The oldest business in Sussex, Wis., got there through stellar customer service and by playing an active role in the community.

It's been a few years since the housing bust crippled one man's plan to turn several acres of farmland into a subdivision in rural Jefferson County, where I live. You can still find a few "No Subdivision!" signs along a rural road, and some of them face three houses were built in that particular subdivision.

This week, the staff from Lessiter Publication's Ag Division -- including Rural Lifestyle Dealer, Farm Equipment, Precision Farming Dealer and No-Till Farmer -- will be walking the aisles at farm equipment shows in Louisville, Ky. and Tulare, Calif.

Unlike the professional farmer, who often walks into the dealership knowing exactly what he needs and what he wants to pay, the rural lifestyler may know only that he or she needs "some equipment to finish a job this weekend." Upon entering an equipment showroom, it's likely that these consumers will have no idea what type of machinery is available to help them get the job done.

An improving rural economy in the U.S. and Canada has equipment dealers who cater to rural consumers feeling optimistic about their opportunities for increasing sales revenue in 2012.

The largest retailer in the U.S. rural lifestyle market operates more than 1,085 stores in 44 states.

It's the start of a new year, and with it comes a sense of optimism. New Year's resolutions, both personal and professional, have been made and are not yet broken.

Imagine this: You're invited to a roundtable meeting along with hundreds of other rural lifestyle dealers from throughout North America.

Market research recently conducted by The NPD Group shows consumers are buying more from specialty retailers, including outdoor power equipment dealers. This finding comes at a time when business is slow for mass merchandisers who also sell products listed under NPD's home improvement category.