Case IH upskills dealer network

Agricultural machinery heavyweight Case IH has just completed a major training exercise for its dealer network, with dozens of dealer sales staff from across Australia coming together at the Murray Bridge Racing Club in Murray Bridge, SA, just north of Adelaide.

The training program itself saw each block of staff on site over a week, with the full session spanning a month that culminated at the end of May. The learning comprised a mix of classroom tuition backed up by outdoor sessions where staff got to put a selection of Case IH machinery through its paces.

The Axial-Flow, Steiger, Magnum, Optum, Maxxum, Farmall and Patriot ranges were represented, as were the baler and disc mower offerings, with Case IH product managers and product specialists from across each of the product ranges present to take dealer staff through the variety of features and innovations on each of the machines. The brand also had its Advanced Farming Systems (AFS) seat simulators at the event to showcase the precision technology products available.

Tim Short, Sales Manager for the Three Rivers Machinery group in the Central West NSW, said the training represented a great opportunity to become even more familiar with the models on show.

“To be able to learn more about the features and benefits of the machines from the Case IH product experts, and then to be able to go out to the machines and put into practice what we’d learned, was a valuable opportunity,” he said.

“There was also a lot of round-table discussion about what we as dealers wanted to see from products, and what the brand could do to assist us more and in terms of product development.”

Mr Short said he’d now head back to the Three Rivers Machinery network, comprising dealerships in in Dubbo, Gilgandra, Narromine and Warren, share his learnings with both staff and customers.

“Now, when I have conversations with our customers, I can talk more about the 1 to 2 per cent of features that they may tend to overlook, but which can maximise the performance and productivity of the machinery they’re investing in,” Tim said.

“As well as this additional knowledge, the other really important aspect of the training is the networking opportunities with other dealers, and the Case IH team. Armed with more knowledge now. It was interesting listening to the challenges people are facing in terms of their farming practices, and then take this new information or advice back to our customers and have those conversations with them.”

Aaron Bett, CNH Business Director – Agriculture ANZ, said it was the biggest sales training event the brand had hosted in a number of years.

“The primary aim of this kind of event is to bring the most relevant and up-to-date information to our dealer network, because they’re at the coalface of taking our customers through the latest innovations in our machinery ranges, and helping them with any questions they have or assistance they need in relation to the best product for their business,” Aaron said.

“There was also a focus on sharing industry knowledge and our Case IH team were able to learn from dealer staff with regards to specific markets and competition across product ranges. This information and new-found knowledge now flows down to the customer, who stand to benefit the most.”

Photo: CNH Business Director – Agriculture ANZ, Aaron Bett, said the main aim of the training was to bring the latest information to Case IH’s national dealer network