Diagnosing technology problems on ag equipment can be as much an art as it is a science. Compatibility and simplicity of systems can pose challenges, even for the most tech-savvy farmers. But for those willing and capable of troubleshooting precision problems, complemented by reliable dealer support, the ability to fix a technical issue can be a time and money-saving opportunity.

Assessing the performance and production of a precision farming team can take into account several factors. Customer service and communication skills are less quantifiable than sales volume and service hours billed.

One of the critical drivers of widespread adoption of autonomous ag technology will be cost vs. value. Like any new technology, there will be a learning curve and fusion onto the farm will be gradual. Dr. Scott Shearer, ag engineering professor at Ohio State University, doesn’t foresee automation being a wholesale replacement to human oversight on the farm.

Immediately following the release of its 5-year plan to significantly increase its investment in autonomous ag technologies, Raven Industries acted on that strategic plan with the acquisition of 2 independent autonomous companies.

While strides have been made establishing precision as a standalone business, dealerships continue to seek a better balance between revenue generated by hardware sales and service. This mindset is reflected in a continuing trend toward a more balanced breakdown of precision revenue sources in the seventh annual Precision Farming Dealer Benchmark study.

Finding and retaining precision farming talent has long been a challenge for equipment dealers, as many look to expand or evolve the scope of their business. While recent years have seen a slowdown in hiring plans, dealers plan to be more aggressive in adding precision specialists during the coming year.

Data sharing continues to be a source of both opportunity and irritation within the ag industry. While some farmers have pursued the potential advantages of sharing field data, others are reluctant to grant access, control or ownership of that information to third parties.

2019 has seen interesting new developments in market sentiments, with dealers continuing to slowly move away from hardware and steer business objectives toward data management for future revenue, according to the seventh annual Precision Farming Benchmark Study.

Much has been made of autonomous advancements in the ag industry during the last few years, as a possible pathway to increased field efficiencies and a solution to labor shortages.

Even in a challenging ag economy, dealerships are looking for opportunities which can strengthen the business for the future. Acquisitions and consolidation have long been a part of the farm equipment industry. But collaborations and partnerships, especially on the precision farming side, could be key in further developing this side of the business for dealers.