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.

Featured Dealer: Erv & Del Farms

Cliff Linder has the passion to help young people succeed.

Caring for livestock and people are two things that Cliff Linder knows about and is really good at. One way he has cared for his own cattle is by feeding them VitaFerm® for the last 20 years. Therefore, when the opportunity to become a BioZyme® dealer presented itself nearly seven years ago, it was an easy decision for Cliff, who also owns Erv & Del Farms near Louisville, Ohio. A driving force behind his success thus far is that he truly enjoys helping his youngest customers learn and develop their own interest in the livestock industry.

“It is my passion to see kids succeed with their projects,” Cliff said. “Success isn’t always about winning, but I want them to learn how to raise and care for livestock and enjoy it along the way.”

Cliff makes himself available to his customers, young and old, throughout the year, and they know he is just one phone call away. He said if they have a challenge or a question about their project he will help them to the best of his ability. If he can’t answer the question, he will call his ASM, Lindsey Grimes, or someone else in St. Joseph to find an answer, and he appreciates the speed at which his phone calls are returned.

In addition to being accessible on the phone, Cliff makes sure he and his wife, Julie, visit their customers during the spring and summer to make sure all the show stock is eating and gaining. They also make sure they attend a day at the county fairs to support their young customers.

“I enjoy going to the fairs and watching the kids show,” Cliff said. “And they like to see a familiar face. Having a hands-on approach and having them know we support them means a lot, and will make our business stronger.”

Cliff said his love for the county fair spans nearly six decades, as he and his brother started showing at the Stark County Fair in Canton 57 years ago. Last year was his daughter’s last year showing, and there has been just one year in those 57 years, none of his immediate family exhibited livestock at the fair.

Cliff makes sure all the young exhibitors and their animals are ready for the fair by hosting and presenting various clinics and field days that cover nutrition and health for multiple species in the area. He conducted a sheep clinic in mid-March, and typically works with other surrounding counties to teach young people and their parents the importance of a good nutrition program. He also attends spring jackpot shows to display products and discuss the benefits of the BioZyme products.

“If you have animals, you want them to perform. An ounce of preventative maintenance will save you on a vet bill if your animals get sick or go off feed,” Cliff said.

Not only does Cliff work directly with his younger members showing livestock, he works to provide service and answer questions to all his customers, and just hosted his annual dealer meeting this spring. More than 100 customers and potential customers attended the meeting where he and Grimes represented BioZyme, while the Umbarger ASM was also on hand to answer questions since Cliff is also an Umbarger dealer. He said the attendees had a chance to ask questions, learn about new products and everyone left with a door prize and full belly.

As Cliff continues to grow his business, he continues to see more success with his junior customers. Success in and out of the show ring is one thing he is passionate about. With a willing attitude and a passion for the future, Cliff’s business is sure to thrive as well.

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Get Social with Marketing and Promotion

Facebook. YouTube. Twitter. Instagram. Snapchat. These are just a few of the social media platforms that your customers or your customers’ kids engage with on a daily basis. And they are becoming some of the most widely used marketing tools out there.

If you are looking for a timely way to reach and interact with your customer base, social media is the tool to use, and unlike some predictions of less than a decade ago, social media is here to stay. The reach and engagement is so widespread when using social media, it is hard to deny that it is an effective way to reach a large following very quickly and at a very low cost.

According to an April 2017 report on ebizmba.com, 1.5 billion unique users visit Facebook each month. Granted those users span the globe, that is an amazing number of people to reach with your message.

BioZyme® wants you to succeed in your online presence and posts regularly to its multiple Facebook pages, making content readily available for you to share from your dealer or personal pages. Many BioZyme brands have a Facebook page with content posted regularly. With just a click of the ‘share’ button, you can add that content onto your company Facebook page as well.

Here are just a few examples of ways you can use social media to engage with your customers.

Promote your products. Did you just get a shipment of a new product in? Take a photo and post it to your social media accounts. A picture is truly worth a thousand words on social media.

