September 2017 – Letters From Lisa

Location, location, location, or is it relationships, relationships, relationships? Definitely relationships. Find them, nurture them and watch sales soar.

At BioZyme®, that last sentence is key to how we view our responsibility to each of you. This is what really differentiates us from the many options you have in selecting a company’s mineral program to bring into your dealership.

At BioZyme, we believe our relationships will become your relationships and vice versa if we find, nurture and soar.


To reach our full potential we all need to find meaningful connections with a very broad palette of folks who see things differently than we do, ask very different questions and imagine very different possibilities. BioZyme is committed to finding these meaningful connections so we can connect you. Our exclusive partnership with Superior is one of those connections. As the data continues to roll in and the exclusive value-added nutrition VitaFerm® Raised and Gain Smart® emblems equate to significantly more per pound (currently a 7 cent per pound advantage), the connection will help sales soar.


Eighty-one to 90% of customers research your business before they make a purchase. Researching your business means that they go out of their way to learn about who you are and what you do, try to figure out if they can trust you enough to solve their pain points and watch your ‘moves’ to see if you truly deliver on the results you promise. In today’s business, it is important to establish and nurture a relationship from the very first contact through a carefully crafted process, up until the customer is ready to trust the products enough to make a purchase. BioZyme is committed to making sure at every one of these touch points information is easily and readily available, the products do exactly what we say they do and new products are added that assist with their pain points. We strive to help make business more sustainable – yours and theirs.

Do you have a nurturing process in your business that leads your customer up to a sale and other repeat businesses? If not, take the time, find a way.


An important ingredient in business is celebrating each and every triumph—and forgetting about each and every failure—both with the people around you and with yourself, too. BioZyme is committed to helping you remember just how amazing you are each and every day.

The defining attribute of a great business relationship is when each party has an emotional stake in the other’s success. That defines this team. So all we need to do is . . . .  Take the Time.  Find a Way.

“You will get all you want in life if you help enough other people get what they want.”-Zig Ziglar

Featured Dealer: W.T. Carnes

W.T. Carnes Grows His Business with Sub-dealers

In the heart of the Ozarks, there’s a BioZyme® dealer enthusiastic about the product he sells and the people he works with. W.T. Carnes said he’d been feeding the products to his dairy cattle for several years, and in the fall of 2013, decided to become a dealer.

He has taken initiative to grow his business, and says his sales have doubled every year since he started selling products. As an on-farm dealer, he embraces a basic business principle – making a sale is as much about who you know as it is the products you’re selling.

“People buy from people they know,” Carnes said. “My sub-dealers know more people than just the people I know. They can help me move more tonnage.”

Carnes currently works with five sub-dealers, friends that he said used and believed in the products, just as he did. Two of them live within 30 miles of him, but the others are quite a distance from him, expanding his network and opportunity for growth even more.

“The products really sell themselves. Once a producer hears about the products and tries them, they are usually hooked,” he said.

Carnes said he didn’t always have a network of sub-dealers, but his former ASM, and now Key Accounts Manager, Ken Gillig suggested sub-dealers would be a good way for him to grow his business after being a dealer for almost two years.

Carnes, who recently completed the Master Dealer Training Program, said another valuable tool to growing sales is hosting a producer meeting. He hosted his first meeting last fall, and sold a semi-load of mineral that night. He said that everyone that attended the meeting became a customer or has continued buying from him. The producers appreciated hearing from Mike Wadle, Director of National Sales – North, and being able to ask questions to further understand the products.

Currently, VitaFerm® HEAT®, Concept•Aid® and Gain Smart® Stocker mineral are his best-selling products. He offers two pieces of advice to newer dealers and their sub-dealers looking to grow their business, “If you can get producers to try the product, it will sell itself.” And he suggests keeping inventory low to promote freshness of the product.

A sub-dealer network has helped W.T. continue to grow his sales the past few years by multiplying his efforts and his reach all because of relationships he had with others who use and believe in the products. Are you ready to expand? Perhaps creating a sub-dealer system is the next step for you. For more information about reaching out and working with sub-dealers, contact your ASM.

