense of CRM and, marketing. But we stole Mike for 30 minutes. Chelsea. Thank you. she is funny. She tried to sit down and I'm like, what are you guys doing here?
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Sam Littlefield
She also noticed that she has a picture of herself right behind Roop, so she obviously doesn't engage with the podcast.
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Mike Simmon
I was thinking that maybe it'd be a new it, but it's the same.
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Steve Roop
Yeah, I ran out of time. But we have some plans for back there, though. It's going to get crazy.
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Sam Littlefield
So as we, have been collaborating with Mike over the last week just on our podcast topic, we love talking HubSpot. We love talking all things CRM, email marketing, etc.. that is obviously what Mike and Roop do for a big part of your living. we're switching it up this week, though, and we might broach HubSpot at some point.
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Sam Littlefield
but Mike is a healthy enough Grasshopper. Mike 12, 12 years.
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Mike Simmon
Holy of that at our agency.
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Sam Littlefield
That's right. So really 17 years? Yeah, 17 years of Grasshopper knowledge. You've been here for 13. That's right. Yeah. So you guys, you guys are right neck and neck with each other. So, Mike has a plethora of experience, just in all things Grasshopper and all things CRM, but in all things dealer marketing. for those that listen, B2B dealerships, distribution networks, distributor, we're going to talk about, just the ins and outs of dealer networks.
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Sam Littlefield
I talked to a lot of people on a weekly basis, that sell through authorized dealers, for example, ditch, which has authorized ditch, which dealers, but I would say 85% of the prospects and customers that we work with are what we call rainbow dealers. What would you call them? Is that a decent okay, right. Rainbow dealers. So, you know, grass, how many dealerships do you guys have, Mike.
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Mike Simmon
Thousand. Yeah.
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Sam Littlefield
A about a thousand. in the US. Yeah, exactly. So we're going to talk through the ins and outs of what that looks like, because these dealerships, while there are great dealers out there that push a lot of Grasshopper product, they are also incentivized to try and push other products as well. Your competitors. so let's let's start this off with Mike.
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Sam Littlefield
Give us just kind of, a tree top view of your experience the last 12 years with your dealers.
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Mike Simmon
Yeah. So, I mean, in the last, I was thinking about this as we were talking about it, and, man, a lot has changed.
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Sam Littlefield
In 12 years. Oh my God. Yeah.
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Mike Simmon
You know, 12 years ago, Facebook was I mean, it was the thing, but it wasn't the thing that it is now. And certainly digital has just revolutionized the media landscape. And in so many ways. I mean, we used to really focus in on more of a traditional.
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Sam Littlefield
Absolutely.
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Mike Simmon
Not just for us as a brand, but also the dealers for if they were dealing with radio, newspaper, television and Billboard and then some maybe, you know, other what local opportunities, sponsorships, those kinds of things.
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Steve Roop
Sam’s dad used to call that the good old days.
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Mike Simmon
The good old days.
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Sam Littlefield
They were great days.
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Mike Simmon
Yes.
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Sam Littlefield
And it's crazy that it was 12 years ago.
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Mike Simmon
Yeah. What.
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Sam Littlefield
Like that doesn't seem like that long ago. But it was a long time ago.
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Mike Simmon
It has been around since, you know, for what, 24 years? With, with and AdWords and that kind of thing. But it wasn't, it wasn't as disruptive or it wasn't as was, challenging. Oh. Now, in terms of what do you place, how do you place it when you place it targeting all that? Yeah, all that was a lot simpler.
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Mike Simmon
just because of the nature of media. And so we had a we've always had a co-op marketing program, with our dealers, where they have access to funds to that we help to support them in their advertising efforts. And that was really primarily based in traditional media. Yeah. And then the explosion in digital happened. Right? Has happened is has progressed, has just gotten infinitely larger and, it's become more of a challenge not just for the dealers, but for totally manufacturers, totally as agencies.
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Mike Simmon
I mean, we're we're having a good time keeping up. I can't imagine a dealer, or dealers that are like you. Like you said, they're not just repping one brand. I mean, there are some of our dealers that that Grasshoppers, they're your primary focus. But the majority of dealers are, like you said, rainbow dealers have a Grasshopper. They'll have 4 or 5 other brands potentially, that they're also trying to sell.
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Mike Simmon
keep up with the the marketing messaging and not only those, but maybe handheld equipment or other supplies and that kind of thing that they're selling to their customers that are coming through. So they're focused on a wider range of things. Plus they're small business owners, they've got payroll taxes, they've got a whole bunch of other things that are on their plate.
