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where a guy says, ‘I never heard of you before, but you come highly rec- ommended.’ Having that behind your name, can take business to a whole new level.”


While Brokaw has a strong relation- ship with its precision suppliers, the dealership doesn’t benefit from the support network of a mainline equip- ment manufacturer. For some dealers, this might be viewed as a limitation, but for Brokaw, it’s an opportunity. “A lot of dealers have those one or two guys who are really good on preci- sion as long as it pertains to the mainline products and they’ve got a comfort zone with that,” Harthoorn notes. “As long as they can stay with their tractors, com- bines and planters, they’re OK. If they go beyond that equipment, their attitude suddenly changes to, ‘I’m not sure we want to mess with that.’ “We’re not afraid of the different products out there. We know how to


customer part of a solution when you can sell him two products and put them together and provide a complete solution…





take the products that each of the man- ufacturers supplies and we know how to take it, break it down and make it work for any color paint.”





Company in a Book One way Brokaw is making the most of its independence and showing customers that its willing to find the best technology solution for their re- spective farm is through the develop-


Why sell a


ment of its precision kits. The company started putting to- gether the kits — priced-out lists of precision parts for farm equipment — in 2009 to give customers a better understanding of what they were buy- ing, and to provide salespeople with a handy tool. “We wanted to make it simple for our salespeople,” Harthoorn says. “They just can’t sell a toolbar and say ‘OK, I want this cable, I want this flow valve, I want these on/off valves.’ The kits we make have a complete bill of materials and everything is prepackaged. They’ve just got to remember the part number and then everything comes off the shelf and it makes it that much easier.” So far, Brokaw has developed nearly 100 precision kits — for planters, tool bars and sidedress application. Draude and his staff are working on kits for sprayers and precision product-specific kits for tool bars.


The hardest part in the process is es-


PRECISIONFARMINGDEALER.COM ••••• 2013 019


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