Information Boosts Confidence

Knowledge is power. The more information you have about anything, the more confidence you will have to talk about that product. The more confidence you have, the more enthusiasm you will project, and enthusiasm is contagious!

The above statements are true if you are talking about roping horses, fishing boats or livestock nutrition supplements. Matthew Hudson shares the following in an article on Balance.com, “Seeing someone completely enthusiastic about a product is one of the best selling tools. As you generate excitement for the product, you remove any uncertainty that the product may not be the best solution for that customer. The easiest way to become enthusiastic is to truly believe in the product. Remember, the first sale you make is yourself; the second sale is the product. If they believe in you, they will believe in the product you are selling.”

Many dealers use BioZyme® products, so they have first-hand knowledge and enthusiasm to share with customers and potential customers. However, other opportunities still exist for you to enhance your product knowledge, and therefore share your enthusiasm about the products.

The Master Dealer Program is a great way to expand your product knowledge and help build your confidence about products and programs you might need some additional information about. The online training modules cover a variety of topics, including the overall BioZyme company information and the Amaferm® advantage as well as all the individual product lines.

“When I started the classes, little did I know the outcome would be so great – from learning about nutrition, how to increase sales and the magical ‘Amaferm.’ As they say, knowledge is power. I am thankful to be part of the BioZyme family,” said Yolanda Novack, Master Dealer from Novack Feed & Grain in Lankin, N.D.

Once a dealer successfully completes the training modules and carries at least four of the product lines, they become recognized and marketed as a Master Dealer. It will receive a special designation on the Dealer Locator page on the website, signage with the Master Dealer designation will be provided to the store; and employees who complete the training will be given a special jacket with the Master Dealer logo on it.

BioZyme works hard to give their dealers every opportunity to learn and grow with the company. The Master Dealer program is just one example of the resources created to ensure dealers have access to both people and tools necessary to grow and flourish. And the more employees who complete the Master Dealer training from each location, will experience

more enthusiasm, and therefore should increase their sales.

“The Master Dealer program gives you all the knowledge and understanding you need to be a successful BioZyme dealer or sub-dealer. I truly believe it ties everything we do here at BioZyme together, our values, our brands, our key ingredients, our products and our services offered to our incredible dealers and sub-dealers,” said Ailee Langdon, Events and Training Coordinator at BioZyme. “One of my favorite things I have heard from Lisa Norton is, “take the time, find a way.” Take the time and find a way to enhance your knowledge and grow your business and complete the Master Dealer Program today.”

Dealers with more than one employee interested in completing the training should contact Langdon directly at 816-596-8782 and she will give that employee access to only the Master Dealer Training modules on your Online Dealer Center. Every employee who completes the training will receive a special jacket.

Sales Solve Everything

If you are going to survive in business, there is just one thing you need to master – sales. That’s right. You have a product or service that you offer, now get out there and sell it. That seems obvious, but there are definite steps to mastering the art of sales.

According to Entrepreneur.com, there are 10 traits that make a great leader. These traits, combined with the conviction-based selling technique, will attract customers and help you master your sales skills.

What qualities do leaders possess that make them master sellers?

  1. Confidence – They are sure about their skill/product, know its value and are proud of being associated with it.
  2. Commitment – Leaders are committed to their vision, mission or goal. They pursue it zealously, no shortcuts.
  3. Integrity – Leaders possess strength of character and maintain honesty with all stakeholders – organization, employees, vendors and customers.
  4. Above par soft skills – Leaders know how to treat people around them, be it business associates, partners or customers – they treat everyone courteously with utmost respect. Good leaders concentrate on building a relationship first, then on closing the sale.
  5. Continuous learners – Leaders are always on the lookout to update their knowledge and skill set and they share it openly with their associates. Not only this, they also seek feedback and if genuine, they implement it.
  6. Target oriented – Leaders are very target oriented – they plan and execute as per the plan.
  7. Good listeners – They are very good listeners. They pick up on subtle cues and know without explicit communication when a deal can be pursued further or when they need to take a step back.
  8. Good communicators – Along with being good listeners, leaders are well versed with the art of making small talk. A leader effectively uses the ‘you attitude’ to put people at ease and gets them to voluntarily listen to what he has to say.
  9. Problem solvers – Leaders by nature are problem solvers. Instead of letting an issue foster, they deal with it on a priority to sort it out.
  10. Product and market knowledge – last but not the least, they have in-depth product knowledge and they know how the market in which they operate performs and where it is headed – i.e. along with the present they also have an eye on the future.

