ASC’s ’Segment Approach’ Produces Great Co. Success

Wed April 18, 2012 - Southeast Edition
Construction Equipment Guide

The ASC dealership operates as a decentralized business model, with 14 branches within five functional regions considered “mini dealerships.”
The ASC dealership operates as a decentralized business model, with 14 branches within five functional regions considered “mini dealerships.”

The construction equipment industry is a highly competitive one. All dealers and manufacturers vie for their customers’ business through a variety of strategic and creative means. Above all else, though, is one vital (but not always simple) goal: get the right equipment for the right job to the customer. And that’s exactly what ASC Construction Equipment USA Inc. has taken great steps to ensure.

The ASC dealership operates as a decentralized business model, with 14 branches within five functional regions considered “mini dealerships.” Each mini dealership has a general manager with complete autonomy that results in timely customer solutions for the current situation and future challenges.

To add to this customer centric philosophy, ASC took another aggressive step approximately a year ago and ASC president Brad Stimmel directed the company to take a “segment approach” to sales management. The sales structure is now divided into segments, which includes general purpose equipment, demolition and material handling, quarry and aggregates, road machinery and portable power equipment, again providing customers with better solutions.

Each segment has a dedicated segment manager that is factory trained in the manufacturer(s) that they represent, and as such, they have full knowledge of that particular manufacturer(s). Above all, they are there to help build and maintain relationships between the customer and the ASC Construction Equipment USA Inc. territory account managers. Simply put, this offers the environment in which ASC can foster good business relationships with their customers.

“Basically, the account managers are still the first in line in front of the customer,” said Eric Fatyol, who serves as Road Machinery segment manager. “But the segment manager is there to help them structure deals and help the account managers determine which products the contractors need for their specific applications. I don’t know many dealers that are actually taking this approach, but I think it’s something very exciting that ASC is doing in their support for customer solutions.”

A great success story of the “segment approach” is ASC’s emphasis on the paving industry. ASC has accepted the challenge of adapting their operation to ever changing customer needs and knowing quality equipment is critical.

ASC is particularly excited about the new LeeBoy Performance line, particularly the LBP Blaw-Knox PF-1510 tracked paver, set to be unveiled in July 2012. This paver, which will be in the 85 hp (63.3 kW) class, will feature a 16-ft. (4.9 m) wide maximum paving width, with an option of power tunnels.

Other road machinery equipment already in ASC’s inventory are road wideners, front- and mid-mount brooms, motorgraders, asphalt distributor trucks and a pneumatic tire roller, compactors, portable power and light towers.

“Contractors cannot have their time wasted,” said Fatyol. “As a company we are streamlining the equipment purchasing process by getting it right the first time. By teaming up with each other and the contractors, we’ll know what they need, when they need it and as a result, how to help them do their jobs more productively and efficiently through our paving products. And the results speak for themselves — we’ve already heard positive feedback from our customers and the lines have been selling well.”

ASC Construction Equipment USA Inc. has been in business for more than 50 years. The company currently has offices in Alabama, Georgia, North Carolina, South Carolina, and Tennessee. In addition to providing heavy equipment solutions, the company offers product support programs for that equipment.

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