The Scoop Podcast: Bridge The Gap As A Trusted Adviser

Greg Martinelli with Ag Sales Professionals shares the top trend in ag sales is solidifying your position as a trusted adviser to your farmer customers.
Greg Martinelli with Ag Sales Professionals shares the top trend in ag sales is solidifying your position as a trusted adviser to your farmer customers.
(The Scoop)

Greg Martinelli with Ag Sales Professionals shares the top trend in ag sales is solidifying your position as a trusted adviser to your farmer customers. He says as customers have gotten more sophisticated the role of a salesperson is beyond just production education—and combined with COVID-19’s influence–sales professionals have to have a compelling reason to visit the farm.

What has been the biggest change to salespeople brought on by COVID-19? 

People are pretty comfortable with Zoom and having meetings that way, and I think a lot of it that went that way may not come back, widely. Now, having said that sales got a little tough to do. Calling on current customers is fine but calling on prospects virtually or by phone gets a little rougher. So, one of the things I saw early on was that salespeople had to have a purpose for going to the farm it was no longer just stop by and shoot the breeze for 20 or 30 minutes. I saw that being a positive in that they went there, they had a purpose, they did the purpose, and then left which for effectiveness or efficiency was a definite positive of the outcomes that occurred.

What’s the top topic your sales training today?

Probably the most relevant topic that's going on right now is ‘the trusted adviser.’ 

Two skills are critical–what you do in front of a customer and time management. And once you get those mastered, you want to become a trusted adviser. This has really become important because shoppers are being sophisticated–they're getting more educated. It used to be our role to go out and just inform customers about our products, that's what we did. But now, the buyer has looked in a much wider array of selection than they did previously. 

So I think the hottest topic is ‘How do I become more to my customer.’ It’s about being more than just a vendor, and being a trusted advisor takes time, effort and resources,

What’s been the biggest change to sales in the past 30 years? 

Customer segmentation has changed how we do what we do. It’s no longer a shotgun approach. As a seller, find out from your company who you are really trying to serve. It’s become critical  for effectiveness of our dollar and for sales versus effectiveness of our time. A lot of people spend a lot of time chasing customers they probably shouldn't be chasing.

What’s your perspective on how salespeople should be navigating conversations about higher inputs prices? 

Your customer needs you now more than ever before. When times are tough for the producer sales people sometimes see that as a time to leave them alone. What's really tough is their business is tough, so they're not happy, which means that they need your advice, or your trusted advisership, even more than they have in any previous time.

How have you seen value in salespeople working on their personal brand?

This is a huge opportunity for ag sales professionals. Most salespeople I run into want to build their business by word of mouth. But in today’s world it’s different. The internet is a very inexpensive way to build your person brand. Post about what you know, what you are seeing, and how you are helping customers will their struggles. It helps position you as an expert. 
And you need to network. There’s huge value in attending trade shows—which is something younger generations are undervaluing.

Do you have any particular advice for those early on in their career in sales?

The best advice I can give them is to learn how to ask a lot of questions. You don't have don't be afraid that you're a rookie–don't be embarrassed by that and don't make excuses for it. Let them talk about their favorite subject which is themselves. Learn how to ask a lot of questions, be in a room full of the smartest people in the world, and don't be intimidated by it. Just learn how to ask questions and they'll tell you everything they know, and then go farm to farm and ask a lot of questions. You will gather a wealth of information.

Find the full episode here. 

 

 

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