Much has been made of the need for dealers to deliver comprehensive factory-to-field solutions designed to touch every acre of a customer’s operation. But how are dealers capitalizing on the combination of machine optimization to improve agronomic outcomes?

Agronomic service is still a push-pull proposition for dealers. Some have proactively embraced and invested in providing robust support options to customers that include soil sampling, data analysis and field prescriptions. 

During a dealer-to-dealer panel discussion at the 2020 Precision Farming Dealer Summit on Jan. 6-7, hear 3 agronomy-minded dealers deliver the details on how they’ve leveraged agronomic services to carve out a profitable niche in the market.

Speakers for this panel include:


Martin White

Martin White, Division Sales Manager, Precision Ag, Enns Bros., Man. The addition of an agronomic arm in 2015 to the 8-store dealership’s precision business was a gateway strategy according to White. The move, while challenging at first, was the catalyst for the dealership’s Total Farm Solutions platform which combines equipment maintenance, optimization and performance service with with agronomic expertise. 

Working within an 18-person precision team, including 10 agronomists, White says the program has evolved to the point where “by intimately understanding our customers’ agronomic situation, we then optimize every piece of equipment on their farm, accordingly.”

White breaks down the origins and details of the dealership’s service platform to include how it’s grown revenue by 10% each year and achieved a 98% customer retention rate.


Mitchell Hora

Mitchell Hora, CEO, Continuum Ag,  Washington, Iowa. As both a farmer, operating an 800-acre farm near Washington, Iowa, and founder of an independent precision dealership, Hora lives the “you can’t manage what you can’t measure” philosophy on a daily basis. 

He launched the service-centric business in 2015 with the intent of helping farmers utilize ag technology to its maximum capacity. This approach includes providing data analysis, soil sampling and variable-rate recommendations through the company’s agronomic offerings, including its RightWay program, has attracted customers from 40 states and 8 countries.

Hora shares the scope of his targeted, yet diverse service platform to include case studies to prove ROI and how he’s been able to double revenue and service acres each year.

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Mark Truster

Mark Truster, Managing Agronomist, Reynolds Farm Equipment, Fishers, Ind. (2018 Dealership of the Year) While many farm equipment dealers are deciding if and how they want to expand into offering agronomic-based services to complement farm equipment sales, there is opportunity for those willing to get their hands dirty — literally — to capitalize on more soil-centric programs to customers. 

Truster, leads a team of 3-in-house agronomists for the 7-location dealership in Indiana, and brought more than 25 years of independent experience with him when he joined the Reynolds in 2012.

Truster shares how advances in GIS software allow for more objective agronomic analysis and execution of field prescriptions, along with where he sees room for improvement with the tools and techniques dealers deploy with their agronomic services.

Co-located with the 28th Annual National No-Tillage Conference, the 2020 Summit will be held Jan. 6-7 at the historic Union Station Hotel in St. Louis. Among the Title Sponsors making the learning and networking opportunities possible for dealers are Ag Express ElectronicsCopperhead AgDigiFarm VBNLaforge Systems, RealmFiveReichhardt Electronic InnovationsTopcon Agriculture and Yetter Farm Equipment.

3 Things You Will Learn from this Session

  1. How getting a seat at the agronomic discussion table translates to a higher customer retention rate 
  2. How to recognize and fill an agronomic service void in your AOR with an internal hire or external partnership 
  3. How farm machinery dealers can improve on selling data- driven solutions — without having to be agronomy experts

For more information and to register for the Summit click here. We’ll see you in St. Louis!