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

To the Point: Are We Commoditizing Ourselves?

By Mike Lessiter posted on September 21, 2020

“They’ll know more about the products than I can anyway,” he said. Yet without opportunity to contribute to decisions, it also increases the likelihood that your transaction will become “commoditized.”

Quick Pivots, No Wasted Crisis & ‘Iron Sharpening Iron’

By Mike Lessiter posted on August 17, 2020

Instead of calling Omaha home for the first week of August this year, the COVID-19 pandemic grounded us for our 2 national conferences we hold each year (Dealership Minds Summit for machinery dealers and the National Strip-Tillage Conference for growers.)

AgriVision’s Rapid Success in the Forage Harvester Business

By Mike Lessiter posted on July 11, 2020

AgriVision became a John Deere forage harvester dealer in January 2018 after buying 5 stores in Northern Iowa. The dealership went from no forage harvester contract to being a top 3 dealer within 12 months.

To the Point: Your 2020 Dealer of the Year ...

By Mike Lessiter posted on July 10, 2020

It was 15 years ago this summer that Farm Equipment’s Dealership of the Year (DOY) edition made its debut. Revisiting the collection of articles on these Alumni Group Members over this period provides an interesting timestamping of growth in the size of leading dealer operations.

To the Point: What 2020 Has to Teach ...

By Mike Lessiter posted on May 4, 2020 | Posted in Best Practices, Dealer Succession

The only thing that sounds as crazy as offering someone a congratulations in advance of persevering through an ongoing economic crisis is the idea of accepting it. But if you don’t (or attempt to avoid it altogether), you’ll miss what a hardship promises to teach — as well as tomorrow’s reward for having endured it.

Dealer Day in the Life Series

Today's Recap: Ty Rankin, GM at Lone Star Ag, Friona and Dalhart, Texas

By Mike Lessiter posted on April 21, 2020

Ty Rankin is the GM at Lone Star Ag (previously known as Parmer County Implement), a 2-store operation carrying Kubota, Claas, MacDon, JCB and Oxbo. Lone Star Ag is specialized in its product offering and doesn’t deal with planters and sprayers like dealers in other parts of the country. Its business is very much harvest related. “All of our equipment, with the exception of Kubota, focuses on silage.”

Today’s Recap: Craig Murray, Senior Director of Aftermarket, Heritage Tractor, Baldwin, Kan.

By Mike Lessiter posted on April 3, 2020 | Posted in Best Practices, Dept. Management, Dealership Marketing

Heritage Tractor was among the first John Deere dealerships in the country to invest in Sedona Technologies’ online customer portal in January 2018, in what became the dealership’s “Virtual Parts Counter.”

Today’s Recap: Farm Equipment Distributor Bob Doran of Doran Distribution

By Mike Lessiter posted on April 3, 2020 | Posted in Best Practices, Mfr. & Dealer Issues

Farm Equipment caught up with Bob Doran, owner of Doran Distribution Services, Mount Horeb, Wis. today to gain a perspective of recent events in farm equipment — from the distributor’s seat.

Kunau Implement’s Expansion Plans Bring Excitement, Focus Amidst Disruptive Times

By Mike Lessiter posted on April 2, 2020 | Posted in Best Practices, Facilities

After the expansion of the Preston, Iowa, facility in 2014, Kunau was convinced of all the positive things that such an investment brought to equation. He has pulled the trigger on Dewitt and has bids out to contractors this week.

Dealer Day in the Life Series

Leo Johnson, Johnson Tractor Journal: March 30, 2020

By Mike Lessiter posted on March 31, 2020 | Posted in Best Practices, Operations & Finance

In these strange times we’re in these days with the Coronavirus, Farm Equipment asked 4-Store Dealer Principal Leo Johnson, Johnson Tractor (Dealership of the Year Alum), to keep a 1-day journal on Monday, March 30.

Farm Equipment Videos

Raven Industries Demonstrates DOT's Autonomous Capabilities

Kyle Mensen, lead test engineer with Raven Industries on the DOT project, talks with Farm Equipment editors at the Farm Progress Show 2020 Media Day in Boone, Iowa, and shows off the capabilities and ease-of-use found on the new DOT platform.

Events

2021 Precision Farming Dealer Summit

Date: 01/11/21

Location: Indianapolis, IN

Join Precision Farming Dealer on January 11-12, 2021 in Indianapolis, Ind. for 2 days of unlimited learning and networking with the best minds in precision farming. This exclusive DEALER-ONLY conference is focused 100% on equipping your company to run a more profitable precision farming business.

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Top Directory Listings

Yetter Mfg Co

Built on 90 years of expertise, Yetter Farm Equipment leads the agriculture industry in designing effective and innovative equipment for residue management, seedbed preparation, precision fertilizer placement, harvest attachments, strip-tillage, and more.

Montag Mfg

At Montag Mfg., we specialize in fertilizer equipment. Our complete fertilizer application system will help you start reaping the benefits of deep band fertilizer.

Machinery Scope

Machinery Scope offers premier risk management tools for farm equipment. We provide timely, personalized, and flexible solutions to protect more farm equipment investments than anyone in the industry. We add value and peace of mind when you are buying, selling, or managing your farm equipment by offering extended warranty plans.

Mike Lessiter

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