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John Deere
Deere & Company, founded in 1837 (collectively called John Deere), has grown from a one-man blacksmith shop into a corporation that today does business around the world and employs approximately 56,000 people.

Business Challenge

Due to increased competition in the farming and agriculture industry, John Deere wanted to focus on improving the sales skills of employees. They decided to focus their selling techniques on the value of John Deere's products and services.


The localized learning capability of Dale Carnegie Training supported the kind of specialized regional training that John Deere was looking for. The trainers, understanding the local conditions, could work along with Deere's territory managers to identify region-specific sales challenges. Dale Carnegie also had customized training solutions for each of John Deere's business units, augmenting the coursework with industry-specific examples and case studies related to issues that dealers would face in the field.


By the end of the training, Deere's dealers came away with a changed attitude and a newfound belief in their abilities. "I have been able to secure factory orders where I had not been successful previously," commented Sheldon Geller, John Deere Marketing Manager.

The John Deere dealership in Maine had been accustomed to selling between $50K and $75K worth of equipment during open house events. This year their number jumped to $350K. The training had proven to produce immediate measurable outcomes for John Deere, while it also ensured long-term results.

"As a rule, we normally sell about $50,000 to $75,000 worth of equipment during an Open House event. This year, we sold about $350,000 worth of equipment in the same time span."

John Deere's Maine dealership


111, Bulgaria Blvd. Floor 6, Sofia, 1404, BG
P:+359 2 439 6100

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