Our fearless leader, Mike Lessiter, published an Op-Ed a few days ago concerning big Deere's scheduling of a "mandatory" dealer meeting on top of Farm Equipment's Dealership Minds Summit in August that had been planned since last year.

Why? As best I know, everything written in our dealer magazine from Mike's article, to Kim Schmidt and others' coverage of the Right to Repair lawsuit has been without prejudice and factual. I tried to figure out the rationality of Deere's actions when it struck me: this ain't your dad's old Deere.

When I was growing up Deere was everywhere like all the other brands. There were Ford, MM Oliver, Allis, IH, Massey and Case dealers in about every town. I watched as the Deere dealers moved towards having nicer facilities, fancy entrance and exit signs and so on. It never dawned on us that Deere was making dealers return investment profits back into the dealership and even adding stores.

I have written this before, but many of the other brands saw the money farmers were making and began farming themselves. When the 1980's hit and the dealers had to choose to either stay in business, close the doors or go to their farms, most chose the latter. Also, most Deere dealers had nothing else, so they chose to tough it out. Then when the economies of the 90's began to recover, Deere's prior demands of their dealers left them in the driver's seat. Not because of day to day management, profits, or products; it was their dealer organization numbers that powered their domination of the market. Deere had done it right — they became a staple of rural America. 

Then something happened. My local Deere dealer received a letter stating he must sell his three stores or exit the business. He was second generation, had good market share, had three stores, paid his bills and even if he sold — per the letter — he could not be associated with the business. He sold.

Another friend, the late Delbert Roeder, told me of a visit from Deere to his dad. Some say his dad, and then he, had built the largest single store dealership in North America. Huge. They were Deere. Deere dishes, glasses, coffee cups, toys, suspenders and millions in business. Their meeting with corporate consisted of them opening a briefcase and reading a letter stating that when he passed, his son, Delbert would not get the franchise. He said they might as well have "stuck a dagger in dad's heart". 

In both cases, from face to face conversations, I relay this. Both illustrations resulted in market share loss; I can't say if it has been made up or not. The point is, if big D can do this to dealers, scheduling a dealer meeting on top of an "all brands" dealer meeting is no mystery. They have a motive and no one expecting an answer can or should question it. 

Right now they wear the king's crown. Why does the verse from Don McLean's American Pie song with a "Jester" stealing a thorny crown pop into mind? I don't know. Maybe I am too old and battle scarred nowadays.

Until next time. And maybe then I'll provide a column that will bring a smile. I'll work on it.

Told from the perspective of an in-the-trenches owner/operator — Tim Brannon of B&G Equipment, Paris, Tenn. — Equipment Dealer Tips, Tales & Takeaways shares knowledge, experiences and tips/lessons with fellow rural equipment dealerships throughout North America. Covering all aspects required of an equipment dealership general manager, Brannon will inform, entertain and provide a teachable moment for current — and future — leaders within equipment dealerships.

Check out more of Tim Brannon's Blogs here!