Mike Lessiter

Mike Lessiter

A second-generation ag journalist, Mike Lessiter has been Editor/Publisher of Farm Equipment since 2004. He has covered business-to-business operations, manufacturing and marketing topics since 1992. He has also served in several capacities with the Farm Equipment Manufacturers Assn., Assn. of Equipment Manufacturers and is a frequent industry speaker. A graduate of the University of Wisconsin, he was named president of Lessiter Publications Inc. in 2007.

Contact: mlessiter@lessitermedia.com

ARTICLES

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Color Conversion Series

Swather Leads to a ‘Full Fleet’ Conquest, Additional Sales

Locked out of an influential custom cutter for years, this New Holland dealer created $1 million in repeatable sales by converting one influential, but demanding, custom harvester
Up until 3 years ago Rock Bottom Custom (RBC) LLC was not spending a dime in the dealership’s wholegoods, parts or service business. Its swather fleet was 100% Massey Ferguson.
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To the Point: ‘Transactional’ Approach to Equipment Sales: Just Say No

This dealer GM defies big-store sales approaches & embraces the word ‘salesman.’

I just finished a cover story article for the June 2024 edition of Farm Equipment on a dramatic “color conversion” story at Intermountain New Holland (Twin Falls, Idaho). The 2-store dealership earned a chance with a custom harvester on one New Holland swather, and quickly parlayed it into 6 units.


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Lethbridge Iron Works, Orthman Manufacturing Earn Ag Equipment’s Top Metalcasting Conversion Honor

Creative use of the metalcasting process on row-cleaner shoe assembly placed the iron exactly where needed & delivered Orthman Manufacturing with a 35% cost savings

A visit to the American Foundry Society’s Metalcasting Congress last week in Milwaukee turned up equipment design news for Nebraska-based Orthman Manufacturing, and ductile iron casting supplier Lethbridge Iron Works of Alb., Canada.


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To The Point

Just Another Sad Major-Line Tale?

This dealer went ‘all-in,’ swallowing hard as he agreed to take the units
At this point, my hope is that a Harvard Case Study will soon examine the mistakes of the 2020s and that those lessons will be taught in business, history, political science and economic curricula alike.
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