Good marksmen or ‘snipers’ are not only accurate every time, but also patient, precise, and resilient. They must have excellent knowledge regarding their terrain, target, and weapon. Over the past three years, Case IH has been training their ‘snipers’ to be resilient and purpose-driven salespeople who understand their products and farmers’ specific needs.

In 2023, Case IH began offering their ‘Sniper’ precision-technology training to dealerships across South Africa and Africa. The name was inspired by South Africans’ love for hunting, and while the Americans run a similar training session known as ‘Top Gun’, ‘Sniper’ was simply a better fit for South African culture and the local marketplace.

The value of a Case IH ‘sniper’

This ‘sniper’ training week provides a focused approach to precision technology in an agricultural market where most manufacturers’ machinery is already on a similar level in terms of engine power, hydraulic flow, and transmission types.

The real difference lies in the service delivered by the dealers and the quality of the precision technology available. During annual ‘sniper’ training, these aspects are fully covered in a five-day training session.

The first three days focus on technical training and knowledge of Case IH precision products, while the final two days focus on selling these products. The training comprises a combination of theory and hands-on experience. Over the past three years, the training week has grown substantially – from 70 participants in 2023 to 180 attendees this year.

Although the basic principles of the machines don’t change annually, the software and technology are constantly developing. This kind of development effectively makes the product new again, which is why Case IH needs to keep dealers informed. This ensures that their ‘snipers’ always remain sharp.

Training with a difference

A group of international specialists from Europe and the United Kingdom also participates in the yearly ‘sniper’ training. These product specialists, software engineers, and application and integration experts help train a large number of participants and allow dealers to connect directly with the people behind the technology.

The involvement of international Case IH specialists also highlights just how serious the EMEA management team is about the importance of this training. Dealers from South Africa, Tanzania, Zambia, Zimbabwe, Kenya and Mauritius have already participated in this training opportunity.

A group of participants learns more about Precision Spraying Technology with Skolla Pieterse and Arjan Uitjerlinde.

Specialised precision knowledge

The ‘sniper’ training week is divided into six different stations, each with its own focus.

Station 1: Case IH FieldOps

Esmond Coen explained the processes regarding machine registration, client profiles, and the use of Case IH FieldOps. Training covered telematics and agronomic data, as well as access via smartphones, tablets, and or computers.

Station 2: eTim, Raven Portal and software updates

Melissa Allen and Jan Hendrik de Kock from the after-sales team showed participants how to access and download software and the necessary information that pertains to Case IH and Raven precision technology. The key aspect of this station was ensuring that all participants knew exactly how to perform updates and where to find support material.

Station 3: Auto and aftermarket guidance

Frikkie Bronkhorst and Silvan Kolk from Raven Europe focused on field and steering patterns, screen functions, and the integration of Case IH GPS receivers. Training included practical demonstrations of retrofit systems on open-station and entry-level machinery.

Station 4: Application technology (Application control)

Nico Myburgh, head of Precision Technology, presented Raven’s latest solutions, including retrofit Hawkeye II spraying systems with Spot Spray and RCM control systems on planters and spreaders. Dealers could experience the technology firsthand.

Station 5: Guardian and Patriot sprayers

Skolla Pieterse and Arjan Uijterlinde from Raven Europe highlighted Case IH’s sprayer segment with the Patriot models. Training focused on the Hawkeye II system (Aim Command Flex II / Intellispray II) and VSN, a camera-based row-guidance system.

Station 6: OnBoard Case IH FieldOps data management

John Downes from Case IH Europe showed participants how data flows in two directions between Case IH FieldOps and Case IH or Raven displays. API integrations with third-party software were also discussed.

How does this training benefit the farmer?

The benefit to the farmer is simple: the more experts there are in the field, the faster problems get solved and the better the overall user experience becomes.

During the training week, the entire Case IH team, from workshop staff to salespeople, has the opportunity to gain an understanding of the basic functioning of the systems. Sharing this knowledge ultimately means that the farmer emerges as the winner.

Sniper of the year

To make things even more interesting for ‘sniper’ participants, two Snipers of the Year are chosen at the end of each training week. Finalists and winners are selected based on factors such as budgets, dealer size, product support, technical reports, marketing efforts, and collaboration with the whole-goods teams. The winners are therefore chosen jointly by both the commercial and technical teams.

These years’ winners are:

  • Second place in sales: Miguel Rebelo from Rebelo Agriculture Machinery in Tarlton, Gauteng.
  • Second place in technical knowledge: Dries du Preez from Valtrac in Viljoenskroon, Free State.
  • Overall winner: Riaan Leonard from Middelburg Case International, Mpumalanga.

Participants try the precision-technology seat simulator to gain real-world experience of the technology that can be integrated into equipment cabs.

Another successful training session completed

The growth shown by this training week over the past few years indicates just how valuable and important this type of coaching is. This year was no exception, and according to Frikkie Bronkhorst, Case IH Precision Farming Specialist for the Middle East and Africa, the feedback from both dealers and staff after the week was extremely positive.

“Case IH is grateful to EMEA management for the funding, and to all the dealers who participated wholeheartedly. The key lesson we took from the training was that there is a huge demand for more of these sessions. The hunger for knowledge is clear, and the ‘Sniper’ training is the perfect platform to meet that need,” Frikkies says.

The overall ‘sniper’ winner, Riaan Leonard and Dries du Preez, who finished in second place: technical knowledge.