Episodi

  • Beyond the Hard Iron: How AI Is Reshaping Equipment Dealerships

    Beyond the Hard Iron: How AI Is Reshaping Equipment Dealerships
    Sep 28 2026

    A dealership can have more than a century of history without being stuck in the past. Pat McCrabb, General Manager of JJ Nichting Company, shares how the five-location Case IH and New Holland dealership stays rooted in customer trust while continually evolving the way its teams work. From radio-dispatched technicians and paper manuals to connected equipment and AI, Pat sees technology as valuable when it makes employees more effective and helps customers get answers faster.


    Pat and Remi discuss how JJ Nichting is putting AI to work across service operations, using knowledge from work orders across multiple locations to help service managers and technicians troubleshoot, quote jobs, and find answers faster. They also discuss extending AI directly to farm customers for setup, calibration, and equipment questions, reducing repetitive seasonal calls while freeing dealership experts to focus on more complex problems. For Pat, the goal isn’t to replace expertise but to make that expertise more accessible and valuable.


    Looking ahead, Pat sees technology becoming an increasingly important dealership differentiator. As equipment grows more complex, farms and dealerships consolidate, and autonomy advances, successful dealers will need to understand far more than the iron itself. For dealership leaders considering how AI can strengthen service, support leaner teams, and improve the customer experience, download The Equipment Dealer’s Guide to Creating an AI-Powered Customer Experience at BrilliantPowered.com.


    About Pat McCrabb


    Pat McCrabb is the General Manager of JJ Nichting Company, a family-owned Case IH and New Holland equipment dealership with five locations serving customers across Iowa and Missouri. The business traces its lineage to the late 1800s and is identified as the oldest Case IH dealership in the United States.


    Pat began his career as a technician, giving him a hands-on perspective on how equipment service has evolved from paper manuals and radio dispatch to laptops, connected equipment, and AI-powered knowledge tools. Today, he brings that process-driven approach to dealership leadership, with a focus on customer support, employee development, technology adoption, and sustainable multi-location growth. His perspective combines respect for a long dealership legacy with a willingness to change processes when better tools can help employees and customers move faster.



    Key Moments:

    [00:02:44] The “Duct Tape” Philosophy of Customer Communication

    [00:06:05] How a Century-Old Dealership Keeps Innovating

    [00:08:20] Getting Dealership Teams to Actually Adopt Technology

    [00:09:39] The Growing Challenge of Hiring Technicians and Parts Staff

    [00:13:36] Putting AI and Dealership Work-Order Data to Use

    [00:17:22] Giving Farm Customers AI-Powered Support

    [00:22:01] Dealership Consolidation and the Case for Multi-Store Growth

    [00:27:16] Why Technology Could Become the Dealer Differentiator

    [00:31:44] Where Autonomous Farm Equipment Is Actually Headed

    [00:40:09] What the Successful Dealership Looks Like Five Years From Now


    Resources discussed in this episode:

    • Working Genius by Table Group podcast


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    Contact Remi Schmaltz | Brilliant Harvest:

    • BrilliantPowered.com
    • LinkedIn: Remi Schmaltz
    • LinkedIn: Brilliant Harvest
    • YouTube: Brilliant Harvest
    • The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience
    • Make Your Equipment Experience Brilliant — Schedule a Demo

    Contact Pat McCrabb | JJ. Nichting:

    • JJNichting.com
    • Facebook: @jjnichtingcompany
    • Instagram: @jjnichtingcompany
    • YouTube: JJ Nichting Company
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    45 min
  • What OEMs Need From the Next Generation of Dealers with Megan Tanel (AEM)

