For most of the farm machinery business, the big sign out front commands the lion’s share of investment, time and attention — and the major-lines monitor it, of course. But for those who still regard shortlines as a sales and traffic generator, it’s also not chump change. And it can be meaningful when the high horsepower stuff isn’t moving. Neil Messick, co-owner of 2026 Dealership of the Year Messick’s Equipment, shared during his kick-off at the Dealership Minds Summit that New Holland and Kubota account for 50% of the dealership’s revenue. The other 50% is from shortlines. 

“We like shortlines,” he says. “When we find great applications and good options that fit the needs of our customers; we know it’ll be good for us.” 

In the tough slog for ag machinery, Messick says his dealership actually  grew wholegoods sales this year. “One of the places we’ve found success has been in shortlines,” he says. “We’re seeing some declines from the large machinery sales from our major vendors, but by having our guys understand the broad breadth of other stuff, they’re able to find unique things that they’ve still been able to move.” 

Conversion Strategy

Shortlines are regularly cited as a key to a customer color conversion, or conquest sale. This is something Josh Potter, director of aftermarket operations with Van Wall (Dealership of the Year alumni dealer), stresses throughout the organization. The shortlines get you on the farm and a chance to earn more business, he says. Establishing a good service record and loyalty on the smaller purchases to give you a chance on the big stuff. 

But that concept’s not limited to a large tillage tool or piece of hay equipment. “I tell our team, it sometimes all starts out with securing the right lawn mower for Mama,” Potter said during a Dealership Minds Summit roundtable discussion on customer conversions. 

One way to get onto a farm loyal to another brand is to sell the wife a zero turn or lawn tractor as she often takes care of the lawn. “Taking care of her can get you onto the farm,” he says. “Keep her happy, and she’ll recommend that her husband or sons give you a chance  for the big stuff.”

Two dealers I interviewed  for this edition both recently added Bad Boy to their lineup to bring more foot traffic into their stores. Both confirmed the shortline mower and tractor have brought both new customers as well as drawing interest from established customers who have another reason to strike up a conversation. 

Shortline Legends

Now in its 4th year, this edition celebrates the latest class of inductees into the Farm Equipment Shortline Legends Hall of Fame. These 5 gentlemen — like the 16 inducted before them — each made a lasting impact on the specialized, not nearly mass-produced, innovations of the ag equipment industry. Each deserves our appreciation and recognition for contributions to this segment of agriculture, and we hope you’ll draw lessons from their stories, too. 

P.S., The annual Dealer Business Outlook & Trends survey will be out soon. Please be sure to share your answers to help us benchmark the industry and help you and your peers plan for and project what’s ahead for 2027.