Use Social Media to Boost Your Business

You’ve built your company’s Facebook page, and hopefully you found the tips in last month’s VISION useful as you begin or enhance your social media presence. But did you know for pennies a day, you can boost the amount of exposure your company gets on Facebook?

One of the most effective tools on Facebook is a button that allows you to “boost” a post or geo target specific customers with specific messages. Once you have created a post, you can click the “boost post” button, which allows you to create parameters to target a very specific audience including:

LOCATION: You can add the specific town or zip code you want to target, drop a pin or add multiple towns, say if you were hosting producer meetings in multiple locations. Once you have a location added, you can add a radius between 10-50 miles around the town or area you want to target.

AGE & GENDER: You can target only men, only women or both. You can target ranges of age groups between 13 to 65+ years old. Even though you can target 13-year-olds remember, Facebook does not allow you to target sales to anyone under 18-years-old. However, if you were hosting a youth livestock clinic, you might want to target 13-21, since that would be the group most likely to participate.

TARGET GROUP: Search by keyword to find a very specific target audience. Are you trying to promote Vitalize® to horse enthusiasts in your area? Type ‘horse’ in the keyword search, and the following will appear: horse, horse training, horse breeding and horse riding. You can click and select the groups that fit your needs, and anyone who has shown interest in those groups, who match the age, gender and location target you have selected will see your post. They don’t have to be your current customers or even like your page.

COST: Remember you set your budget, and you determine how much you want to spend. You can spend $10 for a post to show up for a month or you can spend $10 for the same post to only appear for a day.

“The more money you put toward your post, the more opportunity you have in reaching a larger percentage of the selected audience,” said Caitlin Tye, Content and Social Media.

If you are a dealer, and there is a cattle show coming to your town, you might create a post to promote you have Sure Champ® and Sure Champ Climate Control on hand. When you type ‘cattle’ in the keyword search, the following appear: Angus, Hereford, National Cattlemen’s Beef Association, cattle rancher, Cattlemen’s Steakhouse. You would select all of those except Cattlemen’s Steakhouse, because you would more than likely get someone who is a beef eater, and not a show participant seeing your post, which does not encourage engagement.

Boosting a post is an efficient, inexpensive way to reach a large group of potential customers who have a core group of interests. If you have more questions about how to create a targeted post, contact Kristi Stevens, Marketing Project Manager, at (816) 596-8795 or email her at

What Do You Need to Grow?

Companies of all types and sizes typically want to grow in one way or another—whether it’s in terms of revenues, profits, number of employees or customers, market share or number of locations. And while not every business owner has aspirations to build the next Google, almost every business wants to see progress from one year to the next, even if it’s just in the amount of money one can take home to the family. Research shows that trying to grow when the business is not ready is a leading cause of business failure. So, knowing if you and your business are ready to grow is very important to its success. The first google item that pops up for this topic makes it look so easy.  Just buy an “all-in-one platform” and it will scale business growth.

We all know this is not the way sustainable growth works and that we need to spend some major time setting the stage for growth for it to occur successfully. The below questions can help get the plan moving forward.

What is your long-term goal and how does that impact your growth decision? No goal, no glory. While we can’t predict the future, we can certainly plan for it.

Are you prepared financially? In our personal life, they say you should have six months of expenses saved “in case.” Growth is an “in case,” so that same basic rule applies to business. On top of this amount, one needs to add the estimated additional expenses from the growth plan. Don’t implement the plan without the cash.

Do you have the space and capacity to grow from a facility standpoint or will you need to expand? You must know the full capacity of your current operation before you begin this growth endeavor. You then must know what percent of that capacity you are currently operating. This is imperative to the decisions ahead.

How will you fund the potential expansion? Growth financing is every bit as hard–if not harder–to obtain than startup funding. Do regular cash-flow projections so that you know how much credit you’re going to need well before you have to start writing checks. Develop and maintain strong relationships with your funding sources and be sure to have primary and backup sources available. In today’s financial climate, it’s harder than ever to predict credit availability, so stay on top of your cash and financial needs to give yourself plenty of room to maneuver when it’s time to borrow.

How much human capital will be required to meet your growth goals? Where will you find it and how will you pay for it? The team that can successfully run a $1 million company is not the same team that can run a $50 million company. If your goal is growth, hire people who can perform in the size company you want to be–they’ll help you get there.