    What OEMs Need From the Next Generation of Dealers with Megan Tanel (AEM)
    Sep 7 2026
    Megan Tanel, President and CEO of the Association of Equipment Manufacturers (AEM), joins Remi Schmaltz to discuss how technology is changing the relationship between OEMs, dealers, and equipment owners. As connected equipment, precision tools, software, and data become more important, dealers are taking on a new role: helping customers understand and adopt the technology built into the equipment they operate.Megan explains what manufacturers increasingly need from their dealer networks, from stronger digital capabilities and faster diagnostics to software support, data interpretation, and better communication between customers, dealers, and OEMs. They also discuss mixed fleets, interoperability, dealership consolidation, and how established manufacturers can work more effectively with technology startups.They also look at the workforce shortage across manufacturing and dealerships, the knowledge leaving the industry as experienced employees retire, and where AI and autonomous equipment can help. For dealer principals, Megan’s message is straightforward: disruption is coming, but adopting everything isn’t the answer. Stay open to learning, understand where technology creates real value, and build the capabilities customers will need next.About Megan TanelMegan Tanel is President and CEO of the Association of Equipment Manufacturers (AEM), an industry association representing more than 1,000 member companies and over 200 product lines across agriculture, construction, mining, forestry, and utilities. Megan has spent her career working across the equipment manufacturing ecosystem. Her perspective spans trade shows, industry collaboration, workforce development, technology standards, public policy, and the evolving relationship between OEMs, dealers, and equipment users. That experience gives her a broad view of where the equipment industry is heading and what dealers will need to do to remain central to it.Key Moments:[00:03:26] Megan shares what it's like bringing the equipment industry together at CONEXPO-CON/AGG in Las Vegas.[00:06:10] How OEM, dealer, and end-user relationships have shifted from transactions toward an interconnected equipment lifecycle.[00:08:35] Why competitors need trusted spaces to collaborate on safety, workforce, data standards, sustainability, and industry growth.[00:11:55] How established equipment manufacturers can respond to the accelerating pace of technology and AI.[00:15:26] Megan's outlook for agriculture and construction equipment markets heading through 2026 and toward 2027.[00:19:26] Why tomorrow's equipment dealer needs to become a technology translator for customers.[00:22:18] The skills dealers will need as the business shifts from selling equipment toward selling uptime and connected services.[00:25:07] Why dealership consolidation only makes sense when it produces a better outcome for the customer.[00:26:34] Mixed fleets, interoperability, connected equipment, and the shift from reactive repair to predictive support.[00:29:51] How OEMs can work more effectively with technology startups—and the role AEM can play in creating those connections.[00:34:27] The workforce shortage across manufacturing and dealerships and the industry's growing knowledge-transfer problem.[00:38:31] Where AI and autonomous equipment could have the greatest impact on productivity, safety, and workforce constraints.[00:42:55] Megan's advice to the next generation of women entering equipment and manufacturing leadership.[00:46:29] One piece of advice for dealer principals navigating technology disruption: be ready, keep learning, and understand where new technology fits.Resources discussed in this episode:Association of Equipment Manufacturers (AEM) — industry association representing equipment manufacturers across agriculture, construction, mining, forestry, and utilities.AEM Advisor — AEM's free twice-weekly industry newsletter.CONEXPO-CON/AGG — the AEM-run construction equipment trade show discussed by Megan.Agritechnica — the German agricultural machinery exhibition discussed in relation to the international trade-show cycle.The Alchemy of Air by Thomas Hager—Contact Remi Schmaltz | Brilliant Harvest: BrilliantPowered.com LinkedIn: Remi SchmaltzLinkedIn: Brilliant HarvestYouTube: Brilliant HarvestThe Equipment Dealer's Guide to Creating an AI-Powered Customer ExperienceMake Your Equipment Experience Brilliant — Schedule a DemoContact Megan Tanel | Association of Equipment Manufacturers (AEM): AEM.org LinkedIn: Megan Tanel
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    49 min
  • Why Customer Experience Is Your Dealership's Biggest Profit Driver with Ryan Condon

    Why Customer Experience Is Your Dealership's Biggest Profit Driver with Ryan Condon
    Aug 17 2026

    Technology may be changing the equipment dealership industry at an unprecedented pace, but Ryan Condon believes one thing hasn't changed at all: people still buy from people. The dealerships that thrive over the next decade won't simply adopt new technology—they'll combine it with exceptional communication, strong leadership, and a relentless focus on customer and employee experience.


