Precision Selling: Building Relationships with Large Farmers

Learn strategies for working with large-scale producers, explore the intricacies of working with growers and elevate your sales approach for impactful results.

PROGRAM Dates:

July 16 – 17, 2024 (Indiana)
July 30-31, 2024 (California)

Registration Fee:

$2,695/person

Location:

West Lafayette, IN | San Luis Obispo, CA

PROGRAM INFORMATION:

For more information about this program, contact:

Aissa Good
765-299-3486
aissa@purdue.edu

 

Registration fees are due upon receipt and cover all program materials. Registrations are accepted on a first-come, first-served basis. Once full, names will be added to a waiting list. Please review our cancellation policy.

Program Overview

Managing key accounts requires a diverse skill set — skills often more closely aligned with management than traditional sales. During Precision Selling: Building Relationships with Large Farmers, Dr. Scott Downey will lead you in specifically addressing 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.

This program is especially beneficial if you are responsible for, or have similar responsibilities to: serving and selling to key accounts, managing relationships with key clients, serving local and regional markets, developing strategies for evaluating customers on profit and growth potential, and integrating technical and sales efforts with customers.

For questions about this program or more information on who should attend, please contact Aissa Good at aissa@purdue.edu or (765) 299-3486.

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

During 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.

Educational Credit

You can earn CEU and CCA credit at this program.

FACULTY MEMBERS

David Downey

EXECUTIVE DIRECTOR EMERITUS AND PROFESSOR EMERITUS
Staff Bio

David Downey

Dave Downey founded and serves as the executive director emeritus of Purdue University’s Center for Food and Agricultural Business. He is responsible for the development of executive and management education programs for a wide array of individual companies, trade associations and public programs. The center has become recognized as the leader for agribusiness executive educational programs in the United States. It annually attracts hundreds of agribusiness professionals from across North America and around the world.

Dave is also professor emeritus of agricultural marketing at Purdue University. He has taught courses in agri-selling and agri-marketing strategy and helped develop Purdue’s major in agri-sales and marketing, the first such program in the country. Over his career, he has taught and counseled more than 10,000 students.

Dave’s primary focus is on marketing and selling to farmers. He has been deeply involved in many studies of farmer buying behavior, including Purdue’s Large Commercial Producer Project, a regular study of the attitudes and buying patterns of large growers across North America.

Dave has received several recognitions for professional excellence, including four major teaching awards from Purdue University and two national awards from the American Agricultural Economics Association. In 2004, Dave was recognized with the Special Boilermaker award from the Purdue Alumni Association for his “significant contributions to improve the quality of life and betterment of the educational experience for Purdue students.” In 2007, Dave was presented with the Distinguished Ag Alumni award from the Purdue Ag Alumni Association for his outstanding service to agriculture.

He has published three widely accepted books in his field. He is co-author of a new book, ProSelling: A Professional Approach to Selling in Agriculture and Other Industries, the most complete book on agri-selling in the market. It is used extensively by colleges and universities across North America. He has authored other books, including Agribusiness Management, published by McGraw Hill, and AgriSelling: Principles and Practice.

Dave is widely recognized as an agribusiness consultant in North America and in various countries around the world. He has worked extensively with Ravensdown, a leading input supplier in New Zealand and has held numerous seminars in Australia. He has worked extensively with Valley Irrigation in South Africa and with Valley territory managers from around the world. Dave was recently invited to speak with several hundred agronomic distributors in Brazil and has presented seminars to ag retailers in Argentina, Central America and the Caribbean. He has been invited to speak in the United Kingdom, France and Poland. He also taught an intensive, two-week marketing course in an agricultural MBA program in Beijing, China.

Scott Downey

DIRECTOR AND PROFESSOR
Staff Bio

Scott Downey

Scott Downey is the director of the Center for Food and Agricultural Business and a professor in the Department of Agricultural Economics. He teaches in many of the center’s programs, as well as leads sales and marketing courses of over 300 undergraduate students each semester. Scott joined Purdue University on a full time basis in 2000 after spending 15 years in the financial services industry. He is also the lead author of “ProSelling: A Professional Approach to Selling in Agriculture and Other Industries.”

Scott is a frequent speaker and consultant for agribusiness industry sales teams on professional development topics like precision selling, sales management and competitive sales strategies. The discovery process he created has been adopted by Fortune 300 companies and has been presented all over the world.

Scott received his bachelor’s degree at Purdue University in 1985 and his MBA from Cal Poly in San Luis Obispo, Calif., in 1991. He completed his doctorate at Purdue in 2007 in consumer behavior, looking at the relationship sales preferences of ruralpolitan buyers.

He has served as an adviser to the Purdue chapter of the American Advertising Federation and helped students found the Purdue Ag Sales and Marketing Club. He is active in the National FFA sales competition and has been active on local boards at United Way and other organizations.

Scott is a fellow of Purdue’s Teaching Academy, which strives to bring together the best teaching faculty from across campus. He is the recipient of the 2012 Richard Kohls Outstanding Undergraduate Teaching Award in the College of Agriculture at Purdue. He won a national teaching award in 2011 from the Agriculture and Applied Economics Association, the service organization for academics in agricultural economics.

His wife, Laura, is a veterinarian and currently heads a business that provides patient drug adherence products to pharmacies.

Program Agenda

*A printable pdf of the agenda is available for download here.

