Sabanto employees pictured with the original cohort of Sabanto autonomy dealers in Ames, IA.
There’s an old saying, “If you want to go fast, go alone. If you want to go far, go together.” I was reminded of it recently during a conversation with someone who’s been in the ag industry longer than most have been alive. We were talking about the usual suspects – new players, agtech startups, OEMs trying to pivot, and he scoffed. He said, “Their problem isn’t technology, it’s distribution.” I pushed back, and he leaned in and said, “You are aware you can’t even buy their flagship tractor with auto-steer installed, right?” That line’s been bouncing around in my head ever since.
I’ve met a number of folks who used to be agtech field support engineers during the early days of auto-steer. When they started, they were responsible for one dealer. Then two. Then five. Spring and fall were hell. One guy told me he even answered a support call during church. That’s not scale – that’s survival.
I don’t think many realize just how hard distribution is in agriculture. They assume this has been figured out. I’m not so sure. That’s why I created our Dealer Advisory Board. We check our pride at the door. We ask what’s working, what’s not, and where we can do better. Yeah, we’d like to think we’re here to go fast but, in fact, we’re here to go far. This isn’t a solo – it’s a symphony. Let me know if you want to be a part of the band.
– Craig
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