    Remi Schmaltz sits down with Ryan Condon, CEO and Founder of SATISFYD, to discuss the findings from SATISFYD’s new Revenue Signal Report, an analysis of more than 20 million dealership transactions representing $36 billion in customer spend. Their conversation explores how customer feedback is far more than a satisfaction score—it can be an early warning system for lost revenue, declining customer lifetime value, and operational weaknesses hidden inside the dealership.


    Ryan explains why communication is often the biggest driver of customer satisfaction, not price, and how dealerships can use customer experience data to predict future business performance, and why investing in employee development ultimately produces better customer outcomes. The discussion also explores the growing expectations shaped by Amazon, AI, and digital-first experiences, while highlighting why dealership leaders must continue investing in people alongside technology.

    About Ryan Condon


    Ryan Condon founded SATISFYD in 1998, providing an enterprise-level Voice of the Customer solution for heavy equipment dealers to stay on top of customer issues until they were resolved. In 2001, SATISFYD introduced one of the industry’s first cloud-based Customer Experience Management platforms, marking the beginning of a strong growth period driven by innovation. This SaaS solution allowed clients to access real-time results, reports, and insights across the enterprise in multiple languages while maintaining strict security measures to protect their data. Today, Ryan continues to lead with the same grit his father had when they started the company over 20 years ago, drawing inspiration from clients, staff, and industry trends to drive innovation and improvement for manufacturers and dealers worldwide.


    Resources discussed in this episode:

    • The SATISFYD Revenue Signal
    • The 2026 SATISFYD Technician Experience Benchmark Report
    • The 2026 SATISFYD Employee and Customer Experience Benchmark Report
    • The Tim Ferriss Show


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    Contact Remi Schmaltz | Brilliant Harvest:

    • BrilliantPowered.com
    • LinkedIn: Remi Schmaltz
    • LinkedIn: Brilliant Harvest
    • YouTube: Brilliant Harvest
    • The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience
    • Make Your Equipment Experience Brilliant — Schedule a Demo



    Contact Ryan Condon | SATISFYD:

    • Satisfyd.com
    • LinkedIn: SATISFYD
    • The SATISFYD Podcast
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    52 min
  • The Dealership of the Future Starts with Customer Data with Jon Rossi

    The Dealership of the Future Starts with Customer Data with Jon Rossi
    Jul 27 2026

    The competitive advantage for equipment dealerships is shifting. Iron still matters, but the businesses pulling ahead are building stronger customer relationships through better communication, smarter technology, and more effective use of data.

    Jon Rossi, founder of Modern, and Managing Director of Digital Iron Group, joins Remi Schmaltz to discuss the technology trends reshaping agriculture and construction equipment dealerships. Drawing from his experience building one of the industry's first dealer communication platforms, Jon explains how something as simple as replacing phone tag with structured digital communication improved technician productivity, reduced service delays, increased customer satisfaction, and strengthened dealership profitability.

    The conversation expands beyond communication into the broader forces transforming the industry. Jon shares why OEM acquisitions of technology companies are accelerating, what dealership leaders should make of manufacturer-owned territories, and why ownership of the customer relationship remains the dealer's greatest strategic asset. He also explains why the next generation of dealership software will depend on open integrations rather than closed systems and why modern Dealer Management Systems must become platforms instead of walled gardens.


    Key topics include:

    • How faster customer communication improves technician efficiency and service margins
    • Why open APIs will determine the next generation of dealership software
    • The impact of OEM technology acquisitions and manufacturer-owned territories
    • AI adoption strategies that start with business problems, not technology
    • Predictions for dealership consolidation, private equity, autonomy, and equipment-as-a-service

    About Jon Rossi


    Jon Rossi is the Managing Director of Digital Iron Group, a market intelligence platform focused on the technology, investment, and business trends shaping the heavy equipment industry. He is also the founder and former CEO of Modern, a customer communication platform purpose-built for equipment dealerships and rental operations that helped modernize service communication across dealer networks throughout North America.

    Jon brings a unique perspective from working across equipment dealerships, software startups, and OEM partnerships. His experience spans dealership operations, customer communication technology, AI adoption, and the evolving dealership software ecosystem. Today, he advises organizations on digital transformation while closely tracking the trends influencing the future of agriculture, construction, mining, and equipment distribution.


