This downturn has been different than others in many ways. The COVID supply chain disruption saw 01-15 years worth of price increases over a three period. Interest rates, poor crop prices, and high input cost has reduces the numbers of buyers in the market to or just flat drove them out of business. 1-2 year equipment is still expensive for most buyers, 3-5 year ole d equipment is a dwindling sweet spot, and 6-10 year old equipment is bringing top dollars for most sellers. As dynamic change more  understanding of the big picture of who the customer is, how many are available, and what their long term future may hold is getting harder and harder. I this class we will look at strategies on how to deal with the new normal.