Will your existing customers remain loyal during the growth pains? No company can do without customers, and if you don’t stay close to them, you’ll lose them. Know what they need, but more importantly, know what they want and do everything you can to give that to them. Most important though is to communicate. Never let your customers wonder what’s going on. Tell them–whether it’s good or bad.

Will the work required to grow bring unavoidable stress into your life that could potentially deter your ability to successfully operate your business with your best foot forward? Be honest here and make sure you really think it through.

The better prepared you are for growth, the better your chances for success. Devise a plan that helps you get to where you want to go. Make sure you think of your plan as a GPS system. Don’t think once you are on the route that you know better than the GPS. And remember, the more specific your plan, the less chance you have to get lost.

Last but not least, don’t forget to focus on your core business and don’t get distracted. Stick to the business your company knows best. Be sure any diversification or product line expansion you do makes sense. If it has nothing to do with your core business don’t get into it just because it seems like a good opportunity. Otherwise, you’ll you confuse your customers and your employees–and you’ll likely find that dividing your efforts reduces the quality and profitability of everything.

Just as you plan for when things go wrong, also plan for when things go well. When you’re prepared for growth, you can better manage the changes it brings and let it take you to the goal you set when you started.

Grow Your Customer Base in 7 Simple Steps

Growing your customer base can seem exhausting. But without customers, our business model and our businesses are pointless. Former Goldman Sachs CEO John Whitehead offers his top tips in growing a customer base quickly in a recent article on

  1. Don’t waste your time going after business you don’t really want. Is there a producer who has tried every supplement brand around only to feed one or two bags and find something he or she is dissatisfied with? Are you the next target on the list? Perhaps your time is better spent talking to other potential customers who you know would benefit from your products and services than investing much time into the person in the “mineral of the month” club who won’t likely be a long-term customer.

  2. The boss usually makes the final decision. When calling on a potential customer make sure you are focusing your efforts on the right person. Maybe your buddy is the cowboy at a large feedlot, but chances are he isn’t going to be making major decisions about animal nutrition or health. However, he might be able to introduce you to the manager, who does make the decisions, and he can still serve as a resource and save you some time.

  3. You never learn anything when you’re talking. Ask questions of your customers, and listen carefully. If you are talking more than 50 percent of the time, you are talking too much. Listen to what goals are for their operations or what challenges they are experiencing. Then offer products that can help them meet their goals or overcome their challenges.

  4. The respect of one person is worth more than an acquaintance with 100 people. Treat each customer like he or she is your number one priority. Know what is important to them. Is it their family, the local football team or even their old ranch dog? Treat customers with respect, and you will earn their trust and respect in return. And they will likely tell their neighbors about that great BioZyme rep they do business with.

  5. When there’s business to be found, go out and get it! As mentioned in last month’s VISION, there is potential everywhere! Talking to existing customers about other product lines they could use is a great idea. Does that cow-calf producer have horses or a dog? Be sure to sell them the Vitalize® line of products. Or does your existing customer have a friend or neighbor that raises another species that you can help them with? Ask existing customers for names of potential customers and watch your customer list grow.

  6. There’s nothing worse than an unhappy client. Did you have a customer that was upset with his or her results. Customer satisfaction is key to keeping customers and growing your customer base. Make sure you solve any issues that arise with unhappy customers as soon as you can. That way when they are gathered around the local coffee shop, you become a hero, not another no-good sales person.

  7. If you get the business, it’s up to you to see that it’s well-handled. Follow-up is imperative, especially with new customers. Call them a few weeks into using the products to see how things are going. Do they have questions you can answer? Do they need more product? Happy customers will be repeat customers.

Growing your customer base is key to growing your business. Potential customers are everywhere. Make it your goal to grow your customer list each month.

Discovering the Six Keys to Success

Most everyone remembers who wins. Olympic gold medalists are honored with the playing of their country’s national anthem. Rodeo athletes are interviewed after they win their respective sports. World Series Champions are honored with parades in their hometowns. Football fans watch the NFL draft each year to see who the first-round picks are so they can continue to watch their favorite college players in the pros. But have you ever watched the 12th round of the draft to see who is the 310th pick? Unless you are related to that particular football player, probably not. But not everyone can be first, and even when you are the 310th choice, you can still work hard, show dedication and become successful.

