"Sharpen your pencils when 'no' feels like the default answer, because that is when disciplined, well-communicated value stands out most — and when the right 'yes' will be remembered as a sound business decision," says Erin Hightower in this roundtable recap from the Precision Farming Dealer Summit. 

During a recent trip to Agritechnica, the world’s leading trade show for farm equipment, John Fulton noticed a common theme.

The 2026 Precision Farming Dealer Summit was a great learning experience for Christian Kessler, who was one of a few educators in attendance. Kessler teaches agronomy courses at Lake Land College in Mattoon, Ill.

This Week's Lineup:

• Precision Technology Offers Opportunities While Equipment Sales Lag
• 6 Moves Dealers Can Make Today to Win All Year
• 1-on-1 with Deere’s Precision Ag Lead 
• Farmer Shares 3 Technologies He’s Excited About in 2026
• Kubota Leader Reacts to First Precision Summit Experience

This Week's Lineup:

• Real Talk from Front Lines of Precision Ag
• Customer Clinic Tips Shared at Precision Summit
• Using Secret Shoppers to Improve Customer Experience
• Breaking Down the Demand for Precision Technicians
• New Technology Helps Deere Dealer’s Customers Boost Savings