Create a hashtag and use it properly. Hashtags, the little pound symbol before a group of words, can be a powerful way to reach a group of like-minded people. For example, “#surechamp is great product to keep your show animals on feed this summer,” might be a tweet you post, with a link to Facebook page and a promotion on Sure Champ. Young people familiar with the brand name, but not exactly what it does might click on that post, and learn more and become your next customer. 

Host a contest. Sure Champ® already posts judging classes to its Facebook page. Perhaps you can share this, and you can reward a local winner with a cap or a tube of Vita Charge® Paste. Or make up your own contest. May is beef month, so host a photography contest where your customers can submit their favorite photo of cattle, and then entries are voted on by others on social media.

Recognize your customers. You just hosted a customer appreciation event. Post photos of those who attended, and especially any big door prize winners.

Educate your customers. Share articles of interest with them from other news sites or groups. Chances are if you post these items of interest, your social page will become a one-stop source for your customers. Adding a quick thought about the information you’re sharing is always a great way to continue the conversation with your followers.

It’s time to get social. Promote your business and reach out to your customers.

Feed the Future is One Way for Dealers to Help Give Back

Two of the most fundamental business investments we can make are in our future and in our people. BioZyme Inc. has committed to investing in both of those areas with the creation of the Feed The Future partnership it formed with the Hereford Youth Foundation of America (HYFA).

“Bob and Lisa both feel it is import to make an impact on the next generation of agriculturalists and that is why this program was created,” said Crystal Blin, Marketing Program Manager.

For every receipt BioZyme receives from select VitaFerm® products, BioZyme will donate $1 to the HYFA, with a goal of making a $100,000 donation in October 2017. American Hereford Association members and commercial producers who use purebred Hereford bulls are encouraged to send in copies of their receipts or invoices, and Blin said they can submit receipts as far back as Sept. 1, 2016.

In addition to the program being a great way to make a difference in the young people involved in agriculture, Feed the Future can serve as a great marketing tool for dealers.

“Because most Hereford breeders are extremely passionate about HYFA and supporting their junior members, dealers can mention the Feed the Future program to breeders and it can be a great way to start a dialogue and potentially gain new business,” Blin said.

As of May 1, Blin has collected copies of receipts from Hereford enthusiasts and dealers, equating to nearly $4,800, noting that several dealers will send in the receipts for their customers.

“I will send in the copies of my customers’ receipts for them so it is not an extra burden, yet they feel like they are giving back and helping the youth,” said Sue Kline from The Feed Bunk in LeRoy, Ill.

Kline adds that she typically sells a lot of VitaFerm, but that she has promoted Feed The Future in her store and on social media, and encourages other dealers to do the same to promote the program. All people want to support youth in agriculture; it makes them feel good she said, and so letting them know that their purchase of particular products might help the youth will help spur sales.

Blin said there are several ways to market VitaFerm products while promoting the program. She suggests asking the customers who use Hereford genetics if they do use VitaFerm products, and if not, to consider making the switch, knowing a monetary contribution would be made to an organization the producers are passionate about. Next, she said if they are only using Sure Champ® or they don’t use a VitaFerm product year-round, they might be interested in learning more about qualifying products like Concept•Aid®, Heat™, Cattleman’s Blend, 30:13% Protein Tub, Roughage Fortifier® and Sure Start® Pellet.

Overall, Feed The Future is a win-win-win program for the youth, the producer and the dealer. The youth of the Hereford breed are receiving a great donation, the producer is keeping his or her animals healthier and gaining and the dealer is increasing sales and building relationships.

To learn more about this program, visit www.vitaferm.com/feedthefuture.

Don’t Forget the Young Customers

When it comes to kids, parents are usually not afraid to spend a little extra money to invest in their activities. Parents will spend money on sports camps, dance clinics, traveling ball leagues and personal trainers and coaches. And that is just the beginning. There are still participation fees, uniforms, equipment, lodging, travel and meals.

