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5 Testimonial Tactics Every Ag Equipment Dealer Should Steal Today
Most ag dealers are sitting on a goldmine of powerful stories and not using them. By placing farmer quotes near pricing, creating one-page case studies, filming short videos, and aligning testimonials with buyer segments, you’ll earn more trust and close more sales. The best part? You already have what you need: satisfied customers.
Key Takeaways
- Short, outcome-focused quotes near CTAs boost credibility fast.
- Visual case studies simplify success stories into buyer-friendly proof.
- Farm-filmed videos are authentic, persuasive, and highly shareable.
- Organized testimonial libraries let reps target follow-ups by buyer type.
- Build collection into your sales and service rhythm. Don’t wait.
Most ag dealers already have the best sales tool they’ll ever need: happy customers. What’s often missing is the strategy to use those stories where they matter most. Buyers trust other farmers more than sales reps, and a well-placed quote or video testimonial can tip the scale.
Let’s look at five practical ways to make testimonials part of your everyday sales toolbox. These aren’t fluff tactics. They’re field-proven methods that help you connect faster, build trust, and move deals forward.
Put the Best Quotes Right Where Buyers Click
You don’t need a novel. Just drop a 1–2 sentence quote near your “Request a Quote” button or pricing sheet. Look for quotes that:
- Mention results: “We shaved 10 hours off every harvest week.”
- Are punchy and believable: “Zero downtime in two seasons.”
- Highlight relatability: “3rd-generation soybean farmer – Indiana”
These act like mini endorsements. They answer the unspoken question every buyer has: “Has this worked for someone like me?”
Pro Tip
Use different quotes for each product page. If you’re selling a high-speed planter, pull a quote that mentions how fast the farmer got through tight planting windows.
Turn Success Stories Into Visual Case Studies
Long-form testimonials are great, but few buyers will read three pages. Instead, build one-pagers with clear before/after framing:
Problem: “We couldn’t cover all 2,000 acres during short planting windows.”
Solution: “Upgraded to a [Model] high-speed planter with setup support from [Dealer Name].”
Result: “Gained +300 acres/day, cut overtime, improved stands.”
Sales reps can use these:
- As leave-behinds during demos
- As email attachments for quote follow-ups
- During off-season meetings and clinics
Bonus: they’re easy to print, save as PDFs, and even share on social.
Use Video Testimonials Filmed on Real Farms
Authenticity sells. Glossy promo videos can’t match the impact of a muddy-boot farmer talking in front of their new combine.
Ask these three simple questions:
- What challenge were you facing before?
- Why did you choose this machine or dealer?
- What changed after the switch?
Keep it short: 60–120 seconds is perfect. Share these videos on:
- Your homepage or product landing pages
- Paid social campaigns
- Trade show monitors or waiting rooms
You don’t need Hollywood-level production. Your iPhone and good audio are enough.
Match the Right Testimonial to the Right Buyer
Not all farmers have the same needs. A hay tool buyer and a 3,000-acre corn grower aren’t facing the same challenges. Build a simple testimonial library by:
- Equipment type (tractors, combines, etc.)
- Farm type/size (dairy, specialty crops, etc.)
- Pain point (labor, uptime, fuel cost)
Train your reps to send targeted testimonials in follow-up messages:
“Here’s what another wheat grower about your size—30 miles away—had to say.”
That specificity makes testimonials stick. Generic praise won’t cut it.
Make Testimonials Part of Your Sales Process
If you wait for the “perfect moment,” you’ll never collect testimonials. Bake it into your workflow:
Ask after:
- A successful first season
- A fast service resolution
- A trade-in or major upgrade
Make it easy:
- A 10-minute phone call you record
- A short form with 3 questions
- A quick thank-you gift (hat, discount, jacket)
Get permission upfront to use their words in print, web, or video. That way, you’re never stuck waiting.
Fun Fact & Expert Insight
Fun Fact: According to Nielsen, 92% of consumers trust peer recommendations over ads. In ag, that’s even higher.
Expert Insight: A study by the Center for Food Integrity found that farmers trust other farmers nearly 3x more than sales reps, advertisers, or corporate entities. That’s why testimonials work. They come from someone real.
FAQ
What makes a good testimonial?
Short, specific, and believable quotes that mention a clear result or benefit.
Should I use the farmer’s full name?
Use at least their first name, crop type, and location: “Mike R., corn & beans – NW Ohio.” It builds trust.
How often should I ask for testimonials?
Every time you hit a “happy moment” with a customer—don’t wait until the season ends.
What if the farmer doesn’t want to be on camera?
That’s okay. Use written quotes or offer a simple audio-only option.
Can I offer something in return?
Yes—a thank-you gift goes a long way and increases participation.
Your best marketing doesn’t come from a brochure. It comes from the guy who just bought the same sprayer. He’s the one your next customer will believe. So make his story easy to find.
Every ag dealer has stories worth sharing. The smart ones use them to sell more iron.
Ready to make your testimonials work harder than ever? Let’s explore the potential and build a plan that works for your dealership..
