Why the best farm investments start with a plan, not a sales pitch
Spring is a season of optimism. Warmer days, fresh growth, and the promise (or hope) of a good season ahead naturally bring excitement and energy. It’s also a time of possibility: new ideas, new investments, and new opportunities.
It’s also field day season — with shiny new machines, fancy gadgets, new tech, special offers and sales reps eager to show you the latest and greatest.
For farmers who know exactly what they need and have a clear plan, field days can be an excellent chance to secure good deals and upgrade to the latest technology—but for those without a clear financial picture or strategy, they can become minefields of impulsive decisions and sales pressure.
Before you know it, you're signing on the dotted line, only to face the harsh reality of buyer's remorse when the monthly payments start hitting your cash flow.
The hype: shiny objects vs. smart choices
It’s not just discounts and deals bombarding you when you’re walking through a field day. There’s also a lot of psychology at play:
Peer pressure and FOMO — everyone else seems to be buying something, so you don’t want to miss out on the action.
Sales pressure — “today only” offers make it hard to walk away.
Optimism bias — in the glow of a new season, it’s easy to picture your best-case outcome and down play risks and uncertainty.
All of these factors can chip away at disciplined decision-making, especially when you’re already stretched for time and energy.
Slowing down, stepping back, and recognising that the “buy now or miss out” pressure is largely manufactured puts you back in control. The real opportunity lies not in grabbing what looks good in the moment, but in making the right purchase at the right time for your business.
I worked with a farmer last year who came back from a field day buzzing about a new sprayer. It was bigger, faster, and had some cool technology that would improve efficiency. But when we put it through the lens of his business plan, it didn’t add up. His priority for the next three years was reducing debt and strengthening his cashflow (for future strategic opportunities). Taking on a six-figure finance deal would have thrown that off track.
Instead, he focused on optimising his existing equipment, and we looked at outsourcing (via a spray contractor) options for when he needed extra capacity.
The lesson? To avoid costly missteps that initially look like a great idea, it helps to run every big decision through a clear, strategic framework.
A strategic framework for better decisions
The best way to cut through the noise is to test each big buying decision against your business plan and financials. Some critical questions include:
1. Does this purchase align with your business goals?
Will it increase efficiency, productivity or capacity in ways that matter for your long-term plan? For example, if your goal is to buy more land in five years, taking on debt for a new harvester might set you back. But if your goal is to lift yield, that machine might be essential.
2. How will you finance it?
Will it be through a bank, dealer finance, or another structure?
What impact will it have on your debt profile and cash flow?
3. What are the ongoing costs?
How much will maintenance and repairs cost?
What warranties or servicing arrangements come with it?
Will it increase fuel use or require specialist training?
How quickly will it depreciate, and what’s the resale value?
4. What’s the cost of not buying?
Could lost productivity or missed opportunities outweigh the upfront cost?
Will delaying the purchase increase costs down the line (e.g. waiting another year for machinery upgrades could mean higher repair bills or lower yields)?
Is there a risk competitors gain an advantage if you hold off?
5. Is the timing right?
How does this fit with your current workload and seasonal cash flow cycle?
Are there better windows — after harvest, before sowing — when the purchase would integrate more smoothly into your business?
Field day survival tips
When you head into field days this spring, a few small disciplines can help you stay on track:
Go in with a shopping list based on your business plan.
Set a budget before you arrive.
Sleep on big decisions — have a cooling-off period before signing anything.
Remember, field days are not the only time you can get a good deal!
You should also consider running major purchases past a trusted advisor. It’s not about getting their permission but about having someone with an objective view who can pressure-test your thinking. A good advisor can help you weigh options, understand consequences, and keep emotions in check when the sales pitch is at its strongest.
It’s not just about machinery
While machinery is a clear example, the same disciplined approach applies to any major decision that impacts your business goals, like:
Which varieties to sow and when.
Whether to purchase more land.
Employing more staff.
Diversifying into new revenue streams.
In each case, the discipline of aligning decisions with your goals, finances, and risk appetite makes all the difference.
Spring is the perfect time to feel energised and optimistic about your farm business. But don’t let that optimism — or the buzz of field days — pull you off course. The best deals are the ones that support your long-term goals, strengthen your business, and set you up for the kind of growth you want.
Book a free 15-minute discovery call to see how AgCelerate can help you make confident, strategic decisions this season.