One of the frequent observations I’ll hear from precision farming dealers is that customers rarely utilize the full potential of their technology after purchase. During demonstrations, dealers can showcase multiple features of a product or system, but once farmers get into the field — especially during planting and harvesting — they tend to focus on one, maybe two aspects of the technology.

Craig Harthoorn, general manager at Brokaw Supply, takes a look at the future of precision farming and where dealerships need to focus their attention and resources to stay ahead.

During dealership visits, it’s always educational to get a guided tour of the business and learn about recent enhancements, whether it’s a new product line, building updates or staff additions.

A database of compatible technology is designed to be a handy problem solving tool for dealers. It's an ongoing challenge for farm equipment dealers - getting one piece of machinery to electronically communicate with another - without losing functionality and performance.

Seeing precision farming technology in action is always a thrill — whether it’s sitting in the tractor cab getting hands-on experience with a new auto-steer system or observing a dealer demonstration for customers.

Proper training and preparation can reduce stress levels for precision farming technicians during busy seasons.

Like many of my childhood friends, I grew up with an appreciation for nature and I cut my teeth as member of our local Boy Scout troop. I can still picture my mom sewing every one of those merit patches onto my uniform, which she recently found and returned to me, for sentimental reasons.

Phil Draude, precision sales manager with Brokaw Supply, shares the contents precision kits that help the sales team.

Data management offers equipment dealers an opportunity to build on their farm technology business and create a new profit center.

As dealers can attest, interest and adoption of precision farming technology by farmers continues to grow.