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July 2006 Herdsire Issue
Tips for a successful future
by Rick Pfortmiller
I had some difficulty landing on a specific subject for this editorial. I finally decided on these topics that, while in no particular order, I believe you will have to accomplish to be successful in the swine business of the future.
Value of a good sow. “A good sow is better than two poor ones – yes, better than three that can’t more than pay for their feed.” This excerpt from The Blue Book of the Hampshire Breed, published in 1920, proves that swine breeders recognized the value of a productive sow nearly a century ago. Based on the calls we receive from folks having trouble getting gilts to cycle, settle, farrow large, uniform litters and re-breed in a timely manner, I wonder if enough selection pressure is placed on developing good, productive sows, rather than just good-looking sows. If you sell breeding stock, it’s time to make your females more productive and problem free.
Know your customers. In the commercial pork industry, you need to know your customers’ sow-herd size, production system, target market and a host of other items. Armed with this knowledge, you can produce genetics that work for them. The NSR has developed several tools to assist you in learning more about your commercial customers. If you would like to put them to use, give me a call. For those in the showpig business, you can do the same with your customers. Your questions will just be a bit different.
Is the customer always right? You are in the business of meeting, and exceeding, the customer’s expectations. Do customers always know what they need to yield that satisfaction or will they be disappointed? For example, if your customer is a niche producer looking to increase the marbling in his market hogs, he may think that he needs your fattest boar to put on his fattest gilts. Rather than selling him what he thinks he needs, educate him about how animals with more external fat do not necessarily have higher marbling and often have poorer feed efficiency. Your best approach is to help him select from a documented marbling-improvement line, while balancing other performance traits.
Likewise, if you are a showpig breeder and your customer wants the thickest-made, widest-based prospect to meet the perceived change in show-ring type, you need to tell them that this type of pig generally cannot handle heavier weights and may require a different nutrition program. The bottom line is, you need to understand how to get your customers from selection to satisfaction, and not disappointment.
Create an experience. Think about the last time you visited a new restaurant. Do you recall the menu item or the experience? You likely remember the experience – your waiter’s service, the atmosphere, etc. Your customers are the same way. They’ll remember the experience, so create a positive one.
If you sell animals off the farm, make sure your farm is well kept and has a comfortable place to meet guests. Keep your hogs in an area that allows easy viewing, but still maintains biosecurity. If you make deliveries, keep your trailer clean. At a consignment sale, keep your pens well kept and someone standing by to answer questions in a polite, knowledgeable manner. After a sale, help your customer load their animals.
Always be courteous to your customers. Don’t just take their money and run. Follow up with them after the sale to see if the animals have adjusted. To help remind yourself, keep a list of customers handy, put their names and phone numbers on a calendar and give them a call in a timely manner.
You can try this, too. Divide your customer list into eight groups and call one group each a week. If you have 40 customers, you’ll talk to five people per week. When you finish the list, start over. This tells your customers that you care and are willing to help them succeed.
As always, if I can be of service, don’t hesitate to give me a call or e-mail me. I always enjoy talking hogs!
