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February/March 2004 Issue
Get personal
by Christy Couch Lee
As you flip through the pages of this 2004 February/March Showpig issue of Seedstock EDGE, what do you see?
Page after page features the best purebred Duroc, Hampshire, Landrace and
You just can’t help but envision that sparkling trophy and waving banner –and let’s not forget the sales money – in your grasp this summer, all from the purchase you make at a sale advertised in this Showpig issue.
Take the time to evaluate the offerings of these breeders.
Grab your road atlas, and plan to attend the sales listed in the Datebook on pages 209-210.
It’s time for you to turn those dreams of championships into reality.
From the number of pages devoted to sales across the nation, it’s plain to see that thousands of hogs will trade hands in the coming months.
Of course, as we all know, true winnings don’t only come in the form of ribbons or trophies.
For the seller, a fair price for a good product is the goal. For the buyers – a quality purchase to meet the needs of their operations. (But a winning entry at a fair this summer wouldn’t be bad, either.)
It’s been said time and again that the sale doesn’t end when the hog is loaded on the trailer.
So let’s not forget the service that the customer receives after the money has changed hands. Is it a winner?
If you’re a seller, take a few moments to evaluate your post-purchase plan.
What are you doing to transform first-time buyers into long-term relationships?
What are you doing to keep the loyal customers coming back?
A few key tips can help you develop a championship follow-up plan.
Write it out. It only takes two minutes and 37 cents to make a lasting impression with a buyer.
Take the time to put the pen to the paper and write a thank-you note.
The note doesn’t have to be elaborate.
Simply thank the customer for the purchase, express your desire for the customer to be satisfied with the purchase, and offer to answer any questions he or she may have.
That’s all it takes.
When showpig season – or bred gilt season – comes along next year, a buyer that received your handwritten note just might put you to the top of his go-to list.
Make the call. One evening, a few months after the purchase, take a few minutes to call your buyer – just to see how that barrow or gilt is doing.
Encountering any problems?
Everything going well?
Showing that you genuinely are concerned with your customer’s success can help develop long-term relationships and build trust.
Of course, it simply isn’t logical to devote this individual attention to each buyer of a several-hundred-head offering. But it is logical to find a way to show your appreciation.
That’s where the thank-you ad can really give you mileage for your money.
Recognition. It’s common to see thank-you ads on many pages of Seedstock EDGE.
Not only does this allow breeders to thank buyers; it also allows readers to know where breeders’ offerings are now available. It’s good advertising for the breeder and the buyer.
In your thank-you ad, mention the buyers’ names. Express your gratitude. Show photos of their great purchases. And wish them luck in the coming season.
The June Youth issue of Seedstock EDGE is the perfect chance to thank your junior buyers, and to send your note of encouragement as they hit the show circuit.
Thank-you ads let your customers know that you value their faith in the quality of your offering.
It’s a win-win situation for all.
Hindsight. When your customers look back on 2004, you want them to recall their successes, their learning experiences and, if all goes as planned, their profits.
However, the true measure of your success as a breeder is how the customer views his experience with you.
Show your appreciation, and the customer just might view you with “purple-colored glasses,” regardless of what color ribbon is displayed at the fair.