Instead of using a relationship-based selling technique or even transaction-based selling, leaders use the conviction-based selling method, which exhibits their passion toward their area of expertise, in our case animal nutrition. This creates a ‘pull’ effect; ‘an attraction’ toward the leader, creating a demand for his or her expertise, skills, services and products.

As you review the list of leadership skills that will help you master the art of selling, focus on the areas where you are the weakest. You should see gradual increases in your sales and the numbers grow in your checkbook.

Source: https://www.entrepreneur.com/article/249927

Asking Questions To Attract Their Attention

Often, we hear dealers say, “the products sell themselves.” But how do our products get sold to new customers or those who are a little skeptical? We need to know our customers’ needs and understand exactly what they are trying to achieve.

The best way to get to know your customer or a potential customer is to have a conversation with him or her. Discover what goals they have set forth and listen. You will likely need to lead this conversation because most people, especially in agriculture, don’t like to talk about themselves or share too much information. And, your questions will have to be more of a conversation than an interview, seeming more natural than just a list of predetermined questions you have with hopes to make a sale.

People don’t always know what they want. However, they usually know what they don’t want. Use these 10 questions to help you start a conversation to attract new customers to your business.

  1. When it comes to (segment of industry person is in) what is your biggest challenge or hurdle you face when trying to meet your goals?
  2. Which of your needs are not currently being met?
  3. What products/services do you value the most?
  4. How can the products/services you use be improved?
  5. What is one area of your business you need to improve on? And how can I help you make those improvements?
  6. What features of a product/service make you annoyed?
  7. Would you be willing to invest more in a product/service if you knew the ROI would be greater than what you are currently experiencing?
  8. What opportunities or benefits are you willing to pay more for?
  9. At what price does my product or service provide great value to you?
  10. Have you ever thought, “if only a company like ours could do [BLANK] for me, life would be so much easier?” …Tell me about BLANK and how you would find it useful.

Once you have a conversation started, really listen to the potential customer’s answers. Does it sound like you have a product or service that is needed by this person at this time?  Great! Then it is time to start talking about your products or services to make a sale. Don’t talk about products or services that aren’t relevant, but show that you genuinely care and respect the person’s needs and desires by telling them how you can help their operation. The number one thing that attracts new customers is showing respect and a genuine concern/interest in people.

Develop A System to Market Your Business

Often, we hear or read the words “marketing plan” and we automatically think of print advertising, signage, social media, radio spots and more. And yes, all those channels are important to having a successful way to reach your customers with your message. However, have you thought about individual plans for each product segment? You’re not going to market a mineral program for a cow-calf producer the same way you market supplies and feed for a small-scale poultry producer.

Think about each product segment of your business. Perhaps you are an on-farm BioZyme® dealer, and mineral and supplement programs are the products you market. Split those products into the various species you represent, and then separate them again by the time(s) of year each product is relevant.

If you have an actual store front, divide your products by larger categories – feeds by species, minerals and supplements, fencing supplies, tools, bedding, tack, show supplies, etc.  Once you have each of these categories determined you can move to the next step.

Regardless of dealer type or the kinds of products and services you offer, you need to know your profit margin and the potential for growth in each of the categories. Once you know that, determine which areas you want to grow your business, and focus your promotion and marketing efforts toward those. Perhaps the most important factor to consider when planning your marketing program is your budget and your return on investment. According to a webstrategies.com article, most businesses spend 7-12% of their total revenue on marketing strategies. And an ideal ROI for your marketing spend is 5:1. You should see $5 of income for every $1 invested.

Once you know which products to focus on, determine what time of year and method of promotion you will use to market each segment. If cattle producers in your area are going to wean in May, focus marketing efforts in April on the VitaFerm® Sure Start® Weaning Program. You know that baby chicks will arrive in the spring, so perhaps you want to have a big promotion for poultry feed and Vita Charge® Liquid Boost® in the month of March to prepare people for chick pick-up.

