Dealer Focus: Chesterfield gears up for exciting 2017

Running 12 dealerships across southeast Queensland and northern and central New South Wales, Chesterfield Australia is riding a wave of success. The business, which cut its teeth on the Aussie Chamberlain brand, is now one of the largest distributors of John Deere equipment in the country, following John Deere's acquisition of Chamberlain in 1970.

Since its establishment in 1963 by Anthony Pennefather, Chesterfield Australia remains a family-owned company, which employs over 200 staff across all its branches and offices.

Today, two of Pennefather's children serve as directors on the Chesterfield Australia board.

While its core business is John Deere products, the company also offers a range of complementary agricultural lines that include telescopic handlers and mixer wagons by Italian brand Faresin, augers from Canadian manufacturer Brandt, and implements by Irish company Fleming.

One business principle Chesterfield Australia swears by, is providing customers with a one-stop shop solution and following up with excellent aftersales service.

Integrated solution

"We don't want to be known as just a John Deere dealer, we want people to know we sell products that cater to a whole wide range of applications," says Chesterfield Australia Group Sales and Logistics Manager, Wes Jackson.

"As all products we're bringing in are complementary, customers can come to us for everything they need," he says.

While sales have been strong for the business, Jackson says it's not the sales volume that the company takes pride in, but the integrated approach taken by its staff members.

"We're not about selling something to customers and never talking to them again," Jackson says.

"We're about selling the equipment and then making sure customers are well looked after throughout their whole season of operation."

As part of their aftersales service offering, Chesterfield Australia runs a Parts Plus program for bigger clients with larger fleets of machinery.

"They can keep their own stock of parts on their farm, so it's like having their own parts counter on site," explains Chesterfield Australia Marketing Manager, Joanne Slatter.

"They can order a whole lot of parts from us and if by the end of the season they don't use them, they can return whatever's left to us.

"This gives them the flexibility so they’re not stuck with them, but they're right there when they need them."

While Chesterfield Australia mainly offers new products, the dealerships also stock an extensive variety of used equipment, fully serviced and ready for use.

New products galore

Despite its success, Chesterfield Australia is not one to be complacent.

In fact, its business plan for the year ahead is chock-a-block with new product offerings, some never before seen on Australian soil.

One of them is a unique tractor and truck hybrid from Italy which its manufacturer, Caron, calls a 'Transporter'.

The Caron Transporter is essentially an articulated tractor trailer designed to transport loads efficiently on different kinds of terrain.

According to Caron, its Transporter offers several advantages over the traditional tractor or truck with trailer combination. The Transporter is more compact and easier to handle, and offers better stability on steep terrain.

"We trialled our Caron product in Papua New Guinea and it's been very successful," Jackson says.

"It's worked through a wet season over there and it has handled itself superbly and we expect it to make a massive splash here as well."

"We develop ours a bit differently to feature a three to four tonne carrying capacity to cater to people running plantations, orchards or vineyards. They're a great, very-well-priced unit.

"We took our time to develop the product with the manufacturer, and we're taking six months to trial the product in a harsh environment to make sure they work, and they're working very well."

Chesterfield Australia has the exclusive distribution rights for Caron in Australia but is yet to knuckle down details for a launch. However, the company is still hoping for the product to arrive some time in 2017.

Another product Chesterfield Australia plans to introduce to Australian buyers this year, is the Mountfield walk-behind mower range from the UK. According to Jackson, its mowers are one of the best-selling in the UK and feature quality components unmatched by other products on the market.

"They're really well designed with good quality decks and they look amazing too," Jackson says.

"They are Honda-powered and we will be bringing in four models offering cutting widths between 51 and 53cm. There's something for everyone."

"We had these field tested by schools, contractors and golf courses to ensure they could do their job in Australian conditions, and they have come up trumps."

Chesterfield Australia plans to launch the Mountfield mowers in June 2017, in time for spring.

In addition, the company is also beefing up its Faresin range with a new telescopic handler, the FH6.26, and a Rambo 500 mixer wagon.

The FH6.26 is a compact model designed for easy manoeuvrability tight spaces and is comfortable and durable enough to handle day-long operations.

The Rambo 500 is a compact feed mixer with an affordable price tag, Jackson says, which is suitable for farmers who only need to mix livestock feed from time to time. It utilises the design features of the larger Faresin models and still gives a great chop and mix, Jackson adds.

People first

Out of the hundreds of staff Chesterfield Australia has employed, a significant number has been with the company for over 30 years, according to Slatter.

"Most of them would have grown up here and have seen the products evolve and change, so they have a good knowledge of the products," Jackson adds.

Being a corporation of its size did not stop Chesterfield Australia from getting involved in local events to lend a helping hand.

"We're very involved in the local community," says Slatter.

"We support events and farmers in local areas where we can."

A company that evolves with the times, never stays complacent and possesses a strong sense of community… perhaps that's the ultimate recipe for business success?