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June 2018

Volume: 56
Edition: 5

Conversations in Ag

  • Table of Contents

    Table of Contents

    Lessiter

    To The Point: A New-Era Hybrid Position?

    By Mike Lessiter posted on June 9, 2018 | Posted in Best Practices, Department Management
    As our small company grew and org charts were redefined, sales management was off-loaded from my plate last year to create more capacity for strategy and vision. And probably not unlike transitions at your dealerships, I work hard every day not to stick my nose back in. Michael Ellis, director of sales, is managing me through the weaning stage.
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    Conversations in Ag

    Deere and Case IH Dealers Compete in Janesville

    In mid-April, Chris Frodel, Mid-State Equipment (John Deere) drove over from her store to meet in the conference room at Johnson Tractor (Case IH), Leo Johnson’s store. The length of Frodel’s drive on Highway 14 was a full 4 minutes. That’s how close these two dealerships are in the rich agricultural region of Janesville, Wis. Both are second-generation dealers with siblings as partners (Chris runs the business with her brother Bryan and father Curt Hanson, while Leo does the same with brother Eric) and steadily collected additional stores from small-operation origins. Frodel (44) and Johnson (62) also found a lot of similarities and values in their businesses as they dug in for a candid discussion and what the future may look like.
    By Mike Lessiter posted on June 9, 2018 | Posted in Best Practices, Manufacturer & Dealer Issues, Niche Equipment Markets, Dealer Succession
    In mid-April, Chris Frodel, Mid-State Equipment (John Deere) drove over from her store to meet in the conference room at Johnson Tractor (Case IH), Leo Johnson’s store. The length of Frodel’s drive on Highway 14 was a full 4 minutes. That’s how close these two dealerships are in the rich agricultural region of Janesville, Wis.
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    Conversations in Ag

    Helping Specialty Farm Equipment Dealers Succeed

    Mark Core of Vermeer Corp. and Richard Fox-Marrs of JCB Inc., top executives from two long established, family owned manufacturers of specialty farm equipment, explore their strategies for helping their dealers be profitable by providing services that go beyond traditional product support. Also, providing highly innovative products gives them an edge that competing dealers don’t have.
    By Dave Kanicki posted on June 9, 2018 | Posted in Niche Equipment Markets
    Mark Core of Vermeer Corp. and Richard Fox-Marrs of JCB Inc., top executives from two long established, family owned manufacturers of specialty farm equipment, explore their strategies for helping their dealers be profitable by providing services that go beyond traditional product support. Also, providing highly innovative products gives them an edge that competing dealers don’t have.
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    Conversations in Ag

    Debating California Tillage

    Despite differing opinions, Alan Wilcox, of Wilcox Agri-Products and Jeff Mitchell, no-till advocate at University of California–Davis, sat down during World Ag Expo in Tulare, Calif., to discuss the challenges and the opportunities for conservation tillage practices to take hold in California’s Central Valley.
    By Alan Stenum posted on June 9, 2018 | Posted in Niche Equipment Markets
    Despite differing opinions, Alan Wilcox, of Wilcox Agri-Products and Jeff Mitchell, no-till advocate at University of California–Davis, sat down during World Ag Expo in Tulare, Calif., to discuss the challenges and the opportunities for conservation tillage practices to take hold in California’s Central Valley.
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    Conversations in Ag

    Kentucky Grain Producer and Case IH Dealer Discuss Farm Equipment Brand Loyalties

    Kentucky grain producer Joe Sisk and Jeff Morgan, H&R Agri-Power (Case IH dealer) share views into each other’s world and why they have not yet consummated a high-ticket deal for Sisk’s 5,000-acre operation, which remains 100% green on combines and tractors. As soon as they sat down, Sisk (45) reminded Morgan (53) that he’d been his tractor engine instructor in 4H 33 years earlier. Morgan remembered the class and the curriculum (“intake, compression, power and exhaust”) but hadn’t realized Sisk had been in the class.
    By Mike Lessiter posted on June 9, 2018 | Posted in Manufacturer & Dealer Issues, Precision Ag Sales & Service, Niche Equipment Markets
    Kentucky grain producer Joe Sisk and Jeff Morgan, H&R Agri-Power (Case IH dealer) share views into each other’s world and why they have not yet consummated a high-ticket deal for Sisk’s 5,000-acre operation, which remains 100% green on combines and tractors. As soon as they sat down, Sisk (45) reminded Morgan (53) that he’d been his tractor engine instructor in 4H 33 years earlier. Morgan remembered the class and the curriculum (“intake, compression, power and exhaust”) but hadn’t realized Sisk had been in the class.
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    Conversations in Ag

