South Dakota dealership built on foundation of innovation.

Jan Busse didn't plan on representing the 3rd generation to run his family's implement business, Pioneer Garage, now in its 120th year in South Dakota.  However, after operating the business for 32 years, he takes pride in what he and his employees have accomplished.  Hard work has paid off with the addition of two locations and growth in sales to $50 million from less than $1 million.

Foundation of Innovation.

Busse's step-grandfather, William Yeandle, started business in 1884 in downtown Highmore, SD.  Yeandle ran a blacksmith shop and sold plows and other farm implements.  Yeandle also holds a place in agricultural history as the inventor of the Yeandle plow (on display at the Ford Museum, Detroit, MI)

Busse's father, Clarence, took over the business in 1950. 

In 1972, about the time Jan graduated from South Dakota State University with a degree in Civil Engineering, his brother Daniel, was killed in Vietnam.  "He probably would have been the one in the business," Busse says.  "My dad's health was a problem and he asked me if I would be interested in owning Pioneer Garage.  I thought it sounded great to own my own business and I decided to come back to Highmore."

Busse took over Pioneer Garage in 1972.  Three years later he built a new building in Highmore where he sells CASE IH and New Holland ag equipment and Ford automobiles.

In 1984, he bought a New Holland dealership, Hand County Implement, in nearby Miller, SD and continues to sell New Holland equipment there.

In 1992, he purchased a Case company store in Pierre, which operates as Pioneer of Pierre and sells both Case IH and New Holland equipment.

The three towns are located in the center of South Dakota, all on Highway 14.  Highmore - the smallest of the three with a population of about 900 - is in the middle.  State capitol Pierre, with a population of about 16,000, lies about 48 miles west of Highmore.  Miller, population 1,800, is about 23 miles to the east.

The area's diversified agriculture - corn, wheat, soybeans, cattle - helps keep the ag equipment business steady, according to Busse.  Typically, when grain prices are down, cattle prices are up, "We cover a pretty big area in sparsely populated country," Busse says.  "We reach out 150 to 200 miles in most every direction."

Busse says "Customers come to Pioneer Garage to do business because of my employees, our selection of inventory and our prices and services.  We try hard to provide customers with everything they need to make a wise buying decision."

One-stop shopping

Over the years, the dealership has become known for its inventory on hand and the number of shortlines it carries.

"We try to buy in quantity so we can pass on the savings to the customer."  Basse says. "We probably have more invested in inventory, both new and used, than the average dealer.  That's why people will travel a distance to our store.  Instead of having 2 used balers, we'll have 40."

The dealership sells about 25 different shortlines.  Having all that variety available allows Busse to offer his customers one-stop shopping.  "If a farmer or rancher wants a piece of equipment, we can fix them up without their going someplace else for even the small items," he says.

Ford automobile sales compliment ag equipment sakes at the Highmore location, where Busse's father started selling Studebaker cars along with Minneapolis Moline farm equipment in the 1950s.

"In the fall when farm equipment sales start slowing down, the auto season picks up," Busse says.  "Auto sales give us contacts with people we might not see on a daily basis.  Somebody might drive 150 miles to buy a pickup and then see what else we have."

There aren't many other combination auto-implement dealers, maybe a half dozen int the Farm Equipment Association of Minnesota and South Dakota.  Busse says the combination has worked well for him, however, as another way to meet his customers' needs plus bring business to the dealership.

"Our business is more than just selling equipment. We have to show the benefits.  Customers are depending more on the dealers for information to help them make their buying decisions."

Customer growth fuels more demands

As his farm customers have been growing in size and efficiency, as well as in demands and expectations, Busse has been striving to develop stronger parts and service departments.  "We've got a ways to go but we're getting there, slowly but surely," he says.

Today he offers more on-farm service.  He develops better-qualified technicians through training.  He takes advantage of manufacturer's schools so employees can stay on top of technology changes.  He runs more service clinics and specials on service jobs, and promotes the parts and service business more than he used to.

"Our motto is that we can't afford to lose one customer." Busse says.  "We spend a lot of time and money so we can show the benefits to our customers.  Our business is more than just selling equipment.  We have to show the benefits. Customers are depending more on the dealers for information to help them make their buying decisions."

Busse echoes a concern he hears from other dealers as well.  He wants to know that manufacturers are working as hard to take care of their dealers as dealers are to take care of their customers.

Pioneer turns hunter

Like most implement dealers, Busse sometimes finds the hunt for employees to be a challenge, particularly when he's looking for qualified technicians.  "It's sometimes harder to get employees to come to smaller towns, but I feel like I've been fairly successful at that," he says.

His strategy is to negotiate deals with promising local high school students: he'll pay their tuition and send them to college in exchange for an agreed-upon number of years of work after graduation.  It's a system that has been successful for Busse.

Pioneer targets the next frontier

Busse looks forward to being able to provide better service for his customers in the Pierre area with a new building, scheduled to be ready at the beginning of December.  "We'll have a bigger and better service area." he says.  "We'll be located on the edge of town, near the John Deere dealer's new facility."

Busse also hopes to expand the service center at his Highmore location next year.

With no family member interested in taking over the dealership, Busse is not sure what will happen with the business down the road.  At 55, he says he'd like to keep working for another 10 years.

"Hopefully, I can ease out and keep the business going." he says.  "I'd hate to see any of the stores disappear.  I've got some employees who are very capable of taking the reins and making the thing work without me being there everyday, as long as I can still help them financially.  That's my goal down the road.

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