July 2021

Mohammad Anas Wahaj | 26 jul 2021

Sales teams are mostly a people game, but there are always some additional components that need focus depending on the industry's nuances. Chris Thrasher, Director of North American Sales at ABM, provides three characterists of a biological sales team - (1) Have A Strong Understanding Of Agronomy: Biological sales people work like consultants. Understanding of agronomy is important. Need to build upon the previous generations of agricultural knowledge and ability to understand the positives and negatives of the past in the industry can help in the sales process. (2) Have Integrity and Relate To The Customer: Sales team should be able to related to the farmers in addition to distributors and dealers. As farmers/producers are the end customer, it is essential to know what they really want and to build trust through sincerity and integrity. (3) The Ability To Hear The Word 'No': As biologicals are an add-on sales, they can become a difficult sell during adverse situations like global pandemic, abnormal weather conditions or bad commodity prices. They are not essential goods and sales persons have to be patient with the clients and have the ability to hear negative responses from customers. Lot of uncertainty is ingrained in farming regarding the future and farmers are looking for mainly basic buying of seeds, fertilizers and chemicals, biologicals are not their priority. The challenge for sales team to understand this and act accordingly. Read on...

Seed World: 3 Characteristics to Look For in a Biological Sales Team
Author: Chris Thrasher

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