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Mike Simmon
And we have the benefit of, as marketers of, of really honing in and understanding the the craft where it is. They're just I mean, I can't imagine trying to do all of what oh my goodness, try to figure out, okay, how do I how do I market the products that I'm selling. So, so it's it's becoming more of a, more of a focus on helping the dealer to understand here's where here's what not just, well, here's where you should be, because in some ways, that's not for us to say, because we're not in their local community, but in in their local market.
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Mike Simmon
But here are the places that are that we know our customers are that we've been focusing in on in a national level. Awesome digital and targeting and then helping the dealers to craft local or community, centric messaging and opportunities that they can reach those people that look like that in their area to so that we can support them.
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Sam Littlefield
And they're leaning heavily on you and us for that message, for that opportunity.
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Sam Littlefield
you know, do you know some of your dealers really? Well.
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Mike Simmon
Yeah.
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Sam Littlefield
You just alluded to the fact that they've got payroll run, they've got product to push. Can you is marketing even top of mind like they're trying to sell stuff like I essentially at the end of the day they got to push product. So as you've developed relationships over the years what does that like. Is it a marketing first mindset?
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Sam Littlefield
I my assumption is no.
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Mike Simmon
Yeah. No I wouldn't say it's marketing first. There are certainly dealers that have a lot closer to marketing and sales. related activities or sales activities that are related to marketing, not just, you know, have some accounts and they engage in the sales process at that point. But yeah, it's not probably the first thing that they're thinking about.
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Mike Simmon
certainly, probably not even I don't know if it's in the top ten, totally understandably. Yeah. And and that how can you blame them really. so it's incumbent upon us as manufacturers, as marketing departments, and in the manufacturer level to really understand that that is the challenge. And to, to help them to understand what if they're going to employ some marketing initiatives, how how can we help them and make that as easy as possible?
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Mike Simmon
Yes. We don't want to make that challenging. We don't make that hard, because if we make it hard, they're just going to they're either not going to do it, which is not great, or they'll go somewhere else or something else, which is equally not great. So we've got the balance right.
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Sam Littlefield
So Rubio, any thoughts there? national brand, local presence. It's a great point. if a thousand plus dealers all over the country, you know, you know, where are you guys primarily, you know, sell the most mowers. So how are you, working with dealers on specific. I mean, a message in Texas is very different than, Nebraska and Idaho, etc..
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Sam Littlefield
Like, what does that look like? There's different selling seasons, right? Right now in Wisconsin, it's still potentially snowing.
00;10;20;26 - 00;10;51;06
Mike Simmon
Yeah. so there's some regionality to it. There's timing that's involved. I mean, really, I mean, there are different grass types and seasons and that kind of thing. We're all over the country. But but really, when it comes down to it that the core message doesn't change, but the, what the the audience is certainly different. if you are talking to a rural Texan, that's going to be different than if you're talking to a suburban.
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Sam Littlefield
Yeah. Yeah. Great. Great example.
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Mike Simmon
So from that perspective, that can be and that's where the dealers can have a greater understanding of it, who they're trying to reach, who they're specific target market has been in. But really the the, the targeting parameters if you use the jargon aren't really going to change much. I mean, we know there's a we have specific, parameters to be focusing on for any potential buyer or target in any particular area in the unit.
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Mike Simmon
And there's some commonality there and regionally or seasonally diverges from from there. But yeah, there are definitely dealers, that are more ahead of that game and they don't need as much support. And there are others who we definitely should be or could be taking more advantage of the with the tools that we provide or at least the resources that we provide.
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Mike Simmon
I mean, from that perspective, we've learned that at I mentioned that, you know, digital has revolutionized this, and not just in America. It's not like it's just become chaotic. There's certainly something to that, but it's become a lot easier for us as manufactured to advertise at a little at a, at a national level. Amen.
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Sam Littlefield
Amen.
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Mike Simmon
Feel more localized. So you know, right now we're pushing national advertising programs on social media and Google and elsewhere with a real, to an extent, real local feel and we can get people we can get those prospects directly to the dealer in inquiring for the product that we have, specifically in real time, where the dealer doesn't really have to think too hard.
00;12;39;17 - 00;12;44;23
Mike Simmon
Yes, yes, in that selling process, or at least in that engagement process with that prospect.
