We all know that buying and selling agricultural inputs is more than just receiving or offering a lower price. But can we be more specific?
Yield and price risk take center stage in most discussions surrounding risk in agriculture. While these are obviously important aspects of risk to any farm business, the risks faced by agricultural producers are much broader than prices received for products sold and the risks associated with physical production of outputs.
Marketers today don’t have the relatively simple tasks of informing, persuading, or reminding. Salespeople don’t have the relatively simple task of convincing someone to buy from them. For both of these functions, the challenges today aren’t about outgoing messages at all.
Part of understanding our customers' businesses involves understanding the elements they believe lead to their success.
Knowing your customer base is more important than ever, especially when your customer base includes the complex operations run by today’s large-scale commercial agricultural producers.
When it comes to conducting business, there isn't a more important word or concept than customer trust.
Marketers talk a lot about differentiation. The problem is that their processes can be a little self-centered rather than customer-focused.
Effective sales discovery is a conversation. Making it useful to both sides requires plenty of planning on the part of the salesperson. It means giving thought to how the conversation benefits the customer, not just the seller.