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Articles by James DeGraff

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New Holland to Expand Through Product Innovation, Flexible Training

Significant product investments align with a revamped training structure to diversify New Holland’s customer base and enhance aftermarket support.
By James DeGraff posted on December 21, 2018 | Posted in Best Practices, Manufacturer & Dealer Issues, Product Innovations & Introductions, Dealership Marketing
Prior to the appointment of Bret Lieberman as vice president of New Holland North America in 2015, the global farm equipment manufacturer experienced a fair amount of turnover in executive positions throughout the mid 2000s, making the communication of a consistent message to the dealer network a difficult task at times.
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Leveraging CRM for Farm Equipment Leads and Sales

Online lead generation centers on segmentation, but the key to closing those same inquiring customers comes through consolidation.
By James DeGraff posted on September 24, 2018 | Posted in Best Practices, Data & Forecasts, Dealership Marketing
In the instantaneous industry of equipment sales, the mindset of “I’ll just respond to that tractor inquiry after lunch” lies in the same outdated realm as phonebooks and Blockbuster video stores. Yet with so many online inventories, websites and campaigns to keep track of, dealers are often left chasing their tails on how to reel in — and retain — online leads.
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Google AdWords, Website Design & Other Marketing Outsourcing Decisions Facing Dealerships

Dealership marketing managers encourage others to leverage their marketing strengths by outsourcing their weaker areas.
By James DeGraff posted on September 14, 2018 | Posted in Dealership Marketing
The “jack-of-all-trades” approach to operating a dealership is inevitable for most smaller-scale or single store entities, which puts more pressure on deciding what to outsource when the budget exists to do so.
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Conversations in Ag

Challenges Encountered by Farmers & Manufacturers During the Dairy Downturn

To better understand the manufacturer-dairy farmer relationship, H&S Mfg. Co. President Craig Harthoorn and Product Marketing Manager Ron Zygarlicke sat down with Daryl Sternweis and Heather Heiman (D&B Sternweis Farms) along with Josh Heiman (Heiman Holsteins). The group, all based in Marshfield, Wis. discusses tight budgets, hiring mishaps and rising environmental standards.
By James DeGraff posted on June 9, 2018 | Posted in Manufacturer & Dealer Issues
To better understand the manufacturer-dairy farmer relationship, H&S Mfg. Co. President Craig Harthoorn and Product Marketing Manager Ron Zygarlicke sat down with Daryl Sternweis and Heather Heiman (D&B Sternweis Farms) along with Josh Heiman (Heiman Holsteins). The group, all based in Marshfield, Wis. discusses tight budgets, hiring mishaps and rising environmental standards.
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Conversations in Ag

Linco-Precision’s Skip Klinefelter Discusses Farming Equipment Sales

A gap in industry experience doesn’t equate to different challenges when proving the value of precision equipment and establishing a rapport with customers. Brenan Schneidermann, precision farming specialist for Town & Country Implement and recent college graduate, sits down with Skip Klinefelter, owner of Linco-Precision, to discuss the precision learning curve, generational approaches to customers and the need for patience when entering the industry.
By James DeGraff posted on June 9, 2018 | Posted in Precision Ag Sales & Service
A gap in industry experience doesn’t equate to different challenges when proving the value of precision equipment and establishing a rapport with customers. Brenan Schneidermann, precision farming specialist for Town & Country Implement and recent college graduate, sits down with Skip Klinefelter, owner of Linco-Precision, to discuss the precision learning curve, generational approaches to customers and the need for patience when entering the industry.
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One Career, Two Chapters & Endless Adaptation

George Annen of Annen’s Machinery Ranch in Arlington, Wis., reflects on the digital transition that shaped his career, sharing the benefits, pitfalls and lessons learned trading used equipment in the modern age.
By James DeGraff posted on April 7, 2018 | Posted in Used Equipment Remarketing, Niche Equipment Markets
There was once a simpler time in the career of George Annen, a used equipment specialist and owner of Annen’s Machinery Ranch Inc. in Arlington, Wis. A typical day before the internet started with a freshly-brewed pot of coffee, a trip to the convenience store to process tractor photos taken on a film camera, mailing them overnight to a set of interested buyers and preparing for a sales trip the next day if the phone rang.
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PFD Summit: Turning Digital Ag Potential into Profit

2018 Precision Farming Dealer Summit — Roundtable Coverage
By James DeGraff posted on March 17, 2018 | Posted in Precision Ag Sales & Service
In a conversation representing dealers, software specialists and farmers from across the globe, this roundtable during the Precision Farming Dealer Summit, Jan.8-9, discussed several digital-based topics: the potential of converting ag data into profit, how to position farm data into a billable format for dealers, and how to communicate that value to the farmers.
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Precision Farming Dealer Summit

Clearly Defined Culture Breeds a Commitment to Precision Performance

3 diverse dealers dissect the dynamics of a productive employee-manager relationship, along with the detriments of poor communication.
By James DeGraff posted on March 17, 2018 | Posted in Precision Ag Sales & Service
The shifting nature of precision farming demands a foundation for employee commitment, yet the unique structure of any given dealership eliminates the possibility for any universal blueprint. Rarely does the perfect formula come from direct replication or an unhinged maverick move, but the best plans often fall somewhere in between.
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One Career, Two Chapters and Endless Adaptation

George Annen of Annen’s Machinery Ranch in Arlington, Wis., reflects on the digital transition that shaped his career, sharing the benefits, pitfalls and lessons learned trading used equipment in the modern age.
By James DeGraff posted on February 20, 2018 | Posted in Best Practices, Used Equipment Remarketing
George Annen of Annen’s Machinery Ranch in Arlington, Wis., reflects on the digital transition that shaped his career, sharing the benefits, pitfalls and lessons learned trading used equipment in the modern age.
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