Burned Out and Out of Options
In 2018, Ben Nelson hit a breaking point. After more than a decade of running Farm Equipment USA, the stress of ownership had taken a toll. “I had a nervous breakdown and was put in a hole that forced me to start asking some questions,” he said.
For years, Ben had resisted hiring outside help. As a boots-on-the-ground farm equipment dealer, he doubted a business coach—especially someone outside his industry—could understand his world. But after a Google search and a strategy session with Allison Dunn, he felt a shift. “Farmer culture and her culture are completely different,” he said. “Like, look at me—I got dirt on my feet.” But he also recognized a deeper connection. They shared the same DISC profile. She listened. She got it.
From Survival to Stability
Ben had been operating his business in survival mode for over a decade. “It was my nest egg,” he said. “I didn’t realize I could spend it.” But Allison helped him see that growth didn’t have to mean recklessness. It could be intentional. It could be strategic.
She introduced a simple but powerful mindset shift: thrive, not survive.
From that starting point, Ben began taking steps that once seemed impossible—like reinvesting in his business and planning long-term instead of living deal-to-deal.
Trust, Growth, and Calculated Risk
One of the first major changes Ben made was investing his savings into expansion. Allison didn’t push—it was his decision—but she helped him see the opportunity and supported him as he stepped through the fear.
Coaching also helped Ben manage the emotional side of leadership. In the early days, he battled panic, depression, and overwhelm. As his confidence grew, so did his clarity and willingness to lead intentionally.
“The company has changed to what the team wants to do, rather than me,” Ben said. “And now it’s what they’re creating. Thriving is pretty cool.”
Shifting the Culture
As the business grew, Ben noticed a new challenge: he was growing, but his team wasn’t. To change that, he plans to send his staff to coaching sessions with Allison so they can take more ownership of their roles and decisions.
He’s also drawn surprising leadership insights from an unexpected source—Motocross. Just like practicing wheelies helps riders stay calm during risky landings, Ben sees coaching as the business version of that training. It helps him and his team build a muscle for risk, resilience, and forward momentum.
A Confident, People-First Leader
Ben now describes Allison as “very high profile, driven, and a great listener.” Coaching helped him rebuild his mindset, gain control of his business, and step into a leadership role that reflects his values.
“I don’t want to give any good recommendations,” he joked, “because then she’ll get too booked.”
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