While your reps close deals in daylight, equipment buyers are researching and comparing dealers between visits, at night, and on weekends. On your website, most of them get the same contact form and a callback that may not come until Monday.

In this 30-minute live session, Marshall Seese, Jr. of Lahzo shares findings from Lahzo’s 2026 study of 1,100 equipment buyers. He covers how commercial and residential buyers research and decide differently, what they expect from a first contact, and why parts and service buyers are more open to AI than dealers assume. You’ll also see how one ag dealer covered the hours its team couldn’t, without giving up ownership of the customer relationship

When: Thursday, December 3, 2026, at 2:00 p.m. CT.  Register for Free Here

Key Takeaways:

  •  Buyers aren’t one bloc: Commercial buyers run multiweek, multi-dealer comparisons, while residential buyers are warming to AI fastest, so one form and a next-day callback fit neither.
  • Buyers aren’t put off by AI: They’re put off by the form. Most are open to AI that’s upfront about being AI, and privacy and follow-up worries are what make them hold back contact details.
  • Parts and service can’t wait for Monday: Over a third of commercial ag parts needs are emergencies, and most buyers say they’d use an AI parts assistant.
  • After hours is prime time: Four in ten ag dealer leads arrive outside office hours, and those buyers are just as serious as the ones who reach you during staffed hours.
  • Coverage doesn’t mean losing the relationship: Learn how to cover the hours your reps can’t, keep reps in charge of the customer, and tie spend to sold units so you can prove results to your OEM.

You’ll leave with practical steps any ag or light industrial dealer can put in place this season to recover revenue from peak-season and after-hours inquiries, and to show OEM partners what co-op dollars produced. Live Q&A included.

Can't make it live? Register now, and we'll email you the full recording after the event.

This webinar is brought to you by Farm Equipment and Lahzo

Meet the Speaker

Marshall Seese, Jr.

Marshall Seese, Jr. - Senior Director, Agent Architecture, Lahzo

Marshall Seese, Jr. is Sr. Director, Agent Architecture at Lahzo, where he leads the design of the AI Sales Agents that engage equipment buyers on behalf of specialty dealers. His work focuses on how dealers can respond faster and more helpfully to online shoppers at any hour while keeping their reps in charge of the customer relationship. Marshall regularly shares Lahzo’s buyer research and practical guidance with ag and light industrial dealers.