Craig M Dick

My slanted perspective on agricultural marketing

Tag: marketing

Marketing

The customer doesn’t care about you, your product, what it can do, or how its betterGodin marketing quote

The customer only cares about themselves

Marketing is simply thinking about what you do from the customers perspective

Emotionally connecting what you do with the beliefs and wants of your customer is key

Be generous, take risks, connect with people

The post Marketing first appeared on CraigMDick.com

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Do You Compel or Convince Cattle?

Have you ever tried bringing cattle in from the pasture to a corral? Which do you prefer: driving them in or grabbing a bucket of grain and calling them in?Do You Compel or Convince Cattle?

For the bucket of grain to work, you must consistently spend a few minutes each day in contact with the herd. This brings the cattle to trust you and become familiar with your bucket of grain. When you walk into the pasture, they come running and will follow you into the corral because they want what you have, and in a few minutes, the entire herd is corralled.

The corralling is quick and easy; the hardest part of the work is that short, consistent, daily interaction with the herd.

If you don’t have consistent contact with the cattle, or show up looking different on corral day, the bucket of grain doesn’t work. Your only option is to get a few people on four wheelers or horses and over-power, wear-down, and chase the herd, into the corral.

It’s usually not quick and generally not easy. It takes a plan and effort. Many cows in the herd will object to the idea of being corralled. Some will change their minds once they’re in the corral and try to get out. And while you may be able to overcome all these objections and finally corral them all, it’s very hard work at the time. Some of the cattle are going to be dissatisfied with the results.

The selling game is a lot like corralling cattle.

You can get up and put your on selling boots, overcome objections and always be closing. Lots of effort and hard work at the time.

Or you can do a little work every day to build trust with the herd. Once the offer is made, the herd comes running.

Nothing is better than having people lined up who can’t wait to give you their money for your product or service. Isn’t that the dream of every business owner?

A customer that is compelled – or even driven – to purchase your product doesn’t get buyer’s remorse. They become a champion for you. They tell their friends. Their enthusiasm for the product can compel more people to join your cause. More people line up to give you their money.

So, why is being an “order-taker” considered a slur on sales people?

Why is it that most sales people think they need to go belly-to-belly and convince the prospect they must have their solution?

Marketing to build customer acceptance and desire for the product should be the number one tool for every sales person. It is more work than pulling on the sales boots and chasing down and over powering the customer.  But it creates satisfied customers who come back time and time again for your product or services, resulting long-term relationships that benefit you and your customer.

 

The post Do You Compel or Convince Cattle? first appeared on CraigMDick.com

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Agricultural Advertising is Boring

People do not pay attention to boring.Agricultural Advertising is Boring

No one ever says “what’s old.”  We crave new.

People are wired to notice the new, notice movement. It’s what has kept us alive for eons.

Most ag marketing/advertising all looks the same: a farmer in a field looking to the horizon in triumph.

We’ve seen it a thousand times. It’s lost any meaning. It’s killing your business.

And we are moving on without even noticing which company is providing higher yields.

Talking about your brand and bennies doesn’t work. No one cares.

People love to be delighted, to be surprised, to be entertained.

We hate being educated and most people don’t want to learn more.

You need to emotionally mule-kick someone in the head. They need to get excited about what you are doing.

Your company and your products have a persona. If you don’t know what it is, your customer does.

Own who you are and be very honest about what you do and who your product is for.

No, you don’t provide higher yields.

No, not everyone gets to be your customer.

To really interest the people you’re trying to reach, you need to start with a great story, add a twist to the normal and take some risks.

 

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