Targeting segments of buyers has always been the focus of marketing efforts, regardless of product or industry. But customers don't buy as segments.
There are disconnects between marketing and sales. Organizations today need to invest in marketing the same way they once invested in sales.
A larger and larger share of all input purchases are made by fewer and fewer farmers, making each one increasingly important to input suppliers.
For better or worse, marketing and sales efforts affect not only the profitability of a firm but also the firm’s liquidity, or its ability to meet short-term financial obligations.
In the past, we took the characteristics that made salespeople (or ourselves) successful over the last 20 years and looked for those traits in potential hires. What do we do when the world is more complex?
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.