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Sam Littlefield
What I love about that is I would call that softening the beaches. Right? I was at, in Nashville. Excuse me. I was in Nashville last week at, at my SEO conference. And one of the there's a CMO panel and, one of the ladies on the panel was phenomenal. And she said 75%. This was actually in B2B, 75% of B2B buyers already have done their research, and at that point know which product they're going to buy.
00;13;11;11 - 00;13;34;03
Sam Littlefield
So to your point, right, that we have done our job with you. They walk into said dealer and say, Bob, looking at this model of Grasshopper, talk to me. They get it across the finish line. But at that point it makes Bob's life the dealer, a hell of a lot easier, because that person has already gone through from awareness down to the consideration phase soon.
00;13;34;03 - 00;14;07;16
Sam Littlefield
Path to purchase. So, I mean, I think that's, Mike, as you think about it, that's an ideal situation there. There are some people who walk in and say, hey, I'm looking for I've got ten acres of property and, you know, suburbia. And, I'm looking for a zero turn mower. Talk to me. Right. So from your perspective in your relationship with dealers and just knowing dealer networks so well, what is an opportunity, whether it's a really good dealer or just a dealer, that is so, so, for them to better tap into the power of marketing to eventually push more product for their dealership.
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Mike Simmon
Yeah. One thing pick up on please. Now we'll go back to what you just asked, and that is with regard to education research before they even step foot in the dealership. you know, even five years ago when we would take phone calls and get calls, directly at the factory, someone call in, you know, very frequently, you hear, hey, I am looking for a zero turn mower.
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Mike Simmon
I don't really know anything about Grasshopper. Can you tell me? Can you tell me about it versus brand? Okay. And it's very fairly common exchange. And now I hardly get any of those calls. Like, I hardly get any calls.
00;14;49;05 - 00;14;50;26
Sam Littlefield
Wow. Interesting.
00;14;50;28 - 00;15;07;17
Mike Simmon
Very gentle in nature. Now I get calls that they've done their research. You can tell they done the research on their homework in there. Have very specific questions. Love it. Specific pieces or components or or systems. And so that.
00;15;07;19 - 00;15;09;06
Sam Littlefield
That's fantastic by the way. Yeah.
00;15;09;06 - 00;15;37;08
Mike Simmon
Well and that's great because that, that says that. Well it's it speaks not only to the shift that you mentioned, but it also tells me that we're doing a good job of providing that type of content and education. Yes. which is great because anytime that someone can can become invested in something, have skin in the game themselves, they're they're much less likely to to walk away from that.
00;15;37;10 - 00;15;54;17
Mike Simmon
So, if you can get someone coming in committed to online like Grasshopper and you can get to that, you can help them get to that point before they step into the dealership. As you said, it's a heck of a lot easier for that, even if they didn't take that, prospect and get them across the finish line.
00;15;54;20 - 00;15;58;04
Mike Simmon
and now I have forgotten what your question was.
00;15;58;07 - 00;16;18;07
Sam Littlefield
My question was, luckily, I've remembered it is. So what? What is the opportunity for them, for great dealers, for. Okay dealers, for any dealers, to take advantage of just and like you said, you've alluded to the tools and the technology and it's just it's so much easier to go and get in front of more customers at a fraction of the price.
00;16;18;09 - 00;16;35;03
Sam Littlefield
What is their opportunity? Just if they had one takeaway, hopefully you get to share this podcast episode with some of your dealers. What's one? One key takeaway is a, you're in busy season, man. You're in your busy selling season. So here we are at the end of April or early May. From now until until Christmas, what would be one takeaway for them?
00;16;35;03 - 00;16;38;29
Sam Littlefield
Just in the sense of how they can better use the power of marketing to sell more product.
00;16;39;04 - 00;16;50;29
Mike Simmon
Yeah. So the last one I'll get to, but the first one would be don't wait till now to try to figure it out, because if you're trying to sell, you're already you're behind.
00;16;51;03 - 00;16;51;24
Sam Littlefield
Yeah.
00;16;51;26 - 00;17;14;15
Mike Simmon
So this is something that you have to think about. Well, before that selling season comes to you, you've got to have a plan in place. And I think that's probably the main thing would be yes, we've already alluded to the the the media landscape is so fractured and chaotic to an extent. what do you place when do you place it?
00;17;14;15 - 00;17;37;01
Mike Simmon
How do you say like you're pulled in all these different directions? Step back. you know, identify who, and you may have different, even in one community, you may have or local area, you may have different targets for different products that you're that you're selling. You know, obviously for a Grasshopper, it's going to be a it's a consumer product.
