The University of Nebraska recently released a study on the barriers to adoption in precision agriculture in Nebraska. With Nebraska being one of the leading states in precision technology adoption, we should, in the equipment industry, take extra care to note what we can learn about helping more growers overcome these barriers. I have watched dealers and manufacturers in precision agriculture continuously allow these barriers to remain, which was punctuated by these recent findings from Nebraska. While these issues may not be easily remedied, they are worth continuously managing at every step of the process of developing and selling precision technology. 

It's a reminder that we need to stay vigilant in addressing these barriers to ensure the long-term success and adoption of precision agriculture technologies.

Background

Released on Jan. 23, 2025, a CropWatch article titled “Barriers to Adoption of Digital Agriculture in Nebraska” is part of a multi-part series exploring Nebraska farmers' perspectives on precision agriculture. The study named significant barriers, including a lack of information about the value of digital agriculture, insufficient qualified labor to manage these technologies, time constraints, an overwhelming number of technologies, number of service providers, high technology costs, available training, and insufficient field days. For a comprehensive analysis of these barriers and their impact on the adoption of precision agriculture, I recommend reading the full article.

I hope this study will serve as a wake-up call to manufacturers, dealerships, and anyone involved in supporting precision agricultural technology. The findings highlight the role that dealerships and manufacturers could be making in three critical stages of the farmer's relationship with these products: pre-sale, onboarding, and aftermarket support. Addressing these barriers is essential for the long-term success and widespread adoption of your precision agriculture technologies.

Presale Management Against Barriers

A salesperson knows that simply taking a manufacturer specification sheet and flatly re-delivering the points about their technologies from farm to farm is rarely successful. However, there are two important further hesitations in the presale process we can control to reduce barriers.

First, in recent years, decision-making information collection has shifted away from relying on a salesperson and towards the internet through web searches and forum discussions. This shift is resulting in a messy and more frustrating purchasing experience for clients due to the loss of easily accessing decision-making data. Creating dynamic and clear sales documentation will be compulsory to reduce the barriers to adoption.

Additionally, understanding the aligning of products with farm value requires recognizing that the concerns of farms are rarely only about costs or cost savings alone. In fact, the cost of technology was ranked sixth out of the eight barriers in the University of Nebraska study. The call for more field days and claims of a lack of information about the value of digital agriculture (not costs) suggests a presale management need of developing a message that is clear to a producer. I have found that farmers often express uncertainty about how the technology fits into their specific operations. This includes the failure of many manufacturers to translate the benefits to farms outside the traditional Midwest growing environment and the traditional crop rotation of corn, wheat, and soy.

Furthering the disconnect is a misunderstanding of the concern of return on investment (ROI). This investment is not just about the funds spent versus funds saved. Capturing and revaluing the technology's benefits to a farm (beyond a financial return) is paramount. Can your technology ensure that the farmer gets to attend a little league game for their child? How about a reduction in overtime costs or downtime on machinery?

Addressing these concerns and providing clear, accessible information can significantly improve the adoption rates of precision agriculture technologies. Creating a pre-sales environment through the internet and through field days that are more inclusive to a wide variety of growing environments, cropping systems, and a wider discussion of value beyond dollars and cents can help create a clearer view for the producer if that product is right for them.

Onboarding Management Against Barriers

At delivery, the onboarding process is just beginning, and creating a less stressful experience is crucial. I believe the Nebraska study highlighted the overwhelming environment of adopting innovative technologies at onboarding can be seen by how often respondents cited a lack of time, or trained staff to commit to adopting technology. This is showing an environment where the producers are feeling that the costs of teaching their staff and understanding the deployment of technology is created in a poorly managed onboarding environment, or a fear of the onboarding they perceive to happen.

It is a common mistake to assume that producers can absorb all the necessary information to run equipment comfortably in just one day. Even if you ensure availability by phone after the onboarding day, it may not always be sufficient. During my years of facilitating software onboarding, I often found producers asking for help to remember earlier points or to review software functions weeks or months later. Successful onboarding often comes down to creating systems for farmers to be able to call for help easily or creating look up functions of precision ag usage.

Patience is key. Producers need to go at their own speed. It is essential to provide enough room for producers to not feel rushed or treated as an inconvenience when they need assistance in re-learning technology usage. Having enough knowledgeable staff available to help producers is paramount to ensuring the service is continued.

Additionally having a strong Self-Service Resources Platform can help producers feel more in control of their learning environment. Providing strong help documentation and video tutorials allows producers to get the answers they need and onboard their own staff later in the adoption process more comfortably. Considering the multilingual environment of the farming community, it is important to ensure that video tutorials are available in multiple languages. Also consider Diverse Learning Methods as people learn in numerous ways. Some need auditory or written instructions, while others learn through doing the work. Flip or cab cards can be a wonderful way for those learners to revisit topics.

Creating these onboarding features to be available online allows us to create a “here when you need it” environment. This approach ensures that producers do not feel overwhelmed by having to learn (and then teach others) after just 2 or 3 hours of sitting with the equipment on the day it was delivered. Having these resources clearly communicated even before the sale can allow producers to feel more confident in their purchase knowing that they do not have to “know it all” in a day, or worse, before they sign the purchase order.

Aftersales & Continuing Education as a Barrier Deterrent

How often have you purchased something and waited weeks or months to utilize it fully because you were not sure where to go next. Creating an environment where producers know they will receive continued aid for their operational development is crucial. In 2019, I subscribed to a personal finance software and discovered their social media live streams. Ernie, who streamed three times a week, covered diverse topics. His streams helped me stay updated on software changes and specific topics like debt reduction and tax optimization. This consistent support fostered my loyalty to the software, as I could rely on Ernie to navigate any updates or redesigns.

Creating a strong aftersales environment is key to ensuring satisfaction with hardware and software updates. Whether through annual trainings, weekly webinars, or on-site operator trainings, providing opportunities for refreshers can reduce the perceived complexity of precision agriculture. Field days where farms can refresh their knowledge in a cab can also be beneficial for current users.

Developing case studies or field assessments allows producers who have adopted the technology to report back on the advanced ROI they have experienced. Engaged producers can help onboard other farms and enhance the positive image of your programs within the community.

Addressing barriers to entry starts with a holistic awareness of the environment you create as a dealer or manufacturer. If producers feel ill-prepared, ill-educated, or isolated in their adoption, it will decrease adoption rates, increase uncertainty, and hinder future innovation. Effective communication, inclusive education, and strong awareness of customer needs are key to creating an environment that builds bridges over barriers and fosters a future of farming success.