As 2019 is slowly drawing to a close, dealers and their customers are exploring opportunities to update or upgrade technology and equipment prior to year’s end.

You have a talented team of precision farming experts in a department that houses the latest and greatest technology available to farmers. Your dealership website reflects that right?

Leadership of a precision farming business can take many forms and come from different places within a dealership. But it often takes a coordinated effort by ownership, management and specialists to create and sustain a productive culture.

This year has shown interesting new developments in market sentiments, with dealers continuing to slowly move away from hardware and steer sharply toward data management for future revenue, according to the seventh annual Precision Farming Dealer Benchmark Study.

Agronomic service is still a push-pull offering for dealers. Some have proactively embraced and invested in providing robust support options to customers that include soil sampling, data analysis and field prescriptions.

The more things change, the more they stay the same, at least in terms of how dealers are selling and servicing precision farming products. While strides have been made establishing precision as a standalone business, dealerships continue to seek a better balance between revenue generated by hardware sales and service.

Despite the downturn in the ag economy, precision farming dealers have largely maintained an ambitious sales outlook, banking on their ability to increase billable service and capture ROI-based revenue from new products.