After you plan your marketing calendar, decide which methods of marketing are most cost effective for each product line you plan to promote. For example, you know that the primary users of the Sure Champ® line are younger people who are avid social media users. Promote those products via social channels, and spend minimal marketing dollars. If you have a new product or big promotion, it might be wise to invest in a direct mailing piece like a post card or flyer. Invoice stuffers are another great form of targeted advertising because you know exactly which customers are going to see which message.

Although many companies focus a majority of their marketing on digital efforts, it is still important to think about those making the buying decisions in our industry – those older than 58 years old – who might not be connected daily to Facebook, Twitter and Pinterest. Marketing with print and radio mediums are still good investments in agriculture.

Get your marketing system in place to promote your business. Decide which goods and services give you the greatest ROI and focus on those products. Determine your marketing budget and which platforms will work the best to share your message. And tell everyone about the great products and customer service you provide.

Systems That Lead To Profit

It’s the American dream – own your own business and work for yourself. But don’t let that dream become a nightmare when you are working 18-hour days and then laying awake at night wondering if you are going to turn a profit this month. Yes, owning a business takes hours of effort, but make sure that your effort pays off by posting a profit.

According to Patricia Sigmon, author of the book “Six Steps to Creating Profit,” two-thirds of small businesses either didn’t post a profit last year or did not increase their profit from the year before. Let’s look at how strategizing your business systems will help you turn a profit and grow your business.

Evaluate Operating Procedures. The key to increasing revenue is to increase sales and decrease expenses. Think about up-selling or cross-selling or bundling products to increase sales. To decrease expenses, examine all recurring costs to see if there is something you can eliminate or cut back on. Do you really need an extra full-time employee during certain days or hours? Could a part-time employee get the same amount of work accomplished?

Stay Visible and Connected. Using the marketing strategies you have already put into action, keep your business name top-of-mind, especially when you have direct competition in the area. Use signage, advertising and social media to stay connected with your customers and potential customers. If there is an agricultural event in the local area, consider having a trade show booth for maximum personal exposure.

Maximize your Cash Flow. This might be the most important and yet most challenging step to getting your system to turn a profit. Cash is what keeps your business thriving, but so many people like to be billed, only paying once a month. Offer small discounts to customers who pay cash upon delivery of their products. Another way to manage your cash flow is to control your inventory. Excessive inventory that sets in a backroom or warehouse for weeks at a time is money that isn’t moving.

Streamline Management Costs. Are your employees reaching their highest potential? How much are you owed in accounts receivable? How many new sales leads have you generated this week? These are all questions you should be able to answer at the drop of a hat. If you can’t answer these questions immediately, you need to automate some of your systems, and provide employees access so you all are kept current on what is happening. An automated system, such as customer management software, will help you keep current on who your sales team has contacted, who needs to be contacted and what your financial status is.

Raise the Marketing Bar. Your marketing system must be one that is effective, immediate and measurable. Are you getting the best ROI for your marketing investment? Are you using effective marketing channels that reach your audience? Because of social media, today’s marketing initiatives are much more immediate than even five years ago. Start using social media to announce new products, new promotions or educational producer meetings. But be sure to measure the effectiveness of your marketing. Ask customers where they heard about a product if it is the first time they purchased it. Find out if you are spending your marketing budget wisely.

Make everyone a Salesperson. And a customer service rep. A stock person. An educator. A marketing guru. And a janitor. As technology replaces so many of the jobs humans used to have it is vital to cross-train everyone that works for you, and provide them with the skills they need to sell the products and provide customer service all at the same time. Teach them to make a pretty display, shoot a photo of that display and post it on your social media channels, all while waiting for the next customer to approach them. Teach them to stock shelves with products from the warehouse, but to be friendly and answer customer questions. If your employees are cross-trained, that means more flexibility for you.

Yes, the American dream can become reality, and it can even be profitable. Employ the proper sales, marketing and administrative systems and let your business work and grow for you. Not only will you start to see a profit, but your business will be more marketable in the future as an entire entity when and if you ever want to sell it.

