As our editorial team recently gathered intel from the 100 biggest dealerships in the U.S. and Canada, many CEOs and managers identified technicians as their greatest employment area of need for 2024.

Talking to industry people about their thoughts on customer training, one response was that customer events are a “necessary evil;” that customers expect it, so we do it. Another said, “We do them, but we don’t feel like we get anything in return from them.” And another said, “Our customers don’t remember anything that we teach them so why do them — what’s the point?”

When Precision Farming Dealer caught up with Luke Bennett, AMS manager of Oregon Trail Equipment in Beatrice, Neb., in mid-May, he was embroiled in a drawn out, busy planting season.

Derik Geitgey (left) and Brandon Kaple, sales and service technicians with Ag Info Tech in Mount Vernon, Ohio, share their philosophy on building long-term business relationships with customers and why they pride themselves on availability and supporting the products they sell.