Don’t Be Caught In a Tie [Academy]

Farmers are becoming more sophisticated every year.

Their understanding of the seed marketplace they’re in, and the methods companies use to get them to buy, has grown tremendously.  In fact, many growers believe their own marketplace IQ, has achieved a level so high they can immediately recognize when there is parity among products and services offered by different suppliers.  Their keen eye for value coupled with an inherent need for value, has caused them to become more discerning than ever when it comes to deciding who to buy from. Most farmers have come to believe that virtually all seed, technologies and services are the same. 

And once that thought gets into their mind, it becomes a tie between you and your competitor as to who they should buy from. 

Of course, the only one who wins, is the one who breaks the tie.

Someone has to break the tie. In sports, a tie is generally broken by going into overtime or sudden death play.  But when selling seed, those are not options. When the competition between two companies for selling a farmer becomes a tie in the farmer’s mind, the companies don't end up breaking the tie, the farmer does.  And it’s seldom based on the value one company offers over the other because the farmer has already tied the game based on parity in the offering...