Archive for the ‘Tucker Rocky’ Category

Checking in with Tucker Rocky’s Steve Johnson

August 15, 2010

I didn’t have a chance to participate in Tucker Rocky’s national sales meeting in Texas last month, so I tracked down TR”s chief Steve Johnson to get his reaction to the five-day event and to see what he had going at the big Fort Worth-based national distributor.

Steve Johnson

The show was different this year, by design. More aimed at training and business improvement than entertainment and relationship-building. “This show was a lot more about product and selling product,” said Johnson. “It was less about fun and more about dealer training and how to run a good dealership.”

In Johnson’s view, the participating vendors and dealers “were more than positive, they were engaged” in what was going on. “A lot of people are still excited to be in this industry. But there’s a realization that there’s a new norm; it may come back a bit, but it’s going to be at a slower pace. You can’t expect 10%-15% compound growth. You have to hunker down and run your business as best you can. People were fully engaged; more so than ever before.”

Dennis Johnson, editor-in-chief of Dealernews magazine visited the show and did a nice job of reporting on the event in the August issue of the magazine. I’m not going to duplicate his efforts here, but Steve covered some interesting points in our conversation, many focusing on dealer training and customer service.

Big Push On Customer Service

As we chatted, Steve told me a story about customer service that came from his previous experience in the foodservice business. To paraphrase his story: There once was a large bakery that produced custom products for a high-end local grocery store. The big thing was fresh birthday cakes, made the same day and featuring custom greetings. It was an important item for the retailer and produced nice margins for both the bakery and the retailer. The cakes were always delivered on time, the names were spelled correctly, and everyone was happy. But one day, there was a mistake; a cake didn’t get produced for a birthday party that day. The customer went crazy, of course; what was she going to do for the party that afternoon?

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FirstGear TPG Apparel Road Test: There Will be Rain

February 22, 2010

Back in the fall, we had a chance to head out to Colorado with Tucker Rocky and FirstGear to check out the TPG lineup of apparel. This is pretty high-end stuff aimed at the hardcore adventure touring rider, the type of person who thinks nothing of clocking 50,000 miles a year on two-wheels, often in less-than-pristine conditions. I am not one of those people. However, I was up for a dual-sport ride through the Rockies with the chance of experiencing some weather and putting the TPG duds to the test. Well, we got weather. Rain. Sleet. Hail. All that stuff that’s mostly foreign to So Cal natives (me!). 

So, you’ve got to hand it to Tucker Rocky and FirstGear for picking a such a route and ride as a way to showcase the features of its TPG (Technical Performance Gear) apparel. They either had strong foresight into what we might encounter or had some major pull with certain parties to arrange that kind of weather.

Click here for the full story.

Tucker Rocky Changes Sales/Marketing Approach

January 23, 2010

Sales & Marketing Team Reorganized

A recent brief announcement out of Tucker Rocky Distributing about changes in the marketing department piqued my interest. The note said that long-time marketing and advertising guy Stephan Ulbrich was no longer with the big national Fort Worth-based distributor. Several other reassignments were also mentioned. The moves followed the

Steve Johnson

departure of another long-time TR marketing executive, Tim Pritchard, vice president of sales and marketing, who left the company in October after eight years with the distributor.

What was up with the changes, I wondered? So I called Steve Johnson, TR’s president and COO. It turns out that the personnel changes reflect a significant shift in the way TR is working with its customers, both on the supplier side and on the dealer side.

The departed ex-employees aren’t talking, of course, but here’s the story, as Steve discussed it with me.

“It was clear to me that we needed new leadership in the sales and marketing area,” Johnson told me. ” Tim had been here many years and we had a philosophical difference on how to run the company, so I made a change.”

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