Tuesday, August 8

8:00 a.m.
Welcome and Introductions

Implications of Evolving Ag and the Sales Process

The Discovery Process

Living Case Introduction

12:15 p.m.
Lunch

1:15 p.m.
Discovery Preparation

Live Discussion with Producers

Living Case Implications – What Have We Learned?

5:00 p.m.
Wrap Up Day 1

Wednesday, August 9

8:00 a.m.
Coffee House Chat – Debrief of Day 1

Targeting the Right Customer — Prospect Priority Index

12:00 p.m.
Lunch

1:00 p.m.
Prioritizing Prospects

Individual Strategy Development

Individual Strategy Presentations

3:45 p.m.
Debrief and Concluding Comments

4:00 p.m.
Wrap Up Day 2

*Schedule is subject to change

Travel and Information

San Luis Obispo, CA

Hotel San Luis Obispo (Meeting space – Seven Sisters A)
877 Palm Street
San Luis Obispo, CA 93401

Hotel

A block of rooms has been reserved at the Hotel San Luis Obispo. Please contact the Hotel San Luis Obispo at (805) 234-9391 to make your reservation. Be sure to mention you are with the Purdue Precision Selling West program to receive the $279/night room rate. Hotel check-in time is 4:00 p.m. PT and check-out is 12:00 p.m. PT.

Hotel San Luis Obispo
877 Palm Street
San Luis Obispo, CA 93401

Meals

Please plan to eat breakfast before attending the program. Lunch will be provided for you both program days (August 8 and 9). Beverages and refreshments will be available to you throughout both days.

What to Wear

Attire for the program is business casual. The month of August in San Luis Obispo has an average high temperature of 80 degrees and a low of 54 degrees.

Materials

Materials will be provided for you throughout the program.

Seminar Payment/Cancellation

Payment for the program is due upon registration. Please refer to our cancellation policy for full details and information.

For more information, contact:

Khyleigh North
Customer Relationship Manager
(765) 494-4328
northka@purdue.edu

TRAVEL AND INFORMATION

Program Location

Purdue University
Beck Agricultural Center
4550 US 52
West Lafayette, IN 47906

Hotel

A block of rooms has been reserved at the Union Club Hotel located at the heart of Purdue’s campus in West Lafayette. Contact the Union Club Hotel at (765) 494-8922 or click here to make your reservation. Remember to mention that you are with PRECISION SELLING 2024 to receive the $169/night room rate. Check-in is 4:00 p.m. and check-out is 11:00 a.m. The room block and discounted rate will expire at 5:00 on June 17.

Union Club Hotel
201 Grant Street, West Lafayette, IN
(765) 494-8922
Across the street from Krannert
Locate with google maps

GETTING TO PURDUE UNIVERSITY: DIRECTIONS AND MAPS

Parking

Parking during the program will be available in the Grant Street Parking Garage (101 N. Grant Street). You will take a ticket upon entering the garage and be given a swipe ticket to get out of the garage. The Grant Street Parking Garage is a 1-min (0.1 miles) walk from the Krannert Building.

Meals

Please plan to eat breakfast before attending the program. Lunch will be provided for you each day. Coffee, soft drinks and refreshments will also be available throughout each day.

What to Wear

The attire for the program is business casual. The average temperature in West Lafayette in July ranges from a high of 85 degrees to a low of 66 degrees. Layers are recommended for the classroom.

Materials

Materials will be provided for you throughout the program. All of the presentations will also be emailed to you following the program.

Seminar Payment/Cancellation

Payment for the program is due upon registration. Please refer to our cancellation policy for full details and information.

Contact

Cooper House
Event Manager
(765) 418-6993
chouse@purdue.edu

Travel and Information

Hotel

A block of rooms has been reserved at the Courtyard San Luis Obispo. Please contact the Courtyard San Luis Obispo at (805) 786-4200 or click here to make your reservation. Be sure to mention you are with the Purdue Precision Selling West program to receive the $199/night room rate. Check-in time is 4:00 p.m. PT and check-out is 12:00 p.m. PT. The room block and discounted rate will expire at 5:00 p.m. PT on July 15, 2024.

Courtyard San Luis Obispo
1605 Calle Joaquin
San Luis Obispo, CA 93405

Getting Around San Louis Obispo

Courtyard San Luis Obispo is conveniently located just 5.1 miles from the San Luis Obispo County Regional Airport.

Rideshares (Lyft & Uber), rental cars, and taxis are available for travel to and from the airport.

Parking

Self-parking is available for $15/day.

Meals

Breakfast and lunch will be provided for you on both days (July 30 and 31). Beverages and refreshments will be available to you throughout each day as well.

What to Wear

Attire for the program is business casual. July in San Luis Obispo has an average high of 79 degrees and a low of 53 degrees.

Materials

Materials will be provided for you throughout the program.

Seminar Payment/Cancellation

Payment for the program is due upon registration. Please refer to our cancellation policy for full details and information.

Contact

Taryn Nance
Associate Director
(765) 714-2771
tnance@purdue.edu

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.

Precision Selling: Building Relationships with Large Farmers

Learn strategies for working with large-scale producers, explore the intricacies of working with growers and elevate your sales approach for impactful results.

Precision Selling: Building Relationships with Large Farmers

B2B Relational Selling enhances your ability to articulate the value of your product or service and how it solves your client’s problems. Register today to elevate your sales game and gain the skills to build lasting client relationships!

Search
Close this search box.