Q. WHAT SALES TECHNIQUES HAVE YOU FOUND WORK WELL FOR SELLING PRECISION ITEMS AT YOUR DEALERSHIP?
BA – Most of our precision sales come with the sale of a piece of equipment. Our salespeople discuss the ROI and share the benefits and features of the precision products. Precision has become more and more important to producers as they start to recognize and better understand the benefits.
BI – I really enjoy sitting down with our custom- ers and learning more about their operations and long-term goals so I can better understand their needs and what they are capable of doing, because our ultimate goal is to make them more efficient and productive by saving them both money and time. Our average farmer is 50-plus years old and new technology can be hard for that generation to grasp at times. That’s why we take the time to sit down with the customer and explain what capabilities the equipment has to offer. Whenever possible, I like to get the younger generation involved as well, since they understand technology better.
GI – When selling precision products, we feel it’s important to show customers the potential return on their investment. We have tools that help us show this information. We also show them that the technology we have to offer can help control their input costs. If we can show them that a precision product can pay for itself and save them input cost then chances are they will invest in it. For example a customer probably does not need the same amount of fertilizer across his entire field. Through variable rate technology he can put the correct amount of fertilizer where he needs it in his fields.
HA – We work hard to develop relationships with our customers and end users. These conversations lead us to the information we need to determine the right solutions for them. Once we have this, we can build their trust and recommend products that will truly meet their needs. We strive to offer the best solutions at the most affordable prices so our customers don’t have to break the bank.
PI – Our sales staff is trained to make precision ag part of the conversation when sitting down with customers. They show them the return on investment and/or how they can cut their cost per bushel. It helps take the fear of what the market is doing out of the equation, because they know the break-even point.
Photo credit: LandMark Implement Mar/Apr | The Retailer Magazine | 15
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