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If you ask most dealers what business they’re in, they’ll point to the equipment lined up on the lot. But that’s not really what customers are buying. They’re buying acres harvested, animals fed, downtime avoided, labor saved and profit protected. The machine is just the tool that gets them there. And that gap — between what dealers sell and what customers actually buy — is the biggest risk to a dealership’s future. The dealers who are still strong 15 years from now will be t