When people think about equipment sales, they usually picture the machine—the size, the specs, the price tag. But after years in this business, I’ve learned something that matters even more than any of that: relationships. Real ones. Built over time, not over contracts.

Yes, I sell tractors, balers, sprayers, and the like. But what I’m really selling—what I’m really building—is trust. That’s what keeps the work going. That’s what gets someone through a rough season or a busted gearbox. Machines might drive the fields, but it’s the relationships that drive the business.

Let me explain what I mean.

Trust Is Earned, Not Sold

No one walks into a dealership ready to trust the first person they meet. And honestly, I wouldn’t either. Farmers are some of the most independent, sharp-eyed, no-BS folks you’ll ever meet. They can tell when you’re being straight with them—and when you’re pushing something they don’t need.

That’s why I don’t sell with pressure. I sell by listening.

Most of my conversations start with questions:
“How’s harvest been treating you?”
“Any trouble with that PTO since we last talked?”
“What’s your timeline look like this year?”

Those questions matter because they show I’m not just thinking about a sale—I’m thinking about their operation, their challenges, and their time.

When I recommend a machine, I do it based on those answers. If something’s not the right fit, I’ll say so—even if it means they don’t buy anything from me that day. Because that’s how you earn the call back next season. That’s how you build a name that holds weight.

The Repeat Customer Is King

I’ve had some of the same customers for years now. And here’s the thing: when you’ve built trust with someone, the transaction part of the job becomes secondary. They know you’ll stand by what you sell. They know if something breaks, you’ll pick up the phone. They know you won’t disappear after the paperwork’s signed.

That repeat customer—the one who calls you first, not because you’re the cheapest, but because you’ve been solid—that’s who this job is for.

And guess what? Those repeat customers talk. They recommend you to neighbors, to their brother-in-law, to the co-op manager down the road. A single good relationship can ripple out into a dozen more.

I’ve gotten more leads from a solid handshake than from any ad campaign.

The Little Things Are Big Things

Sometimes people think relationship-building means grand gestures. But in my experience, it’s the small stuff that matters most.

Like calling someone after a big storm to check if their shed held up.

Like remembering that their son just started FFA, or that they were thinking about trading in the sprayer next fall.

Like stopping by their operation when you’re already in the area, not to sell—just to say hey and see how the season’s going.

Those moments build something a catalog or website never can.

People Come Back for Help, Not Hype

One of the biggest myths in sales is that you’ve got to hype everything. Throw out the biggest features, talk up the latest tech, keep pushing for the close.

In ag sales? That’ll get you nowhere fast.

Farmers don’t want a hype man. They want a partner.

They want someone who knows the difference between what’s flashy and what’s reliable. Someone who understands that a feature that looks good in a showroom might not survive three weeks in a dusty field.

That’s why I keep my sales pitch simple: I help solve problems. If you need more hay out of a day, I’ll find the rake that gives you speed. If you need less downtime, I’ll point you to a model known for durability. And if I don’t have what you need? I’ll tell you honestly.

Because helping someone now—even without a sale—builds the kind of relationship that lasts.

Behind Every Farm is a Family

One thing I always keep in mind: when someone buys a piece of equipment, it’s not just a business expense. It’s an investment in their livelihood—and often, in their family’s future.

I’ve met fourth-generation farmers bringing in their own kids to look at equipment. I’ve had folks tell me, “This baler has to last us through until my son’s old enough to take over.” That sticks with me.

It reminds me that this business isn’t really about the machines. It’s about the people using them. The families behind the operations. The hands on the steering wheel at 5 a.m.

That’s why relationships matter. That’s why I do this work the way I do.

Put People First, and the Business Follows

If there’s one thing I’d tell anyone starting in ag sales—or really, any kind of sales—it’s this: put people first.

Know their names. Know their crops. Know their stories.

Don’t chase the quick sale. Build the long road.

Because this business doesn’t run on horsepower alone. It runs on trust, respect, and a good word passed down the gravel road to the next operation.

If I’ve done my job right, the folks I work with don’t see me as “the equipment guy.” They see me as someone in their corner—someone who knows their land matters, their time matters, and their operation deserves the right support.

That’s the kind of relationship worth building. And in my book, it’s the only way to do this job right.