It’s all about people.

We hear this phrase more and more as the scale of farming and farm equipment dealerships grow. We also hear it from successful dealers who must drive change in their businesses to keep pace with changes in technology, demographics and competition.

After a succession of years where equipment sales continued to increase, not because of dealership marketing efforts or sales force contacts, but rather because of increasing commodity prices and end-user ebullience, many dealership sales forces now find themselves in a sales funk. Regular updates by Farm Equipment continue to provide evidence of declining sales — actual and forecasted — as quarterly results are released by leading manufacturers.

In Part 1 of this two-part article, we discussed the purpose of coaching, how effective coaching strengthens accountability and how asking “coaching questions” challenges people to own and expand their capacity.