Mike Lessiter

Mike Lessiter

A second-generation ag journalist, Mike Lessiter has been Editor/Publisher of Farm Equipment since 2004. He has covered business-to-business operations, manufacturing and marketing topics since 1992. He has also served in several capacities with the Farm Equipment Manufacturers Assn., Assn. of Equipment Manufacturers and is a frequent industry speaker. A graduate of the University of Wisconsin, he was named president of Lessiter Publications Inc. in 2007.

Contact: mlessiter@lessitermedia.com

ARTICLES

Advice on Dealership Personnel

I’m asking for your help. Last month, I wrote an article on “3 Questions to Root Out Complacency.” In that piece, we posed 3 questions to farm equipment dealers on motivating staff to achieve greater heights for themselves, your customers and the company. I’m pulling together the compilation of answers from you and your industry peers, but I need your help with some additional perspective. I’m hoping you’ll take a moment to weigh in on 3 questions.
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‘Buccaneer Marketing’ No Longer Cuts It

Titan Machinery’s top marketing executive sets the table for much-higher level discussion on the role that marketing should play in dealerships, including owning all customer growth.
Titan Machinery’s top marketing executive sets table for much-higher level discussion on the role that marketing should play in dealerships, including owning all customer growth.
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3 Questions to Root Out Complacency

One of the benefits of covering an industry like farm equipment is learning from some great business minds. That, and tapping into free consulting in the name of business journalism. I do file away your wisdom from our interviews, and several of you even taken my calls when I’m looking to calibrate our thinking over here. While our industries are different, many of the people challenges are the same, and I will take a sound and trusted lens-adjustment from any corner.
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Dig Down to Find Your Grit ... Part 1

Interviews with ag equipment entrepreneurs stoked a fire to deep dive on “grit.” Mike Lessiter studies Dr. Angela Duckworth’s analysis and shares of takeaways in part 1 of this series.
Why is grit important? Because the struggle tells you more about yourself than any easily-found success, and it keeps in perspective that the “burn” of the journey is as important as the finish line.
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Conversations in Ag

Ag Equipment One of the Bright Spots During Janesville’s Post-GM Depression

Both Mid-State Equipment (John Deere) and Johnson Tractor (Case IH) say their most strategic decision yet was establishing stores in the Janesville, Wisconsin market. Johnson arrived there in 1986 and Mid-State Equipment in 2000. Here’s a different — and surprising to some — look at a market that has been well documented since General Motors pulled up stakes from the city.
Both Mid-State Equipment (John Deere) and Johnson Tractor (Case IH) say their most strategic decision yet was establishing stores in the Janesville, Wisconsin market. Johnson arrived there in 1986 and Mid-State Equipment in 2000. Here’s a different — and surprising to some — look at a market that has been well documented since General Motors pulled up stakes from the city.
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Conversations in Ag

Vantage Points of Major Line, Consultant

In charge of New Holland’s dealer network, Bret Lieberman of New Holland North America and consultant Bob Clements of Bob Clements Intl. exchanged perspectives on real challenges facing equipment dealers.
In charge of New Holland’s dealer network, Bret Lieberman of New Holland North America and consultant Bob Clements of Bob Clements Intl. exchanged perspectives on real challenges facing equipment dealers.
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Conversations in Ag

Marketing the Many Lines

Vernon Schmidt (Executive Vice President, Farm Equipment Manufacturers Assn.) and Heather Hetterick (Director of Marketing, Redline Equipment) met for the first time during the United Equipment Dealers Assn. in Louisville, Ky., in February. Both have experience working with associations and manufacturers (Hetterick did a stint with the Assn. of Equipment Manufacturers before moving to Ohio with husband, Zach, at Redline) and explored the challenges that come with promoting shortlines in a mainline dealership.
Vernon Schmidt (Executive Vice President, Farm Equipment Manufacturers Assn.) and Heather Hetterick (Director of Marketing, Redline Equipment) met for the first time during the United Equipment Dealers Assn. in Louisville, Ky., in February. Both have experience working with associations and manufacturers (Hetterick did a stint with the Assn. of Equipment Manufacturers before moving to Ohio with husband, Zach, at Redline) and explored the challenges that come with promoting shortlines in a mainline dealership.
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