5 Key Steps To Quality Customer Service

You know most of your customers’ names and greet them with a warm hello, but do you truly provide quality customer service? Although resolving issues and helping your customers find the products that best fit their needs is important, it is just one of the five key components to a system that provides great service.

In addition to contact resolution, here are four other customer service goals that will have an impact on your customers’ experiences:

Creating an emotional connection

Preventing future issues

Up-selling and cross-selling

Input into the Voice of the Customer (VOC) process

When businesses deliver on all five of these objectives, they often earn the reputation as the place to do business with. In a growing and competitive marketplace where brands must differentiate on experiences instead of product or price, customer service is one experience you can’t let slide. Let’s explore each of the five customer service goals.

First Contact Resolution. First contact resolution or getting a customer’s question solved within one communication touch is key. Studies steadily indicate that customer satisfaction will drop 10% or more if a customer must contact a business more than once to get its challenge solved. You might feel like your FCR is on point because once you answer a question, you don’t hear from that customer again. Remember, that is just one reason a customer doesn’t return. It could be that he or she is totally dissatisfied and decided to take business elsewhere. Be sure to track your customer communication and ALWAYS follow-up to make sure the questions were answered and challenges were resolved.

Emotional Connections. Product and price are not always the biggest factors in customer loyalty. Experiences are just as or more important, and 80-percent of consumers will pay more for an outstanding experience. Can you think of a time when you had a less than desirable customer service experience? Did the sales person or customer service rep sound like a broken record reading from their script, how they are sorry for the unpleasant experience, but they would take your contact information and relay it to the management? Nothing makes a customer feel less emotionally connected to a brand, product or business than feeling like a number rather than a person. Train your staff to form emotional connections with all customers. Replacing a faulty product now might cost you a little money, but losing a customer will cost you more in the long-term.

Preventing Future Issues. Being proactive is a better problem-solving method than being reactive. Making sure you have answered questions fully and provided enough information about the products you’re selling before the customer makes a final purchasing decision should help eliminate the need to solve further questions. Have you been selling Vita Charge® Stress Tubs to a producer prior to weaning? If so, you might also suggest the Vita Charge Drench to make sure the calves stay healthy from the get-go.

Up-selling and cross-selling. Once you feel like you truly know your customers’ goals and have formed an emotional connection with them, you can start up-selling and cross-selling. Growing your customer base is important for sure, but it is also just as important to make sure current customers realize the benefits of how all products work together. For example, you might have a customer that needs Sure Champ® for their show livestock projects heading to the winter jackpots or major stock shows. You might also want to suggest Sure Champ Climate Control or Vita Charge Liquid Boost® to help keep their animals healthy and eating on the road.

5. Voice of Customer (VOC) input. Getting input from your customers is vital to your business’s success. VOC can assist your business in making decisions about products, services and marketing strategies. There are various ways to gather input from your customers. You can have a short 2-3 question survey at the end of each transaction. Change up these questions monthly or quarterly to get more information from your customers. You can also email or mail a short survey out to your customers and attach a coupon or other incentive to the survey as encouragement for completing it. Pay attention to the VOC and analyze what your customers are saying on a regular basis. It will make them feel valued and can also add value to your business.

Follow these five steps for a quality customer service system. Your customers will feel valued, and you will see benefits to your business as well.

Source: https://www.astutesolutions.com/blog/articles/whats-the-point-5-key-objectives-for-customer-service-systems

Courage to Compete

Competition is not a bad thing. In fact, competition is important to the overall growth of your business and has the potential to impact your bottom line. As more competition surfaces, it is important to tell everyone why they should buy their animal nutrition products from you, and to have the courage to set yourself apart from others in the business.

Be innovative.

Chances are you aren’t the only livestock nutrition company in your town or county. You are going to have to get creative in ways to draw those customers in to your business and keep them coming back. You will likely need to adopt new business services or marketing strategies to get customers to try your products. Is the local cattlemen’s organization having a meeting? Offer to provide part of the program in exchange for some time to talk about whatever
product best fits the season.

Provide service.

