Category: Know Your Customer

Engage With Your Customers To Sell A Program

BioZyme® offers many great products for all phases of production. But some producers get comfortable with one product, and don’t always know how to transition to include other products. And sometimes, the new products seem overwhelming. However, with some engagement with your customers, and discussing the benefits of the Amaferm® advantage through all phases, you can expand your marketing to a program-based approach.

Matt Weigel, owner of Darlington Feed & Ag Center in Darlington, Wis., said he works closely with his producers to make sure they understand each step of the feeding process. For instance, he said the dairies he works with all incorporate Amaferm Digest More® in their feed. When Weigel asked if the producers were pleased with their calf feed, they said yes. Then he suggested the Vita Charge® Stress Tub to help them wean better and stay healthier. And the dairies liked them as well. Of course, they all start their program with Vita Charge Neonatal.

“I’m not afraid to give away a stress tub, and I’ll eat the $60 because I am confident I’ll sell 10 more tubs and more product,” Weigel said. “You’ve got to look at the big picture and be open minded. If a producer likes it and uses it forever I’m money ahead.”

He said he is on the dairy farms that are his customers at least every week or every other week to make sure the customers get their questions answered, and to fix any problems before they surface. Although his store represents other products lines, he truly believes in the Amaferm advantage and uses the VitaFerm products on his own cow herd.

“I wear my VitaFerm hat! We really promote VitaFerm because we know it works. I try the products on my own animals and they work. I like them, and I can promote them,” he said.

Another way that Weigel works to engage with his customers and promote products is to take advantage of the assistance the BioZyme Marketing Team and his ASM provide. In 2017, ASM Trent Gabler worked with Weigel and the Marketing Team to create a postcard mailing promoting VitaFerm HEAT® to those producers who use Concept•Aid®. Darlington Feed saw a significant increase in their HEAT sales after that mailing, according to Gabler.

Finally, Weigel said he’s not afraid to use other customers as references. He’ll share the results that ‘Joe Smith’ had when using a product and he said other producers have the mindset that if Joe Smith had great results, then I should try it too.

Using products, proactively making farm visits and sharing testimonials are great ways to engage and promote products. Offering a trial product might cost a little initially, but the returns will pay off in the long-term. Getting customers to use a program and not just one product will also pay dividends and keep that customer active all year long. Look at the big picture, and sell the program.

Grow Your Business Through Engagement

Without customers, business survival looks bleak. There are two key ways to grow your customer base and subsequently grow your business. First, don’t lose your current customers. And secondly, recruit new customers.

According to an article on marketingwizdom.com, “The average business loses around 20 percent of its customers annually simply by failing to attend to customer relationships.”

These are customers that the business has already recruited, mostly likely sold to at least once, but simply didn’t follow up with through simple engagement. Twenty-percent adds up over time, and if a business doesn’t work to recruit new customers, it won’t be long before the business no longer exists.

Get Referrals. One of the best and most cost-effective ways to gain new customers is through referrals. But more importantly, referrals are a way to continue interaction and communication with your current customers, while building relationships with new customers and clients. Communication and interaction is vital to long-lasting relationships.

As with any project you need to set your goals first. Do you want to gain a new customer each day? Two per week? Ten per month? Be realistic in the amount of time you plan to devote to recruiting new customers.  And remember, while recruiting new customers is important, keeping the lines of communication open and engaging with your existing customers is important to keeping them happy and keeping them returning.

Offer incentives. Although referrals can and do happen without incentive, people are sometimes afraid of giving out others’ names. But if there is a small incentive included, that fear usually disappears. Sample incentives include:

  • For every name that you refer that buys product from me this month, I’ll give you X% off your next order
  • For every customer you refer me to, I’ll offer you a Vita Charge® Stress Tub at $X cost

And if you don’t offer an incentive, do show appreciation. Those two little words go a long way and give you one more opportunity to interact with current customers.

Schedule the calls. Set aside 30 minutes a day for a week to make new customer calls. If those calls only take 15 minutes each, you can make two calls a day and engage with 10 potential customers. Even if half of those people purchase product, you’ve gained five new customers in a week. Follow that pattern, and over time you’ll have 20 new customers in a month and watch that revenue soar. And surely over time, those 20 customers will have friends that they will be glad to refer too.

Keep communicating. It doesn’t matter if it’s a new customer or long-time customer, keeping the lines of communication open are key to retention. Create a communications calendar where you follow up with each customer on a regular basis. Contact them to see if they need any products, follow up after the sale to make sure they are happy with their products and reach out to them in between to see if they have any general questions or just to see how their lives are going. Customers like it when you are interested in them and engage in their activities.

Referrals are great ways to build your customer base. Remember to keep those lines of communication open between both current and new customers and watch your business grow.

Customer Success Matters

Customers are the lifeblood of our business. Without their success and their repeated business, it is likely that our business isn’t going to succeed either. As dealers, we need to consider ways to help them succeed and then recognize their efforts.

First, we need to know our customers and understand their goals. Recognize what their individual production schedules look like and what their ultimate goals are. Do they sell their calves at weaning time? If so, you probably don’t need to push the VitaFerm® Gain Smart® product line to them. Do they compete with their horses or livestock? Then perhaps the Vita Charge® Gel or Vitalize® Equine Recovery Gel needs to be a staple in their show box. Customer success isn’t just about selling products; it’s about providing services and motivation to help them succeed.

Do you have a customer that is offering the same mineral program year after year because “that’s how granddad did it.”? If so, perhaps you need to suggest forage testing their hay and offering some alternatives to a more updated supplement program that will better fit their current operation. Maybe the customer didn’t know you offer forage testing and feed analysis. Once they discover the supplements they really need, they might even discover they are saving money over time. If you create an environment for your customer to succeed, they are more likely to succeed and become loyal customers.

But what happens when your customers find success? Congratulate them as soon as you can, and in person if possible. If you don’t think you will see them in the store or at their ranch for a few weeks, pick up the phone or drop them a hand-written note expressing your happiness for them. The fact that you noticed their achievements will go a long way in their customer satisfaction and your professional relationship with them.

Be sure to not only congratulate them, but to let others know about their achievements as well. Customer achievements can range from having a successful production sale to selling the Grand Champion Barrow at a recent livestock show to having a child get accepted to the college or university of his or her choice. Once you know of these success stories, start sharing them with others. There are several ways to share these stories.

Use a bulletin board in your store that allows you to “brag” on your customers. You can post newspaper clippings here. You can ask your customers to submit their photos and accomplishments to you to post on the bulletin board. People like to see what others in their community are doing, and it makes them feel good to be recognized for their successes.

Take that recognition to the next level. Perhaps you distribute a company newsletter or have a Facebook page. Share your customers’ achievements on these venues so more people see them, especially if they relate to success with your products. Producers will buy a product based on peer-success and not just because a sales person said it works (read more about this in Tell Everyone).

If you create an environment for your customers to succeed, and they succeed, they will likely become repeat customers. They will also tell others about their successes, and if you tell others about their successes, your business will continue to grow.

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 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.