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?”

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.

“A brand is a promise — reinforce it with every touchpoint,” says Gillis West, executive vice president of sales and marketing for Koenig Equipment.

Hear from 3 precision managers about proven customer and employee training strategies to bolster the bottom line of a precision business at the 3rd Precision Farming Dealer Summit in Louisville.