Personal Experiences Lead to Protein Promotion
When a dealer has walked a mile, or 20, in his customer’s shoes it makes it clear to understand the trials and opportunities they face each day. Master and VIP Dealer Keith Micke, Glendo, Wyo., knows what it’s like to try to survive in the cattle business and have Mother Nature against you. He is making strides to help his customers stay profitable while providing high-quality nutrition to their herd.
“I ranched at one time, and I have always been one to get the biggest bang for my buck and save money where I could, and my customers are the same way,” Micke said. “If they are having a bad year, I might have a bad year. I am trying to help them get the best possible product for their money.”
Sufficient protein is always a concern going into the fall and winter months, and BioZyme® offers several options to supplement protein in the cattle diets. However, in a year where some ranchers have too much rain and some are suffering from drought, Micke is trying to make sure his customers also get the most for their dollar, especially in a time when calf prices are depressed. Therefore, he is turning his focus on marketing the VitaFerm® Concept•Aid® Protein Meal.
Micke said he typically offers a slight discount on a protein product for about six weeks each fall; and this year, making the choice to focus on the Protein Meal seemed logical after hearing from his customers. The product contains 20% protein, Concept•Aid and the Amaferm® advantage, while being conveniently packaged in 50-pound bags, which he said is easier for older ranchers and lady ranchers to handle than the 200-pound tubs.
Micke said promoting and selling the Protein Meal is two-fold. The Protein Meal offers an affordable value; however, it does require a feeder. He said if his customers order a mass quantity of the Protein Meal, yet to be determined, he will provide a VitaFerm mineral feeder for them.
“The mineral feeders will pay for themselves over time. They are big, and have the VitaFerm label right on them, so each time they are out in the pasture, the producers see ‘VitaFerm’ and think about the value they are receiving when they put mineral out,” Micke said.
He said since he has started keeping the mineral feeders in stock, they have become great sellers. When people see them, they want to try them, and they have great results. He has heard from producers who use them with bulls. They don’t tip over and keep the mineral protected from wind and rain. And, perhaps most importantly, they don’t blow around like the empty tubs.
“The Protein Meal is a hell of a product. It’s not new, but it’s one that producers need to think about when trying to save some money this fall,” Micke said.
He will start marketing the Protein Meal with a mailing that the Marketing Team helped him develop and will launch his promotion at his producer meetings in mid-September. He suggests always working with the ASMs, who are insightful and can help with ideas.
Experience is the best teacher, and having fed the Protein Meal in 2012, when coming through a drought, helped Micke understand the value of the product. To offer a product that helps producers succeed, and helps dealers stay profitable is a great example of care that comes full circle.
- BEST PRICING. Guaranteed best pricing (truckload) on all orders regardless of size for volume items and Level 2 pricing on all Vita Charge & Vitalize non-volume items.
- PRIORITY SUPPORT. Priority support from your Area Sales Manager, the Customer Support Team, Plant/Operations and the BioZyme Marketing Team.
- FUN STUFF. You will receive free PR in your local and regional papers, a special token of our appreciation for all you do and special perks at our Annual Dealer retreat.
Need help positioning Concept•Aid Protein Products? We have you covered.
Is Your Customer’s Forage Quality Low?
Then, it’s protein time as proper protein supplementation is essential to overall animal productivity and performance that pays! All VitaFerm® ️Concept•Aid® protein products provide the convenience of Concept•Aid along with a natural protein source so there is no need for additional vitamin and mineral fortification when forage quality is low.
Why Your Customers Need it:
- 20% Natural Protein: Provides the convenience of the highly bioavailable Concept•Aid breeding mineral along with a natural protein meal so there is no need for an additional vitamin and mineral source when forage quality is low.
- The Amaferm® Advantage: Amaferm is a precision prebiotic that provides more intake, feed digestibility and nutrient absorption resulting in amplified breeding performance of the cow.
- Two Form Options Available: You can provide customers with the product in their choice of a convenient 200-lb. tub or a more economical mineral form available in a 50 lb. bag.
The BioZyme® ️ Marketing Team is available to help you develop materials about the protein products targeted specifically to your local audience. If you would like help, please reach out to Ashley Fitzsimmons, Regional Marketing Manager, at (307) 575-1082 or firstname.lastname@example.org.
Hay Testing Services:
Taking hay samples is one step that can help your customers determine if the nutrient requirements of their animals are being met. By having a general idea of the quality of the forage, it will enable you to help provide them the lowest cost ration possible to meet performance expectations.
To learn more about hay testing or help your customers analyze the results of their hay test and choose the best products, visit www.vitaferm.com/hay-testing.
Producer meetings are a great communications and marketing tool. However, do you know they can serve other purposes too? They can serve as an educational resource, and also as a way to help you develop your strategic plan.
