Dealership Marketing

ROI on Coverage: Understanding the Real Return of Value

Fri, 01 May 2026 00:00:00 -0400

When dealers talk about return on investment (ROI) on coverage, they are rarely referring to ROI in the traditional financial sense. In practice, the conversation is about the value created by the investment.

2026 Farm Equipment Dealer Hall of Fame Video Series

Wed, 29 Apr 2026 10:00:00 -0400

The 17-part 2026 Farm Equipment Dealer Hall of Fame Video Series is sponsored by Geringhoff, the 3rd class of inductees exemplify excellence for today’s — and tomorrow’s — industry leaders.

2026 Dealer Events

awoods@lessitermedia.com — Wed, 15 Apr 2026 14:53:06 -0400

With the bustle of events that take place at the start of the year now in the rearview mirror, here's a look at the remaining dealer events on the calendar in 2026 and the beginning of 2027.

Telling the Story of a Dealership, One Video at a Time

nnewman@lessitermedia.com — Mon, 13 Apr 2026 00:00:00 -0400

Bane-Welker marketing team goes behind the scenes with employees & customers

Sold-Out Crowd Gathers for the 2026 Precision Farming Dealer Summit

Thu, 05 Feb 2026 00:00:00 -0500

Technology Editor Noah Newman noted during opening remarks that while no one has all the answers, attendees would hear a lot of different takes and insights entirely geared towards helping run a more profitable precision business.

Dealership of the Year: Mazergroup

Mon, 01 Dec 2025 07:42:00 -0500

At 18 stores, Mazergroup is the largest New Holland dealership group in North America. But its size alone isn’t what sets it apart or what caught the eyes of the Dealership of the Year judges. It’s the Brandon, Man.-based dealership’s focus on operational excellence, customer experience and employee development that earned the group Farm Equipment’s 2025 Dealership of the Year honors.

FEMA Forms Strategic Partnership with Embo Sales Consulting

Wed, 26 Nov 2025 00:00:00 -0500

Embo Sales Consulting will support FEMA initiatives, marketing, and member engagement in the farm equipment industry.

Dealership of the Year: Lowe & Young

Mon, 24 Nov 2025 07:42:00 -0500

Lowe & Young, the last names of the original owners, started in 1949. When Bill Hartzler first started working there, more than 41 years ago, Roy Lowe and Don Young were still active in the business. Starting out as a Minneapolis Moline dealership and a Sohio gas station they also sold tractors and Lincoln welders. Eventually, the Minneapolis Moline brand went away and Massey Ferguson, New Holland and other brands were added.

Rental Offers Revenue Opportunities for Farm Equipment Dealers

Thu, 23 Oct 2025 00:00:00 -0400

Rental equipment has always been a part of the farm equipment industry, but the current business and economic climate makes it especially prudent today.

Managing Sales Mix & Inventory Turnover

casey.seymour@movingironllc.com — Wed, 08 Oct 2025 00:00:00 -0400

In the dealership inventory asset management, balancing new and used equipment sales is crucial to maintaining profitability and ensuring efficient inventory management.

Where There’s a Will…Or Is There?

Wed, 08 Oct 2025 00:00:00 -0400

Friends who mingled in the aisles of the Associated Equipment Distributors Summit in Orlando early this year reported brisk off-the-record discussions concerning U.S. workforce ills such as a looming skills gap in technical and trade professions, and the thinning of the nation’s workforce itself.

Vi by visorPRO Names Kersti Rasmussen as Director of Marketing

Thu, 04 Sep 2025 00:00:00 -0400

Vi by visorPRO®, the AI-powered service assistant built for equipment dealerships, is pleased to announce the appointment of Kersti Rasmussen, MBA, as Director of Marketing.

Q&A with Dealership of the Year Lowe & Young’s President and Co-Owner

Wed, 23 Jul 2025 00:00:00 -0400

Inside Lowe & Young’s journey: the lessons, challenges, and marketing moves that led them to be named 2025 Farm Equipment Dealership of the Year.

Slashing Inputs & Boosting Connectivity with New Precision Technology

nnewman@lessitermedia.com — Sat, 05 Jul 2025 00:00:00 -0400

Deere dealer helps customers stay ahead of the curve with new application tech & satellite-based solutions for rural connectivity

Adapting & Thriving Amid Uncertainty

Wayne@wbglobalservices.com — Tue, 01 Jul 2025 00:00:00 -0400

Navigating uncertain market conditions has become the new normal for ag equipment dealers. While turbulence brings challenges, it simultaneously creates unique opportunities for dealerships agile enough to adapt swiftly and strategically.

