As precision farming equipment has become more sophisticated, so too has the dealer’s approach to selling the tools and serving the customers who buy it. For the first time, the 2012 Farm Equipment’s Dealer Business Outlook & Trends survey asked dealers if they would hiring precision farming specialists by the end of the year.
Of the dealers who responded, nearly 20% said they would.
Precision Farming Dealer’s editors then went a step further. We contacted the dealers who said they’d be hiring this year and asked them four questions.
- Brion Torgerson, Torgerson's LLC
In this issue, we have feedback from Brion Torgerson, CEO for Torgerson’s LLC. Founded in Etheridge, Mont. in 1912, today Torgerson’s has six locations throughout the state and two precision farming specialists, Doug Rohlf and Steve Abrahamson.
1. What did you seen in your local market that showed the demand was there to add to your staff?
The equipment itself has been driving our need to add precision farming personnel. As time continues, our customers are seeing the need due to the increased technology in the equipment.
2. How are you integrating these precision farming specialist positions into your dealership’s organizational structure? To what managerial function will they report to?
Integrating the precision farming person into the dealership and figuring out an ROI is the million dollar question. More than likely we will end up with a precision farming department that is integrated with parts and service personnel. This is still yet to be seen.
3. For the next 12 months, do you view the precision farming specialist role as support-only, or as a sales-generating position? Why?
For 2012 I would say both. The need to help a customer from an operational perspective as well as selling precision farming products. They both go hand in hand.
4. What is the best piece of advice you’ve received as you’ve gone about the process of adding precision farming specialists?
Customers are demanding this rather than asking for it.