To read the introduction to this "Greatest Mistake" series click here.

“If there’s one mistake those of us in the precision ag business make, it’s falling into the trap of thinking there’ll always be something new and better to sell tomorrow — the ‘next big thing.’

“This is somewhat unique to the agriculture retail business. While there’ll always be tractors, seed and fertilizer to sell, GPS lightbar sales, meanwhile, came and went like Halley’s Comet.

“Through the years in the precision business, we’ve had to learn that providing real value to our customers requires us to sell more than just ‘stuff.’ Anyone on any corner can sell precision stuff over the counter, and it becomes a cutthroat business if that’s the rabbit hole you go down.

“We made a conscious decision a decade ago to concentrate and move more to precision services and consulting. Doing things to help producers really extract value from their hardware and help them really improve agronomically and economically.

“It is sometimes hard to maintain that focus, and it is much more time-consuming and much harder work. Precision ag is as much education as it is sales. Remembering that is the hardest lessen to learn and keep in mind as you try to stay ahead in this business.”

Keith Kreps, Executive Vice President, RDO Equipment, Fargo, N.D. (2010 Dealership of the Year)

“My biggest failure occurred in the lead-up to the used equipment market crash in November 2013.

Leo Johnson, President, Johnson Tractor Inc. (2012 Dealership of the Year)

“The fact that I’ve been in the same farm equipment dealership for 38 years may not equate to success as much as stamina.

Brian Carpenter, General Manager, Champlain Valley Equipment, Middlebury, Vt. (2009 Dealership of the Year)

“When asked to share a mistake I’ve made with other dealers, I was challenged to find a lesson learned that was instructive.

Tom Rosztoczy, CEO, Stotz Equipment Co., Avondale, Ariz. (2013 Dealership of the Year)

“In 2001, we purchased 6 locations from 4 owner groups in Utah and Idaho over the course of 4 months (Mistake #1).

Kent Buchholz, Finance Manager & Sales, Kennedy Implement, Philip, S.D. (2012 Dealership of the Year)

“Own everything you do or don’t do. Good or bad times don’t matter; every decision made, or not made, must be owned up to.

Steve Cubbage, President, Record Harvest, Nevada, Mo. (2007 Dealership of the Year)

“If there’s one mistake those of us in the precision ag business make, it’s falling into the trap of thinking there’ll always be something new and better to sell tomorrow — the ‘next big thing.’

Don Van Houweling, Owner, Van Wall Equipment, Perry, Iowa (2016 Dealership of the Year)

“As I look back at my most significant mistakes, I’d say that I’ve entered into sales agreements with companies that didn’t possess the capabilities financially or from a management standpoint to support our goal of being the ‘Clear First Choice.’

Ron Ritchie, CEO, Ritchie Implement Inc., Cobb, Wis. (2015 Dealership of the Year)

“Our team is always looking to the future. We use our mistakes as an opportunity to learn and move on.

Tom Janson, Janson Equipment, Reese, Mich., (2011 Dealership of the Year)

“I don’t dwell on mistakes but instead look forward on how best to improve my business.