Showing livestock is no different – you have the initial investment of the animals, nutrition and health protocols to follow, bedding, equipment and fitting supplies not to mention entry fees and lodging, travel and meals.

But once you’ve made that initial investment in your livestock project, don’t you want to make sure it stays healthy while eating and gaining weight? That is why it is super important to focus on our younger customers – those who participate in youth livestock projects and their parents.

“I have yet to meet a parent who doesn’t want to see their kids succeed,” said Britney Creamer, ASM in Western Colorado, Utah and Wyoming. “Showing livestock is a ‘sport’ where not everyone gets a participation ribbon and parents generally go above and beyond to see their kids be successful.”

“I recommend Sure Champ® to anyone who comes in to buy show calf feed,” said Burton Nusz, store manager at West Slope Ag in Olathe, Colo. “The animals stay healthy and will stay on feed. Once the customer has tried it, the products sell themselves.”

Creamer said most conversations will start with the younger exhibitors who have seen a product promoted on social media or are aware of a promotion or giveaway. The kids will recognize the brand name, but perhaps not fully understand its function or use. That is when it is time to strike up a conversation with the parents, and the easiest way to do that is to jog their memory of that one time when…

“I always ask if they ever had an animal that went off feed or water when they got it to a show. It doesn’t matter if they showed at a county fair or all over the country, almost everyone recalls that memory, it strikes up a conversation, and then I tell them I have an insurance policy for them with added benefits,” Creamer said.

In addition to helping “insure” the show animals won’t go off feed again, Sure Champ products have many benefits including a healthy skin and hair coat and keeping animals gaining in an efficient manner. There are also complementary products in the Vita Charge® line that offer the convenience of different forms of delivery, including Vita Charge Stress Tubs that don’t have to be hand mixed with each feeding.

Creamer offers other suggestions for helping promote the Sure Champ line to customers and their kids for their summer show projects.  Creamer said the 10-pound bag of Spark is a good size to have at the counter. When a customer buys any show feed, it is great to start up a conversation about Spark and how to use it in conjunction with the show feed that is being purchased.

Another creative promotion Creamer has encouraged her dealers to try is setting a jar of red hots on the counter and having customers guess the correct number in the jar; the closest guess wins a shirt or a tube of Sure Champ Climate Control Paste.

Creamer also encourages her dealers to engage on some type of social media since the young exhibitors are so in-tune and already having conversations in that space.

Perhaps the most important tool Creamer uses is talking about the Amaferm® advantage, and how it helps the animals grow and gain. And although it varies by region and dealer, most of the products will only cost about 50 cents per animal/day – a pretty easy investment when talking about kids being successful in the show ring.

“A lot of my customers care about the rate of gain contest or carcass contest at their county fairs. I will tell them about Sure Champ and how that will help their animals put on pounds quickly no matter the show feed ration they are feeding,” Creamer said.

May 2017 – Letters from Lisa

At BioZyme® we have been committed to supporting young people involved in the livestock industry for many years. I cannot take credit for that amazing commitment. My husband, Bob, gets full credit for that very smart, passionate way of thinking about business. Since young people are this month’s focus, I thought it much more appropriate for him to write this month’s letter. We are very fortunate to have him as our guest writer this month.

I was recently asked by a colleague what my vision for BioZyme was when I first came here and what or how has it changed during my tenure.

My vision, then and now, was to continue building a “great” company. I say continue because the foundation was already here when I started. To be “great” you must have a talented, passionate and devoted (to customers) workforce. You must have products and services that exceed the customers’ expectations, and most importantly contribute to the customers’ sustainability. Product development, research, manufacturing, quality standards and controls, marketing, sales, logistics, customer service and administration must all be “world class” in performance and culture to achieve this vision.

Culture, the shared attitudes, values, goals and practices that characterizes an organization (from the hardcopy Webster dictionary sitting on my credenza, yes I still use it!) must be at our core if we are to achieve culturally the vision of “greatness.”  But, where does “greatness” begin?