That was the message former Denver Bronco Karl Mecklenburg shared the final morning of this year’s BioZyme® Dealer Retreat as he reflected on his 12 years in the NFL. The 310th pick in the 1983 draft never gave up and became a Denver Broncos Captain and All-Pro Linebacker. His career included six Pro Bowl and three Super Bowl appearances and he became one of the NFL’s most versatile players, playing all seven defensive front positions – often during one game.

Mecklenburg had a dream, and he never gave up.

“Success is overcoming obstacles on the way to your dream,” Mecklenburg said. Now as a motivational speaker and author, he encourages others to follow his six keys to success.

1 – Teamwork. Leadership is the ultimate expression of teamwork. As a leader if you are clear and consistent with a team commitment, the rest of your team will follow.

2 – Courage. Mecklenburg encourages others to have the courage to try new things. This might be expanding your product line, reaching out to new customers or even hiring an employee if you are a one-person dealer. “If you take the first step in the right direction before anyone else, all the angles change in your favor.”

3 – Dedication. Don’t ever quit. If Mecklenburg had been discouraged by his 12th round pick, he might have given up and never played in three Super Bowls. If you are dedicated to your business and your customers, you will realize your potential and continue to grow your business.

4 – Desire. If you have the desire to succeed, you will work to succeed.
Talent won’t get you near as far as desire and preparation. If you are getting ready to meet with a potential customer, do your homework. Find out about that producer, what makes that producer “click”, what does he or she need to make the operation more successful? If you have the desire to succeed, and put the work and preparation into your desire, you will succeed. “There is nothing holding you back but yourself,” Mecklenburg said.

5 – Honesty. The only way to make improvements is to be honest with yourself and others. You must know where you are today to know what goals to set for the future.

6 – Forgiveness. “Anyone who has lived a lot has made mistakes,” Mecklenburg said. Forgive those who make mistakes so you can keep those friendships, business relationships and support systems. It is especially important to forgive if someone admits they made a mistake.

It is vital to keep these keys for success in mind – in everything you do. Today, you might feel like a 12th round NFL draft pick, but with courage, dedication, desire, honesty, forgiveness and a team like BioZyme backing you, you will be a success! Take the time. Find a way.


Reach More for Less with Social Media

Social media is a great tool to reach a lot of people with minimal investment. Today, nearly 70% of the entire U.S. population has at least one account on a social media platform, and 42% of farmers use Facebook or Twitter daily.

Caitlin Tye, Content and Social Media Manager for BioZyme®, says there are two primary purposes to reach customers with social media, as a marketing tool and as a customer care tool.

“Everything you put on social media is strategic communication. It is not unplanned conversation,” Tye said.

When using social media as a marketing tool, you should see tangible results with an increase in sales. Be sure to know your audience, and what motivates them. And understand what content is important to your audience: talk about the products and their uses; highlight producers who have had positive results; keep customers updated on news from your dealership – new products, events or upcoming promotions. And, remember, sometimes social media as a marketing tool will cross over to customer care.

Tye offers four best practices when using social media as a marketing tool.

1 – Less is more. Capture the audience’s attention with short, effective post copy. People don’t have time to read a lot of text, so keep the copy precise and catchy.

2 – Imagery. Never post content without a visually appealing image to accompany it. Nothing should be posted without an image. Ever.

3 – Engagement.  Be clear how you want your audience to react to your message. Will they comment on it? Will they “like” the post? Will your customers “share” the post, and engage with others who are potential customers?

4 – User Generated Content (UGC). “Never underestimate the power of a brand-loyal fan,” Tye said. UGC is an unsolicited post submitted by a customer who is passionate about the product, who has seen a positive result. UGC is accompanied by a strong image, a powerful testimonial, and is more effective than you telling your customers how wonderful your products are.

If you have questions about social media or developing a social media strategy, contact Caitlin Tye at 309-582-6454 or

Here are a few examples of strong posts that will work as marketing tools. If you need help with Facebook posts about our products, contact Kristi Stevens, Marketing Project Manager, at 816-596-8795.

