Think of the people you do business with and chances are all of these people have a lot in common. When farmers choose who they will do business with, these people also are likely to have many of the same traits in common.

Understanding what traits farmers are looking for in a salesperson will allow you to better connect with your target market of farmers. If you aren’t sure what farmers are looking for in a salesperson, here are some ideas:

1. Likeability. This may seem vague but what it really means is that you let a farmer get to know you before you try to sell him or her something. By the same token, farmers also want the people they work with to like them, as well. Therefore, it is important that you take the time to really get to know them.

2. Attentiveness. Farmers have a lot of irons in the fire so it is important for them to know that the person trying to sell them something understand exactly what they need. What they really don’t want is someone who only thinks they know what they need. The lesson here is to pay attention when a farmer speaks and don’t pretend to know what they need before they tell you.

3. Straightforwardness. If you tell a farmer you can deliver something by the end of the week, it better be there by the end of the week. In the event there is a problem, don’t try to pass the buck or make excuses. Further, never overpromise just to land a sale.

4. Dependability. Don’t be so accommodating that it appears as if you have nothing else to do and no other customers. As far as possible, however, be there for the farmers you work with so they know they can depend on you.

5. An expert in their field. If you are in Ag sales you better know what you are talking about. If there is something you don’t know, however, don’t try to fake it. Farmers would rather have you admit you are unsure about something and that you plan to do your research and get back to them. Farmers don’t expect you to know everything but they do want to know you are working toward that goal!

Finally, never try to be someone you aren’t. If a particular farmer really doesn’t want to work with you, you are probably better off without that farmer.

Many businesses see email as a way to connect with prospects and gain new customers. In other words, increase sales. This is true for those in the Ag industry, as well.

Unfortunately, that is as far as many businesses will take their email marketing efforts. While no one would argue that email marketing should not be used to generate leads and drive sales, many businesses fail to understand what an important role email marketing can take in increasing brand loyalty.

Farmers are extremely loyal. Once they find a business they know and trust, it takes a lot for them to leave that business. However, that doesn’t mean you should not always continue to work to earn the continued loyalty of the farmers who make up your customer base.
So what are some ways that you can use email marketing to make sure your customers aren’t lured away by a competitor? What follows are five relatively simple ways to do this:

  1. Create outstanding content. There is no end to the struggle farmers face when it comes to maintaining a profitable operation. By delivering content that helps them tackle these issues, they will come to understand that you care about them at all times—not just when you are trying to sell them something.
  2. Offer discounts. The key here is to offer promotions or coupons on things they already buy from you. This way you are thanking them for the business they have already given you.
  3. Provide the inside scoop. If you have a big sale coming up, consider inviting email subscribers to shop a day early or receive an extra percentage off sale prices.
  4. Give stuff away. No one can resist free stuff. Offering a free gift for initial email subscribers may result in some people unsubscribing after they have received their gift, but this will not happen in all cases. Those who do stick around should be rewarded periodically with other freebies and incentives.
  5. Provide some Q & A. When you allow email subscribers to ask you questions via email and provide the answers they are looking for, you will earn their respect and appreciation. You also will be able to use these exchanges to produce relevant content for future blogs.

Email marketing provides Ag businesses a terrific way to build brand loyalty. Combined with its many other benefits, it is easy to see why it must be an important element of your overall marketing strategy.

Let’s face it, some of us look at the glass half full, others look at it half empty. Farmers do a little of both. In truth, farmers are probably neither optimists nor pessimists but rather realists. This means they are hopeful about the future but understand that things don’t always go as planned.

When deciding on how to frame your marketing message to farmers, then, it is important to ask yourself a few important questions.

1. What problem—or potential problem—will my product solve? Controlling diseases or killing weeds, for example, are huge issues for farmers. Make sure farmers know that your product will help make their life easier because it will take care of a specific problem. By letting farmers know that you understand the type and scope of a particular problem they face they will be more likely to believe you have the solution to that problem, as well.

2. How will my product make a farmer’s operation better? Farmers rightly believe that their operation has the potential to thrive and be exceptionally successful. Share this enthusiasm with them by touting your product or service as a means to ensuring the success of their operation. For example, if you sell a product that promotes weight gain in cattle, make sure you touch on the many advantages of healthy and well-fed cattle.

3. Does my product promote long-term success? Farmers are well aware that the road to success has its share of bumps. Before they decide to purchase a product you offer, they will want to know how that product will help them in the long term. Farmers are leery of marketers who promote easy and instant solutions. Instead, offer farmers a realistic timeline for how long your product will take to work. Patience is one of farmers’ many virtues and they have no problem being patient with a product if they feel it will be worth the wait.

4. Is it worth the investment? Farmers understand that they have to spend money to make money. Keep in mind, however, that if you are selling something that involves a significant investment—land, equipment or buildings—quality and durability are something farmers will never compromise on.

It’s no secret that farmers aren’t impulse shoppers. Therefore, if you want to successfully market to farmers then what you are selling had better solve a problem, make his or her operation better or promote long-term success.