How J.J. Nichting Runs Every Deal Across 5 Locations with Anvil Pro

J.J. Nichting has sold equipment in Eastern Iowa since at least 1920, and today runs five Case IH and New Holland stores. But as the dealership grew, its sales software didn't grow with it. Deal costing lived in separate Excel files, there was no clear view of where a deal stood, and with no shared record of who was working which customer, locations quietly competed against each other.

To bring every deal across every store into one place, J.J. Nichting turned to Anvil Pro, connecting trade appraisals, quoting, deal-stage tracking, and internal communication alongside the Tractor Zoom Pro pricing tools the team already trusted.

"As far as the percent of our team using Anvil Pro, it's 100%. They can't do a deal without being in Anvil. If it's not in Anvil, it's not a deal."
— Pat McCrabb, General Manager, J.J. Nichting

How they succeeded

By starting every deal with a trade appraisal and moving it through visual deal-workflow lanes to a dedicated sales-coordination handoff, J.J. Nichting gave managers a clear view of where every deal sits across all five stores.

Key results included:

• 100% sales team adoption, including reps who were hesitant at the start of onboarding
• Same-day trade appraisals, replacing the old loop of phone calls and texts
• Fewer quotes, but a higher close rate, as qualifying moved to the front of the deal
• Live about two weeks ahead of the onboarding schedule

Even the feature Pat was most skeptical about, Salesforce Chatter, became one the team can't live without. Now every conversation between departments stays attached to the deal record instead of scattered across inboxes.

Download the full case study to see how J.J. Nichting connected trades, quotes, and communication across five stores and earned full team buy-in.