    Global Insights on Problem Solving from Experienced Precision Farming Specialists

    More than 9,000 miles separate Jason McNeice with Wideland Group in Queensland, Australia, and Kevin Depies with Ritchie’s Implement in Cobb, Wis. While the physical distance between the two Case IH dealerships allows for some uniquely regional differences, the experienced precision farming specialists shared some common ground when it comes to getting into the business and billing out service.
    By Jack Zemlicka posted on June 9, 2018 | Posted in Precision Ag Sales & Service
    More than 9,000 miles separate Jason McNeice with Wideland Group in Queensland, Australia, and Kevin Depies with Ritchie’s Implement in Cobb, Wis. While the physical distance between the two Case IH dealerships allows for some uniquely regional differences, the experienced precision farming specialists shared some common ground when it comes to getting into the business and billing out service.
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    Conversations in Ag

    The Future of Manufacturing: Retention, Consolidation & Collaboration in the Ag Market

    Manufacturer executive Jim Wessing of Kondex Corp. sat down with Doug Griffin, former AGCO vice president and current principal of Context Network, a consulting firm that works with full-line manufacturers. They discussed the lack of experience and availability of skilled workers, knowledge voids, unique challenges of suppliers and manufacturers, and also offered advice for anyone entering the ag market.
    By Michael Ellis posted on June 9, 2018 | Posted in Best Practices
    Manufacturer executive Jim Wessing of Kondex Corp. sat down with Doug Griffin, former AGCO vice president and current principal of Context Network, a consulting firm that works with full-line manufacturers. They discussed the lack of experience and availability of skilled workers, knowledge voids, unique challenges of suppliers and manufacturers, and also offered advice for anyone entering the ag market.
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    Conversations in Ag

    Farmer Steve Berger Discusses the Future of Agriculture

    Steve Berger, a fourth-generation grain and hog producer in southeast Iowa, sat down with Ken Zuckerberg, then a senior research analyst in New York with Rabobank. The conversation provided Zuckerberg, who sees the industry from the perspective of a financial analyst, a chance to go eyeball-to-eyeball with a person in the trenches farming every day in Berger, a 2016 No-Till Innovator of the Year. The talk happened in the lobby at the 2018 National No-Tillage Conference in Louisville.
    By Mike Lessiter posted on June 9, 2018 | Posted in Data & Forecasts, Operations & Finance
    Steve Berger, a fourth-generation grain and hog producer in southeast Iowa, sat down with Ken Zuckerberg, then a senior research analyst in New York with Rabobank. The conversation provided Zuckerberg, who sees the industry from the perspective of a financial analyst, a chance to go eyeball-to-eyeball with a person in the trenches farming every day in Berger, a 2016 No-Till Innovator of the Year. The talk happened in the lobby at the 2018 National No-Tillage Conference in Louisville.
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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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    Conversations in Ag

    Delegation, Innovation & Managing Growth as Manufacturers

    Two Canadian manufacturer representatives, John Redekop, owner and founder of Mandako Intl. in Manitoba, and Brad Baker, senior product manager for Salford Group In Ontario, offer their unique perspectives on business growth and finding trustworthy employees to keep management afloat amid expansion.
    By Alan Stenum posted on June 9, 2018 | Posted in Best Practices, Department Management
    Two Canadian manufacturer representatives, John Redekop, owner and founder of Mandako Intl. in Manitoba, and Brad Baker, senior product manager for Salford Group In Ontario, offer their unique perspectives on business growth and finding trustworthy employees to keep management afloat amid expansion.
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    Conversations in Ag