Larry Fitzgerald, wide receiver for the Arizona Cardinals of the National Football League, was recently recognized as the Walter Peyton NFL Man of the Year. This award is presented annually honoring a player’s volunteer and charity work, as well as his excellence on the field. Larry, in his opening remarks, said “GREATNESS BEGINS WITH GIVING.” 

The video footage of Larry Fitzgerald reflected much of his volunteer and charity work with young people. I believe Mr. Fitzgerald would describe his giving as an investment as much as a gift in the traditional sense.

We would certainly describe our giving to be as much of an investment as a gift with the young people that we are privileged to be associated with through the breed association junior programs, shows, 4-H, tours and internship opportunities.

We have the opportunity to teach as well as learn from our young people. We have the opportunity to inspire and be inspired, the opportunity to share our history and experience and to listen to their thoughts, dreams and goals. The opportunity to give and to receive.

In a very few short years these young people will be customers of our products if we earn their trust in our products and brands. These young people will be the leaders of this great country and hopefully carry on the theme of making “America Great Again.” These young people will become the leaders of our company and hopefully will continue the vision of building a great company.

Where better to give, or to invest than in our children? Our young people will carry on the legacy of this country, this company and our agricultural community. Each of us, individually and collectively, has the opportunity to aspire to do great things, big or little, as long as we remember that “GREATNESS BEGINS WITH GIVING.”

Bob Norton

Featured Dealer: Salem Veterinary Services

Family Business Grows with Passion and Success

Although relatively new to the BioZyme® family, Salem Veterinary Services in Salem, South Dakota, has seen tremendous success since joining the network of dealers in the fall of 2016. What started as a small order to sell some Vita Charge® boluses in the family-owned vet clinic has grown to moving into their garage, and now a 48×60 foot building is under construction to serve as a warehouse for their products to meet the producer demands in their area.

“I was concerned when Dennis Delaney told me we had to buy a pallet of product at a time. I thought 50 bags is a lot,” said Carie Stiefvater, who manages the BioZyme dealership.

The Stiefvater family raises a variety of animals including Angus and Hereford cattle, sheep, goats, chickens and horses. They don’t sell anything to the customers in the vet clinic that they haven’t used and seen positive results with.

“Our clients like to see us use a product first. We will typically use a vaccine for three years before we will sell it,” Carie said.

Last fall, their two oldest daughters ran a trial using the VitaFerm® Sure Start® Weaning Program. Since the Stiefvater family calves in May, after most of their clients are done calving, they typically wean October 1. Last fall, they separated eight head – four Angus and four Herefords – of the same age for a feeding trial that ultimately finished in the top three in the state FFA science fair project for seventh grader Ella. She will find out in late April if her project garnered the first prize and will move on to national competition.

Ella and her older sister, Hadley, a freshman, conducted the month-long trial with two groups – one that was introduced to the Amaferm® advantage, and a control group, without Amaferm. The animals were randomly sorted the first day of the trial by which animal came down the chute. Every other one was tagged with an orange tag and would be part of the Amaferm group and received the Vita Charge Drench; the green-tagged calves were in the control group.

Animals were kept in individual pens, and hay and feed were weighed out individually twice daily with all animals eating the same diet, except for the orange-tagged animals, which had the Stress Tubs in their pens. Each week the animals were weighed, and their growth was recorded. And at the end of the study, the four animals that had Amaferm in their diets outweighed the control group by a total of 90 pounds combined. Although Ella had extra expenses in separate pens and individual tubs, she calculated that after expenses, she put $22 more profit per calf in her pocket from the calves fed Amaferm.

This is just one example of a feeding trial that the family has conducted, with plans to conduct more in the future. The trials work great for this home-schooled family, which also includes brother Colton, a fourth grader, and littlest sister, Skylar, who is four. Carie said they can incorporate the trials into several areas of curriculum including math, where they calculate break-evens, rate-of-gain and net worth; science, where they learn about microorganisms and the purpose of vitamins and minerals for both humans and livestock; and English, where the students must write papers and learn public speaking.