    Resources discussed in this episode:

    • TBPN (Technology Business Programming Network)
    • Salesforce
    • Zapier

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    Contact Remi Schmaltz | Brilliant Harvest:

    • BrilliantPowered.com
    • LinkedIn: Remi Schmaltz
    • LinkedIn: Brilliant Harvest
    • YouTube: Brilliant Harvest
    • The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience
    • Make Your Equipment Experience Brilliant — Schedule a Demo

    Contact Jon Rossi | Digital Iron Group:

    • DigitalIronGroup.com
    • LinkedIn: Jon Rossi
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    45 min
  • Nathan Johnson on Building the Dealer of the Future

    Nathan Johnson on Building the Dealer of the Future
    Jul 13 2026

    Technology is transforming equipment dealerships, but successful change starts with people. After more than two decades helping lead technology strategy at Titan Machinery, Nathan Johnson joins Remi Schmaltz to share what he's learned about scaling innovation across a growing dealership organization while keeping employees and customers at the center of every decision.

    Nathan explains why the most successful technology initiatives follow a simple formula: people, process, and technology—in that order. From dealership staffing and technician retention to AI adoption and digital transformation, he discusses the importance of earning employee buy-in, running effective pilot programs, and selecting technology that genuinely helps teams serve customers faster and more effectively. The conversation also explores the growing role of AI in reducing administrative work, the importance of data strategy, and why open integrations are becoming critical for modern dealerships.

    As customer expectations continue to rise, dealerships face increasing pressure to deliver faster service, greater uptime, and a more connected experience. Nathan shares his perspective on how dealers, OEMs, and technology providers can work together to meet those demands while preparing for the next generation of equipment service and support.

    To learn more about building an AI-powered customer experience, download The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience at BrilliantPowered.com.

    About Nathan Johnson
    Nathan Johnson is a technology leader and entrepreneur with more than 21 years of experience in the equipment dealership industry. Most recently, he served as Vice President of Information Technology at Titan Machinery, where he helped guide technology strategy, digital transformation initiatives, and operational growth across one of the world's largest agricultural and construction equipment dealership networks.

    During his tenure, Titan expanded significantly while navigating major shifts in cloud computing, SaaS platforms, data management, and emerging AI technologies. Having grown up around the dealership business, Nathan developed a unique perspective that connects the realities of the shop floor with the opportunities created by modern technology.

    Today, he is focused on entrepreneurship and business ownership while remaining closely connected to the equipment industry. His experience leading large-scale technology initiatives, evaluating software ecosystems, and helping dealerships adapt to changing customer expectations gives him a practical perspective on the future of dealership operations and technology.

    Resources discussed in this episode:

    • Brilliant Harvest
    • Claude Code
    • ChatGPT
    • The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience


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    Contact Remi Schmaltz | Brilliant Harvest:

    • BrilliantPowered.com
    • LinkedIn: Remi Schmaltz
    • LinkedIn: Brilliant Harvest
    • YouTube: Brilliant Harvest
    • The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience
    • Make Your Equipment Experience Brilliant — Schedule a Demo

    Contact Nathan Johnson | Titan Machinery:

    • LinkedIn: Nathan Johnson
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    46 min
  • From Microsoft to the Farm: Casey Niemann’s AgTech Bet

