George Russell in the Media


Making Sure the Precision Pieces Fit in
Dealership Mergers

George Russell along with other industry leaders was recently interviewed by Heather Hetterick in Precision Farming Dealer magazine about his thoughts on how to integrate precision teams in dealership mergers and acquisitions.

  • Training

  • Consulting

  • Coaching

  • Speeches & Seminars

  • Expert Witness

Ag Equipment Intelligence 2021 Exec Briefing

George participated on the Consolidation Panel at the Ag Equipment Intelligence 2021 Executive Briefing on Thursday, December 10th. The panel included a mix of dealers and industry experts who evaluated the ongoing impact and outcomes of dealer consolidation, including an analysis of the most significant acquisitions and mergers. The panel discussed what's on the horizon from a dealership standpoint and at the manufacturer level. 

Life 2.0 Podcast: Agritech

Listen to George discuss his interest and life experiences in agricultural technology in a podcast from Life 2.0, a series of podcasts that asks thought leaders what they think it means to be human in the 21st century.

March 26, 2021

Can fishing help you appreciate the value of customer retention? If you’re “just fishin’,” catch and release is OK. But if you want to eat or sell the fish you catch, you want to do the things that hook the biggest fish. That’s the way to think about changing from conquest sales to a focus on keeping the customers you have. Retained customers are the most profitable..



         Zach Hetterick Joins MAC
Expands MAC's Leadership Development Capabilities


The Machinery Advisors Consortium is pleased to announce that Zach Hetterick with Harvesting Potential, has joined the group.


“The addition of Zach expands the MAC capability to serve both dealers and manufacturers. He brings to MAC his real-life experience in executive management, sales and marketing leadership, mergers and acquisitions and business growth strategies,” MAC Founder, George Russell said.


Hetterick offers programs in leadership development along with individual coaching tailored to the agriculture industry.  An alumni of dealer best practice groups, he is in the process of creating and leading additional dealer groups for MAC.


“I look forward to collaborating with fellow MAC advisors to bring strategies to elevate organization’s performance, especially in their people. I enjoy working alongside companies to develop their managers and leaders, turning their potential into performance,” Hetterick said.


Hetterick began his career at the parts counter of a John Deere dealership and was a territory account manager for a Caterpillar ag dealer. He went on to work for AGCO, served in several territory and senior leadership positions at Case IH and was CEO of a 11-location farm equipment dealership. A native of Ohio, he is a graduate of The Ohio State University.

Ag Equipment Intelligence 2020 Big Dealer Report is Available!
Since 2011, the editors of Ag Equipment Intelligence in collaboration with the Machinery Advisors Consortium have compiled the annual "Big Dealer" Report to provide the Ag equipment industry with a thorough, by-the-numbers analysis into the shifts in dealer ownership, along with insight into the implications these shifts have on the industry. It's the most detailed source of information on ownership changes and consolidation trends of North America's largest farm equipment dealers. This report, which is updated annually in April, is now available for 2020 for $99.