Takeaways
- Make sure your dealership is prepared to sell and service a new product or technology before bringing it on board. Boeck Farm Outfitters opened a dedicated facility at its dealership to retrofit customers’ sprayers with Greeneye Technology. It also employed an extra salesperson to deal with the expected high level of demand.
- Sell your team on new technology before selling your customers on it. Explain to your staff how change is good — and necessary — for the long-term success of everyone at the dealership.
- Be patient with marketing campaigns. Farmers are more likely to spend money when corn prices are up. An effective billboard or radio advertisement might not lead to a purchase right away, but it could down the road if it’s memorable.
Exeter, Neb.-based Boeck Farm Outfitters made national headlines in 2024 when it became the first dealer in the U.S. to sell and service Greeneye Technology.
“It’s a smart spraying system with cameras on the boom that identify weeds so that it only sprays weeds,” says Cody Boeck, operations director for Boeck Farm Outfitters. “I like that Greeneye is brand agnostic — you can put it on different colored sprayers. And there are also no per-acre fees, which is a huge selling point to farmers. They don’t want companies reaching in their pockets every month. Plus, the ROI is fast. It takes about 8,000 acres to pay for the system.”
Greeneye isn’t the only emerging company to express interest in a partnership with Boeck. His desk is often covered with pamphlets and business cards from trade shows. Boeck keeps an open mind and rarely turns down the opportunity to hear a pitch because he never knows when something new will come along that fits the Boeck Farm Outfitters business model. Plus, he likes to stay up to date on what’s going on in the market.
