The pressure is real in ag’s ecosystem, including manufacturing, retail and service. The current depths will go down in history as rivaling the 1980s, which broke many backs.

Recent news shows the ag industry turning on each other amidst countless divisive issues. Swords are coming out instead of rallying around that which unites.

Farming remains the last vestige of respect, fairness and values on our planet. But while disappointing, maybe we ought not to be surprised to see the ag business infiltrated by external forces.

While there are actions occurring that would’ve drawn flags in previous generations, not all behaviors stem from a dark and evil place. There are desperate folks who placed their bets on a new day coming right around the corner. And some are doing whatever it takes to survive today, despite compounding tomorrow’s future problems. Unlike other casualties of a short game mindset, however, trust is not easily regained.

Models of Excellence. Still, character and integrity exist if we care to notice it. And we should applaud it every chance we get.

Take the 3rd class of inductees into the Farm Equipment Dealer Hall of Fame. I’m privileged to know almost all on a personal level and can say with confidence that the dealerships they lead are known to be customer-focused, professional enterprises that mirror the industry “doing things right.” You won’t find these personally invested owners selling out their principles in pursuit of Pyrrhic victory, or another’s defeat.

These men represent our industry at its best, and their stories should continue to be told about what leadership means in a challenging equipment business.

A Return of Customer Loyalty? Many in the farm machinery business maintain color loyalty has been eroding for years, while dealer loyalty has managed to hang steady. There’s evidence of this, including but not limited to our “Color Conversions” Series (p. 42-47). Dealers routinely cite how even a single sale of an independent unit gave them a much-needed shot at a customer otherwise locked up by a rival mainline dealer. When given that chance, smart dealers “go in” intent on earning their trust in follow-up and service/repair, and then parlay those “first dollars” into a proven relationship that yields more chances. More on that next month …

Don’t Waste the Gift. Here’s a different take on customer loyalties and the opportunity gifted to you in “times like these.” 

But first, I’ll personally admit to a long memory when my business or staff is treated unfairly by suppliers or customers. Conversely, a company and its core DNA are given chances to stand out in hard times. It’s never easier to shine than when the competition disappears, shoots itself in the foot or reacts in a negative way.

(Ask me sometime why our small regional bank has kept all our corporate banking business — for 3-plus decades. Hint: it had something to do with a 15-minute visit at my parents’ kitchen table at 6 p.m. on Christmas Eve in 1992; when all other lenders went silent on a family business "just hanging on.")

You’ve undoubtedly experienced the “good word gone bad” or surprises in M.O. with businesses you’ve regarded as partners for decades.

The time is always right to do the right thing, especially when it’s painful for you. Don’t waste the opportunity these times “give you” to show who you are.