can control their message are the ones who will have successful results.”
One way to do that is to reach out to longstanding customers with a two-tiered message, Peterson said. First, acknowledge the challenges the cur- rent marketplace poses to producers, then show you have the machinery your customers need and are willing to work with them to ensure both buyer and seller are satisfied.
“There was a dealer in Nebraska who had an auction when used machinery values were in a free-fall in late 2014. Here he was, putting all of this late-model equipment out there, and all of the local chatter was ‘there is going to be a lot of blood in the water at this sale. How is he going to sell all of these machines?’” Peterson said. “He sent out a personal letter, didn’t smoke-screen it and said, ‘Guys, it’s a tough time in ag, we appre- ciate our customers, and we are having this sale and it’s a big opportunity. Why are we doing it? We have too much inventory.’”
That auction yielded “awesome results,” Peterson added, because of the approach the seller took in reaching out to his customers and “taking control of his message.”
Another way to sustain buyer confidence is through social media, where you can connect directly with existing and potential new customers by posting equipment for sale, sharing equipment
histories and corresponding with potential buyers. Doing so does come with the risk that negative feedback can get in the way of your messaging. But, Peterson said his own experience has taught him a valuable lesson: Controlling your message doesn’t always mean controlling all the dialog.
“When I get negative comments, they don’t last, but the positive comments are the ones people will carry with them and remember,” he said. “Think of social media as an amplifier for your messaging, and be upfront and honest. People appreciate it and it’s a good way to build relation- ships with customers.”
Confidence in a Strong Financial Partner
With our knowledge, experience and dedication to serving agriculture, farmers can be confident in Agdirect as a financial partner for machinery pur- chases. We’re dedicated to agriculture and offer a myriad of financing options to fit any operation, whether buying used or new machinery. We offer financing for buying, leasing or refinancing, with fixed- and variable-rate terms from two to seven years. We also offer delayed payment plans with no prepayment penalties.
Want to learn more? Contact your nearest AgDirect representative.
Source: AgDirect
250 200 150 100 50 0
Agriculture Confidence Index Source: DTN/The Progressive Farmer May/June | The Retailer Magazine | 5
Present Situation
Expectations
Mar 2017 Dec 2016 Aug 2016 Mar 2016 Dec 2015 Aug 2015 Mar 2015 Dec 2014 Aug 2014 Mar 2014 Dec 2013 Aug 2013 Mar 2013 Dec 2012 Sep 2012 Mar 2012 Dec 2011 Sep 2011 Mar 2011 Dec 2010 Sep 2010 Apr 2010
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