A dealer network that holds.
Dealer economics, territory and tier design, dealer appointment, incentive and credit schemes, after-sales linkage, and the sales MIS to run it — built for India's farm-machinery manufacturers and held to engineer-grade metrics.
For a farm-machinery manufacturer, the dealer network is where the business lives or dies. A well-engineered tractor or rotavator with a broken network loses ground every season. The same machine behind a well-designed network — the right dealer in the right territory, a working margin in the right tier, spares and after-sales wrapped around the farmer — compounds market share for years. Dealer-network design in India is especially demanding because the margins are narrow, the buyer is the farmer at the end, and a decision made in Pune plays out across 900 farms in Uttarakhand whose trust your dealer has not yet earned.
AgriMachinery Consulting is engineer-led and works exclusively with India's small and unorganised farm-machinery manufacturers — tractors, power tillers, rotavators, harvesters, balers, seed drills, sprayers, threshers, and reapers. We have designed tractor dealer networks from scratch, rebuilt harvester and implement networks after a distribution shock, and structured incentive and credit schemes that keep dealers solvent through a weak monsoon. We know what a productive dealer looks like in the ledger, not just in the deck. We know which districts still carry working capital from the last bad season and which don't. And we know the difference between a dealer who will push your machine as the lead line and one who quietly parks it next to a competitor's at the same counter.
A dealer-network engagement typically runs 4–6 months end-to-end. It starts with an audit, moves through territory and tier redesign and dealer appointment, and finishes with a sales operating rhythm and MIS handed back to your area managers.
Six shapes of dealer-network engagement.
- Territory & tier design
- Dealer / distributor / hybrid decision modelled against machine economics, service intensity, and rural geography. Territory boundaries and tier depth set to protect long-run dealer margins and avoid overlap.
- Dealer economics
- P&L per dealer tier, return-on-inventory, trade schemes, credit terms, and incentive design. Every lever rebuilt to give the dealer a working margin in year one and a compounding margin from year two.
- Dealer appointment & onboarding
- Dealer evaluation against capital and workshop capacity, commercial terms, agreement and onboarding, training and enablement, launch support for the first 90 days. Typical wave: 12–20 dealers appointed per state.
- Re-appointment
- For manufacturers cleaning up an inherited or degraded dealer network: performance audit, tier re-segmentation, graceful exits for non-performers, and migration of their farmers to productive dealers.
- Incentive, credit & after-sales
- Incentive and credit schemes that keep dealers solvent, plus spares and after-sales linkage so every appointed dealer can service the machine. The wrap that decides whether the farmer buys from you again.
- Sales MIS & field tools
- Primary and secondary sales dashboards, territory reporting, and mobile field-force tools deployed with your IT team. Built to be owned internally after handover, not to create a dependency.
Commonly bundled with
Clear answers before the call.
- Yes. The tier design depends on ticket size, service intensity, and how often the farmer comes back. A tractor or harvester typically needs a 3-tier dealer network with deep after-sales and spares; a rotavator, seed drill, or sprayer can run a leaner 2-tier dealer model; a power tiller or thresher often sells through a single appointed dealer per block. We fix the dealer economics and territory map before you appoint anyone.
- Yes — this is most of our channel work. We start with a dealer-network audit that surfaces the non-performers, the over-stocked dealers, and the open territories, then sequence a re-appointment plan that retains your productive dealers and migrates the rest. No blanket terminations, no market shock to your farmers.
- Engagements are scoped against phases — audit, redesign, dealer appointment, sales MIS — and priced as fixed fees per phase. A typical state-level dealer-network redesign runs ₹15–35 lakh across 4–6 months. We do not take dealer commissions or appointment kickbacks.
- Yes, as an optional phase. Many manufacturers extend into a 6- or 12-month sales engagement that runs the weekly rhythm, coaches area managers, and builds the sales MIS the leadership team uses to manage primary and secondary sales across the dealer network. Priced as a fixed-fee retainer.