- 16
- Episodes
- 1
- Ratings
- Monthly
- Cadence
- 2025
- First episode
About SATISFYD
Insightful conversations with dealership leaders and industry experts exploring leadership, culture, customer experience, and what it takes to build stronger dealerships.
- Publisher
- SATISFYD
- Category
- business
- Language
- en
- Explicit
- No
- First episode
- 10 Jun 2025
- Latest episode
- 5 Aug 2026
Latest episodes
16 episodes in the feed.
5 Aug 2026
MVP Stories: People First Is the Strategy
Stephanie Farley is the Chief People Officer at Berry Companies — a family-owned equipment dealer group based in Wichita, Kansas, with nine divisions and over 60 locations across nine states. She's also a 2026 SATISFYD MVP, recognized for her commitment to building a people-first culture inside one of the largest equipment dealer groups in the country. Her background is anything but typical. She's been an educator, an accountant, and an HR business partner before stepping into the CPO role in 2019 as one of the first members of Berry's newly formed C-suite. In this episode, Stephanie talks about what it actually means to put people first — not as a value on a poster, but as an operating strategy. She talks about the difference between mission and ministry, why she carries donuts through dealership branches instead of leaving them on a table, how Berry Companies thinks about the connection between employee experience and customer experience, and what it takes to build a culture that holds across nine states and over 60 locations. Her thesis is simple and worth writing down: we don't hire just the hands that do the work. We hire the whole being. This episode is part of the MVP Stories series — conversations with the people inside equipment dealerships who are doing the work that matters. Learn more about SATISFYD at satisfyd.com (www.satisfyd.com)
29 Jun 2026
Dealership Leaders: You Can't Lead What You Don't Know
Adam Berry grew up in the equipment business. His great-grandfather ran a tractor distributorship. His grandfather bought Berry Companies in 1957. And when it was Adam's turn, he started in the parts warehouse — not because he had to, but because that's the rule. Today he's the COO of Berry Companies, one of the largest family-owned equipment dealer groups in the country, with nine divisions and over 60 locations across nine states. And the philosophy that drives everything at Berry Companies comes down to one belief — you can't lead what you don't understand from the ground up. In this episode, Adam talks about why operational knowledge is the most undervalued asset in a dealership organization, and what Berry Companies actually does about it. Before any analyst opens a spreadsheet, before any trainer runs a session, before any marketer touches a campaign — they go spend time in the operation. Learning the counter. Working the service department. Understanding what it feels like to stand in front of a customer without answers. He also talks about what it means to carry a 70-year family legacy forward, how Berry Companies manages customer experience across nine highly autonomous divisions, and why the fundamentals aren't old-fashioned — they're the edge. This is Episode 3 of Dealership Leaders — a SATISFYD podcast series featuring real conversations with the CEOs, Presidents, and executives driving the heavy equipment industry forward. Learn more about SATISFYD at satisfyd.com (https://www.satisfyd.com/)
26 Jun 2026
Dealership Leaders: Don't Believe Your Own Nonsense
Todd Bachman joined Florida Coast Equipment in 2006 as a salesman. Today he's the President and CEO of the largest Kubota dealership in the nation, with 14 locations across Florida. In this conversation, Todd talks about what it actually took to get there. The growth from three locations to 14 wasn't clean — 60% turnover during the acquisition period, a culture that was saying the right things but missing the process to back it up, and a leadership style that had to completely change along the way. Todd is candid about what he got wrong early, how he thinks about building teams that can challenge him, why Florida Coast almost never builds showrooms, and what it means to deliver superior customer service and unrivaled product support as a non-negotiable every single day. His closing advice is the kind of thing you'll want to write down. This is Episode 2 of Dealership Leaders — a SATISFYD podcast series featuring real conversations with the CEOs, Presidents, and executives driving the heavy equipment industry forward. Learn more about SATISFYD at satisfyd.com (https://www.satisfyd.com/)
22 Jun 2026
Dealership Leaders: Accountability Starts With You
Doug Tibben started his career as a journeyman ag technician. Today he's the President of Pattison Agriculture — one of the largest John Deere dealer groups in Canada, with 18 locations and 1,000 employees. In this conversation, Ryan and Doug talk about what it took to get there. Doug's path from the shop floor to the president's office spans more than 30 years and a series of roles that gave him a ground-level understanding of what it actually takes to run a dealership. He's led organizations at every level and served in leadership roles across several major industry associations — and the mindset he built along the way hasn't changed. Doug talks about why he believes accountability is singular and starts with you, how Pattison has built a culture of continuous improvement across 18 locations, what it takes to use customer feedback as a real leadership tool, and what he wishes more dealer leaders were paying attention to. This is Episode 1 of Dealership Leaders — a SATISFYD podcast series featuring real conversations with the executives driving the heavy equipment industry forward. Learn more about SATISFYD at satisfyd.com (www.satisfyd.com)
