Decades ago, the TV show Dallas left a cliff-hanger season ending episode causing all to speculate as to what happened to J.R. Ewing. Growing up, I knew my own J.R.: a friend and influencer named James Ronald Latimer.
He was an icon of rural Hazel Ky./Puryear, Tn. Raised as the son of a dark-fired tobacco farmer, he played all sports, achieved degrees, then taught and coached at a Junior High School. He went without shoes except when in school. He was a man — no pronouns. He was a competitor, and seldom lost. He cared for his students who all loved him, even those he disciplined.
We played softball together and he was so crafty that he would get inside the heads of the competition and in one incident caused another career athlete to strike out in slow pitch softball. J.R. said a coach or athlete had to be smart enough to win and dumb enough to think it mattered. Anyone who knew the man all said the same thing: he could have taught and or coached at any level, including the pros.
So why did he live his life farming his small farm, teaching and coaching at this low level? His answer was enjoyment of life. He did what he was good at, at the venue he loved, taught his students to win at athletics and be successful but most of all to enjoy life. So, what does it matter that he was not coach of the Ky. Wildcats? I haven't checked the stress level in Lexington lately, but I bet it is a tad more than anything experienced in Hazel.
So, what does this say for us in the Farm Equipment industry? Like J.R., there are thousands of dealers and leaders in this game of Ag sales. Just because one doesn't choose to rise to the top ten of whichever sales category they're in, that doesn't mean they're not a success. Have we ever not been told that if you are not growing you are going out of business? You must increase your market share. You must meet these standards to be successful and win awards. You must attend this training, chart and report every dollar... and on and on.
Well, we do these things and we check the boxes, but what about checking a J.R. box? The tough work of building or teaching our people to build a relationship with every customer that calls or comes through the door. You meet their equipment needs, provide parts support and service along with training and advice in their operation, but what about getting them to tell their neighbors about the support they received? That is 10/10 advertising. If this is done, the business will grow in all areas.
It does take training and experience for this and it is always a work in progress. Checking the J.R. box means quality is not sacrificed for quantity, it means performing at a level that one is comfortable with and enjoying life's journey. Don't shoot J.R. and succumb to quantity over quality. From those at the top to those at the bottom, you who do the quality work and earn your margins, we salute you all and call you heroes in this most difficult of industries.
'Til next time, enjoy life and work and don't fear anyone shooting you for doing a great quality job and setting your own standards in whatever management level in the niche you carve out for yourself. Bigger isn't always 'better' for a 'better' life, JR style.
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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. |
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