How Efficient Quoting Can Amplify Your Sales Process: A Conversation With Bob Ohnemus

Ask most dealership leaders where deals get won, and few will point to the quote. But the number you put in front of a customer (and how fast you get it there) often decides whether the deal is yours or a competitor's.

Recorded during a live Tractor Zoom session, this episode pairs Director of Insights Andy Campbell with Bob Ohnemus, Commercial Business Manager at AgRevolution, for an honest look at how sharpening the quoting process pays off across the whole sales operation.

As Bob tells it, early on at AgRev, quoting meant snapping photos of a trade, emailing them to the office, and hoping for a turnaround that didn't always come. Layered approvals and dead zones with no cell service slowed things further. The fix started with a principle AgRev's leadership kept returning to: the system should work for the team, not the other way around. That thinking moved the dealership onto Tractor Zoom Pro for used-equipment valuations, including field inspections that sync once a signal returns, and onto the Anvil CRM to pull quoting into one connected workflow.

Because it was recorded live, the episode also polls the audience in real time, surfacing how dealers build quotes today and where they feel the most drag. Keeping OEM pricing and program details current came out on top. Bob's throughline lands the point: speed and accuracy aren't a trade-off. Moving quickly puts you in front of the customer first, while getting the number right keeps hard-won margin from slipping away on high-dollar machines.

A few things you'll take away from this episode:

• Treat speed as strategy: The faster your quote lands, the less room a competitor has to get a foot in the door.
• Accuracy is a margin decision: A miscalculated quote doesn't cost the customer — it costs you.
• Track what predicts share: AgRev watches close rate and "coverage" (how much of its market it quotes), the same figures AGCO now requests.
• Bring your best reps into the change: Putting high-volume salespeople on the testing team turned skeptics into champions.
• Aim for one screen: The biggest wins still ahead are in erasing re-entered data across quoting, financing, and warranties.
• Start before you're forced to: The time to fix your process is now — before a busier market leaves none to spare.

However you quote today, this episode offers a candid benchmark and a clear first step toward a faster, tighter sales process.

About the guest: Bob Ohnemus

Bob Ohnemus is Commercial Business Manager at AgRevolution, an AGCO-owned, full-line dealership serving farmers across western Kentucky, southern Indiana, southern Illinois, and Ohio through a mobile-first, "FarmerFirst" service approach. Based in Mayfield, Kentucky, Bob draws on more than 25 years across both the manufacturer and dealership sides of the ag equipment business, spanning sales, used equipment, and territory and regional leadership. Before joining AgRevolution in 2021, he held roles with Boyd Company, Wayne Supply, and AGCO Corporation. He holds a B.S. in Agribusiness Economics from Southern Illinois University Carbondale.