This week, the USDA documented what we all know is happening: one-third of farmers are now older than 65. While I don't possess hard data on dealer personnel, a scan of hair hues at a dealer meeting last week shows more of the same. No news here.

Facebook. Twitter. LinkedIn. Friends. Tweets. Connections. Smartphones. Tablets. Page Ranking. Most of these are new and strange terms that are part of social media marketing. As a farm equipment dealer, is social media marketing important to your business? Or is it irrelevant and a passing fad?

Freeing planter mechanisms from chain/clutch drives has opened up a new frontier in variable-rate technology, one which sees several planters going afield this year capable of carrying more than one hybrid and planting them in specific parts of the field according to soil maps and planting conditions.

In addition to monitoring the department sales mix, the equipment sales mix, and the new and used equipment turnover, dealers and sales managers should also vigorously monitor their new and used equipment gross margin.

Part 1 • Part 2 • Part 3 • Part 4 • Part 5 • Part 6 • Part 7

Last week in Louisville I got to speak to the Mid-America Equipment Retailers Assn. on Tuesday and then spent Wednesday and Thursday roaming the halls of the Kentucky Expo Center covering the National Farm Machinery Show.

With our company hosting two national conferences (each topping 1,000 attendees) last month, this time of year gives our team an up-close look at how just how seriously some take learning and networking. And conversely, how passive others can take theirs. If you were at our 22nd Annual National No-Tillage Conference in 2 weeks ago Springfield, Ill., you'll agree it was flat-out inspiring to see farmers arriving with a hot-list of questions they're determined to find answers for. These farmers were still pursuing answers long after a 10:15 p.m. presentation.

This series focuses on how successful dealerships use technology to satisfy customers and build a profitable and sustainable business.

Whether they’re banding with a stream of air or broadcasting off the blades of a spinner, growers and custom applicators working with granular and bulk dry products are looking to cover more ground faster and with more accuracy — it’s all part of increasing productivity and precision.

Once the dealer and sales manager acknowledge the importance of monitoring their departmental sales mix as well as the sales mix between their new and used equipment sales, as outlined in the previous two columns, then it would behoove them to turn their attention to the subject of turnover.

Part 1 • Part 2 • Part 3 • Part 4 • Part 5 • Part 6 • Part 7