Product Highlights:
Show a picture of the product in use or product that you have in stock and ready for purchase.

Dealership Information:
Share services offered, exciting news or upcoming specials with your customers.

Customer Testimonials:
Testimonials are one of the most powerful tools you can use to sell products. Coupling a customer’s words with their photo (preferably using the product) makes great content for your social channels.

Partnerships and Programs Increase Profit Potential

There are only 24 hours to each day, and seven days in the week. You have a to-do list a mile long, including the desire to increase your BioZyme® sales for the year. Alan Lee, Director of National Sales – South, offers tips to help you grow your business and your profit potential.

Step 1 – Decide to multiply your business this year.

You are the only person who can make this life-changing decision. Don’t be wishy-washy. Make the decision, define how much you want to grow your business and start working.

Step 2 – Once you make the decision, do whatever it takes to get it done.

Develop a plan, write it down and make no excuses as you move forward. A plan or written goal will help you with accountability. And if you need to take that accountability further, talk to your spouse, business partner or even your ASM and let him or her know what your business growth goals are for the future.

Step 3 – Find mutually beneficial business partners to back up the plan.

Work together to build one another’s brand awareness and/or customer base. Until you ask to form a partnership, the answer is always no. Is there an animal health company, semen company or auction company you can partner with to conduct producer meetings? You probably share some customers, but you also share potential customers. Do simple things for one another like share your company links on each other’s websites. Start small, and develop endless opportunities with strong partnerships.

Step 4 – Connect the dots. Do you have a customer who has customers that you need to reach out to? For example, you have a VitaFerm® customer who sells 200 bulls every year. If that producer sells 200 bulls, who is he or she selling to? Have you asked that producer who those customers are? Do those customers use BioZyme products? If not, there are many potential customers who already have a trusting relationship with someone with a success story (the producer who sells 200 bulls) with our products. Connect the dots.

Step 5 – Think of established revenue sources as a partner. Although new customers are important, make sure your core customers are taking advantage of all products and programs. Sure, a cow-calf producer is using a Vita Charge® Stress Tub at weaning, but what about the rest of the year? And what about the other species on that operation? Make sure that customer knows about VitaFerm Concept•Aid®, VitaFerm HEAT, and Gain Smart. Does that operation also have horses and kids with livestock projects? Make sure you tell them about the Vitalize® and Sure Champ® product lines as well. And most of all, try to sell them a program, not just a product.

Make sure your current customers understand the value of using an entire program, not just a single product in their operation. Sell sheets for four key programs are available in the Online Dealer Center that will show the cost per animal vs. the ROI for the producer and the profit potential for the dealer when selling the program. For example, a producer with 40 cows, feeding Concept•Aid most of the year, and HEAT during the hot summer months will spend approximately $56 per cow. However, because of the increase in conception rates, adding more pounds of calves to wean, the producer should see an additional $20.63 profit. Studies show that calves will gain an extra .25 pound per day with the Amaferm® advantage, so higher performing, heavier calves will also result in additional profit to the producer for feeding these two supplements of $76.88 per cow. Now, if you have 10 producers with 40 cows each, your sales for those two products could bring in $22,280. See why it is important to sell the program and not just a product?

Be sure to check out the Retreat Page in the Online Dealer Center by going to and clicking “Retreat”. Here you will find updated sell sheets for all programs and products as well as Alan’s presentation that includes the profit-potential breakdowns of these four programs: VitaFerm Cow-Calf Program, Gain Smart Stocker Program, Super Start Dairy Calf Program, and the Recovery Programs. The sell sheets will explain more in-depth the benefit of the products and how to best position them when selling.

Potential Customers are Everywhere

As you look for ways to grow your business, it is important to think of everyone you encounter as a potential customer. Are most of your customers cow-calf producers? It is highly likely a lot of them also have horses that need our products. Most households have 1.6 dogs, and BioZyme® offers products for our canine companions.

During the recent Dealer Retreat, Tell Stevens, Digital Marketing Manager, shared with dealers some big picture numbers of the potential they have in their respective areas. What most dealers discovered is they have a lot of potential they had not considered.

