As the digital tools of precision farming have helped growers better manage ever-smaller portions of their fields on an individual basis, the successful selling of those tools has opened up profitable new opportunities based on selling “solutions” rather than just selling products.

Craig Benedict, ag technology manager, at Reynolds Farm Equipment (2018 Farm Equipment Dealership of the Year) in Noblesville, Ind., says the dealership has benefited in improved sales and customer relationships over the past 7 years, specifically because of a committed effort to improve ROI for customers purchasing iron and digital equipment.

“It was through our own efforts to differentiate ourselves as a provider of farm equipment, and the influence of other John Deere dealers who meet in a peer group to discuss business improvement ideas, that we decided to bring agronomic intelligence into our dealership,” Benedict says.

Ultimately, that move is responsible for Reynolds’ 3 agronomy professionals on staff at the dealership’s 5 central Indiana ag stores, along with part ownership of a Canada-based agronomy company.

Benedict says it took time to build the business…