The 2013 recipient of Precision Farming Dealer’s first annual Most Valuable Dealership is Brokaw Supply Co., in Fort Dodge, Iowa.
In total, 39 U.S. and Canadian dealerships ranging from equipment dealerships with precision departments to precision-only operations were nominated by their farm customers, precision equipment suppliers and their own employees.
Nominees were asked to provide information on their precision product sales and service growth, and also break down their investment in precision staff, training and marketing. Nominees were also asked to describe their service standards, training methods and plans for future growth.
The types of progressive precision programs offered to customers and a metric for measuring customer satisfaction are prime indicators of a top-notch dealership.
For this inaugural honor, an independent panel of judges was asked to evaluate precision ag sales growth and where dealerships are generating revenue from hardware, software and precision service sales.
The judges also analyzed less quantifiable elements that define the best precision farming dealership, such as employee training, performance standards, innovation, long-term business plan and community involvement.
Service & Innovation
While sales figures and percentages provide a numerical indication of success for a precision dealership, it is the service and innovation that sets the top precision farming dealership apart from other outstanding dealerships.
In Brokaw Supply’s case, their progressive approach to delivering top-notch customer service for a wide variety of precision technology distinguished them from the other nominees.
The single-store shortline farm machinery dealership has rapidly grown its precision farming operation since it started in 2009 and now sells and supports six different brands of precision technology.
Brokaw has more than tripled its precision revenue during the last four years, but more specifically has grown its precision service revenue each of the last three years.
This is being done through development and sales of nearly 100 precision kits to simplify solutions for customers and salespeople, and also by offering comprehensive precision service packages.
The willingness to invest 12 and 14 hour works days, host precision ag field demonstrations and work with local colleges to keep future precision hires in the pipeline is paying off for the dealership through customer loyalty and increased exposure of their brand.
As a self-described “niche” precision dealership, Brokaw places a premium on customer satisfaction as a measurement of the dealership’s success. But they are not afraid to take chances.
With an eye toward the future, Brokaw is planning an additional store location and expansion into precision water management and data management service.
As the judges note, all this success is being accomplished without the benefit of a major manufacturer’s support or guidance.