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John Deere, Moline, Ill., has introduced a new media in dealerships across the country to provide product information and serve as a cutting-edge sales tool. The John Deere Live kiosk is an interactive showcase for the equipment manufacturer's new products, and it displays elements from the company's Web site, The system uses DVD-quality videos to demonstrate new technology attributes of products, show safety information and relate the productivity improvements on new products that increase the customers' ROI.

"With a very large and complex product line, our sales staff cannot be experts on all of our products," says Jay Strief, John Deere Live product manager. "This tool is enabling sales staff to articulate the genuine value and the key features of the John Deere products, utilizing a consistent, centralized information source."

The kiosk features elements of the Web site, such as credit applications, payment calculators and special product offers. It also enables Deere dealers to showcase their used equipment inventory and leverage information from the dealer's own Web site. In addition, the interactive kiosk displays up-to-the-minute agricultural news, weather and market information that is vital to customers.

Duane Smith, president and general manager for Jay Dee Equipment Ltd., Swift Current, Saskatchewan, believes the John Deere Live kiosk to be a valuable sales tool, worthy of his investment. "Our sales staff are actually taking clients out from their sales presentation over to the John Deere Live unit and using it as a sales tool," Smith says. "They will find the relevant video section that supports the product they are presenting and then show that to the customer."

"The modest investment in this system definitely justifies the opportunity we have in front of us in terms of increased sales, a more knowledgeable sales staff and reduction in field inventories needed to sell equipment," Strief adds.

Smith isn't the only employee of Jay Dee Equipment who is making good use of the interactive display. The sales staff is finding it very valuable during customer demonstrations. "As one of our sales reps put, 'It is very easy to take a customer to the kiosk to show features and videos, rather than showing a pamphlet. Customers can access lots of information by themselves without having to ask for assistance. I think that the kiosk is a great marketing tool that all dealers should have,'" Smith says. AM

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