10 questions to ask before you buy a Zero-Turn mower

Fast, efficient and easy to use, we believe you can’t beat a zero-turn mower. Before you buy, be sure you know it’s right. Here are 10 quick questions you should get the answers to before settling on the right model for you.

Is it a true zero radius?

Zero-turn means the turning radius is zero inches or zero degrees. Basically, the mower can turn right around on the spot. Make sure you tee up a demo on your property to see just how tight a turn the mower is capable of.

Should I go for a steering wheel or lever operation?

There are two schools of thought on this one. In recent years, smaller versions of the zero-turn mower have been developed for residential mowing; these often come with a steering wheel. Some will argue this makes them more stable and capable of tackling slopes (because of the larger front wheels and extra weight in the front from pedal mechanisms) and that they offer a smoother ride. 

However, the steering wheel takes away from the very benefit of a zero turn being easy to drive and maneuver, and is more fatiguing than lever operation. Typically, the steering wheel zero turn brands available in New Zealand are of inferior durability to some of the more popular standard zero turn brands.

The original two lever or lap bar operation is very fast and efficient, and really not that hard to get the hang of. Using differential steering to change the speed of each individual back wheels:

• push both levers forward to go straight
• pull both levers backwards to reverse or slow down
• push the left handle forward to curve right
• push the right handle forward to curve left
• move one lever forward and the other back with equal force to pivot in place
• push the appropriate handle forward while keeping the other in neutral to swing around

Is the deck made of pressed or fabricated steel?

Fabricated steel is thicker, stronger and more durable but pressed steel is lighter and much more prone to buckling, bending and rusting out. Pressed steel deck machines also devalue much more rapidly than fabricated decks.

It is important to remember that even with fabricated decks, there are varying thicknesses in the gauge of the steel used – so make sure you go for 10 gauge or lower (10 gauge steel is thicker than 11 gauge steel).

Some models with 11 gauge steel decks require a reinforcing bar across the outlet chute which can greatly hinder grass discharge and make the machine much more prone to blockage. This is commonly seen in entry level zero turns below $8,500 inc GST.

What is it like to maintain and/or repair?

Make sure you look for a mower that’s self-serviceable with an open frame design. Being able to easily access the engine, filters, belts, battery, etc means routine maintenance isn’t a hassle. Not all mowers will be built this way.

Something else to ask about is how easy it is to get replacement parts. Some brands will share a common design that makes parts more readily available and affordable.

Does it matter what kind of transmission it has?

Zero-turn mowers use transaxle transmission. It’s important to compare the transaxle model, as some (e.g. HydroGear EZT) are non-serviceable sealed units, compared to HydroGear’s ZT-2800/3100/3400 models, which are serviceable and will provide a smoother drive and longer life.

What comfort features does it have?

Because zero-turn mowers are designed for large stretches of mowing (albeit fast mowing) the manufacturers put a lot of thought into how it feels to ride. For example, BOB-CAT uses special materials in the seats and around the engine to minimise vibration. Think of the things you’d look for in a car that might come in handy on a mower – adjustable seat and control bars? cup holder?

What are my options to deal with clippings?

Side discharge is the fastest, most common and most versatile method used by --turn mowers.

Catching comes with restrictions around deck size, grass conditions (it must be dry) and it slows down mowing time all round. But it does give the cleanest finish cut. If this is important to you, BOB-CAT offers a unique and very handy side bag catcher which allows you to easily collect grass in particular areas of your lawn where side discharge would be unsuitable.

Mulching is great for grass health and gives a nice cut quality…if you have perfect conditions and the right type of mower. Generally though, our grass in NZ is so thick and lush most mulching kits never perform as well as they should. But it is an option and most zero-turns will come with a mulching kit or the option to purchase one as an add-on.

Can I pull attachments?

Yes, zero-turn mowers are capable of pulling attachments such as trailers, garden blower/vacs, dozer blades, dethatchers, sprayers, etc. but these are generally intended for the larger commercial grade zero-turn mowers.

Will it cut my large fields?

Most Zero-turn mowers are not designed to cut fields, pastures or anything much taller than 15cm. They are intended to be more of a finish cut mower that will nip around obstacles and tight spaces quickly. However, some can easily do grass higher than this. BOB-CAT has removable bolt-on baffles on most of their mowing decks which greatly improves cutting in longer grass or for paddock topping. BOB-CAT also has an adjustable deck lip to avoid pressing the grass down prior to cutting. 

What kind of terrain is it good for?

You’ll get peak performance from a zero-turn mower on large, open, flat areas. You can use zero-turn mowers on small slopes and uneven terrain but we’d recommend talking to an expert first beforehand to make sure you get the right mower to handle it. The problem with zero-turns on slopes (when they’re not right for it) is the front caster wheels have almost no control. What you may find happens is the mower will want to head downwards so you’ll steer upwards to compensate, which causes sliding and ruts in your turf.

If you’re wondering if a zero-turn mower is right for you, download our FREE guide to help you decide or come in and talk to our expert team any time.

