P&Q caught up with Gavin Cole, executive vice president of sales at Kirby-Smith Machinery, during an industry event early in the fourth quarter. Cole, whose company serves customers across Texas, Oklahoma and parts of Missouri and Kansas, shared his perspective on the business climate, technology adoption and more.
P&Q: How has 2025 shaped up for the markets you serve?
It’s been a year of continued growth. Texas continues to expand, and Oklahoma is really starting to pick up, too. It’s been a good year for both customers and dealers, with steady growth across the board. People are making decisions in a very uncertain political environment, trying to stay ahead of potential tariffs and make prudent choices for the year.
P&Q: What’s happening on the equipment and technology front?
The industry’s moving fast right now. At ConExpo a couple of years ago, it didn’t feel like there was much new – but that’s changing quickly.
You’re going to see a lot of innovation rolling out into 2026. Producers are pursuing what I’d call ‘aggressive efficiency,’ finding ways to scale, operate smarter and grow sustainably.
The technology is following that demand. Manufacturers are working to integrate AI, automation and data tools into their equipment, and every step is about improving productivity and performance.
P&Q: What’s driving the adoption of these technologies?
Customers have been asking for efficiency for a long time, and they want to be productive. Now, multiple technologies are starting to converge. When you look at new equipment today, you’re seeing GPS, LiDAR and other systems coming together. On top of that, software is helping track machine performance. It’s all the pieces of the puzzle finally working seamlessly.
P&Q: What kind of organizational changes do producers need to make to keep up with these tools?
The companies that are progressing with technology have specific people focused on it because so much of it comes down to data collection. You’ve got to have people who can pay attention to that data, refocus it and keep improving. There’s a lot to stay on top of – going into websites, downloading information, putting different tools in different places. It’s super important to have a group of people who can manage that.
P&Q: How has all of this changed the dealer’s role?
Our job is to help our customers tool up correctly for where they want to go. That part hasn’t really changed. We’re still focused on staying with them, supporting them and providing the right products – along with the expertise and service to back it up.
What’s changed is that we’re bringing on more people who are versed in the technology and can help customers use it. But at the end of the day, it’s still a relationship business. The key is staying close to the people who are making decisions and understanding what they need.
P&Q: As we head toward 2026, what’s your outlook for the industry?
I see next year as a really good one – driven by big projects and the material needs that come with them. The part that’s hard to predict is how administration decisions will impact all of that. So right now, the key is to stay in communication with your dealer, work as a team with the manufacturer and make decisions based on the information we have. The main thing is to stay out in front.
