Built on Experience. Focused on What Works.
How We Show Up
Every day, we work with dealers and manufacturers to help them think through challenges, make better decisions, and improve how their businesses operate.
We focus on the areas that matter most:
- Leadership alignment and accountability
- Operational performance across parts, service, and sales
- Organizational growth and structural changes
- Decision-making under pressure
- Developing leaders at every level
- Turning strategy into consistent execution
- Navigating dealer–OEM relationships
- Business performance, valuation, and long-term planning
Grounded in Today’s Reality
We stay actively engaged in today’s equipment business.
We don’t rely on outdated playbooks or recycled frameworks. We stay close to dealers and OEMs, listening, evaluating, and understanding the challenges they’re navigating in real time.
That perspective shapes everything we do.
We develop courses, programs, and solutions alongside experienced subject matter experts ensuring what we deliver reflects how the business operates today, and what it requires moving forward.
A Team Built for the Work Itself
Harvesting Potential is structured to scale with the work.
We are supported by a curated network of specialized advisors, allowing us to address increasingly complex challenges. Each engagement is intentionally designed and led by Harvesting Potential, ensuring clarity, confidentiality and consistent outcomes, regardless of scope or size.
A Faith Based Business
We believe the challenges we’ve faced and worked through have a purpose.
Those experiences along with our faith shape how we approach our work today. They’ve given us perspective, resilience, and a responsibility to help others navigate the same kinds of challenges in their own businesses.
Why Clients Work With Us
We understand the business at every level.
We stay close to the realities of the industry.
We've lived the challenges ourselves.
We focus on what drives results.
Zach Hetterick
Founder
Zach Hetterick is a trusted advisor to dealerships and manufacturers, bringing a rare combination of experience across both the dealer and OEM sides of the industry.
He went from working the parts counter at a John Deere dealer when he graduated from The Ohio State University to leading the High Horsepower division for Case IH North America. Along the way he worked for AGCO corporate, was a territory salesperson for Ohio CAT, served in parts and wholegoods territory roles for CASE IH and led the livestock division for North America for Case IH.
At just 36 years old, he was appointed CEO of a farm equipment dealership that he grew to 11-locations, where he led rapid growth and organizational transition.
Zach founded Harvesting Potential in 2020 to help dealers and manufacturers succeed. He works directly with clients as an advisor and coach. Zach is a certified CVA (certified valuation analyst) and also a John Maxwell certified coach and DISC certified consultant. Known for his integrity, ability to connect with people, and service to others Zach relishes in helping others succeed.
Heather Hetterick
Business Manager
Heather Hetterick brings a unique mix of heavy equipment and agricultural industry experience, operational leadership, and an entrepreneurial perspective to Harvesting Potential.
Her career began in agricultural media as a farm broadcaster. She later worked at the Association of Equipment Manufacturers (AEM), where she supported member communications and collaborated with equipment manufacturers across the off-road industry.
Heather then served on the leadership team of an 11-location farm equipment dealership, where she led major operational initiatives, including a dealership rebrand, new facility development, internal communications and SOPs, customer satisfaction programs, acquisition communication planning as well as leading the marketing strategy.
In addition to her industry roles, Heather has owned and operated multiple businesses, giving her firsthand experience as both an employer and a business owner. At Harvesting Potential, she leads business operations and client engagement, helping ensure work is aligned, executed effectively, and focused on practical solutions for real-world challenges.
Member of the John Maxwell Team
We use a comprehensive curriculum crafted by John Maxwell and his team. It is the top leadership coach certification program in the world.
Zach Hetterick is a certified member of the John Maxwell team. He has more than 300 hours of training and is personally mentored by the John Maxwell team faculty.
Certified Valuation Analyst (CVA)
Zach Hetterick is a CVA (Certified Valuation Analyst) bringing specialized expertise in business valuation to help clients make confident, data-driven decisions.
The CVA credential reflects advanced training in valuation methods, financial analysis and defensible reporting.