Founded to serve the hardworking communities of southern Alberta, Chinook Equipment has grown into a trusted name with four locations across the province—Lethbridge, Nisku, Taber, and Pincher Creek.
Over six years ago, the dealership made a major shift in its operations by transitioning to the ASPEN dealership management system. Prior to that, they had relied on an outdated, server-based version of HBS Systems dating back to the 1990s—where handwritten paperwork and disconnected processes slowed down day-to-day operations across sales and rentals.
We sat down with Rusty Motloch, who wears many hats at Chinook Equipment, to learn how the move to ASPEN helped transform the dealership’s workflows, modernize their systems, and reduce inefficiencies. From printed sales contracts to streamlined inventory management and, more recently, the adoption of TargetCRM, Chinook is investing in the future—while continuing to deliver the personalized, local service their customers know and trust.
How was the transition to ASPEN from HBS?
Rusty: “Honestly, the change to ASPEN was pretty easy. I’m pretty fluent in technology, so it didn’t take me long to get comfortable. As a team, it took about six months for everyone to really get up to speed.
ASPEN’s very intuitive. It flows well from tab to tab, which made it easier for everyone to learn.”
What’s your favorite feature in ASPEN?
Rusty: “The inventory templates. I use them multiple times a day. They make it really easy to set up equipment listings with all the right descriptions and details.”
Which department do you think has benefited most from ASPEN?
Rusty: “Sales, without a doubt. Before ASPEN, we were handwriting every bill of sale. Now, we’re fully digital. Rentals are starting to follow that path, too. We’re moving away from handwritten contracts to system-generated ones.”
What motivated you to adopt TargetCRM?
Rusty: “Cost was a big one. Between Kenect and iDrive, we were spending about $22,000 a year. TargetCRM cuts that by more than half. Plus, it eliminates duplication. Entering customer info multiple times in different systems was a big pain point.”
What features in TargetCRM are you most excited about using?
Rusty: “Broadcast texting, for sure. We originally thought we’d just use it for sales, but I’m planning to roll it out for service too—especially for status updates and completed work orders. The automation is going to be a game-changer.”
What would you say to a dealer considering ASPEN?
Rusty: “Definitely look into it. It’s absolutely worth it.”
Want to see ASPEN in action?