Communications not only involves sharing information, but just as importantly it entails gathering information that can help you grow your business. Producer meetings are a great place to gather input from customers, learn what their challenges are and hear how you can help them become more efficient in caring for their animals. There are several ways you can gather this useful material during producer meetings.
Some dealers like to have small group meetings or gather people of similar backgrounds for coffee, a meal and individual conversations. This is an excellent way to find out about the concerns about a specific industry. Perhaps you are in a predominant cow-calf area but have handful of sheep or goat producers. Why not get them together to share insight on their industry. Maybe there are specie-specific concerns about health, nutrition, reproduction or hoof care. Hearing those concerns, from firsthand producers is the best way to determine how you can best assist them during the next year.
If you don’t think you have the time or will gather enough producers for a small setting, set aside an amount of time at your next producer meeting for some good candid conversation about what your business can do in the future to set your customers up for success. Having this dialogue will help you learn more about what your business needs to do, and you can write some of those steps into you next strategic plan. It also gives other producers in the room a support system, so they know they aren’t alone in their endeavors. Anything you hear, big or small, should be written down so you can follow up. If you are unsure of something you heard, contact the producer and make sure you follow up on anything you want to add to your strategic plan.
Perhaps you are not planning a producer meeting. You can still use a conversation to discover what is weighing on your customer. Here are a few sample questions to get your conversation started.
1. What is your number one production/management concern this year?
2. When do you feel you need the most help saving money on nutrition for your herd/livestock/animals?
3. Who determines the management plans and budgets in your operation? (Good to know if you are dealing with a multi-generation operation.)
4. What if I can show you how an investment in nutrition will help your bottom line?
Producer Meetings with a Twist
One way you might consider helping your beef producers realize more value in their calves is to make sure they are BQA certified. A recent study at Colorado State University shows “significant premiums are paid on calves and feeder cattle going through video auctions when Beef Quality Assurance (BQA) is mentioned in the lot description. CSU researchers found an average premium of $16.80 per head was paid when BQA was listed.”
In late August, Wilde Angus Ranch, Shevlin, Minn., hosted a producer meeting, in cooperation with the Minnesota Cattlemen’s Association, where attendees would be able to receive their BQA training. As of Aug. 6, 145 producers had already pre-registered. This is a great way to help producers stay educated on industry topics, which could lead them to premiums on their calves, all while sharing the BioZyme message with them.
Stay strategic. Use producer meetings as a two-way communications tool to help you plan your business and marketing strategy so you can help your customers succeed.
A business strategy is much like a roadmap. You wouldn’t leave home on a cross-country trek without your trusty atlas, or in today’s world a GPS or mapping system built into your vehicle or phone. Then why would you try to run a winning business without a roadmap or guide to tell you how to achieve success?
According to an article at www.business2community.com, there are six steps to planning an effective business strategy. Let’s look at each step that author Jamie MacDonald outlines.
1. Gather the facts. Before you know where you want to go with your business, you need to know where you are right now. Determine what the purpose of your company is, what your customers’ needs are and if you are currently profitable or in the red. One of the best tools to determine where your business currently stands is using a technique called the SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis. Strengths and weaknesses should be examined internally, while external factors should be looked at when examining opportunities and threats. Always make sure that you have the right people helping with this analysis.
2. Develop a vision statement. A vision statement should describe the future direction of the business for the medium-to long-term. It describes the organization’s purpose and values. The vision and mission statements should be developed at the same time by the leadership of the company. To write a vision statement, you might want to ask, ‘Where does this company want to be in five years?’
3. Develop a mission statement. The mission statement outlines the purpose of the company and its primary objectives. The Mission focuses on what needs to be accomplished in the short-term to accomplish the long-term vision.
4. Identify strategic objectives. You should set high-level objectives for all areas of business from sales to marketing. Your objectives (or goals) should be SMART (Specific, Measurable, Achievable, Realistic and Time-related). They should include factors like performance indicators, resource allocation and budget requirements.
5. Create tactical plans. Think of tactical plans as the “turn-by-turn” instructions on your mapping device. These are the detailed steps that will help you achieve the goals of reaching your destination. These plans should focus on measurable results and communicating to your team on what they need to accomplish with concrete deadlines.
6. Review Performance. Just because your mapping system provides you to a detailed route to your destination, doesn’t mean that you won’t hit road construction or another detour. Performance reviews by company leadership and those doing the work are crucial to understanding if you are still heading in the right direction. Reviewing your strategy on a regular basis is crucial to know that you are accomplishing your missions and goals.
