The farmer in the article got what he considers a good quality used tractor for $18,000. How will you convince him to buy one from your new, untested company?

The farmer in the article got what he considers a good quality used tractor for $18,000. How will you convince him to buy one from your new, untested company? I don't know much about tractors, but I don't think you can go much lower than $18k and still make your costs back.