It’s one thing to sell an outstanding product. But how does your customer service stack up again the competition? Outstanding service will go a long way. Do you live in an area where there are “hobby” farmers who work a 9-5 job? Stay open late so they can pick up their products after work. Delivery is a big service that many offer, but making sure that the product is delivered on time to the proper place is important.

Know your customers.

Even though you think you are in the feed business, livestock business, equine business, nutrition business, the number one business that everyone is in is the “people” business. Building a relationship with your customers shows that you are genuinely interested in them and their program. Often business relationships evolve to friendships that evolve into long-standing customers. Know what products your customers need and when they will need them.

Tell your story.

It is ok to “toot your own horn.” You’ve got a good product, so let others know about it. This might be on your social media channels, a sign along the road or even at the local auction barn. Get out and spread the word, and encourage your customers to tell their neighbors if they like the products too. Positive peer reviews are a positive marketing tool.

Get motivated.

The fact you have competition should motivate you to be a better business person. You will need to be highly motivated to remain the better business owner. Be proactive, alert, creative and above all focused. Always think of better ways to satisfy your customers.

Staying competitive in the marketplace does take a certain amount of courage. But if you remain innovative, build relationships and provide outstanding customer service, you will edge out the competition.

Tackle the Tough

Does it ever seem like your to-do list grows by the day and you never get to check anything off of it? Are you working longer days and not feeling like you get to spend as much quality time with your family and friends? As your business grows (and that’s a good thing), so do your responsibilities. But how are you ever supposed to get everything done?

Perhaps you are like the cowardly lion from the movie, “The Wizard of Oz.” He said in the movie, “I haven’t any courage at all! I even scare myself. Look at the circles under my eyes! I haven’t slept in weeks!”

If everything you have to do to keep your business growing is making you lose sleep, grab some courage and tackle the tough tasks first. Set aside the first two hours (or whatever amount of time you choose) of your work day to do the work you feel will be the hardest part of your day. This might be a sales call with a new customer who you’ve been working on for months. Or it might be talking to an employee that you’ve had challenges with. Maybe you don’t like sitting at a desk and working on financials,

so you need to do this the first thing every day or every week and get the tough tasks out of the way.

What is your time worth? The adage, “time is money” is true, and if you ho hum around avoiding the tough tasks on your to-do list, you are losing time and potentially losing profit. By facing the toughest tasks first, you have the opportunity for further growth. Maybe you have been working with a potential customer for months, and if you contact them early in the day and make a sale, you are already growing your business first thing. Have an employee that isn’t meeting expectations? Tackle that issue first thing in the morning to start improving productivity.

When we have the courage to face the toughest tasks or the jobs we are dreading, we get those out of the way, and the rest of our day, can only improve. And what if something good comes out of that sales call you’ve been dreading to make? Then you are starting your day on a high note, after you’ve checked that task from the to-do list.

On Inc.com, Jeff Haden suggests choosing the 2-3 most important tasks (MIT) to tackle each day. As you make your daily to-do list, put these MIT at the top of the list with a goal to have them accomplished by noon each day. That gives you time for other tasks that need be accomplished.

It is human nature to avoid the tough times. But if you focus on the tough tasks in your job first, you will notice increased productivity, the potential for more financial growth and days that will fly by more quickly.

Courage to Ask

It feels pretty good to have a loyal customer base that you’ve built relationships with while growing your business. You know their needs, and they have learned to rely on you to have the products they need when they need them. However, you can’t continue to grow your business if you aren’t constantly seeking out new customers and leads.

It isn’t always comfortable to make that first call, but seeking out new customers is imperative to continue growing your business. Surely not every livestock owner, cattle feeder, horse and dog owner in your sales area is familiar and using BioZyme® products, and if they are, kudos to you! So, find those who are not using the products and reach out to them.

Not sure the best way to find those prospects? Here are a few simple suggestions from Inc.com to find new customers.

Cold-calling. This involves reaching out to someone you’ve probably never talked to before and know very little about. Perhaps you scour the ads in the local shopper paper each week for people who are selling livestock. If you see someone in your area who isn’t a customer, they automatically become a potential customer. Chances are if they aren’t a customer, the reason is because no one has ever asked them before.

