Founded in 1938, Carleton Equipment has spent over 85 years building its reputation as Michigan’s oldest and most trusted construction equipment dealership. With seven locations and a lineup that includes Bobcat, Develon, Fecon, and Kubota, Carleton is more than a name, it’s a standard for customer-first service, local values, and long-term relationships.
As a company committed to innovation without compromising its roots, Carleton began rolling out the ASPEN dealership management software back in 2009. We sat down with Bill Shepard, Director of Parts, to reflect on that early transition, what’s changed over the years, and how ASPEN continues to evolve alongside their growing operation.
Your location was the first of Carleton’s seven locations to go live with ASPEN. What was that like?
Bill: “Being the first dealer and having multiple locations, it was a learning process for both us and ASPEN. But over time, it got better. It’s much better than it was a few years ago.”
What would you say is your favorite feature in ASPEN?
Bill: “Honestly, I like most of it. There are a lot of reports now that really help. I’m especially into the suggested orders—it takes a lot of the guesswork out of things. There are some great programs that help with sales analysis and forecasting.
In fact, I just found a report yesterday that’s been in the system since 2012—I didn’t even know it was there.”
Is there a department where you’ve seen the most improvement?
Bill: “Definitely the parts department. The updates and improvements have been really beneficial.
What has your experience been like with TargetCRM?
Bill: “We transitioned from Kenect, so there’s still a bit of a learning curve. But overall, it seems to be working well. We’re just getting everyone up to speed.
We were using text before with the old Kenect system. Our customers really like texting—it’s how most of them prefer to communicate now.
Are there features in TargetCRM you’re excited to explore further?
Bill: “I don’t use it much in my role, but I like the integration with ASPEN. That’s what I’m most excited about. Having everything under one roof, with no need to bounce between systems—it’s a big deal.
What would you say to a dealer who’s considering switching to ASPEN?
Bill: “If you asked me that years ago, I might’ve said no. But today? Absolutely. You guys are making strides. You’re helping on the back end, always improving. It’s a great system. Sure, there’ve been bugs and growing pains, but ASPEN is better now than it’s ever been. I’m more confident in it than I’ve ever been.”
Want to see ASPEN in action?