00;17;37;03 - 00;17;58;25
Mike Simmon
It's a business product. But it it's not going to be the same. That would be buying something, you know, on the lower or entry level threshold of, of the 0 to 1 market. and so know that and know who you're going to talk to, but then have that plan going into it, live in time to sit down and think, okay, what?
00;17;58;28 - 00;18;22;06
Mike Simmon
what are the what are the key aspects of this brand or this product that I want to get across? And when, when would be the best time to do that? Like for us now, obviously with season, but there are off season opportunities. Yes, our product with snow removal collection and all manner of different things that you could be thinking, okay, I want to definitely focus on mowing.
00;18;22;09 - 00;18;25;10
Mike Simmon
Also, I want to have some left for snow season.
00;18;25;11 - 00;18;27;10
Sam Littlefield
Or perfect or whatever.
00;18;27;17 - 00;18;57;07
Mike Simmon
And then be thinking not only that, around timing, but also placement. I mean, there are some dealers who have opportunities in their local communities that we would never think of, like one dealer just absolutely cannot go without having an add in on the plate. The placemat menu. And so, you know, will they'll come up that of that I mean really because yeah something that is specific to them.
00;18;57;07 - 00;19;00;29
Mike Simmon
No we probably wouldn't co-op everybody you.
00;19;01;01 - 00;19;01;07
Sam Littlefield
Know of.
00;19;01;07 - 00;19;02;16
Mike Simmon
Course like.
00;19;02;16 - 00;19;03;26
Sam Littlefield
It's a great example.
00;19;03;28 - 00;19;24;23
Mike Simmon
Is that a key fixture in your community. And if so then that probably makes sense to be there. you know does it make sense to go try it out if you're out in rural wherever, like 150 miles from, of course, city center, where the local television station is, is do you need to be advertising a whole TV?
00;19;24;25 - 00;19;42;16
Mike Simmon
Probably not, because the majority of the people that reach buy that are not going to be from. Yes, because they're not going to drive on 50 miles to buy from you unless you have a very, very, very, very, very specific product. Like like a token. Yeah, yeah, maybe in one state. Totally or state. But you know, think so.
00;19;42;16 - 00;20;03;21
Mike Simmon
Think about not only timing but also placement. And then you know, the product, your message that you're, that you're trying to reach. And those, those are just so general and and vague. It's almost, elementary to talk about them. But there are so many people that that miss that they and they get to they start thinking, you know, and then they get analysis paralysis.
00;20;03;23 - 00;20;04;09
Mike Simmon
That's.
00;20;04;11 - 00;20;24;00
Sam Littlefield
That's just as bad as well. And here's the thing, Mike, you think it's you think it might be elementary to talk about because you guys are doing it so well? I talked to so many people that I, I know someone won't name names that are just now trying to figure out a co-op program, and they're a pretty established B2B brand here in America.
00;20;24;03 - 00;20;42;10
Sam Littlefield
And it's just like, wow, right? And there's the opportunity head. But you guys are so far ahead of the game. It is an elementary. It's something. This is exactly why we have you on here today. Talking about this, I was thinking as I'm jotting some notes down, a great follow up to this segment next Time You're in Town is talking about some of the ins and outs of CRM and dealers.
00;20;42;12 - 00;20;47;20
Sam Littlefield
Yeah, I, Mr. Quiet Man over there.
00;20;47;22 - 00;20;48;22
Steve Roop
You are in talk.
00;20;48;24 - 00;21;05;01
Sam Littlefield
Yeah. And that's and that's okay, because guess what? That episode, I'll let you two geek out and I'll, I'll hang here and just kind of facilitate. But it did get me thinking, because what you have done in the last year and how you have leveraged that dealership network and your relationship with the dealer through a CRM is really powerful.
00;21;05;04 - 00;21;28;03
Steve Roop
And I'm sitting here thinking, thinking about all the things we've done and are continuing to do. We'll be doing all the data, we're gathering data. And right how that gets leveraged done. I mean, anybody can see, right? But like on this side, there's a lot of work that goes into getting that that lead ready and prepped and down the funnel and into the store.
00;21;28;05 - 00;21;36;07
Steve Roop
and I mean, it's a total benefit that you as a brand is live for leveraging CRM across your entire dealer network. just.
00;21;36;10 - 00;21;40;02
Mike Simmon
Yeah. And and I think that that, I mean, that would be a great love that.
00;21;40;02 - 00;21;40;29
Sam Littlefield
Yeah.
