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make a big difference for the customer by not having part of a monitor or more cables to deal with. It was quick, simple and effective and helped wrap up a sale of an Ag Leader system.”


No ‘Magic Pill’


The willingness to pursue opportuni- ties to add new products and services that can boost the bottom line of the dealer- ship is a big part of what distinguishes Brokaw from the pack after just four years in the precision farming business. But Harthoorn is quick to point out that success didn’t come overnight It took long hours and innovative think- ing to get to where they are today. “There’s no magic pill and it’s a lot of work. It’s a lot of 12 and 14 hour days. It’s a lot of investment in promotion and marketing,” he says. “It’s delivering on what you say you’re going to deliver. Branching out into markets that we haven’t been in before or doing things that other people just don’t want to try is a big part of what got us where we are.


“If it doesn’t work, it’s going to cost us a little money, but if it does work it can be very profi table and that’s what’s helped us sell more sprayers and tool- bars. It’s also created other opportuni- ties for us because we have other dealers call us who want our kits, or our advice


magic pill and it’s a lot of work. It’s a lot of 12 and 14 hour days…





on how they should change their struc- ture to be able to get into the market.” Moving forward, Harthoorn says the dealership is planning to open a second full-service store in Minne- sota and plans to expand its precision offerings into water management and data management.


” There’s no


During the coming year, Harthoorn says the Yield Center will be adding another two people — one salesper- son and one installation technician. Within the next two years, Draude says he hopes to have a full-time data management specialist on staff. But even throughout the planned


growth, Draude says the long-term key for Brokaw’s sustainability will be to remain a niche company, while offer- ing solutions — not products — to cus- tomers and maintaining a high level of service and support.


“Our dedication is to the customer.


We’re dedicated to no specifi c suppli- er, but we support everyone. We don’t want to put ourselves in a corner, but we’ll open up our door to look at the best possible solution for any farm,” Draude says. “When we talk to farm- ers, they usually talk about what they want to do today. Forget about that. Let’s look at what you’re going to do in fi ve years and 10 years. That’s what we want to help you decide.”


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