First, let me congratulate you, Lessiter Media and your team on this remarkable achievement. Few companies or people can or will be able to duplicate what you have accomplished. This is a rapidly changing environment and Lessiter Media along with Farm Equipment magazine have kept the pace. I can’t speak for 55 years, but I can go back around 40.
Over the years and my terms of employment with Sunco Marketing, Hiniker Company, Ingersoll Products Company, Southern Marketing Affiliates and now Forges de Niaux I have placed a significant number of ads in Farm Equipment magazine. The staff at Lessiter is always very helpful in making sure I got a good spot in the magazine, help in designing the ad and getting a good price. Some of the ads we ran were in a program where we could monitor the results, which was very helpful.
Besides just running ads, I have read thousands of the publications. It was something I look forward to each month. It was very educational and helped keep all of us out in the field up to date on what was going on in the industry and what new equipment was coming on the market. I can honestly say that during my years in the farm equipment industry there was not one other farm equipment related publication that I enjoyed and looked forward to more than Farm Equipment magazine.
Today, doing business is fast paced. Everyone expects an answer in 24 hours or in some cases a lot less. If you are not on top of your game, you will lose that possible sale in a heartbeat. First responders are remembered; late-comers are forgotten. Everyone seems very busy; they wear multiple hats and can be short on patience.
Thirty to forty years ago who would have dreamed that the technology a farmer has available and uses to plant and harvest his crop would even exist. Back in those days a salesman at a dealership could sell a tractor, a planter, a combine or whatever his customer needed. Today they have specialists trained to sell each type of equipment.
I am not sure I have an exact answer to what were the biggest defining moments that changed the way we did business. One of the more difficult situations I encountered was the constant merger of dealerships and less individual dealers. As a salesperson, you built a relationship with the buyer at each dealership. Now it gets sold and joins a group of 2-10 other dealerships under one ownership and you must start building the relationship with a new buyer. Sometimes you win; other times you are out. It resulted in less sales calls but more competition at each one. It became very stressful.
Also, the smaller number of farmers as the others just got bigger. This required us in manufacturing to constantly be working and engineering on larger sizes of current equipment we made or build a new design to accommodate the size.
Always have and always will admire Lessiter Media and Farm Equipment magazine…
Check out other "A Look Back in Farm Equipment History" blogs
Industry commentary on “55 Years of Farm Equipment”
- The ‘5 Greatest Tech Advancements’ in My Career as a Dealer | Leo Johnson, Johnson Tractor
- The Impact of Consolidation & Technology on Agriculture Over Half a Century | Sam Christianson, Titan Machinery
- A Service Manager’s View on the Changing Times | Brent Bazin, Young's Equipment Inc.
- Reflections on Farm Equipment | George Russell, Machinery Advisors Consortium
- Farm Equipment Sales in the 1970s | Charlie Glass, FEMA Dealer Relations Commitee
- Digital Communications Changed the Course of OEMs Working With Dealers | Tom Taylor, retired farm equipment executive
- RDO Equipment’s Take on the Last 55 Years | Daryl Shelton, RDO Equipment
- Reflections from a North American, International & Company-Store Dealer Exec | Stacy Anthony, AgRevolution LLC
- A Lot of Change in Shortline Equipment | Hans Rasmussen, Summers Manufacturing
- Business Acumen, Technology Forever Changed Equipment Sales & Service | Brian R. Carpenter, Champlain Valley Equipment
- Not Your Grandfather’s Farm Equipment Dealership… | Josh Waggener, Hutson Inc
- Left Major OEM Career 55 Years Ago to Become Dealer-Principal | Paul Wallem, Retired International Harvester executive
- Titan Machinery Reflects on Significant Changes to Dealership Environment in 55 Years | David J. Meyer, Titan Machinery
- From 3 Stores Within 50 Miles to 25 Stores Across 8 States | Tom Rosztoczy, Stotz Equipment
- 45 Years of Observations on Ag Equipment Manufacturing & Distribution | Chuck Bellew, retired farm equipment executive
- Today’s Staff Has No Fear Approach to Risk, But It Still Exists | Jeff Morgan, H&R Agri-Power
- A Recent Retiree’s Perspective on Equipment Industry | Lars Paulsson, Laforge Systems
- 60 Years of Equipment Dealer Associations Consolidation Continues | Kim Rominger, NAEDA
- Vast Technology Changes Assisted Dealers’ Computerization | Ed Archambo, Basic Software Systems
- ‘I Didn’t Listen to My Uncle Roy’ | Jon Eis, Eis Implement Co.
- Farm Equipment Manufacturers and the Early 1980s Farm Crisis
- GMO, Autosteer Forever Changed Our Business | Tom Janson, Janson Equipment
- My 35 Years at RME, from Microfiche to Guidance | Jim Wood, Rocky Mountain Equipment
- Export Opportunities Changed Game for Canadian Shortline Manufacturer | Hal Carnago, Schulte Industries Ltd.
- 40 Years with Sunco, Hiniker, Ingersoll, Southern Marketing & Forges de Niaux | Larry Hansen, Forges de Niaux
- From Dreaming Farm Boy to Equipment Dealer | Tim Brannon, B&G Equipment