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Mike Lessiter

Mike Lessiter, a second-generation ag journalist, has been Editor/Publisher of Farm Equipment since 2004. He has covered business-to-business operations, manufacturing, and marketing topics since 1992 and has held various roles with the Farm Equipment Manufacturers Assn. and the Assn. of Equipment Manufacturers. Mike is a graduate of the University of Wisconsin-Madison and was named president of Lessiter Media in 2007.

Contact: mlessiter@lessitermedia.com

mlessiter@lessitermedia.com

Articles

ARTICLES

To the Point

Roll Call: Integrity

To do the right thing at the right time in the right way requires strength, wisdom and understanding.

By Mike Lessiter posted on November 10, 2024

As we give up our most treasured investment – our time in working hours – we can, and should, expect to be under the care of business leaders who’ll measure up to the word integrity.

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[Video] Monarch Tractor Facing the Challenges of Autonomous Tractors

By Mike Lessiter posted on October 11, 2024 | Posted in Product Innovations, Event Coverage

John Issacson, Technical Sales with Monarch Tractor discusses the company's history and their methods in addressing the rise of autonomous tractors. Issacson details how the challenges that are involved in developing for autonomous vehicles through a Crawl, Walk Run series of technological advancements.

Observations on Dad’s Calling

By Mike Lessiter posted on September 5, 2024

It’s a pleasure to introduce you to my dad, Frank Lessiter, and what I would call the 5th child in our family, his No-Till Farmer (NTF) publication. I was 3 years old when Dad put out the first edition, and I can’t recall a time when NTF wasn’t a part of the family.

Dealers Report Higher Outdoor Power Equipment Scores & Higher Satisfaction in 2024

Grasshopper & Wright Mfg. dominate NAEDA dealer-manufacturer rankings of OPE OEMs

By Mike Lessiter posted on August 5, 2024 | Posted in Manufacturer News, Niche Markets

Outdoor power equipment (OPE) manufacturers improved their year-over year dealer satisfaction scores in 2024.

Snakebit ZTR Experience & A Revenue Opportunity with ‘Guys Like Me’

What is keeping you from capturing the revenue in this large & frustrated customer base?

By Mike Lessiter posted on May 17, 2024 | Posted in Best Practices, Dealership Marketing, Rural Lifestyle Market

Years ago, I shared an idea I thought could help equipment dealers profit off “guys like me.”

Understanding the ‘Considered Purchase’ & the 'Decision-Making Unit'

By Mike Lessiter posted on December 18, 2023 | Posted in Best Practices, Dealer-to-Dealer Resources

I recently ran into a friend at a funeral who was a colleague on the Media Growth Executive Peer Group with me for many years. Several years my senior, Tim Fixmer is among the leaders I most admire in business-to-business (B2B) marketing.

A Labor Day Message: What Work Has Taught Me…

By Mike Lessiter posted on September 3, 2023

This morning, as part of a Labor Day message at church (“The Parable of the Workers in the Vineyard,” Matthew 20), our pastor recapped the jobs he had in his lifetime. It spurred a conversation with my 17-year-old, Hayden, as he starts his senior year of high school.

Keep the Majors Out of Electric Tractors?

By Mike Lessiter posted on August 28, 2023 | Posted in Manufacturer News

We know your equipment customers, especially the rural lifestyler types, like to match colors of their small implements around their homesteads and are often willing to pay a premium for the aesthetics.

Ariens: Diversity in Products, Distribution Brings Sales Strength

Interview with Daniel Ariens, President/CEO, Ariens Co., Brillion, Wis.

By Mike Lessiter posted on June 26, 2023 | Posted in Dealer News, Dealer-to-Dealer Resources

Interview with Daniel Ariens, President/CEO, Ariens Co., Brillion, Wis.

Tragedy’s Reminder for Today’s Dealer

By Mike Lessiter posted on March 30, 2023 | Posted in Best Practices

As in so many other tragedies, there’s no way to arrive at meaning through such tragedy. There is no explanation nor are we equipped to comprehend it. But we still can learn along the way.

View All Articles by Mike Lessiter

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Top Directory Listings

Yanmar

Yanmar America is the North American headquarters of Yanmar Holdings. Ranked #1 in Product Quality for five years in a row by the Equipment Dealers Association, Yanmar provides innovative solutions for Rural Lifestyle and Industrial Equipment customers.

Yanmar was the world’s first manufacturer to develop a practical small diesel engine in 1933 and has continued to push the boundaries of innovation and technology ever since. As a manufacturer of diesel engines, compact tractors and utility task vehicles, construction machinery, and industrial equipment, Yanmar's products are sold in over 130 countries.

At Yanmar America, we are committed to providing our customers with the highest quality products and services, backed by a strong team of professionals who share our dedication to excellence. We look forward to the opportunity to work with you in achieving your goals.

Stihl Inc

Virginia Beach-based STIHL Inc., produces a full line of high-quality, handheld outdoor power equipment including blowers, trimmers, brushcutters, and multi-task tools, as well as the number one selling brand of chainsaws worldwide. STIHL Inc. manufactures over 260 model variations of handheld outdoor power equipment for sale in the U.S. and around the world.