Using Data to Identify Your Farmers’ Pain Points – and Provide a Solution

Posted by Steve Rao On December 06, 2017

 

Understanding your farmers' pain points

 

It’s the hallmark of a great sales conversation – identifying and responding to farmers’ pain points.

The more you know about those pain points before going into the conversation, the more meaningful the conversation will be, and the more likely you’ll be able to close a deal.

(Note: This article is part of the "Sales Prospecting" series. Click here to  read the free guide.)

We’ve talked before about how farm data helps make sales conversations more meaningful. However, understanding and interpreting farm data is just the start. After you understand what data tells you about the farm, you then have to find farmers’ pain points and then offer your product or service as the solution to their problem.

Having good, reliable farm data is the key to taking this next step beyond simply understanding the farmer and becoming more proactive about helping them.

Here are a few examples of how agribusiness sales professionals can use data to find farmers’ pain points and provide the solutions.


Use geolocation data to help them expand their operation.

Generally speaking, more acres farmed means more dollars earned. That means that farmers who currently own or operate small farms are possibly interested in increasing the amount of land they operate.

If you have a relationship with a farmer already, you can use your knowledge of farm data to address this pain point for them. First, find out how much farmland they operate (and own). Then, you can use geospatial data combined with grower data to find out who owns the farms nearby and whether they may be looking to sell the land or outsource the operation to someone else.

Whether you’re in the seed business, provide irrigation services, sell farm equipment or offer insurance policies, helping your current customers increase the land they operate will help you increase your own market share.

Having data at your disposal to identify and respond to this pain point is crucial.

Use crop data to help them modernize their farming practices.

The modern farm is more technologically advanced than before. While the benefits of technology make farms more efficient and scalable, the rapid advance of technology does make it challenging to keep up.

This is where you, the agribusiness professional, can help. By knowing exactly which crops the farmer is growing, you’ll be able to find out the specific, cutting edge farm practices that they need to keep up with tech advancements and, as a result, increase their outputs.

This is where having access to crop data – both current and historic – will help you.

Even the most conservative farmer is likely to listen if you know what you’re talking about, so arm yourself with data and address their pain points.

Use grower data to help them downsize or outsource the operation.

Sometimes, an owner is looking to sell land or find someone else to manage the land. In these cases, you can use grower data to help them shrink, rather than expand, the operation.

There are two ways to do this. The first is to simply watch for signs that someone may be looking for a change. A farmer that recently sold a bit of land may still be interested in downsizing or outsourcing more of the operation. And if you find that a patriarch recently passed, perhaps the family needs someone else to fill the gap.

Whether you provide farm management services or are looking to appraise land for sale, grower data helps you find operations that are looking to downsize or outsource so you can help them through the process.

These are just a few ways data can help you identify and respond to farmers’ pain points. To learn more, download our eBook, Using Data in the Field: A Handbook for Agribusiness Sales Professionals

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