The SMA Way: Customer Service, Agriculture & Leadership
In agriculture, success isn't measured by how quickly you make a sale, it's measured by how well you serve the people behind it.
On a recent episode of The Germinate Podcast, Joe Sampson sat down with Craig Scholz of Southern Marketing Affiliates (SMA) for a conversation about customer service, leadership, innovation, and why relationships remain the foundation of the agricultural industry.
After nearly 30 years in the aftermarket parts business, Craig has seen agriculture evolve in countless ways. Equipment has become more advanced. Technology has transformed how customers order parts. Warehouses have become more automated. But through all of those changes, one thing has remained constant: people still want to do business with people they trust.
That philosophy is embedded throughout Southern Marketing Affiliates in what the company calls "The SMA Way."
At its core, it's a simple idea.
Treat people the way you want to be treated.
Whether it's helping a dealership find the right replacement part, supporting a repair shop during a busy season, or assisting a farmer who needs equipment back in the field, every interaction matters.
Craig believes great customer service isn't about simply processing orders—it's about solving problems.
As more customers place orders online, the role of customer service has changed dramatically. Instead of answering phones to take orders, today's customer service teams spend much of their time helping customers navigate challenges, answer technical questions, and find solutions when something doesn't go according to plan.
Technology has improved efficiency, but it hasn't replaced the need for knowledgeable people.
That balance between innovation and relationships became another major theme throughout the conversation.
SMA has invested in automation throughout its distribution centers, improving warehouse operations and making order fulfillment faster and more accurate. But Craig is quick to point out that technology is there to support people—not replace them.
The same philosophy applies across agriculture.
As equipment becomes more sophisticated and businesses adopt new technologies, success still comes down to having experienced people who understand the customer and know how to solve problems.
The conversation also explored how Southern Marketing Affiliates has grown over the years.
Rather than focusing solely on expansion, SMA has built its business by partnering with successful companies that already have strong customer relationships and talented employees. From Tisco to Canadian Farm Supply and other acquisitions, the strategy has been about preserving what works while creating new opportunities for growth.
For Craig, however, leadership extends well beyond business.
One of his greatest passions is mentoring young people through 4-H and FFA. He shared stories about helping students develop confidence, improve their communication skills, and discover careers within agriculture—many of whom had little or no agricultural background before joining the programs.
Watching those students grow into leaders has become one of the most rewarding parts of his career.
It's a reminder that leadership isn't about titles or positions.
It's about investing in people.
Whether he's coaching a future FFA officer, training a new employee, or helping a customer solve a difficult problem, Craig approaches each opportunity with the same mindset: leave people better than you found them.
Perhaps that's the biggest lesson from this conversation.
Agriculture continues to evolve. Technology will continue to improve. Warehouses will become more efficient, and equipment will become more advanced.
But the companies that stand the test of time won't simply be the ones with the newest technology.
They'll be the ones that never lose sight of the people they're serving.
Because at the end of the day, the strongest businesses aren't built on products alone.
They're built on trust, service, and relationships that last for generations.
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