Precision specialists tend to be busy year-round, but when it comes to training new employees, planting season is often an excellent test of stamina, problem-solving skills and technological aptitude. As the precision farming manager for Swiderski Equipment, John Cooper understands the seasonal rigors of long-hours, increased responsibility and the need for constant communication with new hires.

When Scott Meldrum became Van Wall Equipment’s Integrated Solutions manager, he had a goal — to make the precision farming department cash positive. At the top of his list was transitioning to a billable service model for precision farming services.

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.

With the rapid evolution of technology, it's not always easy for precision dealers to catch their breath. However, a time may be coming when the precision industry takes stock of where it is and where it needs to go.

One of the more interesting elements of John Deere’s planned acquisition of Precision Planting from parent company Monsanto, involved the data collection capabilities provided by the hardware. The cancellation of the deal included a digital collaboration agreement between Deere and the Climate Corp., which would have allowed for sharing of agronomic data between Deere’s Operations Center and Climate’s FieldView platform.

Colin Hlavinka, precision farming manager with Hlavinka Equipment Co. in El Campo, Texas, discusses how the dealership views its precision service plans to reinforce customer satisfaction and confidence, while also generating an 8-10% sales margin.

Bryan Peterman, Integrated Solutions manager with Atlantic Tractor in Clayton, Del., shares the dealership's incremental incorporation of agronomic services and leveraging the option to add value to data management platforms.

David McGavin, sales and service with Precision Seeding Solutions in New South Wales, Australia, shares the dealership's approach and success with developing precision service revenue, along with some of the international differences between the country and other parts of the world.

As dealer optimism continues to inch upward heading into the second quarter of 2017, no-till farmers are anticipating increased adoption of precision farming equipment this year.