In my years working as an agricultural equipment salesperson here in Omaha, Nebraska, I’ve learned that there’s one question I ask every farmer, every time, before I recommend a single tractor, baler, or sprayer. It’s simple, but it’s powerful.
That question?
“What problem are you trying to solve?”
It might sound obvious, but trust me — it changes the whole conversation.
Why This Question Matters More Than Specs
When you’re in ag equipment sales, it’s easy to get caught up in features, horsepower, or shiny new tech. And don’t get me wrong, those things matter. Every farmer wants equipment that’s reliable, efficient, and built to last.
But what matters most is why you’re buying the equipment. What gap in your operation are you trying to fill?
Are you trying to speed up hay baling because your window is tight this year? Are you looking for a tractor that can handle rougher terrain without breaking down? Or maybe you’re trying to reduce fuel costs or lower downtime during planting season.
Knowing the answer to that question makes all the difference. It helps me match the right machine to the right need. Without it, I’d just be guessing — and guessing wrong costs time and money.
It’s About Solving Problems, Not Pushing Products
When I first started in sales, I thought my job was to sell the latest and greatest models. But the farmers I worked with quickly showed me that wasn’t true. What they wanted was someone who understood their challenges and could offer solutions that made sense for their operation.
For example, one farmer I know was about to upgrade his tractor. He was excited about a new model with a ton of horsepower and fancy tech. But after asking that one question, I learned he really needed a machine that was easy to maintain and reliable in muddy fields — not necessarily the fastest or most high-tech.
So instead of pushing the newest model, I helped him find a used tractor with a solid service history, perfect for his conditions and budget. He got what he needed without wasting money or risking downtime.
That’s the kind of recommendation that builds trust. And trust keeps the business going long after the sale.
Asking the Right Question Builds Better Relationships
It might sound simple — just one question — but it sets the tone for a conversation that’s about them, not me or the equipment. It shows I care about their success, not just closing a deal.
Over time, that approach has helped me build relationships that go beyond sales. I check in during planting and harvest seasons. I follow up to see how things are running. And when problems pop up, I’m the first person they call.
That’s how you turn a customer into a partner.
The Question Helps Avoid Costly Mistakes
Equipment isn’t cheap. I know that better than most. Farmers are making decisions that affect their entire season, sometimes even their long-term business. Getting it wrong can mean lost time, extra repairs, or worse — missed opportunities to get the crop out.
By asking, “What problem are you trying to solve?” I can avoid steering someone toward a machine that looks good on paper but doesn’t fit their real-world needs.
Sometimes that means recommending smaller equipment instead of bigger. Sometimes it means suggesting a model with fewer bells and whistles but better durability. Other times, it means holding off on a purchase altogether until the timing is right.
That kind of honesty is what I stand for.
It’s a Mindset, Not Just a Question
Sure, I ask that question every time. But more importantly, I listen to the answer. And then I listen some more.
No two farms are exactly the same. The details matter. Soil types, weather patterns, crew size, and the crops they grow — all these factors affect what equipment will work best.
That’s why there’s no one-size-fits-all answer. The goal is to find the right fit for this farm, this season, and this farmer.
Why I Love This Job
For me, selling ag equipment isn’t about flashy sales pitches or hitting quotas. It’s about helping people solve problems that matter to them.
I get to be part of their story — from planting to harvest, from tough seasons to bumper crops. Knowing that the equipment I recommend helps them work smarter and get home on time means a lot.
And that all starts with that one simple question.
Final Thoughts: Ask, Listen, Help
If there’s one piece of advice I’d give anyone in ag sales, or really any kind of sales, it’s this: before you talk about features or price, ask what problem your customer needs solved.
Then listen closely to the answer.
You’ll sell less equipment, but you’ll sell better solutions. You’ll build trust instead of just transactions. And you’ll know you helped someone keep their operation moving forward — not just make a sale.
And honestly, that’s what makes this job worthwhile every single day.