Sponsored Content: Success in Shortline Machinery
RDO Equipment Co. recognized greater opportunities in shortlines and put dedicated resources on the job to manage decision-making across this 28-store farm equipment dealer group.
Lee Rogness, the dealer-principal of Interstate Inc. (Fergus Falls, Minn.) before selling to RDO Equipment Co. in 2008, knows the power of shortlines. His business “survived on shortlines” during transitions between majors in the tumultuous 1980s, before Interstate inked a contract with John Deere. “We lived on shortlines,” he recalls. “And then we took on Deere and we made money on both and had good market share.”Read More