    Training Precision Farming Technology Specialists of Tomorrow

    Sitting among training implements on the ag campus of Fox Valley Technical College in Appleton, Wis., Zach Ward of Fox Valley Technical College and Joe Sinkula with 12-store John Deere dealership Riesterer & Schnell traded experiences — some shared — on preparing precision specialists for the rigors of an evolving industry.
    By Jack Zemlicka posted on June 9, 2018 | Posted in Best Practices, Precision Ag Sales & Service
    Sitting among training implements on the ag campus of Fox Valley Technical College in Appleton, Wis., Zach Ward of Fox Valley Technical College and Joe Sinkula with 12-store John Deere dealership Riesterer & Schnell traded experiences — some shared — on preparing precision specialists for the rigors of an evolving industry.
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    Conversations in Ag

    How Tillage & Planting Have Changed

    Roger Murdock of Ingersoll Tillage Group and No-Till Farmer founding editor Frank Lessiter discuss changes in agriculture over their careers, including equipment, farm sizes and tillage practices. With Murdock’s career taking him across the globe and Lessiter’s to farms in every state in the U.S., they compared notes on what’s happening here in North America and overseas.
    June 9, 2018 | Posted in Best Practices
    Roger Murdock of Ingersoll Tillage Group and No-Till Farmer founding editor Frank Lessiter discuss changes in agriculture over their careers, including equipment, farm sizes and tillage practices. With Murdock’s career taking him across the globe and Lessiter’s to farms in every state in the U.S., they compared notes on what’s happening here in North America and overseas.
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    Conversations in Ag

    Agri-Service President & KanEquip Regional Manager discuss their businesses

    Clint Schnoor, president of Agri-Service, a large multi-location AGCO dealership headquartered in Idaho and Bryndon Meinhardt, a regional manager for KanEquip, an 8-store CNH dealer in Kansas, sat down to talk for the first time during the Precision Farming Dealer Summit in Louisville, Ky. Despite carrying different brands and covering different markets, the two discovered their businesses have more similarities than differences.
    By Kim Schmidt posted on June 9, 2018 | Posted in Best Practices
    Clint Schnoor, president of Agri-Service, a large multi-location AGCO dealership headquartered in Idaho and Bryndon Meinhardt, a regional manager for KanEquip, an 8-store CNH dealer in Kansas, sat down to talk for the first time during the Precision Farming Dealer Summit in Louisville, Ky. Despite carrying different brands and covering different markets, the two discovered their businesses have more similarities than differences.
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    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.
    By Mike Lessiter posted on June 9, 2018 | Posted in Manufacturer & Dealer Issues, Dealership Marketing
    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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    Conversations in Ag

    Women in the Male-Dominated Livestock Industry

    Dairy farmer Doris Mold sits down with Jean Goslin, a cow-calf operator, to discuss shifts in the industry, genetics and technology and other topics. The two share a common bond through their involvement with American Agri-Women, along with the distinct challenges they face working in male-dominated industries.
    By Lynn Marcinkowski Woolf posted on June 9, 2018 | Posted in Best Practices
    Dairy farmer Doris Mold sits down with Jean Goslin, a cow-calf operator, to discuss shifts in the industry, genetics and technology and other topics. The two share a common bond through their involvement with American Agri-Women, along with the distinct challenges they face working in male-dominated industries.
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    Conversations in Ag

    Preventative Diagnostics in Farm Equipment

    John Anderson, president of JCA Electronics and Jan Faassen, sales director for GKN Off-Highway Powertrain, discuss the need for collaboration and standards throughout the supply chain when it comes to preventative diagnostics in farm equipment during the Farm Equipment Manufacturers Assn. Supply Summit in Omaha in April.
    By Vernon Schmidt and Alan Stenum posted on June 9, 2018 | Posted in Best Practices, Niche Equipment Markets
    John Anderson, president of JCA Electronics and Jan Faassen, sales director for GKN Off-Highway Powertrain, discuss the need for collaboration and standards throughout the supply chain when it comes to preventative diagnostics in farm equipment during the Farm Equipment Manufacturers Assn. Supply Summit in Omaha in April.
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    Conversations in Ag

    Soil Scientist Joshua Mcgrath & Precision Agriculture Engineer Joe Luck solve the Precision Gap