Networking. There are several opportunities for networking in the agricultural business world. Perhaps you have a booth at a local cattlemen’s meeting or extension field day. You might even attend the weekly sales at the local livestock auction barn or the county fair to visit with people that you know are not current customers.

Ask for referrals. Ask your satisfied customers to send their friends and customers your way. Perhaps you can work out a deal to get a buyer’s list from a seedstock producer who hosts an annual sale. Peer reviews go a long way, and especially if other producers see positive results, they are going to want to get similar results with their livestock.

Affiliate marketing. Partner with a non-competing ag company like a bull stud or fencing company to share contact names to get the maximum exposure. Perhaps its as simple as inviting their customer list to an open house or producer meeting.

Once you’ve found new prospects, be sure to approach them in a way that that shows you are interested in learning more about them and their operation and offer solutions to their challenges. Mike Wadle, Director of National Sales – North, offers three pieces of advice for approaching prospective customers:

Listen, listen, listen. Ask open-ended questions and let the prospect talk. If you ask the right questions and listen more than you talk, you will learn a lot about the prospect. The prospect will feel like you care, and that you are sharing genuine interest in his or her operation.

Do not go into a call with a predetermined sales route you want to follow. If you think you are going to sell tons of one product without even knowing the needs of the prospect, you will likely have deflated goals. Once you know what the needs are of the prospect, you can start recommending products that best fit his or her needs.

Follow up is very important. Wadle says it is important to follow up with the prospects to show that you care about them and their needs, and the sooner the better. Don’t put off follow-up. Perhaps before you leave the initial call ask when a good time is to reach back out to them to answer any questions they might have thought of.

Finding new customers is all about building relationships. Relationships start with simple questions, showing you care about a person, their animals and their bottom line. Expand your relationships, and watch your customer base grow.

Displays That Excite!

Customers shop with their eyes, and their eyes need to land on a display that is exciting enough to entice them, yet simple enough to understand as well as being simple for you to assemble in the limited space that you have available. Here are a few ways you can spice up your displays to make them eye-appealing and useful to the consumer:

Keep things at eye level. No one likes to bend down to read a product label, so it is important to stack product high enough that customers can see what it is without getting on their knees. With that said, be sure to stack bags at a safe level and neatly so they don’t slide around and fall over.

Group like products together. Keep similar product lines together, so customers can see the various options that are available to them. They won’t want to go back and forth between products to compare labels.

Place small pack products up front. These smaller, usually less expensive items sometimes get left behind in the stacks of 50-pound bags and tubs. Place smaller items up front and train employees to suggest them as customers are checking out, especially if they complement other items customers are buying or are in season. Is it calving time? Be sure to suggest some Vita Charge® Neonatal or Vita Charge Paste. If it is the summer show season, and a customer is buying Sure Champ® keep Climate Control near the counter, and remember to suggest they add a few tubes of that to their order.

Displays don’t have to be extravagant to be eye-catching. Some signage is nice, but flashy neon signs and streamers aren’t necessary. Contact Kristi Stevens, Marketing Project Manager at (816) 596-8795 to order pre-designed, eye-appealing signs with the brand logos on them to hang above products your store offers. These vinyl signs are easy to clean, easy to read and will lead customers to the products they are looking for.

Add product information to your displays. Information is power, and it is always a good idea to add support materials like a product brochure or spec sheet close to the products you have on display. You might be busy with another customer, and the brochure might have just the information a customer was looking for to make the decision to buy the product.

Be sure to add any special pricing or promotions. Once again, signage doesn’t have to be extravagant, just easy to read with a clear message.

Display at least one of every product you offer. You might not have a large area to bulk stack multiple bags of the same product. Then use a table to put out one of each product or literature on the products you do have available. If the customers don’t know you have it, they can’t buy it.

Making an effective display takes time and energy, but it doesn’t take an advanced degree in artistic design or carpentry. Use the resources available to you, make it easy to see and add signage and supporting materials to provide information.  Keep small-pack products close to the front where they can be easily discussed at check-out, and keep items out on a seasonal basis. Follow these basic reminders, and you will be able to show everyone the great products you offer.