Farmers and ranchers were recently asked to rank how 15 different kinds of ag marketing influences their purchase decisions. Guess what ranked #1 in terms of helping them make the final decision to purchase? Dealers.

U.S. Department of Agriculture Secretary Tom Vilsack recently described small to mid-sized farmers, including those selling direct to consumers, as the fastest growing segment of agriculture. That’s good news for rural lifestyle dealers. What’s even better news is that USDA has announced millions of dollars in new or enhanced programs to help these farmers grow.

Rural lifestyle equipment manufacturers selling in big box stores is not a new marketing strategy. However, that doesn't lessen the blow when it's one of your manufacturers entering the large retailer arena for the first time -- as Hustler has done recently with its Raptor zero-turn mower.

One of the best parts of covering the equipment industry is talking with dealers. With every issue, I become more impressed with the work ethic of the dealers I talk with and their honesty about their manufacturers, new equipment, their customers as well as the job we’re doing.

Small ag equipment doesn't necessarily mean small prices for rural lifestylers who are buying a tractor for the first time. So, financing is as much a part of the sale as horsepower or features. In fact, in our 2014 Dealer Business Trends & Outlook survey, 60% of dealers say customers seek financing options from them more than half of the time.