I have participated in many negotiations for agricultural inputs. In a recent experience, I have comparatively transferred the situation with a story known to all. Surely you have had to see when Little Red Riding Hood is about to define the purchase of an input for the field and the wolf is salivating it? It is as if the mechanics of selling at all prices without taking into account what the producer really wants or needs ends up being more important than the customer itself.
When one generates during the sales process an inappropriate scope or actions that put or make the customer feel uncomfortable, the fuel tank needle begins to drop very quickly.
Clearly, the agricultural marketing of your business is not an easy task, it is still looking for its place in the company, demanding valuation and crying out for active listening.
For now, a large part of agribusiness companies are immersed in an error. They only talk about themselves and move forward with pressure on the customer to define their purchase.
I have counted up to 12 calls to a producer within 3 hours for the sole purpose of selling to him. And after that… what flavor is left in the farmer?
We always ask the same questions about a sale.
Do I have to sell more to earn more? How do I convince him? What else can I offer you? I consider these questions to be wrong in the beginning.
I invite you to reason it together!
Facilitate vs require
Giving instead of asking is a considerably more effective and powerful agromarketing rule. Providing positive signals to your agricultural customers or consumers is a strategic affinity and marketing instrument, and not, suing or chasing them to achieve something from them. The «today I use you and I leave you, it doesn't go anymore». A company cannot depend on moments but on a plan, a joint vision of the entire company.
Watch out!. Certain actions make the concept and application of agricultural marketing lose value. It is logical to understand that the central axis of any company is profit, but when it comes to the most important part of the sales process, generating and giving real value to active and potential customers, the view begins to fail.
The mess of asking
Depending on the type of question, you can open up a conversation. This is not to say that that conversation builds bridges of empathy and strong interaction with customers. All the details can alienate a customer.
On various occasions and in certain circumstances, seeking to finalize a speedy sale works efficiently. The sale is opportunity, where the predisposition to buy, the money available and the immediate need are concentrated. This scenario almost always occurs when the sale does not involve a complex transaction or a large sum of money. There, things change.
In order to clarify what was raised, I bring you this anecdote:
A salesperson goes through the field or business to offer their products and leaves promotional brochures as usual. After a few days he communicates by phone to find out about the decision, repeating the calls 2 or 3 times a week, including the occasional Saturday afternoon with the usual question, Are you going to buy my products?, which had already been answered several times, that it was not of interest. Internally, the agricultural producerYou already know that these products are of low quality, that they are not going to give you the benefit you are looking for and even that they can damage your crop. Indeed, you are sure that the after-sales service is of poor quality. It is clear and real that the only thing that salesperson is interested in is money. Now, take this simple fact to your day to day, to your work life, take it down to earth to live it under your own experience. It is time to redefine your marketing strategy, the sales methodology.
This sales mechanism described is similar to asking a farmer you just met at an exhibition for a business meeting. The answer you will receive will most likely be a "yes" if you talk to him and build a connection before proposing the meeting.
On the contrary, if you naturally approach him in the exhibition, interrupt his moment, pat him on the back, introduce yourself and propose a meeting, he will most likely say "no."
Would you meet someone who might be intrusive or just a bore?
The virtues of good agromarketing
Instead of sustaining itself by sending emails, filling your customers with phone calls and invading the media and networks with offline and online advertising, I reflect and propose the formula: "3 times give, before selling."
Build a bridge of trust with a solid foundation in your credibility and that of your products, before the first offer.
By listening you learn. Survey the current and future needs of your customers, talk about solutions not products. Go slowly, generate a loyal customer, and do not fall into the immediate need to fill your pocket (the company must accompany).
In many cases, the experience of the exchange is more important than the message. The objective should be "deeds and not words".
Show the agricultural producers what in team with your company they can do for them and do not ask for anything in return, at least in the beginning of the relationship.
Giving three times before selling will help you develop an agribusiness with a future. In this way the client already believes in you, there is a bond and feels accompanied in his daily task as future. The motivation to receive you on your visit is a good commercial sign.
If so, "Calls the sale."
Trust, stable relationships, and bonding are built through active listening and understanding of your target audience. It is not a matter of chance "find a loyal customer". Apply loyalty marketing strategies.
