Dealers gathered for a 60-minute roundtable discussion — at the 2025 Precision Farming Dealer Summit — on selling precision ROI when wallets are tight. Russ Green from the Machinery Advisors Consortium (MAC) served as the roundtable moderator. Afterwards, he shared the following key takeaways, suggestions and insights gleaned from the discussion. 

- Precision technology needs to put its elbows on the table and become not only an earning center for your organization, but a focal point to grow and expand. There are 4 T’s that every precision department needs to exercise — teamwork, trust, tenacity and transparency.

- The first practice we talked about is the “easy button.” It’s in the down cycle that the ROI means so much to the customer, and they’d rather have it in a situation where you’re becoming an order maker rather than an order taker like we had in the 2021-22 market. The "easy button" is kind of like the Patriot movie. You aim small and shoot small. Start with a small investment and build the trust of your customers. And once that trust and relationship is built, you’re going to find the customer comes back to you for a deeper investment.

- Get back to the basics of a field demonstration. The best place to show a return on investment is in the field. It’s a 9-inch boot kind of environment where you’re not afraid to go out, develop your own test plots, develop your own performance and through that work you can find that will be the best trust-builder you can create.

- Partner with others. I’m not my own barber. I don’t do my own dental work. I don’t do my own legal work. So, why wouldn’t you find people that you trust, and you partner with in approaching the customer? Find out who the customer trusts, use that individual as a testimonial for what you do and go into the marketplace with those trustworthy customers or those trustworthy partners. It could be an educational organization, a community college, or somebody in the agronomy field. But don’t be afraid to reach out and fill your voids with other professionals in your field. 

Click here for more Roundtable Recaps from the 2025 Precision Farming Dealer Summit.