    Agronomy and engineering play critical roles the in development and application of precision practices. But the two areas don’t always intersect in convenient or compatible ways. At this year’s Agricultural Equipment Technology Conference in Louisville, soil scientist Joshua McGrath and precision ag engineer Joe Luck dissected the advancements and imperfections of the current state of ag technology to include some of the missing pieces.
    By Jack Zemlicka posted on June 9, 2018 | Posted in Precision Ag Sales & Service
    Agronomy and engineering play critical roles the in development and application of precision practices. But the two areas don’t always intersect in convenient or compatible ways. At this year’s Agricultural Equipment Technology Conference in Louisville, soil scientist Joshua McGrath and precision ag engineer Joe Luck dissected the advancements and imperfections of the current state of ag technology to include some of the missing pieces.
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    Conversations in Ag

    Waupun Equipment’s Jason Drews Talks About Real World Work at Their Dealership

    Jason Drews and Jordan Shaw both work at Waupun Equipment, a 2-store New Holland and Massey Ferguson dealer in Wisconsin. Drews is a salesman, but got his start in the service department 15 years ago after graduating from Fox Valley Technical College (FVTC), Shaw is in his junior year at FVTC and works in the service department part time. The two sat down to talk about their training experiences and what real world work is like at their dealership.
    By Kim Schmidt posted on June 9, 2018 | Posted in Best Practices
    Jason Drews and Jordan Shaw both work at Waupun Equipment, a 2-store New Holland and Massey Ferguson dealer in Wisconsin. Drews is a salesman, but got his start in the service department 15 years ago after graduating from Fox Valley Technical College (FVTC), Shaw is in his junior year at FVTC and works in the service department part time. The two sat down to talk about their training experiences and what real world work is like at their dealership.
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    Conversations in Ag

    Marketing in Agriculture

    Ready or not, Generation Z is making its debut at the dealership, factory and the farm. With the influx comes new approaches to branding, politics and advertising, all of which Osborn Barr’s Neil Caskey is determined to sort out. Recent UW-Madison graduate (Life Science Communications within the Ag School) Jordan Gaal finds himself on the fringe between Millennial and Gen Z, providing a unique perspective on what’s to be expected.
    By Darren Foster posted on June 9, 2018 | Posted in Dealership Marketing
    Ready or not, Generation Z is making its debut at the dealership, factory and the farm. With the influx comes new approaches to branding, politics and advertising, all of which Osborn Barr’s Neil Caskey is determined to sort out. Recent UW-Madison graduate (Life Science Communications within the Ag School) Jordan Gaal finds himself on the fringe between Millennial and Gen Z, providing a unique perspective on what’s to be expected.
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    Conversations in Ag

    Lobbying for Farm Equipment Dealers’ Interests

    Tom Rosztoczy, president of Stotz Equipment, a 25-store John Deere dealership with locations in 8 western states, and Dan Scheuers, co-owner of Waupun Equipment, a 2-store New Holland and Massey Ferguson dealership in Wisconsin, sat down to talk in between appointments at the Equipment Dealers Assn. Legislative Fly-In in Washington D.C. in March. Both Rosztoczy and Scheuers are on the EDA Board of Directors.
    By Kim Schmidt posted on June 9, 2018 | Posted in Best Practices
    Tom Rosztoczy, president of Stotz Equipment, a 25-store John Deere dealership with locations in 8 western states, and Dan Scheuers, co-owner of Waupun Equipment, a 2-store New Holland and Massey Ferguson dealership in Wisconsin, sat down to talk in between appointments at the Equipment Dealers Assn. Legislative Fly-In in Washington D.C. in March. Both Rosztoczy and Scheuers are on the EDA Board of Directors.
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    Bret_Lieberman-Bob_Clements
    Conversations in Ag

    New Holland’s Bret Lieberman & Consultant Bob Clements Discuss Challenges Facing Equipment Dealers

    In charge of New Holland’s dealer network, Bret Lieberman of New Holland North America and consultant Bob Clements of Bob Clements Intl. exchanged perspectives on real challenges facing equipment dealers.
    By Mike Lessiter posted on June 9, 2018 | Posted in Best Practices, Manufacturer & Dealer Issues
    In charge of New Holland’s dealer network, Bret Lieberman of New Holland North America and consultant Bob Clements of Bob Clements Intl. exchanged perspectives on real challenges facing equipment dealers.
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    Mike_Prengler-Anne_Salemo
    Conversations in Ag

    What can Business Systems do for Agriculture Equipment Dealers?