Creating a business strategy makes sense. It is an evolving business tool that grows and changes as your business grows and evolves. Take the time to make sure you and your team are on the same road map and every time you reach a milestone, don’t forget you’re closer to winning the race!
Information source: https://www.business2community. com/strategy/6-steps-create-effective-businessstrategy-01391113
Have you taken the time to determine the strategy for your business? As Lisa Norton mention’s in her letter this month, a strategy and a plan are not the same thing, but she defines strategy as, “Determining how we are going to win in the period ahead.” Winning in business is bigger than bringing home the purple banner and the trophy. In order for your business to win, you need to turn a profit while making sure your customers have what they need to succeed.
A short-term strategy will help you accomplish your goals each year, and lead to a win in your business. As we approach the last quarter of 2019, it is a great time to start planning your strategy for the year ahead. Jackie Lackey, Marketing Strategist at BioZyme, suggests asking yourself three questions and analyzing your own responses as you begin to develop a short-term strategy to ensure success in your business.
1. Do I understand my business and its needs?
This one question might need to be answered by asking a series of more questions. What do you as a business owner or manger need to do to grow your business? Do you need to put more focus on strictly large accounts? Or do you need to diversify your customer base more? Determining what your business goals is a great first step to discovering what you need and what you hope to achieve for your business.
Part of discovering your business needs might also involve realizing new ways to upsell your products. Marketing should be a big part of your business strategy and determining the best ways to position, promote and sell your many products is all part of the strategy development.
2. What do my customers need to succeed?
A business won’t win if the customer is not happy. So perhaps one of the most important questions to consider is what the customers’ needs are. Of course, your customers want to have a profitable year; that is everyone’s ultimate goal. But, how can you help them reach that goal? They need to be aware of the many options that are available to them, and how they can use those options during various stages of production or before, during and after a show or competition. Listen to your customers. Learn their needs. Plan your strategy.
3. Am I making a profit?
If you are not making a profit, you are not going to be in business long. Then, you will have to start thinking about a new strategy and set of goals! Everyone that owns a business should determine their desired profit margin as well as have an accurate list of income and expenses. Once you analyze your profit potential, you will be able to set your business strategy in a way to ensure your business is lucrative.
Once you have discovered the answers to these three simple questions, you can start planning your strategic framework. Remember, start planning for the short term, with your customer’s success in mind, and you will win by getting to watch your business grow!
It’s a dog-eat-dog world out there. Unless you are marketing a generation-old family secret anti-aging potion it’s likely you will have competition in the marketplace. In order for your business to thrive, you need to differentiate yourself from the rest to rise to the top.
But how do you do this? You know your products are great. You’ve trained your employees to know the products and provide the best customer service in a five-county area. That’s all important, but to really set your business apart, you need to start with the basics. And for that you must establish your WHY.
According to Jackie Lackey, Marketing Strategist at BioZyme® Inc., when you discover your “why” you are building your own personal brand. That brand is what will help set you apart from the rest.
“Developing a personal brand is valuable, but it is not about you. It is about delivering value to others,” she told attendees at this year’s Dealer Retreat.
There are ultimately four characteristics that make up your brand, which should reflect what you say and do. Let’s review each of those features, and while you read these, think about how they apply to your individual brand.
1. Who. Before you can start building a brand, you need a solid foundation, and that foundation begins with understanding who you are. Each person has unique, authentic, genuine traits, so take some time to reflect on those. What is your passion? What really drives you and motivates you to get out of bed each morning? Is it helping others? Selling a great product? Making a profit? What talent and interests can you share with others?
2. Why. Knowing your “why” will help you discover your purpose. Everyone has a purpose and that purpose should show through in everything you do. At BioZyme, our purpose is to “provide care that comes full circle,” and we can do that every day in multiple ways. We show care for animals by providing products to enhance their health, and therefore should help producers achieve profitability. That care also extends to the dealers and employees within the company who make sure those products are available. Determine your purpose or reason for getting out of bed each morning.
3. Values. Everyone has values and they will vary from person to person and from region to region. But if you don’t know what you believe in, who will? It is important to have a strong value system in place. If you feel strongly about your values, why not write a value statement and display it prominently in your business or home? Perhaps your values are best displayed by the way you treat others on a daily basis.
4. What. What are your future goals and objectives for your business? You obviously want to achieve growth and while doing that, help others be successful. But what other goals do you have? Remember, goals should be SMART (specific, measurable, accountable, relevant and timely), and they become more concrete if you write them down and review them often.
Once you have established your brand and you know how to differentiate yourself, it is time to start promoting and marketing to let others know about you and your brand. Here’s how BioZyme can help. Set up a meeting with your ASM and the marketing team to inform them of your why and how you would like to share your message. They can help you with unique marketing messages to target your audience and set yourself above your competition.