    From Microsoft to the Farm: Casey Niemann’s AgTech Bet
    Jun 29 2026
    As farm equipment becomes more complex, the pressure on dealership service teams keeps climbing. Customers expect faster answers, less downtime, and support that works as quickly as the machines they depend on. The challenge is that most dealerships are trying to meet those expectations with teams that are already stretched thin.Casey Niemann has spent the last decade working on that exact problem.Casey is the former CEO and co-founder of AgriSync, the communication platform built to help equipment dealerships support customers remotely through messaging, video, and connected service tools. After growing the company from a basement startup into a widely adopted dealership support platform, AgriSync was acquired by John Deere in 2021. Through his consulting company CatapultAg, Casey advises technology companies, agriculture equipment OEMs, and ag entrepreneurs — bringing firsthand experience from both worlds.In this conversation, Casey and Remi unpack what the industry learned during the rise of connected support and why the next phase will be shaped by AI, proactive diagnostics, and better knowledge distribution inside dealerships.During the episode, they discuss:Why dealership teams are burning out under reactive support modelsThe hidden cost of equipment downtime for both dealers and farmersWhat Casey learned while building AgriSync during the early days of smartphone adoptionWhy connected support became strategically important to OEMsThe tension between closed ecosystems and open integration modelsHow AI can help dealerships attract younger talent and improve work-life balanceWhy the future of dealership service is proactive instead of reactiveThe conversation also explores a broader shift happening across agriculture: dealerships are no longer competing only on iron. Increasingly, the differentiator is responsiveness, communication, and the ability to keep customers operating during critical windows like planting and harvest.For dealership leaders thinking about how AI and connected support fit into their organization, this episode offers a grounded look at where the industry is heading and what practical steps leaders can take today.Download The Equipment Dealer’s Guide to Creating an AI-Powered Customer Experience at BrilliantPowered.com.About Casey NiemannCasey Niemann is the former CEO and co-founder of AgriSync, a connected support platform built for agriculture equipment dealerships and agronomy teams. Raised on a farm in Kansas, Casey began his career in agriculture before spending more than a decade at Microsoft, where he worked during the early expansion of cloud computing and helped support emerging Azure initiatives.In 2014, Casey founded AgriSync to help dealerships improve communication and remote support for customers facing increasingly complex equipment and technology challenges. The platform grew into a widely adopted connected service tool across the agriculture industry before being acquired by John Deere in 2021. Casey continues to work with and advise agricultural technology companies focused on improving customer support, dealership operations, and the future of connected agriculture as the founder and principal of CatapultAg.Resources discussed in this episode:Brilliant HarvestMicrosoft AzureAutonomous Equipment TechnologyPrecision Agriculture Technology—Contact Remi Schmaltz | Brilliant Harvest: BrilliantPowered.com LinkedIn: Remi SchmaltzLinkedIn: Brilliant HarvestYouTube: Brilliant HarvestThe Equipment Dealer's Guide to Creating an AI-Powered Customer ExperienceMake Your Equipment Experience Brilliant — Schedule a DemoContact Casey Niemann: Founder & Principal, CatapultAgLearn more about AgriSync’s acquisition by John Deere LinkedIn: Casey Niemann
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    51 min
  • Ryan Raguse on How Tech is Driving the Next Era of Dealership Support

