The Color Conversions series highlights the significant impact of strategic equipment sales and service decisions within the agricultural industry. Together, these pieces provide a comprehensive view of how thoughtful approaches to sales and customer relationships can drive growth and strengthen dealership operations.


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Problem-Solving Attitude Leads to Full-Fleet Conversion

By Kim Schmidt | July 8, 2024

Cory Rothmann loves selling. The McFarlanes’ salesperson has been working in outside sales since he was 18.

His time at Kimball Midwest, a maintenance and repair operations distributor that specializes in American-made bolts, is what nurtured the salesman inside of him. The company sent him all over the U.S. for key account training, and that’s where he learned and mastered his craft.

Learn more by reading, "Problem-Solving Attitude Leads to Full-Fleet Conversion".


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Swather Leads to a ‘Full Fleet’ Conquest, Additional Sales

By Mike Lessiter | May 15, 2024

Locked out of an influential custom cutter for years, this New Holland dealer created $1 million in repeatable sales by converting one influential, but demanding, custom harvester. This article, based on an interview with the salesperson bouncing in rye fields alongside his customer, explains how the transformation of a color change happened for this Idaho dealership.

Learn more by reading, "Swather Leads to a ‘Full Fleet’ Conquest, Additional Sales".

Color Conversions Intermountain

Color Conversions: Intermountain New Holland

May 15, 2024

In this three part series, created with the support of Thunder Creek Equipment, follow along as Intermountain New Holland General Manager David Orr and salesperson Daniel Avelar share their perspectives on the importance of customer relationships and commitment to excellence helped accomplish this difficult prospect.

See the full video log here:

To the Point: ‘Transactional’ Approach to Equipment Sales: Just Say No

By Mike Lessiter | May 14, 2024

I wrote a cover story article for the June 2024 edition of Farm Equipment on a dramatic “color conversion” story at Intermountain New Holland (Twin Falls, Idaho). The 2-store dealership earned a chance with a custom harvester on one New Holland swather, and quickly parlayed it into 6 units.

Three years after showing a goose-egg in their database for this custom harvesting customer, Intermountain New Holland is now earning more than $1 million per year in rolled machinery, not to mention additional shortline sales.

Continue reading, "To the Point: 'Transactional' Approach to Equipment Sales: Just Say No".

Problem-Solving Attitude Leads to Full-Fleet Conversion