The Start-Up Experience: United Ag & Turf

September 7, 2023

Implementing a new CRM solution is often filled with significant investment in time, energy and resources. It’s a process that demands more than just finding the right tool; it calls for a supportive team committed to ensuring a smooth transition. In this context, we explore the journey of United Ag & Turf, an equipment dealership that recently navigated these challenges.

Understanding that every business change can be disruptive, United Ag & Turf adopted an innovative approach. The dealership opted for a turn-key CRM solution, reducing the need for a lengthy, expensive build-out. This choice allowed them to focus on getting the system operational quickly and efficiently.

However, recognizing the unique operational style of their dealership, they sought out a tool that could be tailored to their specific needs. Through features such as customizable dashboards, data-collection wizards, and various reporting options, the chosen solution was adapted to fit the way United Ag & Turf conducts its business. See how they navigated their transformative journey.

“We’re an ever-growing business, and with growth comes change. We’re doing everything we can to ensure we have the right systems in place to handle that and make things as streamlined as possible.”

BRIAN MARSHALL, UNITED AG & TURF CORPORATE SYSTEMS DIRECTOR Tweet

The Implementation Experience

When the northeast division of United Ag & Turf made the decision to partner with Anvil App Works, the dealership had only existed for about 18 months, according to Brian Marshall, corporate systems director. Of their 25 acquired locations, only two of them even used a dealer business system. “The rest was being done in spreadsheets and inboxes,” he says.

“We knew, right out of the gate, we needed to get a tool in place to centralize and standardize our invoicing, settlement, and all the things that come along with that,” Marshall continues. But the management team had specific concerns about implementing a CRM.

1. Timeframe.

As a primarily turf-based dealership with locations scattered through a landscape of residential regions, most of United Ag & Turf’s sales are fast-developing, fast-settling deals clustered in the spring and summer — a period they refer to as the “90-day war.” Implementation could not disrupt this annual sales rush, nor could the learning curve slow the processing of deals through settlement.

“During that three-month period, our sales team can’t handle anything more than just processing the sales coming in,” Marshall says. “If we do make a change, we need to have a month or two lead time for those teams to get comfortable with the new system.”

When United Ag & Turf signed with Anvil, part of the agreement was a fast start-up. “We told them we wanted to get the system up and running in about 30 days,” he continued. “After reviewing our needs, Jason Hoult (Anvil President and Founder), came back with a two-tiered deployment plan:

“They would get the CRM and inventory operational in 30 days, so that our team could get into the system and get comfortable with customer records, building quotes, inventory searches, and setting up stock units. Then, over the next 30-60 days, they would get the order-to-cash system set up with its wizards and automation.”

Although they experienced a few unexpected surprises along the way, the Anvil deployment team delivered within United Ag & Turf’s critical window for installation. “Jason and his team were very clear about what we could expect. The first step was completed on time and the whole project was done with enough time for us to be ready for that peak 90-day season,” Marshall adds.

2. Tailored Solutions.

United Ag & Turf posed some unique business process demands because of its structure. While the majority of its locations focus on turf customers, the dealership also has a construction and forestry side that operates as a separate entity under a shared umbrella.

“That adds another layer of complexity,” Marshall says. “Even though we share one business system, we must keep our ag and turf division separated from our construction and forestry division. And they operate differently from the standpoint that the turf side doesn’t have much need to develop deep relationships with customers. The construction and forestry side does more customer development and needs the power of what the CRM offers.”

Marshall appreciates how well the Anvil team relates to his needs, understands what he needs to accomplish, and then finds a way to make it happen. “Instead of having to create one approach that both sides of the business had to work within, we were able to tailor the workflow to handle each side’s particular needs,” he says.

3. Become A Trusted Adviser.

United Ag & Turf was looking for more from its CRM partner than just a software platform. As a constantly evolving entity, United Ag & Turf needed a platform with a high ceiling, capable of growing, expanding and evolving with them. But it also needed a support team that made sure that the business was getting the most out of its investment.

The value Anvil offers its clients goes far beyond the software. Rather than deploying the product and leaving you to fend for yourself, Anvil brings to bear the experiences of people who have walked in your shoes. People who know the demands of your business. And as authors of a continuously evolving platform, they also bring to bear the experiences of other dealerships. They have seen what works; they have seen what doesn’t. And can help you find the right solution for your operations.

“When discussing a potential change, if the Anvil team had another view, they were always open to offering that up,” Marshall says. “They can often tell you from their experience if your idea is going to cause problems for you down the line, and usually can offer a better path toward accomplishing your goal.”

Marshall rates United Ag & Turf’s overall deployment experience with Anvil as smooth and effective. “Anvil was a pleasure to work with, right out of the gate. The implementation team never dropped the ball in any way, shape or form,” he says. “The ticketing system gave us a direct way to address any issues that came up and constantly kept everything visible, so we always knew what was happening. We had multiple ways to communicate with them team — starting with weekly meetings. They were always attentive and responded to us in a timely manner.”

And now that United Ag & Turf is up to speed on the basics and its management team has had a chance to see the system’s potential, its use has steadily grown. “Since that original deployment we have grown from 25 locations to 56,” Marshall says. “We continue to add functionality to our Anvil system and refine our processes.”

In the coming year, they look to move more of the company’s business system functions into Anvil, eliminating redundant software platforms and all the fees that come with them.

“For us, Anvil was, and continues to be the right move,” Marshall concludes.