    Anne Salemo, CEO and president of Charter Software based in Littleton, Colo., sits down with Mike Prengler, director of operations for HBS Systems in Richardson, Texas. Working closely with their own networks of dealers and OEMs, the two share thoughts on business management systems and what they believe these systems will be doing for dealers in the near future.
    By Darren Foster and Alan Stenum posted on June 9, 2018 | Posted in Best Practices, Manufacturer & Dealer Issues, Precision Ag Sales & Service
    Anne Salemo, CEO and president of Charter Software based in Littleton, Colo., sits down with Mike Prengler, director of operations for HBS Systems in Richardson, Texas. Working closely with their own networks of dealers and OEMs, the two share thoughts on business management systems and what they believe these systems will be doing for dealers in the near future.
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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

    Agriculture Equipment Dealers & Manufacturers Collaborating to Solve Customer Needs

    Clayton Camp, President of Kern Machinery and David Rankin, President of Rankin Equipment and Northstar Attachments, discuss the value of the relationship between suppliers and dealers and what makes those relationships work.
    By Alan Stenum posted on June 9, 2018 | Posted in Best Practices, Manufacturer & Dealer Issues
    Clayton Camp, President of Kern Machinery and David Rankin, President of Rankin Equipment and Northstar Attachments, discuss the value of the relationship between suppliers and dealers and what makes those relationships work.
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    George_Russell_Bill_Hoeg
    People & Profits

    The ‘Value’ of Relationships

    By George Russell and Bill Hoeg posted on June 9, 2018 | Posted in Best Practices, Department Management

    Under our 2018 theme of ‘Developing Human Capital,’ this article focuses on the right perspectives and practices to develop and engaged employees who create repeat customers profitably. It is written by one of my Machinery Advisors Consortium Colleagues, Bill Hoeg. — George Russell

    Why do car dealers get less parts and service business after the warranty expires? Why are there so many independent repair shops to fix your car?


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  • Featured Articles

    Featured Articles

    George_Russell_Bill_Hoeg
    People & Profits

    The ‘Value’ of Relationships

    By George Russell and Bill Hoeg posted on June 9, 2018 | Posted in Best Practices, Department Management

    Under our 2018 theme of ‘Developing Human Capital,’ this article focuses on the right perspectives and practices to develop and engaged employees who create repeat customers profitably. It is written by one of my Machinery Advisors Consortium Colleagues, Bill Hoeg. — George Russell

    Why do car dealers get less parts and service business after the warranty expires? Why are there so many independent repair shops to fix your car?


    Read More
  • Online Extras

    Online Extras

    Online Extras: June 2018 Issue

    June 9, 2018

    Web-exclusive content for this issue includes:

    • The Conversation Continues. More on the Conversations in Ag Special report.
    • More Product Coverage. The latest new product innovations for 2018-19.
    • Check out the newly redesigned Dealership Minds Summit website, with exclusive event photos, agenda and speaker information, video links and more.

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Yetter Farm Equipment

Built on 90 years of expertise, Yetter Farm Equipment leads the agriculture industry in designing effective and innovative equipment for residue management, seedbed preparation, precision fertilizer placement, harvest attachments, strip-tillage, and more.
Machinery Scope

Machinery Scope

At Machinery Scope, we believe you deserve the best risk management solutions for your investments in heavy equipment. Since 2013, we have been proud to offer extended warranty, appraisals, and inspections. Machinery Scope is a family-owned business built on our experience in farming and equipment dealerships. We understand your business and provide a personalized and professional level of customer service. Machinery Scope has built a strong warranty product with our customers in mind, offering the same professional level of service from the time you get a quote, through the processing of a claim.
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Finance Scope

Finance Scope is able to provide the best financing opportunities for equipment dealers and customers through a diverse mix of lending companies under one single platform. Our large group of lenders, allows for competitive rates regardless of credit scores. Additionally, dealers and customers have access to the industry’s best expertise surrounding finance and lease structures, for all purposes, within the agricultural and construction industries. We provide all of this into one online platform to provide our customers with the best available tailored finance solution for their equipment.
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