26 May 2026
MVP Stories: Why Customer Experience Isn’t a Department
In this episode of The SATISFYD Podcast, Ryan Condon sits down with 2026 SATISFYD Experience MVP Scott Backer, Customer Experience Manager at Ziegler CAT, for a conversation about leadership, culture, employee experience, and the human side of customer experience. Scott shares his unique journey from the bicycle industry and SaaS startups into heavy equipment, along with the philosophy that shapes his approach to CX today: customer experience is not a department, it’s how people experience your culture, leadership, and systems every single day. The conversation explores: Why EX and CX are deeply connected The meaning behind “curb-to-counter” experience How small operational details shape customer perception Creating ownership and accountability across teams Making customer feedback actionable inside the dealership Why the best CX leaders focus on people first This episode is full of practical insights for dealership leaders looking to strengthen culture, improve consistency, and create better experiences for both employees and customers.
16 Apr 2026
Employees Are Happier. Customers Aren’t. What’s Going On?
In this episode of the SATISFYD Podcast, we sit down with Tim Koirtyohann of TSSI (https://www.linkedin.com/in/timothykoirtyohannsphr/) to unpack one of the most surprising findings from the 2026 CX + EX Benchmark Report. Employee sentiment is up. Customer experience is down. So what’s really happening inside dealerships? Tim shares a candid perspective from the front lines of recruiting and workforce strategy, explaining why improving employee experience doesn’t automatically translate to better customer outcomes. From hiring practices that create disconnects on day one, to leadership gaps, culture misalignment, and the real cost of “lip service,” this conversation gets into what’s actually driving performance inside dealer organizations. If you’re thinking about retention, hiring, and how to connect your team to the customer experience you promise, this episode is a must-listen. Download 2026 Employee and Customer Experience Benchmark Report (https://resources.satisfyd.com/2026-employee-and-customer-experience-benchmark-report-satisfyd)
16 Mar 2026
Frontline Champions: The People Behind Great Service featuring Karen Lingenfelter
In this episode of the SATISFYD Podcast Frontline Champions Series, we sit down with Karen O’Keefe-Lingenfelter, Sales Support Coordinator at Vermeer Great Plains, to hear a perspective that doesn’t always get the spotlight — the frontline. Karen shares what it means to truly care about the people behind the work. From supporting sales teams and customers every day to stepping in when someone simply needs help, Karen represents the heart of what great service looks like. This conversation is a reminder that customer experience isn’t built in boardrooms — it’s built by people who show up every day, listen, solve problems, and genuinely care about doing the right thing. If you care about building stronger teams, supporting your customers better, and recognizing the people who quietly hold everything together, this is a must-listen episode.
23 Jan 2026
The Illusion of a Profitable Service Department
In this episode of the SATISFYD Podcast, we sit down with John Dowling (https://www.linkedin.com/in/john-dowling1775/) — author, speaker, and service operations consultant — to unpack a hard truth many dealers need to hear: a busy service department does not automatically mean a profitable one. John shares candid insights into why service departments often look successful on the surface while quietly bleeding margin behind the scenes. We discuss why service has become the new sales department, the common operational blind spots holding profitability back, and what dealership leaders can do to turn service from a perceived cost center into a true profit engine. This conversation is a must-listen for dealer principals, service managers, and fixed operations leaders who want to understand what’s really happening in their service departments — and how to fix it. Download 2025 Technician Experience Report (https://resources.satisfyd.com/2025-technician-experience-benchmarkreport)
18 Dec 2025
2025 Technician Experience Benchmark: What Dealers Need to Know for 2026
In this Executive Summary episode of the SATISFYD Podcast, we break down the key highlights from the 2025 Technician Experience Benchmark Report — based on feedback from hundreds of technicians across the industry. This short, insight-packed episode covers the operational constraints holding shops back, the benchmarks every dealer should be tracking, and the patterns that separate high-performing service departments from the rest. If you’re planning for technician retention, shop productivity, or service investments in 2026, this episode gives you a clear, data-driven starting point. Download your copy of the report here.