As an example, Ella presented her study findings to vet-clinic customers in the winter months following the trial. During the two-week period leading up to the state FFA competition, Carie said she would give her presentation 2-3 times a day.

“It is a great sales tool while teaching my kids about public speaking. She would present to producers, breeders, fellow veterinarians, Extension agents and anyone who would listen,” Carie said.

And the kids also help out at the vet clinic, where their dad Mike is the solo practitioner. In addition to three employees who are like family, Salem Vet is truly a family operation.

As the kids were learning more about BioZyme and its products, they also became aware of the Action Awards. Carie said a Vita Charge show box caught their attention immediately, as they are currently using a wooden show box that belonged to Carie in her younger days. She said they need 4,000 points to earn the show box, and though she hasn’t looked lately, she was almost certain they were nearly to the half-way mark, only in the fourth month of the year.

“A show box they earn will have a lot more value in it from the experiences they have gained.” Carie said, noting one of their next big marketing pushes will be to promote Sure Champ® to all the young exhibitors in their area.

Until then, the Stiefvater family will continue to use the products, test the products and tell others about the great success they have seen.

Customer Testimonials Reflect Passion for Products

I know what I heard is true. John Doe told Jim Smith who told Bob Black all about his latest news, and I heard it from Bob at the local coffee shop. Yes, word of mouth does spread like a wild fire, but if used properly, word of mouth and customer testimonials can be great marketing tools that share not only good information, but passion for our products.

Chris Kyle, ASM in Arkansas, Louisiana and northeast Texas, says the value in customer testimonials is that the person reviewing or talking about the specific product or experience has nothing to gain by doing so. He or she is merely bragging about something positive that has happened on the farm or ranch and wants everyone else to know about it.

“The people who are talking about our products have nothing to gain; they have achieved some sort of success in their area first, and want others to know they have that feather in their cap,” Kyle said.

Most customers are glad to give a review or testimonial. You can ask for it written, take notes as it is given orally or even use the technology that you have on hand to record a video.

“The customers don’t hold back. I ask them how a particular product is doing and they will start talking and telling me about all the good things they have happen with their animals’ health,” Kyle said.

Kyle said that customer testimonials are a great way to reach potential customers, and even though the days of chatting at the coffee shop still exist, more and more dealers and producers have started using social media as a marketing tool; a very quick way to spread customer testimonials and praises.

Another thing Kyle does is shoot a short video – typically 30-seconds – on his iPad or phone of the customer talking about the products. The visuals of their facial expressions and tones of their voices help exude the passion they have for the products they are talking about. He then shares those videos with the marketing team to post to a social media site.

One of the greatest things about social media is the reach that it has. Once a post is made, any individual or dealer can like, comment or share that message, which can be shared again. An example is a blog post that is posted to Facebook on Monday morning and by Friday, has 350 likes and 50 shares. Fifty other companies or individuals have shared that link to their own pages, making the information spread much more quickly than the hearsay at the local coffee shop!

Early marketer and promoter P.T. Barnum said, “Nothing draws a crowd quite like a crowd.”

Customers who have achieved success will be passionate about the products they are talking about. It is important to remember those success stories when you have a producer meeting or customer appreciation event. If you know of customers who have had great success with the products ask for them to share their experiences with the crowd you have gathered. Their real-world stories and experiences that their neighbors might also encounter will definitely help make a sale.

Finally, when sharing testimonials with customers, Kyle says he drops names of big-time, successful producers in the area. If he knows someone who runs 500 cows has had good results with a product, he might mention their name to someone down the road with fewer cows that is undecided about trying a BioZyme® product. He knows the first call that will be made when he leaves is to that neighbor, whose name Kyle mentioned.

Producers are passionate about the products that work for them. Use that passion through customer testimonials as one more resource in your marketing tool kit.