00;21;41;02 - 00;22;04;03
Mike Simmon
As far as a topic because, you know, there's a lot you said there's a lot of work that goes a lot of background work that goes into setting up a lead generation system or process, and then not only generating things with distribution follow up. And you've got to have a way to track that totally. You can't just leave that to gone are the days where you could do that with an Excel spreadsheet.
00;22;04;10 - 00;22;32;14
Mike Simmon
Yeah, you can't do that anymore with with, rudimentary tools. You have to have more advanced, automated systems that are, then not just set it and forget it, but set it up, get it going, and then that's when the real work starts, because then you've got to massage it. you got to keep it going. And, and there will be changes, shifts along the way that you've got to you got to be able to, to stay fluid with it.
00;22;32;14 - 00;22;33;10
Mike Simmon
Yeah.
00;22;33;13 - 00;22;46;15
Sam Littlefield
We, we always talk about closing the loop. Right. Because once you have done your job and delivered said lead to dealer, your job is not done yet. Right. Like no they got to still sell that product. And hey, when I go to a, Grasshopper dealer, if I went in there today, I may not be ready to buy a mower.
00;22;46;17 - 00;23;04;15
Mike Simmon
You may not be. It may be a couple of years and we've had that. I've had that experience directly where someone would come in, you know, wouldn't recognize it necessarily didn't come into our system. They churn. And then I get a call this guy up and sure enough, he inquired two years ago, and here he is. Yeah, I need to buy.
00;23;04;15 - 00;23;09;20
Mike Simmon
And it just took it took a little while. It, you know, you get the interest going, you get the juices flowing.
00;23;09;22 - 00;23;10;14
Sam Littlefield
Absolutely.
00;23;10;17 - 00;23;13;01
Steve Roop
And you keep those touch points going and probably already. Yeah.
00;23;13;01 - 00;23;39;04
Mike Simmon
Exactly. And that would be something that a dealer that'd be one of their take away that for a dealer is or any anyone selling any product anywhere is that you have to have continuous touching base with that person. Awesome. Always a direct call or a direct email. It could be that, but it could be as simple as, like email nurturing or some sort of mailer system.
00;23;39;04 - 00;24;01;18
Mike Simmon
Yes. Just another touch point, another touch and keep that fresh top of mind, awareness being in front of that and it's very helpful since consistency as what your is, what you're after. Because the second that you stop is the second and ever buy something else and, and then it's a lot harder to get their attention back.
00;24;01;21 - 00;24;10;28
Sam Littlefield
When I think about that to your sales cycle, that last thought on this note is, on that longer buyer's journey. And to your point, getting closer.
00;24;11;01 - 00;24;12;13
Steve Roop
There you go.
00;24;12;15 - 00;24;36;11
Sam Littlefield
to your point route is we're not selling them for two years. We're educating them or entertaining them or showing off our product. Totally, totally, totally. So, Mike, this is awesome. Thank you. Very, very insightful. to those that are prospective customers and, would love to hear your thoughts on this because I talk to you all a lot and there's a there's a great opportunity with dealer networks.
00;24;36;13 - 00;25;00;08
Sam Littlefield
I mean, I'll give we've been working with Mike for almost nine years now, and Trent and we know that team so well, Grasshopper is an amazing family owned company. I don't say that to blow smoke towards Mike. we were in. We kicked off the Williams relationship a couple weeks ago, and, the brand manager told me a story about how her husband's mom has had a Grasshopper her whole life.
00;25;00;08 - 00;25;14;16
Sam Littlefield
And now that her husband finally bought one. And he was so excited. And it's just like, that kind of thing is what we love to hear. There's no direct correlation to Grasshopper with this client. They're in a whole different manufacturing business, but it speaks to the depth and breadth of their product. It's amazing. It lasts a long time.
00;25;14;19 - 00;25;33;08
Sam Littlefield
And, and you guys are just are doing a great job. So it's always fun having you down here and, you know, we're happy to, so if you're in the market for a mower, this is your guy. He'll talk all day about it. Grasshopper mower. Amazing. Amazing company. Thank you. Mike, you guys have a great day ahead.
00;25;33;11 - 00;25;38;06
Sam Littlefield
And, to our listeners, thank you for listening. We'll see you next time. Bye.
00;25;38;06 - 00;25;50;15
Brenda
And that's a wrap. We hope you've enjoyed our little chat and found ways to grow your own marketing strategies. Remember to subscribe wherever you listen to podcasts and follow us on social media at Littlefield Agency.