Mike Lessiter

Mike Lessiter, a second-generation ag journalist, has been Editor/Publisher of Farm Equipment since 2004. He has covered business-to-business operations, manufacturing, and marketing topics since 1992 and has held various roles with the Farm Equipment Manufacturers Assn. and the Assn. of Equipment Manufacturers. Mike is a graduate of the University of Wisconsin-Madison and was named president of Lessiter Media in 2007.

Contact: mlessiter@lessitermedia.com

P&C Ag’s Go-to-Market Strategy for Autonomous Farm Equipment

Dealer shares outlook on six stages of adoption for autonomous farming vehicles.

By Mike Lessiter posted on November 22, 2021 | Posted in Precision Sales, Autonomy & Robotics

Mike Houghtaling, president and founder of P&C Ag Solutions in Reese, Mich., views adoption of autonomy in six stages. Each stage represents an opportunity for the independent retailer to demonstrate the reliability and necessity for new precision agriculture equipment.

Timeline Shows Autonomous Vehicles Are Closer Than Some Think

Precision agriculture has been working toward autonomy since 2008.

By Mike Lessiter posted on November 11, 2021 | Posted in Precision Agriculture 101, Autonomy & Robotics

Bill Lehmkuhl, owner of Precision Agri Services, challenges the notion that autonomous technology in agriculture is still years off in the distance. His timeline of autonomy within precision agriculture highlights the major milestones in autonomous equipment and technology since 2008.

To the Point: The Deal You Aren’t Making

By Mike Lessiter posted on February 4, 2020 | Posted in Precision Sales, Service & Support

I just returned from our 2 national events in St. Louis, including the 5th Annual Precision Farming Dealer Summit. More top-level dealer attendance at the event this year confirms that precision remains both a challenge and opportunity to be figured out.

Conversations in Ag

Research: Can It Be a Dealership’s Business?

An on-farm researcher and iron dealership agronomist share what areas of opportunity exist for machinery dealers to prove out methods of independent seed and chemical sales.

By Mike Lessiter posted on December 23, 2019 | Posted in Industry News

Marion Calmer and Mark Truster sat down during the National No-Tillage Conference to discuss the natural intersection — and blurred lines — between agronomic research and equipment sales, along with opportunities for today's evolving machinery dealer to reduce the risk of assumption based investments by farm customers.

From the Desk of Mike Lessiter

Dad’s Legacy Project & ‘Standing on the Shoulders of Those Who’ve Gone Before ...’

By Mike Lessiter posted on November 27, 2018 | Posted in Product Innovations

I’m personally proud today to tell you that Frank Lessiter’s new book, From Maverick to Mainstream: A History of No-Till Farming, has arrived. It’s Dad’s 4th book in a long and influential career as an ag journalist.

Precision Training & Service: Roll In? Or Line Item It?

Three precision managers answer how to protect the service package plan on new machines from the farmer unenthused about extra costs.

By Mike Lessiter posted on June 21, 2018

During the 2018 Precision Farming Dealer Summit in Louisville, 3 precision managers answered real-life question from their dealer peers on if and how each charges for training, along with the best opportunities or obstacles to doing so.

PFD Summit

Precision Success Only as Good as Your Internal Training

Richins & Finley, the managers heading up the precision farming efforts at Stotz Equipment (John Deere) and Mazergroup (New Holland), share the components of their internal training systems to equip staff for success.

By Mike Lessiter posted on April 11, 2018

Staff training was part of nearly every discussion at the 2018 Precision Farming Dealer Summit in Louisville. Precision is where things are moving fastest, and the expectations of farmers and the dealership itself (both equally unrealistic at times) and the firefighting at planting and harvest require highly structured processes and duties.

Smith Implement ‘Blows Up’ the Precision Ag Department

The precision manager of this 5-store dealership fired himself, reassigned the specialists to other departments and took away the safety net.

By Mike Lessiter posted on March 6, 2017 | Posted in Dealer Development, Precision Sales

In an engaging session of the Summit, Matt Eldridge, director of aftermarket sales, Smith Implements, Greenfield, Ind., shared how their 5-store dealer group turned course and loaded up all its “precision chips” into traditional departments.

Maximizing Performance & Accountability at H&R, Van Wall

Two managers from large-store complexes share their advice for getting the most out of precision specialists, including the need to ‘go to bat’ for them.

By Mike Lessiter posted on March 6, 2017 | Posted in Dealer Development, Precision Sales

Dealers who’ve been doing precision for any period of time have seen how expectation problems, miscommunication and burnout can erode morale of what needs to be a highly performing team.

Internal Management Challenges Still to Solve for Sustainable Precision Farming Service Plans

By Mike Lessiter posted on March 12, 2016 | Posted in Service & Support

Jason Pennycook, precision specialist at Johnson Tractor (4 stores in Wisconsin and Illinois), says Johnson is still working on the internal management issues, including how service plans are billed, who is responsible and how to get all locations on the same page, as many farmers will use one or more stores. “We’re working on ways to make sure every service manager at every store knows when a farmer is on a service plan so he doesn’t get billed incorrectly.”

Mike Lessiter

ARTICLES

P&C Ag’s Go-to-Market Strategy for Autonomous Farm Equipment

Timeline Shows Autonomous Vehicles Are Closer Than Some Think

To the Point: The Deal You Aren’t Making

Research: Can It Be a Dealership’s Business?

Dad’s Legacy Project & ‘Standing on the Shoulders of Those Who’ve Gone Before ...’

Precision Training & Service: Roll In? Or Line Item It?

Precision Success Only as Good as Your Internal Training

Smith Implement ‘Blows Up’ the Precision Ag Department

Maximizing Performance & Accountability at H&R, Van Wall

Internal Management Challenges Still to Solve for Sustainable Precision Farming Service Plans

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