More about – The #1 Quality that Farmers Look for in their Sales Person

We’re “Fixin” to get busy in the farming and agribusiness world. Many parts of our industry are busy all the time, but late March through mid-June is an extra busy time. On the farm, ground needs to be worked, fertilizer spread and crops planted. In our Agribusinesses, we prepare for this rush of activity and then spend weeks recovering from it. All our best plans are set aside as things happen. What will happen this year?

– Weather will throw a wrench in all plans – too dry, too wet, too warm, too cool

– Fertilizer will spike or decline in price throwing a wrench in your contracting recommendations

– Needed seed varieties will either run out or be in short supply

– You will have delivery issues to your business and from your warehouse to the producer

– Pricing will change due to unforeseen issues after you have given estimates

– A particular chemistry we thought we needed desperately, will not be needed at all and orders will be cancelled

– A different chemistry that we didn’t plan on selling will be in great demand and in short supply. You will learn more than you want to about the origin, sourcing and how the distribution of this chemistry works in order to get the customer their needed chemicals.

Even with the best laid plans, these things will happen. And that’s why the company hired you. You will make the difference in how the customer views all these “issues”.

So, what’s the number one thing your customer wants from you?

No, it’s not “Being their Friend” or “Not being Salesy” nor is it a “High 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.

Here are some tips on actions you can take:

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.
- 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.
Get and Stay organized: This is critical for good follow up. You are logging a lot of miles and a lot of hours this time of year. You are answering the phone, texting, emailing and have slips of paper with important notes on it all over the place – your office, your computer bag and rolling around the floor of your pick up. Find a way to consolidate them and prioritize them so you don’t drop the ball on following up.

Set yourself apart as someone who can be trusted to be straightforward and honest in your relationships. Errors, mistakes and other problems are going to happen. How you deal with them makes the difference and establishes your brand with your customers

Find out how I can work with you or your team, contact me directly at

Greg@GregMartinelli.net