Today’s farm equipment includes computers and technology systems ranging from engine controls, to guidance systems, to media and entertainment systems. Making each system work is computer software.

Heading into 2015, many dealers knew it would be difficult to replicate the success they've enjoyed in recent years selling precision farming technology. Lower commodity prices are prompting farmers to be more judicious with where they plan to spend their money in the coming year.

With precision farming data becoming an increasingly valuable commodity, it's more common to find dealers selling services to include compiling a comprehensive yield report or layering field maps that color-code weaker producing areas for farm customers.

While still on the cusp of planting season, precision specialists have been feeling the service pressure build for several weeks. Checking in with a few dealers recently, they didn't mince words with how hectic it's been.

I just read the article in Precision Farming Dealer in which Ag Info Tech was identified as the Most Valuable Dealership ("Selling Precision Partnerships with Purpose & Profitability", Precision Farming Dealer, Winter 2015) and would like to offer my congratulations both in this recognition but maybe even more in being able to build your idea into a business.

Creative thinking is a mandatory skill for most precision farming specialists. This applies not only to troubleshooting a technical problem in the field, but also seeking out new sales opportunities.

Spending time during the last few weeks at a handful of industry events, I had the chance to take the pulse of both precision dealers and manufacturers on their market outlook for 2015.

Having recently attended the American Society of Agricultural and Biological Engineers meeting in Louisville, there was plenty of discussion among attendees about the advancements — and existing hurdles — to true precision equipment compatibility.