 |
Enlarge Image
As Stafford enhances its presence in the Carolinas, 22 of the company's salesmen complete a two-day Terex crane training session.
|
April 5, 2006 — Stafford is keen to secure its place as the Terex crane dealer for the southeastern United States. To do that, the Tifton, Ga.-based company has acquired four locations of A.E. Finley & Associates, and sent its sales team, from all nine locations, through extensive Terex crane sales training.
With a goal of increasing sales territory and offering additional products to the company's mix of crane and construction equipment, Stafford plans a change in the way the company has sold Terex cranes in the past.
“In the past, although we had the ability to sell cranes out of any of our locations, most crane sales came out of our Ashland, Va., branch,” says Jeff Wolfe, recently named Stafford's vice president of marketing. “Our goal for the sales training was to get our entire sales staff up to speed on the quality cranes we offer.”
Wolfe says the experience gave the sales force a complete picture of the features and benefits of the Terex crane lines and why Stafford believes it offers the best and most complete lines by offering Terex cranes.
“We will actively offer cranes at all locations now,” he says of the Stafford offices in Douglas, Lawrenceville, Tifton and Valdosta, Ga.; Ashland, Va.; Charlotte, Raleigh and Leland, N.C.; and Columbia, S.C.
Celebrating one month into the acquisition, Stafford says the focus now is on after-sales support, which Wolfe says is what differentiates Stafford from other dealers.
“Our parts fill ratio to the customer over the counter and our service capabilities,” are what set the company apart, says Wolfe.
All service technicians are certified by the different manufacturers Stafford represents. Wolfe adds, “Also we have a top of the line service truck fleet ready to take our product support capability to the customer's job site.”
Taking on Finley's Charlotte, N.C., location alone has doubled Stafford's capacity to stock more parts and service more machines. The Finley acquisition has increased the Stafford family to the tune of 38 new employees, which brings the staff to 175 overall. With the acquisition also came new lines to sell.
Leland, Raleigh, and West Columbia are located in markets where Stafford did not have representation before. To cement its presence in North and South Carolina and Virginia, the company has named Mike Davis Vice President and General Manager for the Carolinas and Virginia. He will be responsible for sales, parts and service departments for five branches, and will be based out of the new Charlotte location. Formerly a Finley branch, the new property boasts more than 21,000 square feet of space.
“We've now got a stronger foothold in the southeast and also lines we didn't have before,” says Wolfe, “especially in the area of road construction.”
The company now offers not just cranes, but earthmoving equipment, rollers, pavers, and trailers to transport equipment to the work site.
Of the crane market specifically, Stafford finds itself in a good position to provide for its customers. “The crane market is on fire right now and it's typically difficult to get inventory,” says Wolfe. “Stafford was very smart and fortunate to order ahead of time. We're getting in cranes, and we have inventory. So if someone comes in looking for a Terex crane, we can provide for them.”
