Precision sales and service provided a silver lining for many farm equipment dealerships during a challenging 2025, according to the latest Precision Farming Dealer Benchmark Study.
Over 49% of dealers surveyed reported an increase in total precision (sales and service) revenue in 2025, compared to only 27% who reported an increase the year before. Nearly 36% said their revenue was up 2-7%, while almost 13% said it was up 8% or more.
“In 2025, we learned new ways for farmers to have objections to a sale,” says Jason Pennycook, precision farming manager for Johnson Tractor, a Case IH dealership with 11 stores across Wisconsin and Illinois. “Before this year, we had a long streak of not having to run around to make sales. They came to us. This past year, the sales were there, but we had to knock on a lot more doors before actually getting a sale.”
On the other end of the spectrum, about 26% of dealers reported a decline of at least 2% in total precision revenue in 2025, compared to 33% who reported a decline in 2024. Some 26% of dealers saw little or no change in their revenue in 2025, compared to 40% who saw little or no change in 2024.
Revenue Breakdown
Over half (53%) of the dealers surveyed estimated their total 2025 precision revenue was $500,000 or less. About 13% made between $500,001-$1 million and 7% were in the $1-$2 million range. About 11% reported between $2-$3 million, 9% made between $3-$4 million, 4% made between $4-$5 million and another 4% brought in more than $5 million.
Hardware sales once again represented most of the total precision revenue in 2025 at 50%, down slightly from 53% in 2024, and service/support was second at 20%, also down slightly from 21% the previous year.
Over half of the dealers surveyed said their estimated total precision revenue was $500,000 or less in 2025. Source: Precision Farming Dealer Benchmark Study
