Ag in Motion: Give customers something they can evaluate

Where an idea meets the field

Held near Langham, Saskatchewan, Ag in Motion combines agricultural exhibits with field demonstrations and educational events. That format gives a product conversation something tangible: an opportunity to see equipment in context and ask more specific questions.

A demonstration needs a customer question

Watching a machine operate is a useful beginning. To support a buying decision, the next step is to agree on what the customer is evaluating. Is the concern ease of operation, a particular job, compatibility with an existing process, or the support needed afterward?

A demonstration is most useful when the team separates what was observed from what still needs checking. Conditions at a show may differ from conditions on a customer’s farm. Recording those differences helps keep the recommendation grounded.

Carry the learning into the follow-up

A practical follow-up can be short: the customer’s objective, what was demonstrated, the questions that remain, and the next agreed action. Give that action an owner and a date. The aim is to move the conversation forward with shared understanding.

For an event business, the same principle applies to marketing: explain what visitors can see, evaluate and take back to their work. For a dealership, it connects discovery, demonstration and the return report into one coherent customer experience.