3 Big Things to Consider Before Selling New Technology at Your Dealership

nnewman@lessitermedia.com — Sun, 11 May 2025 09:00:00 -0400

How does Cody Boeck sort through the noise and narrow down which technologies are actually worth the investment? He created a Venn diagram to guide his evaluation process.

How to Build, Maintain and Profit from Your Business Website

Sat, 05 Apr 2025 00:00:00 -0400

A recent webinar conducted by Farm Equipment featured Dean Barke and Casey Mizenberger from Fastline Marketing Group to help equipment dealers optimize their websites for success.

Shared Cover Crop Learning Equals Multiplied Learning

mvogel@lesspub.com — Fri, 28 Feb 2025 06:30:03 -0500

For those practicing conservation, this time of year is particularly important for cover crop management.

The Power of Your Website: Build It, Maintain It, Profit From It [Webinar]

Wed, 26 Feb 2025 11:00:00 -0500

Farm Equipment executive editor Kim Schmidt shares an informational webinar featuring Dean Barke and Casey Mizenberger from Fastline Marketing Group, we explored how keeping your website in good standing with Google and optimizing it for conversions, can drive traffic, generate leads and boost sales.

Dealership of the Year: H&R Agri-Power

Mon, 30 Dec 2024 07:42:00 -0500

With a desire to provide exceptional customer service and an eye toward technological innovation, H&R Agri-Power has watched its business grow from one location in 1990 to 21 locations and more than $700 million in annual revenue. And the dealership comes in at number 30 on the Farm Equipment Dealer 100 list™ — the 4th largest Case IH dealer on the list.

Dealership of the Year: Eis Implement

Wed, 18 Dec 2024 07:42:00 -0500

The Kentucky-based John Deere dealership had a black eye from a lease program that spun out of control, a change in ownership, an entire turnover in its leadership team, and ill feelings from its OEM as well as inline competition. It was also trying to unite two fierce rivals who suddenly were to be on the same team, not to mention staff having to trust an all-new class of leaders who had no farming or machinery roots.

Building Relationships Beyond the Sale

kschmidt@lessitermedia.com — Thu, 03 Oct 2024 00:00:00 -0400

Sitting down with Brandon Lamers and Eric Johnson, two of Vanderloop Equipment’s (VE) salespeople working out of the Brillion, Wis., location, it’s hard to tell they’ve only been working together for a year.

5 Key Blind Spots Costing Your Dealership Money

Tue, 03 Sep 2024 00:00:00 -0400

Bob Clements of Bob Clements International and President of Business Development, Sara Hey, have valuable information on improving dealership performance.

2024 Executive Statements

kschmidt@lessitermedia.com — Thu, 29 Aug 2024 00:00:00 -0400

On behalf of the editorial team, we’re pleased to bring you these Executive Statements from across the ag equipment industry — a special compilation you can turn to time and again as you evaluate your many choices in our vibrant agricultural equipment industry.

An Overlooked Tool for Managing and Selling Used Equipment

Mon, 08 Jul 2024 10:30:00 -0400

A personal connection with customers remains vital for mutual value. Check out these five considerations for building and maintaining brand and customer loyalty, brought to you by Ag Guard.

To Sell EV Tractors, Manufacturers Need to First Sell Their Dealers

lessitef@lesspub.com — Fri, 01 Mar 2024 00:00:00 -0500

In a recent Inc. article, Howard Tullman points out that most car dealers aren’t much interested in selling electric vehicles (EVs.) And the same is likely true for many farm equipment dealers.

WCTractor Invests in Rental, Young Leadership & Remote Service for Success in 2024

Thu, 22 Feb 2024 00:00:00 -0500

When WCTractor Owner Chris Wackman first bought the dealership in 2014, he had zero experience in selling equipment. In fact, he came from a family of oil barrel manufacturers and had been the fourth generation to run that family business.

Inaugural Farm Equipment Hall of Fame Class of 2024: Orhan Yirmibesh, 1914-1999

mlessiter@lesspub.com — Mon, 08 Jan 2024 00:00:00 -0500

According to Clinton historian Tom Larsen, Orhan Yirmibesh was an Istanbul native who attended an all-male Turkish boarding school since age 8 and graduated from American Robert College. In 1936, he arrived at the Univ. of Wisconsin-Madison to pursue a graduate degree in economics.

More on the ‘Considered Purchase’ & How to Win the Equipment Sale

mlessiter@lesspub.com — Mon, 18 Dec 2023 00:00:00 -0500

I recently ran into a friend at a funeral who was a colleague on the Media Growth Executive Peer Group with me for many years. Several years my senior, Tim Fixmer is among the leaders I most admire in business-to-business (B2B) marketing.

Dealership of the Year: Hutson Inc.

Mon, 04 Dec 2023 07:42:00 -0500