The Agriculture Industry is under-served by dealers and represents a massive opportunity for sales and service. Two million farms in the U.S equates to 6 million pickup trucks. These are work trucks, and the average RO is double that of traditional customers. The panel will provide insight into what is important to farmers and ranchers, and it is not “low price”. They will review their specialized marketing programs and onsite events, the benefit of having an Agriculture Specific BDC, and discuss how to use seasonally targeted marketing to reach farmers and ranchers successfully.