4 Dec 2025
MVP Stories: How Paul Chappell Transformed Customer Experience at Hutson
In this MVP Spotlight episode of the SATISFYD Podcast, we sit down with Paul Chappell, Senior Customer Experience Manager at Hutson, Inc. and a 2024 SATISFYD MVP. Paul has spent nearly 12 years shaping the customer experience across Hutson’s locations — from building one of the industry’s first Connected Support departments to raising their NPS from 70 to over 90. He shares the practical steps, leadership mindset, and customer-first philosophies that have helped Hutson strengthen relationships and deliver consistent, high-quality experiences. Whether you lead teams, support customers, or work to elevate culture inside your dealership, this episode is full of real-world insights you can put into action.
7 Oct 2025
Workforce 2.0: AI, Generations, and the Future of Dealership Teams
Ryan sits down with Troy Ottmer, Founder and Principal Consultant of Ottmer Consulting, to explore how generational shifts and technology are shaping the dealership workforce. Troy shares insights on mentorship, communication, and how AI can bridge the gap between experience and innovation to build stronger, more connected teams.
2 Oct 2025
Why the Employee Is the New King: Generational Shifts, Feedback, and Retention in Equipment Dealerships
Ryan sits down with Russ Green, Operations Officer at Machinery Advisors Consortium, to discuss how dealership workforce expectations are shifting across generations. Russ shares why “the employee is the new king,” the importance of moving beyond annual reviews to ongoing discussions, and practical steps leaders can take to boost engagement and retention.
21 Aug 2025
MVP Stories: Leadership, Growth, and Impact with Audra Zorn of Berry Companies
2025 SATISFYD MVP recipeient Audra Zorn, Project & Operations Training Manager of Berry Companies, shares how her team keeps customer experience front and center. Known for her leadership and commitment to empowering her team, Audra has made a lasting impact on both employees and customers at her dealership. She shares her perspective on what it takes to create a positive culture, the importance of listening to employee and customer feedback, and how small, intentional actions can lead to big results. Audra’s story is a reminder that strong leaders don’t just manage—they inspire. Tune in to hear how Audra is raising the bar for customer and employee experience in the equipment industry.
24 Jul 2025
More Than Trucks: The Human Side of Lakeside Trucking's Success
How do you keep customers loyal and employees engaged in a competitive industry like commercial trucking? Rob Durham, VP of Marketing and Human Resources at Lakeside International Trucks and Badgerland Idealease, shares how their team uses feedback to drive continuous improvement. Hosted by Emilie Spalla, VP at SATISFYD, this episode dives into Lakeside’s approach to customer and employee experience, the role of data-driven insights, and why listening is their most powerful business tool. Whether you’re leading a team or running a dealership, this conversation offers practical takeaways on using Voice of Customer and Voice of Employee to boost performance, retention, and results.
11 Jun 2025
Leadership in Uncertain Times
On this episode of the SATISFYD Podcast, we sit down with Brett Barriage, retired CEO of Premier Equipment, who led the dealership for over a decade. Brett shares his perspective on navigating the challenges of unprecedented times, what it takes to lead through uncertainty, and the timeless lessons dealership leaders can apply today.
10 Jun 2025
Modern Dealer Marketing: What Works—and What to Leave Behind
Don Hundley, founder of Iron Pulse Solutions and former equipment industry insider, breaks down what’s broken in the average dealer’s marketing strategy—and outlines a practical, ROI-focused approach for today’s market. You’ll learn how today’s most effective dealers are aligning marketing with inventory movement, used equipment targets, rental utilization—and most importantly, customer voice. By leveraging tools like customer reviews, experience insights, and user-generated content, these dealers are making smarter marketing decisions that truly connect and convert. We’re breaking down: Why marketing dollars are often wasted—and how to fix it How to align marketing with fleet mix, market share goals, used inventory, seasonal demand, and parts/service departments How to use customer reviews, experience data, and UGC to power more relevant, results-driven marketing Digital tactics that generate real leads for equipment dealers Which metrics to track (beyond impressions and clicks) to prove ROI How to shrink your “Sales Prevention Department”—from the first search to the signed deal
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