In the midst of a downturn in the agricultural economy, precision farming dealers are finding that the once lush landscape for technology sales is changing, as customers become more discerning with their immediate on-farm expenditures.

Precision farming has emerged as a vital industry within agriculture and one that may very well hold the long-term keys to higher yields with greater conservation. Along with all of the excitement and buzz this industry generates comes a steady flow of investment dollars from companies keen on developing their own precision farming capabilities to ensure their continued relevance and competitive edge in agribusiness.

For years, Waupun Equipment, a 2-location dealership group in central Wisconsin, split their precision equipment responsibilities between two of its parts department employees.

When Precision Farming Dealer caught up with Luke Bennett, AMS manager of Oregon Trail Equipment in Beatrice, Neb., in mid-May, he was embroiled in a drawn out, busy planting season.

Mike Houghtaling, president of P&C Ag Solutions in Reese, Mich., shares the company’s success using online outlets like eBay to expand customer reach and quickly sell used and traded-in precision products.

Preston Klimek, store administrator for Titan Machinery’s dealership in Hastings, Neb., shares some slow-season sales strategies their precision department utilizes to introduce farm customers to new technology.