JLG Presents "Magic in a Can"


NOW APPEARING AT SERVICEPLUS LOCATIONS OR IN YOUR OWN FACILITY

It makes faded machinery look new. It's easy to apply and economical to use. It increases machinery value. And it's readily available. The name of this magical elixir: Dakota Shine. The best place to get it: JLG.

Dakota Shine is a patented biodegradable product that restores color and luster to many surface finishes including paint, decals and plastics. It only costs about 20 percent of what a new paint job costs so it is very economical. And when applied properly - starting with a high-pressure power washing and followed by applying Dakota Prep (a concentrated cleaner) and then the final step of applying Dakota Shine - the machine's luster will last as long as the original paint. You can also use OEM touch-up paint to cover up bare metal or trouble spots just prior to applying Dakota Shine.

Through a recently introduced partnership between Dakota Ag Innovations and JLG Industries, Dakota Shine products can now be purchased through the worldwide-JLG dealer network and at JLG ServicePlus locations in Houston and Atlanta - where the product is available for sale. JLG ServicePlus can apply Dakota Shine to customer machines at their facilities. Dakota Shine can also be ordered by JLG customers through JLG's ONLINE EXPRESS, an Internet product and parts information system for JLG customers that provides instant access to parts availability information and convenient automated ordering.

Jim Goodall, a 35-year veteran of the construction business, sells used construction machinery on the Internet and averages about 20 sales per month. A machine in his inventory, an older Gradall 61666; telehandler that lacked its original shine, just wouldn't sell no matter what he tried. At a loss of how to sell this machine, he was scratching his head about what to do. When Goodall learned of the Dakota Shine product from a JLG salesperson and that ServicePlus could apply the product to his machine, he figured he didn't have anything to lose, so he sent the machine to the ServicePlus facility in Houston. When he saw the telehandler after the Dakota Shine application, he was in disbelief. The ugly duckling telehandler had been transformed into a beautiful, shiny machine. He posted a photo of the new-looking telehandler on the Internet and three hours later the telehandler was sold.

"When selling machinery on the Internet, appearance is everything," professes Goodall. "And JLG ServicePlus made this machine look new again," he adds.

Max Hoskins, a JLG dealer and used equipment reseller in Orange, Calif., for more than 20 years, mirrors what Goodall says about the product. About a year ago, Hoskins was reading a magazine and ran across an ad for Dakota Shine. The ad piqued his curiosity and he ordered a starter kit. He claims the results were so startling that he hired a full time person devoted solely to applying Dakota Shine to the used equipment he was selling, which ranges from 30 to 40 pieces a month. Sometimes he even has to have other employees help out to keep up with the demand. "If the machine is in top mechanical condition and has a low number of hours on it but isn't shiny, it won't sell as fast as a machine that sparkles," says Hoskins. As a savvy businessman and JLG dealer, he orders Dakota Shine directly through JLG to receive the volume discount he gets when he combines his Dakota Shine orders with his normal parts orders.

Another savvy businessman using Dakota Shine is Justin Cyrnek, owner and president of Chicago Industrial Equipment in Rockdale, Ill. Justin's father started the business in 1977 and Justin took over the helm in 1997. Cyrnek currently has seven full time employees, including himself, and all have applied Dakota Shine at various times. "Dakota Shine is so easy to apply that a 10 year old could do it," quips Cyrnek. Although he sells about 200 machines a month, about 90 percent are wholesaled. Of the 20 or so machines that he sells retail, every machine - except forklifts because they are usually scratched and need to be repainted - gets the Dakota Shine treatment before it is displayed. "If it shines, it sells," he adds. And since Cyrnek started using Dakota Shine several years ago, he has noticed that he gets about 15 percent more money for a machine treated with Dakota Shine than before he used it. Cyrnek also orders Dakota Shine through JLG to take advantage of the volume discount.

Although Dakota Shine performs visual magic on a lackluster-looking machine and helps increase the value of equipment, you don't need to wave a magic wand to make Dakota Shine appear. Because of JLG's new partnership with Dakota Ag Innovations, you can order Dakota Shine products on-line, purchase them from a JLG dealer or a JLG ServicePlus location, or you can arrange to have JLG ServicePlus apply it to your machine. But whether you apply it yourself or have it done for you, you'll be amazed at how good your used equipment can look. It's like taking delivery of a new machine at a fraction of the cost.

Company contact:
Heidi Stoner
(240) 420-8029
hestoner@jlg.com

Media contact:
Steven Olive
(847) 258-8854
solive@imscomm.com

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