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Episode 21 | George Keen (#3)

Transforming Equipment Dealerships That Last | George Keen

REAL-TIME EQUIPMENT VALUATION & PRICING

POWERED BY THE FASTEST GROWING, MOST TRANSPARENT FARM EQUIPMENT AND HEAVY MACHINERY DATABASE

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In this episode, the final in a series of three segments of the interview, Andy and George Keen discuss the critical aspects of change management within dealerships, emphasizing the importance of leadership commitment, the impact of tariffs, and the potential of AI in training and sales.

They explore the tools necessary for success in the dealership environment and provide insights into the future of the farm equipment industry, highlighting the need for consolidation and proactive customer engagement.

Chapters

From Spreadsheets to CRMs: Making the Transition Stick 01:41
Why Change Is Hard—and Why It’s Necessary 06:49
The Role of Leadership Commitment in Change Management 10:28
What Software Providers Should Do Post-Implementation 12:18
Elements of Successful Change Management 17:31
Tariffs, Uncertainty, and Customer Messaging 19:23
AI, Dealer Tools, and Long-Term Industry Outlook 24:50

▶ Key Takeaways

Change is constant and requires adaptation, and leadership commitment is crucial for successful change management, including with new software..
Tariffs impact pricing and require strategic communication with customers.
Training and development of in-house technicians can be accelerated with AI.
Dealerships need to focus on performance benchmarks for growth, and utilizing data makes comparison simpler and more accurate .
Consolidation in the industry is ongoing and necessary for customer service.

▶ This episode's guest

As Principal Consultant at Wise Wolf Consulting, George Keen has long been a distinguished authority in the equipment dealership sector, bringing over 45 years of experience across agricultural, construction, material handling, and power systems industries to assist dealerships improve their sales and inventory operations. His multifaceted career includes a decade with a John Deere Ag dealership and a forklift dealership, 15 years at Currie Management Consultants, and 10 years in software development for the lift truck industry. At Wise Wolf Consulting, George specializes in strategic planning, financial modeling, and performance benchmarking, helping dealerships enhance profitability and operational efficiency.

Keen is also the author of two influential books: Sales Management in an Equipment Dealership and Service Management in an Equipment Dealership, which both serve as comprehensive guides for optimizing dealership operations. His insights have been featured in industry publications like Farm Equipment, and he is a sought-after speaker at events such as the 2025 Dealership Minds Summit. George's commitment to excellence and innovation continues to shape the future of equipment dealerships worldwide.