The #1 Quality Farmers look for in their Sales Person

No, it’s not “Being their Friend” or “Not being Salesy” nor is it a “High level of Level of Expertise”.  And we certainly know it’s not “Calls me Frequently”.  In 2013, Purdue’s Research Department polled over 1600 grain and livestock producers, large and small.  The Large Commercial Producer survey asked questions around purchasing habits and aspects that producers want from the sales people that call on them.

The number one quality desired across the board was Honesty. Now that seems like it goes without saying but results like this indicate that there must have been a problem somewhere in their past history that they value honesty above all else.  So, how do we be honest or convey honesty?  Again, seems pretty straight forward.  Some tips:

• Don’t be afraid to say “I Don’t Know”. Don’t get yourself in trouble by stretching your understanding of a subject.  Admit it, tell them you will find out and then get back to them on it when you do.
• Know yourself, know your products and know your company. Don’t get caught in the trap of promising more than you can deliver.  No matter how well intentioned you are or how much you are trying to avoid confrontation, it does more damage to over promise.  As always under promising and over delivering gets you further in the relationship than the opposite.
  • Things you won’t want to say include
    • I didn’t realize you couldn’t return that treated seed
    • I didn’t realize our vomitoxin cut off was that low
    • That sale ended two days ago and I forgot to call you on it
    • I forgot to add freight, pallets and shrink wrap in my pricing
    • Sorry, that discount only applied if you ordered a semi load. “They” can’t apply it since you only bought one pallet
  • Don’t use “They”. Fight the urge to use the ultimate responsibility dodging phrase “They won’t allow it” or “They” – implying those people back in the elevator or feed mill or main office.  It’s tempting but don’t do it.  Why?  Because the next time you go to sell that customer, he’s going to want verification from “They” and not you.

Technical Competence was the #2 quality producers looked for.  Way down on the list was “Be a Friend”.

Activities that producers valued the highest from the sales people that call on them were:

• Follow Up: Sounds simple but I can’t tell you how many times this becomes an issue for a sales person to just do the basics and follow up.  I truly don’t think it’s intentional.  To me, it always seems to be overload or disorganization, which are both one in the sale.  Take the time to get organized and have a system of keeping good notes so you don’t lose key information.  We all drop the ball once in a while.  Admit it, apologize and get back to your system so it doesn’t happen again.
• Provides Relevant and Timely Info: Goes right back to being organized and have a system. I know the paperwork is rolling around in the back of your pickup and coffee spilled on it or you left that paperwork at home this morning when you left the house or you didn’t expect to see that customer today…. I’ve heard them all and many more.  Get a system.  Stick to it.  Your customer wants timely info.  Not last week’s news.
• Brings me the best price: Wouldn’t be a complete sales discussion if this didn’t come up.  Will discuss more on this in future blogs.  However, I will say this about pricing – all components of pricing: price, delivery, terms, rebates, returns, etc.  Know the process front and back.  Have confidence in the ability to explain it.  Don’t leave the feed mill or elevator office until you do understand it.  It can create distrust in you and your company if you can’t explain the pricing components of your products or service.

Good Luck