Incentive for top achievers

Sell the equipment and get a bonus! JCB knows how to energise and motivate dealers in Russia. The company has held a campaign aimed at improving the sales of unique JCB loaders – the 434S Wheeled Loading Shovel and compact telehandlers.

Yevgeniy Lukyanov, Manager of the Engineering and Technical Department of AgroCentreZakharovo, and Roman Starodubtsev, Manager of Kursk branch of AgroCentre, demonstrated the best results in the campaign. AgroCentre News met with the experienced and ambitious professionals.

To appoint an interview with Yevgeniy Lukyanov turned out to be quite a challenge, as with his tight schedule on weekdays, he was hardly able to spare even half an hour. When we met at last, Yevgeniy impressed us as and dynamic person.

‘I haven’t had a spare minute since 8 a.m., in the winter season, we are also very busy. We arrange operator retraining sessions for the customers for them to be fully prepared and feel confident starting work in spring. Farmers are usually not overloaded in the winter; on the contrary, the work at AgroCentreZakharovo is in full swing.’

Yevgeniy has been working for AgroCentreZakharovo for 7 years. Having graduated from the Agricultural University, he had had an internship for agricultural workers in Switzerland, Germany and at the enterprises specialising in organic farming. After that, he arrived to work in Moscow. By a twist of fate, in a few years, Yevgeniy came to work for AgroCentreZakharovo.

‘I was 30 years old. I had to start everything from scratch: to build relationships with customers, to recruit staff, to train employees. Now AgroCentreZakharovo is one of the leading equipment sale and service companies in Russia. Selling the JCB 434S Wheeled Loading Shovel was a new experience requiring a comprehensive approach’, shares Yevgeniy. ‘We conducted a comparative analysis of the competitors, collected feedback from the farmers who had been using the machines. It took us a year to process and consolidate the information.’

AgroCentre has been cooperating with JCB since 2011.

‘The JCB 434S Wheeled Loading Shovel is a relatively new model in the Russian market’, says Svetlana Petrova, Deputy General Director of JCB Russia. ‘Despite being designed specifically for using at a silage trench, nevertheless, it is a versatile machine showing high performance anywhere. There are no equivalent models in the market.’

For his excellent job, Yevgeniy was awarded a trip to London by JCB.

‘I have not been able to plan a holiday in advance for the past two years’, says Yevgeniy Lukyanov, ‘that is why this present from JCB is a big surprise for me.’

Yevgeniy has booked a trip to London as a present for his wife for the International Women’s Day.

‘I hope to visit all the unique sights of London: Big Ben, Buckingham Palace, and Hyde Park.’

Roman Starodubtsev, Manager of Kursk branch of the Sales Department of AgroCentreLiski, sold a JCB 516-40 AGRI Compact Telehandler and received a mountain bike as an award.

‘A customer from Kursk has acquired JCB 516-40 AGRI Compact Telehandler’, says Roman Starodubtsev. ‘It is the most compact machine in the range of Agri Loadalls. The JCB Telehandler is the most state-of-the-art equipment in the world.’

‘The campaign was focused on promoting specific machinery that is quite challenging to sell’, continues Svetlana Petrova. ‘Our goal was to encourage managers to get the target market share of small-scale farms by the end of the year.’

Roman Starodubtsev admits that he already had received a bicycle last year, but he did not have any time to enjoy riding it, so he has given it to the eldest daughter. Now he is sure that the whole family will be happy to cycle together.

Svetlana Petrova, JCB Deputy General Director, promises that such campaigns will be held among the dealers regularly. After all, it is an incentive for the employees and pleasant experience for their nearest and dearest.