Conventional wisdom suggests it is much more expensive to sell to a new customer than an existing one. That said, you do want to be pulling new customers into your dealership and/or website to continually grow your customer base. Having a well thought-out, consistent follow-up marketing effort can help dealers on both of these fronts.

“When a customer chooses an independent dealer, it is often based on the expertise and service that a dealer can provide,” says Emily Sword, director of marketing for Cub Cadet. “These dealer advantages become even important after the customer gets home and starts using their new outdoor power equipment. Our independent dealers keep in touch with customers. It is sometimes easier to say than to do, but it is doable. Contacting owners on a regular basis is key. We encourage dealer outreach to focus on a very timely message which may be sent less often but will most likely lead to better results for the dealership.

It’s important to keep in mind that consumers have an increasing number of choices today. Not only are there other dealers, hardware stores and big box stores, there is the growing influence of online retail. This is especially true when it comes to aftermarket parts and accessories. All of this necessitates the need for a sound follow-up marketing effort.

There are basically three types of audiences that follow-up marketing could be directed at:

• Those who’ve bought equipment from you and have a need for service, parts, accessories or an add-on product
• Those who’ve bought equipment from you and need to replace it
• Those who’ve engaged with you but not yet bought, i.e. stopped in your store or visited your website or Facebook page.

To generate the best response to follow-up marketing, it is very important to tailor the message to the customer by knowing what information to send and at what time. “At the right intervals, a maintenance reminder can create demand for parts,” Sword points out. “A follow-up with a new customer post-purchase is a great opportunity to ask for an online review of their experience. For current customers who were very satisfied with their dealership experience, a ‘refer a friend’ offer could generate additional leads.”

The challenge, as is often the case, is time. How does the typical dealer find time to collect data, manage it, analyze it and act on it with marketing campaigns? Most dealers don’t have dedicated marketing staff and can’t afford to outsource it. Some have office staff—but they, too, are stretched thin, especially during the busy season.

Three things can help dealers get their arms around the concept of follow-up marketing: the commitment they themselves make to it, management assistance from a good software system with robust CRM (customer relationship management) capabilities, and the support they get from suppliers.

Data collection and campaign deployment

Dealers and their suppliers need to think about how they gather customer information, what information they gather, along with what they do with it, when and how.

Here are some common ways small businesses like outdoor power equipment dealers go about collecting customer names and email addresses:

• Product registrations
• When a new customer stops in the store to browse or buy a part, as for the info by putting a bucket on the counter – offer something like a subscription to an email newsletter or chance to win in a drawing, etc.
• Local garden shows, etc. you exhibit at (same thing, bucket to collect names or biz cards)
• Facebook
• Referral programs
• Reward programs
• Birthday clubs, etc.

“Simply registering a new product begins the relationship with the owner,” Sword reminds. “In the case of Cub Cadet, either the dealer or customer can easily enter product registration online. Once entered, data is managed in one central CRM tool (by Cub Cadet). By providing this information, the customer will receive periodic emails from Cub Cadet on new products, special offers, warranty information and other topics. Additionally, dealers can access this information and use it to directly communicate with their specific customers.”

Sword can’t stress the importance of the product registration process enough. “Cub Cadet will contact the customer shortly after their purchase to thank them for their business and for choosing their local independent dealer,” Sword points out. “The customer can then choose to receive future news and special information from Cub Cadet.” It’s all about maintaining communication with the customer to build an ongoing relationship.

Cub Cadet also works with other partners, including finance partners, to coordinate customer communication on behalf of the dealer. “For new sales opportunities, Cub Cadet is capturing data through a lead generation program on Cubcadet.com,” Sword adds. These leads are captured in the Cub Cadet CRM tool for future communication campaigns—and are also passed along to dealers for their own follow-up efforts.”

Technology and business automation help a great deal in this regard. Furthermore, a good dealership business management system with a strong CRM component can help dealers tackle follow-up marketing themselves. So if you’re shopping for a new BMS, don’t stop your comparison research with the service department and inventory management functions. As important as those functions are, you must also ask the BMS provider to explain how its CRM tool is going to help you drive sales.

Turning the efforts into sales

Steps to sound campaign management start with database discipline. A clean, up-to-date database rich with insightful information will help you parlay follow-up marketing efforts into actual sales.

“As referenced earlier, Cub Cadet dealers have access to a new CRM tool where customer data is entered and warehoused,” Sword says. “All dealers have access to their customers at any time. Another step is to have a member of the dealership team dedicated to campaign management. Having someone focused on knowing where your customer data resides, along with how to access it, will allow the dealership to uncover sales opportunities.

“For example, if an early-season winter storm is predicted for your area, sending a weather-triggered email to your snowthrower customers highlighting the fact that you have a full inventory of snowthrowers and parts could prove to be just the reminder they needed to call you. As part of your campaign planning, a dealer marketing representative has already planned this email and they can quickly download the current snowthrower customer list from the Cub Cadet CRM tool. Within days of the email being sent, the dealer can receive parts orders and start generating additional sales.”

Data collection and follow-up marketing require time and discipline. But generating additional sales—from both new and existing customers—is more than enough reason to commit. Are you, the dealer, committed? Are your suppliers?