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February/March 2005 Issue
How do you provide value?
by Darrell Anderson
We are not in business to make money – we are in business to provide value and build relationships. To the degree we do that – we will win!
What unique value can you provide that makes me want to do business with you?
That is one of my favorite messages to send when I have the opportunity to speak to other breed associations or livestock organizations. In all reality, I think it should apply to your seedstock operation, as well.
I know what you’re saying: “That part about ‘not making money’ is somewhat concerning to me.” But try to grasp this concept: the focus is not all about the money. Rather, if you do a good job providing value and building relationships, the money will take care of itself, and you’ll be successful.
I have often said that corporations like to buy from corporations, but people like to buy from people. That’s why our one-on-one customer service capability uniquely positions our commercially oriented breeders in an advantageous situation with key influencers and decision makers in larger swine units.
But if the purchasing decisions are made in the ivory towers, then it becomes much more difficult to establish those key relationships.
For many of our club-pig producers, the next two months represent your greatest marketing window of opportunity. How can you better position yourself to take advantage of focusing on the needs of your clients and then provide a solution? How can you build those relationships and prove that you have added value?
First of all, relationships don’t start the day you want to sell a project pig. In many cases, you have been building rapport with your potential client base for months, or maybe even years. What’s the best way to do that?
You have to meet them on their level and get to know them as a person. Maybe you’ve donated time as a 4-H project leader or offered to be an official at the state judging contest.
Or maybe you’ve contacted Jennifer and offered your time and talents to help at the NJSS skillathon or speech contest. If you have shown a genuine interest in them as a person, you have taken a huge step in building that special relationship.
As you broaden your contact list, you will most certainly expand your circle of influence in the industry.
Your goal should be to establish an atmosphere of trust and respect. You will always have eyes watching you, and when you earn the right to be a role model, you carry an added responsibility. Your words and actions must always be of the highest integrity – one slip can erase all the good work you’ve done to build that solid foundation of trust.
Once you’ve built that special relationship and have determined what value you can add to the client’s specific needs, a successful sale is only the first step. The real test is how you act after you cash the check. Is that the end of the road for you? Will you take your money and run? Or will you do all the right things to build on that initial relationship?
You’ve heard me say many times in this column that proper follow-up to your sale is the most important step in making the next sale.
Get to know your customers, and identify their needs beyond what you’re selling. Find out if they will need help in management of their project. How many years have they exhibited, and when and where will they be showing the animals they purchased from you?
Process the pedigrees promptly. Send those registration papers to NSR right away, and take advantage of free transfers during the first 30 days following your sale. That pedigree is pretty special to many young people, and it is one of the major methods of increasing value in your product.
There is no quicker way to destroy a relationship than to ignore a buyer’s repeated requests for a pedigree.
Just remember, it’s all about building and maintaining a good relationship. A good product will get your foot in the door, but service and follow-up will help provide real value and sustainability.
I hope you all have a very successful sale season!
