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Dealers Take Precision Data


From the Cab to the Computer Flexible service packages, agronomic partnerships & customer training are moving dealerships toward profi tability.


Precision farming dealers are exploring ways to generate revenue through data management services. Some are offering introductory training sessions or tiered service packages to complement sales of other precision farming products.


Jack Zemlicka, Technology Editor


had success with tools that customers can hold in their hands and easily trans- late to effi ciency in their fi elds. Auto-steer systems and GPS naviga-


W


tion offer tangible paybacks, both for the grower buying the system and the dealer selling it.


But a far more abstract, yet no less valuable tool — precision data man- agement — is only beginning to be realized as a potential revenue source by dealers.


hen it comes to selling pre- cision ag technology, farm equipment dealers have


‘Potential’ still being the operative word, says Matt Liskai, co-owner of Green Field Ag, a precision ag dealer- ship in Gibsonburg, Ohio.


“Our bread and butter is always go- ing to be selling that precision equip- ment,” he says. “The profi t comes in the form of precision equipment sales, but a lot of us dealers are seeing the op- portunity to offer value to customers and make money with data manage- ment services as well.”


Liskai and a business partner re- cently purchased Green Field Ag — formerly the precision equipment side of Widmer & Assoc., which of- fers agronomic services and fertility


products. Liskai acknowledges that agronomic expertise isn’t a trait farm customers tend to associate with their equipment dealership. However, the roles and responsi- bilities of precision farming dealers are evolving to the point that they are be- ing called on to do more than simply install and service technology. “The key thing is getting customers


to collect that yield data. That is three- fourths of the battle,” Liskai says. “I think where precision ag dealers can assist is by providing good products and good data collection, which helps sell more equipment when the custom- ers see that return on investment.”


PRECISIONFARMINGDEALER.COM ••••• 2013 031


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