Craig M Dick

Agriculture | Marketing | Innovation

Category: CX – Customer Experience

We Get It, You Are The Best, Now Go Away!

Most people hate listening to someone tell everyone how great they are. Yet many companies marketing material is just them bragging about how great they are.talking about yourself

Customers don’t care about you, your company or how great you are. They care about themselves and their problems. What matters is that you can solve those problems. That is what your marketing should focus on.

Nobody wants to buy your products. They want a problem to go away. Can you clearly articulate the results you offer? Do you have proof that you can do what you say you can do?

If your marketing has the following words in it; we, us, and our, then you are not focused on the needs of your customer.

Make your marketing like real life. In real life when you meet someone new, show that you have an interesting personality, that you care about us, that we can trust you and when we have a problem and you can help us solve it. That is how a friend and a customer are won.


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The Customer Is Always An Asshole


This classic clip from Mall Rats, is all to prevalent. Today it seems businesses view their customers as problems, not the key to their success (It might be why retail stores are struggling). If you need to convince customer to work with you or you have “asshole” customers, it’s your fault. You have set the wrong expectations and you need to scrap your marketing plan and start over from scratch.

Your business exists to meet the needs of your customer. Do you know what problem you are trying to solve for your  customer? It’s not to sell them stuff. More importantly do you know who your customer is? Here’s a hint, it’s not everyone. It’s a specific type of person with specific problem.

You need to clearly define who and what that is, then spend all your time doing everything you can to recruit that customer. Your marketing should be so clear that customers self-select themselves to your door, begging to work with you and paying the sticker price.

It starts with doing an “ideal customer” exercise. In detail list out what the perfect customer would look like. This will give you clarity in creating a position statement. Once you have a clear position statement all of your marketing efforts should align with that.

Now when customers can clearly understand what you do, they will self-select in or out of your sales pipeline. You will be greeted by people excited to work with you, not looking for extras or discounts. When your ideal customer comes to you, you must be entirely focused on solving their problems.

The saying “you get what you give” applies here. If you want all their business, you must give them your all first.

Finding the right customer is how to keep asshole customers away. Solely focusing on your ideal customers success is the path to your success.


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Why Cattle Have it Better Than Most Customers

Well, 50% of cattle anyway. That’s how many cattle world-wide are handled by systems designed by Temple Grandin. She is the God-Mother of what cattle experience during handling.

Before her, cattleman only worried about equipment costs, clumsily cramming cattle through crummy handling systems as quickly as possible.

This causes increased cattle stress and in some cases, death. That literally kills profits.

For the past 40+ years, Grandin has shown that by designing systems with the cattle’s behavior in mind, productivity increases and animal injuries and death are dramatically lowered. Treating cattle according to their needs, increases revenues for cattlemen.

So, if we can do this for cattle, why can’t we run our businesses with the customer in mind? When we focus only on productivity and our need to make a profit, we forget about the customer.

Today, if your small business is to be successful, you’d better have the best customer experience (CX).Why Cattle Have it Better Than Most Customers

Not too long ago, I went into a local store to buy some greeting cards. The whole experience was crummy. The store was crammed full of merchandise. I clumsily made my way around displays trying to find the Mother’s Day cards. It was hard to find what I was looking for, and the card display was a mess.

At check out, it got even worse. I don’t want to join your loyalty program. I don’t want to donate to your charity. I don’t want to play 50 questions. I am not interested in the cashier’s opinion on my purchase. I just want to give you money, isn’t that enough?

When the customer experience at your store is too painful, I won’t be back. You have just killed a customer. What’s even worse for the business is, today I can post about how bad you are on Yelp, Facebook and many other places.

So why isn’t there more focus on customer experience?

Sure Apple and Amazon are amazing at this. But try and think of a person who is considered a thought leader on CX. I couldn’t think of one single person who is widely recognized in business as a CX expert – and especially not in agribusiness. So I did what one does. I Googled and found the Top 60 Customer Experience Influencers from Digitalist Magazine.

I knew 4 of them:

Maybe that says more about me than I think. Maybe I just haven’t thought enough about CX before. I have been pre-occupied with marketing and branding, trying to figure out what images and messaging would attract the most attention. I have come to realize that Brand is more than just the look of your logo or ads. It’s how a customer experiences all aspects of your business or products and then thinks about you.

If what your customer experiences is crummy, or even slightly painful, no amount of slick adverting and logos will help. And you can’t out-market the large brands. Monsanto spent $74 million on promotion and advertising in 2015. That’s $200,000, every day of the year. If you’re one of the little guys in the ag market, it’s hard to get noticed when the big guys spend like that.

You cannot compete.

You can be remembered by how you make your customers feel.

How you make the customer feel when interacting with your business is priceless. It’s also relatively inexpensive, though it takes some hard thinking and planning. Large brands cannot compete with the CX you can provide. This is your edge.

By focusing on giving your customers a better experience than the big guys – or even the little guys who aren’t up on this concept, you can create loyal customers who are compelled to tell their friends and keep coming back.

That is how you build a brand.

Know any CX thought leaders in agriculture? Let me know!


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