Precision Selling: Building Relationships with Large Farmers

Precision Selling: Building Relationships with Large Farmers

Program Overview

Managing key accounts requires a diverse skill set—skills often more closely aligned with management than traditional sales. At this two-day seminar, you’ll specifically address strategies for working with large-scale producers in the evolving agricultural marketplace. You’ll explore complexities of working with growers and delve into the areas of strategic account planning, resource allocation, information analysis, and the use of sophisticated selling tools.

Precision Selling exceeded my expectations. The presentations were fantastic, and the information is immediately applicable. The hospitality was great.“- Noelle Harding, District Sales Manager Westway Feed Products

Key Benefits

At this seminar, you will:

  • Establish a framework for handling key accounts.
  • Create a plan for developing one key customer relationship and outline necessary action steps.
  • Participate in a live interview with large-scale farmers and immediately put into practice the tactics learned in the classroom.
  • Learn how to build stronger partnerships with customers.
  • Review best practices and characteristics of high-performing sales professionals.

Program Content

Precision Selling: Understanding Market Dynamics

Changing producer preferences have shifted in the market from responsive to proactive selling. Looking ahead, we anticipate dramatic changes in the factors that influence agricultural purchasing—not the least of which are those involving large operations.

The Discovery Process

The complexity of large farm operations requires a unique approach to conveying ways that sellers can provide value. Large-farm operators have needs that extend far beyond the basic products, services and information that are provided to traditional customers. They also are heavily influenced by technical experts and advisors on and off of the farm. During this session, faculty will walk through the ways the needs of the farmer and the influencers have to be intentionally explored in order to discover actionable seller goals.

The Farmer Interview

Two large-scale producers will be invited for an interview session about how they make decisions for their operations. Participants will prepare discovery questions for the farmer guest and Purdue faculty will facilitate the discussion. Following the interview, the group will debrief what was learned about factors that influence farmers’ decisions.

Prioritizing and Targeting Prospects

Customers are too complex to invest in every opportunity and need. When determining which customers to spend time with, sellers need to consider profitability and the ability to foster a positive gain for the farmer, along with operation size, growth potential and management ability. Purdue faculty will walk you through the Prospect Priority Index tool to help identify where to focus your efforts.

Strategic Account Planning

Purdue faculty will lead you through the development of a strategic account plan for a key customer identified in the Prioritizing and Targeting Prospects session. As this plan is developed, you will use the concepts you learned about the discovery process, how to work with influencers, and the resources and steps needed for an action plan. This plan will include specific steps with questions and call objectives. This process will give you an actionable tool that can be put into practice as soon as you return to the office.

Co-Creating Value

Value is easily measured as price, but is much more difficult to measure as a benefit. Sellers can identify means of co-created value through a four-step process of identifying resources, making competitive comparisons, locating differentiation points and mapping to customer preferences.

Precision Selling was fantastic. The discovery process information will be so useful for me. I plan on sharing these strategies to help my dealer salespeople.“- Jarah Hauger, Dealer Development Specialist John Deere

Who should attend?

If you’re responsible for serving and selling to key accounts, this is the program for you. Participants typically are responsible for:

  • Managing relationships with key clients.
  • Serving local and regional markets.
  • Developing strategies for evaluating customers on profit and growth potential.
  • Integrating technical and sales efforts with customers.

Program Agenda

*Please note that Indiana is on Eastern Daylight Time (EDT).
*A printable pdf of the agenda is available for download here.

Wednesday, July 29

9:00 a.m.
Welcome and Introductions

Implications of Changing Ag

The Discovery Process

Living Case Prep

12:30 p.m. – 2:00 p.m.

2:00 p.m.
Live Discussion with Producers

Implications of Living Case – Large and Small Group Discussions

5:00 p.m.
Wrap Up

Thursday, July 30

9:00 a.m.
Coffee House Chat – Debrief of Day 1

Targeting the Right Customer — Prospect Priority Index

11:30 a.m. – 1:00 p.m.

1:00 p.m.
Individual Strategy Development

Individual Strategy Presentations

4:00 p.m.
Debrief and Concluding Comments

*Schedule is subject to change

Travel and Information

Program location

Stewart Center
128 Memorial Mall
West Lafayette, Ind. 47907


We have room blocks reserved for the group, checking in on Tuesday, July 28 and checking out on Thursday, July 30. If you have not done so already, please contact the Hilton Garden Inn West Lafayette to make your reservation ahead of time to receive the group room rate. Check-in is at 3:00 p.m. and check-out is at 11:00 a.m. Please mention that you are with the Precision Selling group (code: SELL).

Hilton Garden Inn
356 East State Street, West Lafayette, IN
(765) 743-2100
Distance from campus: 1.9 miles
Locate with Google Maps

Getting to Purdue: Travel and Airport Info

Arrival and Departure/Transportation

Parking is available at the hotel and in the Grant Street visitor parking garage across from the Purdue Memorial Union Club Hotel. A free shuttle is available at the Hilton Garden Inn up to campus. Please make your reservation for the shuttle at the front desk.


Please eat breakfast on your own before arriving to class. We will provide lunch both days and coffee, soft drinks and refreshments will be available throughout each day. There will be a networking dinner on Wednesday, July 29.

What to wear

Attire for the conference is business casual. Summer in Indiana is typically very warm and humid. Please dress appropriately.


Workbooks, hand-outs and other materials will be provided at the seminar. All of the presentations will be available electronically following the program.

Seminar Payment/Cancellation

Payment for the seminar is due upon registration. If you are unable to attend, please refer to our cancellation policy. Substitutions are accepted at any time.

For more information, contact:

Danielle Latta
Senior Program Manager

Program Cancellation Policy

If a participant is unable to attend a Purdue University Center for Food and Agricultural Business program, the participant may choose to: 1) transfer their registration fee to another participant within the same company, or 2) choose to receive a credit for the same program or another program that takes place within the 12 months following the originally booked event. However, a request to use a credit must be received no less than 30 days prior to the program start date, otherwise the credit will not be valid. No refunds will be issued regardless of cancellation date.

The Center for Food and Agricultural Business reserves the right to cancel a program due to low enrollment or other circumstances which would make the program non-viable. If a program is cancelled, registrants will be offered a full refund. Should circumstances arise that result in the postponement of a program, the Center for Food and Agricultural Business has the right to either issue a full refund or transfer registration to the same program on the new future date. The Center for Food and Agricultural Business will not be responsible for reimbursement of any participant expenses related to the cancellation or postponement of an event.

Should circumstances arise due to COVID-19 that result in the postponement of / or change to an online program, the Center for Food and Agricultural Business has the right to either issue a full refund or transfer registration to the same program on the new future date.