Seed Dealers: Here’s How to Engage Farmers After the Sale

By: Justin Taylor, Sales Manager and Cole Condra, Customer Success Manager

Once you close a sale, it’s tempting to move on to the next customer. But, repeat customers are far more profitable than new ones. 

In fact, 65% of a company’s business comes from its existing customers. After one purchase, your customer has a 27% chance of returning to you. And after a second or third transaction, they have a 54% chance of making another purchase. 

So, you must continue to engage your customers after the sale to increase your bottom-line and ensure customer loyalty.

Today, farmers have more options and higher expectations. They demand someone who not only provides quality, high-performing products but can understand their world and help them make better agronomic decisions (learn more about how the sales landscape is changing).

The challenge for seed dealers is learning how to become more than an order taker a few months out of the year. Instead, you should serve as an extension of your farmer’s operation to help them move the needle across all success metrics. 

In this article, learn how to engage with them after you close the sale. 

First, what do your farmers want? 

When it comes to getting repeat business, knowing what your customer wants is most effective. And like most consumers, farmers make their buying decisions based on pricing and performance. 

If you’re a seasoned seed dealer, you know most of your post-harvest sales conversations consist of these three things:

  1. How the dealer’s seed performed on their farm that year by yield
  2. How their seed performed in trials in the region in the previous year
  3. Which new varieties are replacing varieties that are no longer available

 

Since technology is similarly accessible across the majority of hybrids these days, once a farmer feels confident their seed will perform to the status quo or above, their final buying decision rests in who they have an on-going relationship with. 

Farmers prefer to do business with seed dealers who can:

  • Understand their operation – inside and out
  • Forecast their profitability before making any decisions
  • Keep them updated on price changes
  • Provide valuable, tailored recommendations
  • Deliver a quick and easy process 

Getting involved in a variety of aspects of your farmer’s operation will help you position yourself as a trusted ag advisor. To do this, you’ll want to visit your farmer several times throughout the year. 

Of course, your farmer is a busy guy (or gal). To offer value while respecting their time, we recommend meeting them on their turf.

Here are 3 ways you can engage with farmers on their time and turf

  • Ride with them while planting the seed
  • Ride in the combine during harvest
  • Attend Field Days and other events

Field days and events throughout the year, as well as ride alongs, can keep your face and company in front of the customer, and show that you support their entire operation.

If you want to bring your product information, plans, or records with you, our Sales Tool is an iOS device that allows you to collaborate offline with your customers and engage them in a more meaningful conversation.  

You can organize everything into one place, adjust variables in seconds, and make recommendations that drive success on your customer’s farm.

To learn how the Growers Sales Tool can help you supercharge your sales process, click here

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