Dealer spotlight

Dealer partnerships are a key component of Reesink Agriculture’s business and Highland Leisure Sport is the latest to join the dealer network as it adds Farmtrac to its offering.

A family run business in Invergordon, first opening in 2003 and specialising in selling and repairing ATVs and off-road motorcycling, Highland Leisure Sport has since turned its support to the agricultural community delivering efficient machinery at affordable prices.

What’s your recipe for success as a Farmtrac dealer?

Farmtrac as a product is simple and honest, and it does what it says on the tin. At the end of the day, our customers want simplicity, they want affordability and they want a good backup service. With Farmtrac and Reesink Agriculture we can offer all three.

What have been/are the biggest changes in the industry?

People want to spend their money wisely. A lot of customers are being drawn back to local service, rather than shopping about which we’ve seen previously. Even the ones who initially search further afield usually end up coming back round to us – they like to see their money well spent. In general they like to be speaking to the same people all the time which they can when using a local dealer.

What’s your current top seller – and why do you think that is?

The FT26 with manual. It’s a great price and has everything you want, plus a fantastic five-year warranty. It’s one of the best all-round packages with the backup support, and that’s something we always push – the support offered by Reesink Agriculture and Farmtrac is second to none.

Is there one specific thing that you feel is the reason for your dealership’s success?

First off it’s the ease of service. We’re a family run business, so everything we do is part of our livelihood. You’ve got to give first-class customer experience. We make it as easy as possible for customers – they tell us the kind of thing they want and we do the rest. We probably go further than most in the industry and it’s given us a reputation as a dealership our customers can rely on.

Have you noticed any new trends in how your customers are buying agricultural machinery?

I think more people are getting into smallholdings, and as they start out they’re wanting to spend their money wisely. They don’t always have a lot to spare, so they want a product that’s going to be reliable for 10 to 15 years. It’s about keeping it affordable, and we’re finding a lot of competitor brands are just pricing themselves out of the market.

Other than sales, do you provide other services, such as maintenance, consultancy, finance – and how important are these?

We offer finance and other things, but advice is the main thing we offer – unbiased advice. It’s giving people options and letting them make the choice. We’ll advise on what we think is the best, but ultimately if someone has their heart set on something, they’re never going to be happy with something else.

What one thing do you think your customers appreciate the most from buying their agricultural machinery from your dealership?

Our customers trust us to have an immediate response to any issues that might arise, any queries they may have or additional information they might need. We have a rule of thumb that we always respond within the hour to try and get that issue dealt with as soon as possible.