    Ryan Raguse on How Tech is Driving the Next Era of Dealership Support
    Jun 15 2026
    Technology is changing the way farms operate, but for Ryan Raguse, that change is not theoretical. He sees it from the tractor cab, the tech founder’s seat, and the family farm.Remi sits down with Ryan, who sees things from both sides of farming: sitting in the tractor and building the new tech that powers agriculture. Ryan brings a unique perspective as both a farmer and an ag tech leader, with deep experience in software, data, equipment, and the day-to-day realities of running a farm.Ryan shares what it was like to return to the family farm after the loss of his father, how he thinks about equipment decisions, and why dealership service and support are becoming more important than ever. He also talks about the value of “tribal knowledge” inside dealerships, the role AI can play in preserving and scaling that expertise, and why the best dealers may soon become true uptime advisors for their customers.The conversation also dives into autonomous equipment, AI on the farm, preventative maintenance, farmer data, and Ryan’s new platform, Acre Almanac, which helps farmers build a private, long-term knowledge base from their own operational history.For equipment dealers, this episode is a clear look at where farmer expectations are headed, and why the dealership-customer relationship is only going to become more strategic with new technology.Grab your copy of The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience at BrilliantPowered.com or using the link below.The Equipment Dealer's Guide to Creating an AI-Powered Customer ExperienceAbout Ryan RaguseRyan Raguse is a sixth-generation farmer, entrepreneur, and ag tech innovator working at the intersection of agriculture, data, and emerging technology. He is the CEO of Acre Almanac, an AI-powered farm analytics platform designed to help farmers better understand operational performance, yield variance, and long-term decision-making through their own historical data.Ryan is also the CEO of Gray Duck Acres, his family farm in west central Minnesota. Alongside farming, he serves as a Board Advisor to Brilliant Harvest and remains a Founder and Board Member at Bushel, one of North America’s leading ag tech platforms serving the grain industry. Previously, he served as Bushel’s President and later Chief Innovation Officer, helping shape one of the most influential technology platforms in modern agriculture.Known for blending deep technical knowledge with real-world farming experience, Ryan brings a practical perspective to conversations around AI, autonomous equipment, precision agriculture, and the future of dealership support. Whether he’s building software, analyzing farm data, or repairing equipment in the field, Ryan is passionate about solving meaningful problems and helping move agriculture forward.Ryan describes himself as someone dedicated to adding value to the people around him, living a “crazy entrepreneurial life,” and chasing unique experiences, a mindset that comes through clearly in both his work and his approach to farming.Resources discussed in this episode:BushelClaude AIChatGPTAutonomous Equipment TechnologyPrecision Agriculture Technology—Contact Remi Schmaltz | Brilliant Harvest: BrilliantPowered.com LinkedIn: Remi SchmaltzLinkedIn: Brilliant HarvestYoutube: Brilliant HarvestThe Equipment Dealer's Guide to Creating an AI-Powered Customer ExperienceMake Your Equipment Experience Brilliant — Schedule a DemoContact Ryan Raguse | Acre Almanac: Website: BushelWebsite: Acre AlmanacLinkedIn: Ryan RaguseYouTube: Acre Almanac YouTube ChannelAbout Ryan Raguse: Future Farmer ProfileThe Unexpected Acre Series
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    44 min
  • Leading a 100-Year Dealership into the AI Era with William M. Hoeft, President, Ziegler Companies

    Leading a 100-Year Dealership into the AI Era with William M. Hoeft, President, Ziegler Companies
    Jun 15 2026

    What does it take to lead a 112-year-old equipment dealership into the future without losing what made it successful in the first place?

    In this episode, Remi sits down with William M. Hoeft, President of Ziegler Companies, one of North America’s largest Caterpillar and AGCO dealerships. With 30+ locations and over 2,000 employees, Ziegler is a third-generation family-led business navigating the realities of consolidation, rapid technological change, and rising customer expectations.

    William shares what it means to carry forward a legacy while continuing to evolve. From his early days mowing lawns at a branch to leading a complex, multi-division organization, he reflects on the moments that shaped his leadership philosophy, and why culture, not just strategy, determines long-term success.

    The conversation dives deep into Ziegler’s unwavering focus on uptime, how that mission aligns every role in the company, and why customer success remains the ultimate north star. William also offers a candid look at how AI, automation, and connected equipment are changing not just machines, but the expectations placed on dealerships and their people.

    They also explore:

    • How to lead in a family business while building your own path
    • Why high-performing teams are essential
    • The evolving role of technicians in an AI-enabled service model
    • Why the future dealership will rely on modern systems and data openness
    • How technology is compressing experience and accelerating expertise

    Grab your copy of The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience at BrilliantPowered.com or using the link below.

    • The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience


    About William M. Hoeft

    William M. Hoeft is the President of Ziegler Companies, a leading Caterpillar and AGCO dealership group serving customers across the Midwest. A third-generation leader, William has spent his career inside the business, gaining hands-on experience across operations before stepping into executive leadership.

    Under his leadership, Ziegler continues to expand its capabilities across construction, agriculture, power systems, and more, while staying grounded in its core mission: maximizing uptime for customers and the communities they serve.

    Resources discussed in this episode:

    • Microsoft D365
    • CONEXPO-CON/AGG
    • The Knowledge Project podcast

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    Contact Remi Schmaltz | Brilliant Harvest:

    • BrilliantPowered.com
    • LinkedIn: Remi Schmaltz
    • LinkedIn: Brilliant Harvest
    • Youtube: Brilliant Harvest
    • The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience
    • Make Your Equipment Experience Brilliant — Schedule a Demo


    Contact William M. Hoeft | Ziegler AG Equipment:

    • Website
    • Instagram
    • LinkedIn
    • Facebook
    • YouTube
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    48 min