During the last several years, a growing majority of dealers have either established a separate department for precision farming or designated a precision farming specialist as the primary salesperson for ag technology.

Collecting aerial imagery in agriculture has increased in recent years with the emergence of unmanned aerial vehicles and more sophisticated infrared and remote sensing tools. However, challenges remain as to how timely captured data can be processed and utilized for in-season crop management decisions.

One of the more buzzworthy terms in the consumer business world is Internet of Things, or IoT for short. While a bit ambiguous, the IoT trend is taking off with integrated voice activation tools and in agriculture with companies moving conceptual designs into commercial development.

Widespread availability of fully autonomous vehicles in agriculture may still be several years away. But in recent years, companies have publicly showcased self-driving innovations, advancing development to the cusp of commercial production.

With tighter farm incomes, being able to attract customers with affordable entry points into precision products has become more appealing for dealers. Applying lessons learned and shared by farm equipment dealers for remarketing used machinery is shaping the philosophy of Chris Winkelbauer, precision farming manager with Central Valley Co-op, based in York, Neb.

With tighter farm incomes, being able to attract customers with affordable entry points into precision products has become more appealing for dealers. Applying lessons learned and shared by farm equipment dealers for remarketing used machinery is shaping the philosophy of Chris Winkelbauer, precision farming manager with Central Valley Co-op, based in York, Neb.

Advanced telematic services continue to take shape in precision farming as suppliers partner to integrate and deliver data sharing platforms through their dealer networks.

It’s been a challenging few years for many precision farming dealers navigating the instability of the commodities market and cautious purchasing habits of customers. But the results of this year’s recently published fifth annual Precision Farming Dealer benchmark study signal an optimistic shift in retailers’ revenue expectations and business objectives compared to recent years.

Dealerships tend to be adept at selling — whether it’s machinery, parts or service. But talking with precision farming managers, one area that is often an afterthought in their department is the need to sell themselves.