Invest Your Passion Into Your Business

You have likely heard the saying, “Chose a job you love, and you will never have to work a day in your life.” That quote carries a lot of weight, and hopefully if you are reading this, you love your job. You might not like your job every day, but hopefully you chose this career path because you are passionate about agriculture and the people involved in our industry, and you want to help them keep their livestock healthy.

Did you know that you can invest your passion into your business? If you truly are passionate about what you do, and we know you are, you can take that passion to build your business, promote your products and build relationships with customers that will help create sales both now and in the future.

Bob Parsons, the founder of GoDaddy said, “Never stop investing. Never stop improving. Never stop doing something new.” It is vital to your business and its success, and ultimately your bottom line to follow those three simple pieces of advice. And it can start with investing your passion into your business.

How can one invest passion? One way is by showing your customers you truly care about them. Follow up your sales with customer calls to make sure the customer is completely satisfied with his or her products. Ask if there are any questions, and furthermore, have a conversation about the customer – his or her operation, family or hobbies. This will show that you are interested in their life, and not just making a dollar. Customers are more likely to do business with those who show an interest in their lives.

Another way to show your passion for your business and share that with customers is to host producer meetings or open houses. Share your passion for the business by highlighting new products in an open house or providing timely information to your customers at a producer meeting. Don’t think of the cost of the meal or refreshments as an expense, but rather an investment in your business and the people who support you.

Are there other ways you can invest your passion into your business? Perhaps you have a large show animal customer base; you can invest in those young people by hosting a feeding and fitting workshop or sponsoring an award at a local show. Offer to have the local FFA chapter have a meeting at your store so they can learn more about your products and at the same time, you will get to know more about the youth in the area.

And never underestimate sharing your passion via social media. Does your company have a website, blog, Facebook or Twitter account? You can share the passion you have for your business with the masses with just the click of a button.

What will these investments bring you? Hopefully, the enthusiasm you show to your customers, employees and others will be contagious. They will see how much you care about the brands you sell and the results that are produced. The investment in your time and energy should return dollars to you in sales. Host events that will make you money, love your job, and you will never work a day in your life.

Passion Fuels Sales

In the world of sales, you are going to hear ‘no’ more often than what you ever imagined. Potential customers can think of many excuses not to buy your products. But do you want to know how to turn that ‘no’ into a ‘yes’? Find their passion and make that your new target.

Selling is all about building relationships, and one of the best ways to build relationships with others is to find a common bond – something you and the customer are both passionate about. Once that person learns you are sincerely passionate about the same thing, the relationship is strengthened, and chances for a sale increase.

Take for instance, man’s best friend, the dog. You might be completing an order for one of your larger cow-calf producers, and you notice there are a few ranch dogs hanging around the barn. Have you ever mentioned to this customer that BioZyme® also offers a line of dog food and supplements? Learn the dogs’ names, and ask the cattle producer if he or she would be interested in getting a bag of food for the dogs. Most dog owners treat their canine companions like royalty, and if they can get their dog food from a trusted source where they also get the supplements that help keep their cattle healthy, that is a win-win.

How do you find your customers’ passion? Visit with them one-on-one! Ask questions and get to know them. Look around their farm or ranch. Did you notice a pen of horses? Do young lambs and pigs suddenly appear in the spring for their kids’ 4-H and FFA projects? And, have you looked at any of their social media outlets? Before you even call or step foot onto their place, it is always good to do a little pre-work on social media. Pictures and posts will tell you almost immediately what they are truly passionate about.

Once you find out what your customers’ passion is, take an interest in it. You might find that you share a common interest for horses. Talk about your love for horses and ask specific questions about their horses while taking notes about their responses. If you notice they have young children who are working on show lamb projects, ask about that project. Even if you don’t know anything about lambs, you will learn something new, and seem genuinely interested in the customer, and even more importantly their kids. Finding their passion beyond what they do for their livelihood, could potentially gain you a new customer or allow you to offer more of your product lineup to your current customer base.