Conversations in Ag
Challenges of Promoting Shortlines in a Mainline Dealership
Vernon Schmidt (Executive Vice President, Farm Equipment Manufacturers Assn.) and Heather Hetterick (Director of Marketing, Redline Equipment) met for the first time during the United Equipment Dealers Assn. in Louisville, Ky., in February. Both have experience working with associations and manufacturers (Hetterick did a stint with the Assn. of Equipment Manufacturers before moving to Ohio with husband, Zach, at Redline) and explored the challenges that come with promoting shortlines in a mainline dealership.
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