“We tried to identify all animal groups attached to a specific product line and aligned our brands to segments of the industry that need them,” Stevens said. “This allowed dealers to visualize where they might have potential utilizing all of the product lines BioZyme offers.”

Working with the USDA to gather numbers, Stevens collaborated with Lisa Norton, BioZyme Vice President, to determine assumed days on a program and the revenue per head at suggested retail to calculate potential revenue. Numbers on the chart assume that BioZyme has 100% of the market share; however, Stevens said to compare the revenue of one segment against other segments to get a more realistic figure.

For example, a horse on Vitalize® year-round, will generate $323 in revenue. Do you know someone with 10 horses? Perhaps you need to reach out to customers who buy the VitaFerm® products for their cattle and also have horses, and educate them on the benefits of Vitalize. It’s a great idea to generate more revenue from those customers who already know about and believe in our products.

Nearly everyone you meet has a dog. And most dog owners treat their dogs like their kids. You can generate nearly $75 of revenue in a year from one dog being on Vitalize products. And that customer will likely continue to buy products from you for years to come.

It is easy to get stuck in a sales routine where you talk to your same customers on a regular basis, but it is time to think outside the box and grow your potential. If your typical audience is the cow-calf sector and you discover a commercial poultry, swine or dairy operation exists or has moved into your area, those are great potential customers. Not sure how to start a conversation with them? Talk to your ASM or someone on the business development and support team to help you make that pitch.

Take the time. Find a way. Find your potential, and grow your business.

If you were not able to attend Dealer Retreat, and would like to know the potential for your dealership, contact Kristi Stevens, Marketing Project Manager, at 816-596-8795 or

Clone Yourself: Master Dealer Program

You just can’t be everywhere at once. Sometimes it seems nearly impossible to get everything accomplished when there is just one of you. Wouldn’t it be nice to have a clone? That is one reason why it is important to have a highly-trained sales team in place.

In a 2015 Facebook survey of nearly 580 livestock producers who use supplements, 48% of them said they expected their dealers to have product knowledge and rely on them for their recommendations.

Since research has shown that employees are happier and feel more like part of the team when they are knowledgeable about the product, it makes sense to provide them the necessary training to increase rapport and productivity.

According to Lessonly, productivity increases by 22% when employees are properly trained. That means productivity of one employee who makes $30,000 per year, could increase $6,000. Taking the time to train your employees is a good investment, especially if you multiply that $6,000 by the number of employees you have.

“The Master Dealer program is an easily accessible place to log on and learn about our products and the industry at your own speed,” says Erin Creason, BioZyme® Inside Sales Coordinator. “The consumer has asked that when they go to purchase product that the dealer has product or will order product in a timely manner and has product knowledge and is able to make a recommendation. By becoming a Master Dealer, you’re able to do both at the same time! Whether you sit down and complete the training yourself or have your staff go through our training modules, you’re multiplying your efforts.”

To educate dealers and keep them properly trained – the next best option to cloning – BioZyme introduced its Master Dealer Program in June. The program, which provides online training is one way to keep dealers knowledgeable about the various products, their uses and BioZyme services. Located on the Online Dealer Center, the Master Dealer Program offers a variety of learning modules covering topics from Amaferm® and stocker cattle to commercial poultry and horses. After each brief training video, there is a quiz for the participants to take. After all quizzes are passed and all other requirements are completed, the dealer will receive Master Dealer recognition.

In addition to completing the training modules, other requirements to meet the Master Dealer designation include having at least two employees for each dealership complete the training (unless there is just one person involved with the dealership); stocking four of the five following brands or products: Sure Champ®, VitaFerm® Concept•Aid® or VitaFerm® HEAT®, Gain Smart® , Vita Charge® or Vitalize®; and completing two courses in continuing education training each subsequent year.

Once a dealership has completed all the requirements for Master Dealer, it will be recognized and marketed as such. It will receive a special designation on the Dealer Locator page, 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 BioZyme Master Dealer logo on it.

While cloning yourself, as nice as that sounds, may not be possible, taking the time to train yourself and your employees is something you should definitely invest in! Your employees will feel more like a team, and your customers will feel like they are being treated by knowledgeable staff every time they contact someone about BioZyme products.