6 Types of Farm Data to Make Your Sales Conversations More Meaningful

Posted by Timothy Wier On October 30, 2017

 

Whether large or small, data helps you understand farm data better.

When you’re talking to a farmer, whether it’s for the first or hundredth time, you want that conversation to have an impact. Data can help you make those sales conversations more meaningful.

Both you and the farmers you’re trying to reach are busy people, and every minute is precious. You want to make the most of every conversation, whether it’s on the phone or in person. Spending time asking the farmer for information you could’ve done beforehand is a waste.

It’s like we all learned in school: do your homework.

And having access to farm data will make sure you get an “A” on every conversation you have. Here are six types of farm data that will make your sales conversations more meaningful.

(Always have farm data in the field. Click here to learn about our FieldVision application.)

1. Farm size

Knowing how much land a grower farms helps you understand what they’re unique problems they’re facing. You’ll have a better idea of what type of products they’ll be interested in, or even if they’re going to be a good fit for your agribusiness.

For example, small farms need more help with inputs and distribution. Large farms need help with efficiency, scale and automation.

You don’t want to offer the wrong product to the right customer – then you’re just shooting yourself in the foot.

2. Crop type

Farmers are intimately tied both to the land they own and manage and the crops they grow. But just as important as knowing how much land they’re farming is also knowing what kind of crops their farming as well.

Is the farm specialized or generalized? Are they rotating crops? If so, what crops were farmed last year, and what are they looking to farm this year?

Different crops also require different products. If there’s a farmer growing corn this year, selling him wheat isn’t going to be effective.

Thus, be aware of what’s coming up so you can have a meaningful sales conversation.

3. Number of growers in a specific location

Whether you’re targeting a specific region, state or county, having a list of the growers who manage all the farmable land in your territory is going to be helpful.

It’s especially going to be helpful if you can access that data within minutes, rather than spending countless hours researching each grower, trying to hunt down their contact info, farm size, crop type, etc.

This data is also useful to empower your sales reps with as well. If they’re out in the field and come across a farm that wasn’t on the original list or plan, being able to view that data on their phone and identify in minutes who owns it, how big the farm is and what they’re growing – that can be powerful.

4. Related growers

No farmers work in a vacuum. They’re part of a community that communicate and interact with each other.

In some cases, some farmers not only manage the farms they own, but some that have different owners as well. Sometimes, some farms are all owned by different family members, making them more inter-connected than you would imagine at first glance.

Using data to understand how growers relate to each other will help you see the big picture, put all your growers in their appropriate contexts, and help you see the network so you know who to talk to next.

5. Current day-to-day manager

Times change. Farmers turn over management to another farmer or a farm management service. Sometimes they’ll sell some of their farmland. And, sadly, we know that some pass away and leave their farms to their surviving family members.

When the change happens, you want to be prepared. Having data that stays updated on an annual basis helps you stay prepared.

So when management changes, you know to talk to and have a meaningful conversation.

6. Accurate, up-to-date contact information

After you know who to talk to and what kinds of offers are going to resonate with them most, you need to know how to get in touch with them. Fortunately, that’s exactly what data can offer you.

Email addresses change. People move locations or change P.O. boxes. Phone numbers are disconnected and reconnected all the time. Having up to date contact information will make sure that you’re only reaching out to people who are actually going to hear from you, and not dead space.

 

Knowing all of these data points are going to make your sales conversations more meaningful. If you want to learn more about how data can help improve your sales efforts, download our latest eBook.

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