This time of year, it’s a long shot to find precision farming dealers at their desks.

Thanks to my young son, I’ve been brought back into a culture I’ve had very little connection with for more than two decades: professional wrestling.

Although a relative newcomer to the Farm Progress Show experience — this year’s event being only my second — I have an appreciation for the stamina needed to navigate the grounds.

Last week, I had a chance to attend John Deere’s 2014 product launch event in Columbus, Ohio, which was truly a sensory overload showcase of new equipment and technology.

When walking into equipment dealerships, it’s usually easy to spot the precision farming products, often in the form of an auto-steer system display or an interactive monitor set up to walk customers through a tutorial on the showroom floor.

As the parent of a precocious youngster, I am preparing myself for when wide-eyed childhood fantasy begins to clash with post-adolescent reality.

Having grown up in a generation fed an abundance of eye opening and eye rolling science fiction fodder, I’ve gotten a pretty diverse taste of what the future of the world was supposed to look like by now.

Although I always see some familiar faces when attending precision farming trade shows and conferences, there are a growing number of new ones at each event, particularly focused on offering data management services.

Now is undoubtedly a good time to be a precision farming dealer, given the ravenous customer appetite for technology.

One of the frequent observations I’ll hear from precision farming dealers is that customers rarely utilize the full potential of their technology after purchase. During demonstrations, dealers can showcase multiple features of a product or system, but once farmers get into the field — especially during planting and harvesting — they tend to focus on one, maybe two aspects of the technology.