{"id":17252,"date":"2025-12-03T16:10:31","date_gmt":"2025-12-03T22:10:31","guid":{"rendered":"https:\/\/www.farmjournal.com\/?p=17252"},"modified":"2026-01-28T12:17:35","modified_gmt":"2026-01-28T18:17:35","slug":"your-next-big-customer-isnt-guesswork-clues-are-in-the-data","status":"publish","type":"post","link":"https:\/\/www.farmjournal.com\/your-next-big-customer-isnt-guesswork-clues-are-in-the-data\/","title":{"rendered":"Your Next Big Customer Isn\u2019t Guesswork. Clues Are in the Data"},"content":{"rendered":"\n<p>Most machinery dealers are sitting on a mountain of customer data, but still can\u2019t answer the questions that actually move iron: <strong>Who\u2019s growing, who\u2019s slowing, and what are they shopping for right now?<\/strong><\/p>\n\n\n\n<p>In a recent <em>Farm Country Update<\/em> session, <strong>Candace Bergesch<\/strong> (Director of Data Insights) and <strong>Casey Seymour<\/strong> (VP of Machinery) broke down thousands of producer records to reveal who\u2019s really driving equipment demand in 2025.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a><\/a><strong>The Consolidation Index: Spotting Growth Before It Happens<\/strong><\/h3>\n\n\n\n<p>Farm Journal\u2019s predictive model (Consolidation Index) segments producers into three categories \u2014 <strong>Growing, Maintaining, and At-Risk of Consolidation<\/strong> \u2014 based on their present risk factors around consolidation.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"702\" height=\"396\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/12\/data-iron.webp\" alt=\"\" class=\"wp-image-17258\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/12\/data-iron.webp 702w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/12\/data-iron-300x169.webp 300w\" sizes=\"(max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Producers on Growing operations<\/strong> are actively more likely to be ready to invest in newer, high-capacity equipment.<\/li>\n\n\n\n<li><strong>Producers who have Maintaining operations<\/strong> are focused on replacing and maintaining existing machinery and ensuring the longevity of their farm without significant growth.<\/li>\n\n\n\n<li><strong>Producers At-Risk of Consolidation<\/strong> are more likely to be interested in replacement parts and maintaining existing machinery rather than upgrades and may be looking for an auction partner to offload equipment.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The session shows how data can be used to identify which bucket your prospects fall into, down to the territory, county, or individual level to be able to better serve their needs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A Taste of What the Data Shows<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Size Matters:<\/strong><strong>&nbsp;<\/strong>Size Matters:&nbsp;As row crop operations scale up, their consolidation risk falls fast \u2014 and the majority of 500+ acre farms land in the \u201cgrowing\u201d category.<\/li>\n\n\n\n<li><strong>Shopping surprises:<\/strong> Drills are currently outpacing planters in research activity, challenging even seasoned dealers\u2019 expectations.<\/li>\n<\/ul>\n\n\n\n<p>The session also covers other critical insights, including technology adoption, brand loyalty trends, and what buyers are focused on in the market right now.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><br><strong>Bonus Insight: What Dealers Told Us Matters Most<\/strong><\/p>\n\n\n\n<p>We polled attendees on the intelligence they rely on most when evaluating a buyer. Here\u2019s their top 4 categories:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Predicted next-purchase timing \u2013 20.8%<\/li>\n\n\n\n<li>Trade-in frequency \u2013 20.8%<\/li>\n\n\n\n<li>Ag production type \u2013 16.7%<\/li>\n\n\n\n<li>Age of machinery at purchase \u2013 16.7%<br><\/li>\n<\/ul>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"422\" height=\"240\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/12\/image.jpg\" alt=\"\" class=\"wp-image-17253\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/12\/image.jpg 422w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/12\/image-300x171.jpg 300w\" sizes=\"(max-width: 422px) 100vw, 422px\" \/><\/figure>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The takeaway is simple:<br><strong>You don\u2019t want fluff. You want signals that point to intent.<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><a><\/a><strong>Opportunity to Connect with the Prospects That Actually Buy<\/strong><\/h3>\n\n\n\n<p>Casey calls this out directly:<br><strong>Combine your customer history with Farm Journal\u2019s data, and you can predict next-purchase timing and preferred make.<\/strong><br>That trims a bloated CRM list into a short, actionable call list your sales team can actually act on.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><br><strong>Watch the Full Session to See the Data in Action<\/strong><\/p>\n\n\n\n<p>This session includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>State-level mapping showing where growing operations are concentrated<\/li>\n\n\n\n<li>Examples of how top dealers are using these insights to refine territory strategy and inventory allocation<\/li>\n\n\n\n<li>Live demonstration of the Consolidation Index via Farm Journal\u2019s Dynamic Profile Dashboard Tool and Strategic Advisor Tool<\/li>\n<\/ul>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Watch the full session now<\/strong> to see the data in action.<\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/Cyh_PYHRXSQ?si=K1TWZk6nXzA40IeZ\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Have questions about applying this intelligence to your market? Contact: <strong><a href=\"mailto:talktoanexpert@farmjournal.com\">talktoanexpert@farmjournal.com<\/a><\/strong><\/p>\n\n\n\n<p><a id=\"_msocom_1\"><\/a><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most machinery dealers are sitting on a mountain of customer data, but still can\u2019t answer the questions that actually move iron: Who\u2019s growing, who\u2019s slowing, and what are they shopping for right now? In a recent Farm Country Update session, Candace Bergesch (Director of Data Insights) and Casey Seymour (VP of Machinery) broke down thousands [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":17415,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"no","_lmt_disable":"","footnotes":""},"categories":[182,103],"tags":[],"post-author":[],"class_list":["post-17252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Your Next Big Customer Isn\u2019t Guesswork. 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