Category: Business Topics

February 2017 – Letters from Lisa

“ACTION IS THE FOUNDATIONAL KEY TO ALL SUCCESS.” -Pablo Picasso

In mid-January, our area prepared for an ice storm compared to nothing we had seen since 1993. I don’t remember the ice storm of 1993, but it must have been bad as they were predicting a ½- to ¾-inch of ice in this storm, a very disruptive amount. A disruptive ice storm is typically one of  ¼- to ½-inch of ice accumulation. This amount of ice starts to damage trees and power lines. As a matter of fact, a  ½ inch accumulation on power lines can add 500 pounds of extra weight.

Having an action plan around this ice storm was important to my survival success, as I am responsible for a very famous horse, two rabbits and three dogs. Our daughter came home so I had to make sure she was safe too. With all that in mind, Bob got an electrician to set up a generator wired to the house for basic power, we (along with everyone else in St. Joe) went to the grocery store and got enough food to last at least a week. We bought every heated blanket and small heater they had left at Target, and I slept on the couch so I would hear the storm hit. I did this for three nights. The ice never came. Was all this action a waste of time or did it have value?

We don’t ever expect to have to deal with an ice storm, a flood or a tornado but when they do happen, the difference between life and death is often determined by how prepared we are for action and how much of a plan we have. The same is true in business.

Here are three easy steps to ensure you maximize the value of your business with planned action.

Pick Your Three “Focus Areas” – Focus Areas are the most important areas for your business to spotlight, the areas that will really help you develop your business. Stick with no more than three, as too many priorities mean you have no top priorities. Sure, you’ll still have to take care of your company’s day-to-day operational needs, but focusing on a few key chunks will actually produce value for your company. Potential focus areas could be:

  • Increasing your lead flow
  • Improving your sales conversion system
  • Speeding up your collections cycle
  • Making a key hire
  • Developing a new product

Define Success for Each of Your Three Focus Areas – generally, you should pick criteria of success that you have control over (or, at the very least, you have a great deal of influence over). It’s important to look for criteria that are as objectively and quantitatively measurable as possible. Pick one “Key Performance Indicator” to track. Your KPI for each Focus Area gives you a yardstick against which to measure progress as you go. By laying out your criteria of success for each Focus Area, you’ll have clear clues for what action steps you need to take.

Lay Out Your Key Action Steps and Milestones – the final step is to lay out the key action steps you need to take and milestones you need to reach to accomplish success for each Focus Area. Try to break down each Focus Area into five to seven action steps. For each action step, pick a team member to be responsible for executing the step by a definite date.

Remember, action may not always bring happiness, but there is no happiness without action.

An Investment in Nutrition Prevents Common Animal Disease

In a region of the United States where Anaplasmosis is a cause for concern in the cow herd, Bob Black doesn’t worry about his herd catching the infective blood disease that can decrease performance, cause weight loss, abortion and ultimately death loss. The fifth-generation cattle producer focuses on managing his herd’s immune system function and investing in a sound nutrition program. And in addition to ranching with his brother, he owns Elk County Veterinary Services at Howard, Kan., and has been a BioZyme® dealer for nearly 18 years.

The Blacks run a cow-calf operation in southeast Kansas where they concentrate on raising cattle with a high carcass quality to provide the consumer a safe and favorable eating experience. The brothers wean nearly 300 calves each year, and Dr. Black says he can’t remember treating any animals for Anaplasmosis since they have been feeding VitaFerm® products.

“We’ve been feeding VitaFerm for at least 25 years, and whatever we invest in pays off in the end,” says Dr. Black. “Amaferm does a great job of breaking down the forages, and the organic minerals keep the cattle’s immunity up.”

The cow herd on the Black’s operation eats a forage-based diet with minimal supplementation. However, the VitaFerm products they do feed offer maximum nutrition in key trace minerals of copper, zinc, selenium and magnesium.
In addition, Amaferm is a great resource to help break down the forages and convert them to energy.

Dr. Black has used LONGRANGE® to control parasites such as ticks that spread Anaplasmosis for the past three years. In addition, he manages their body condition score to keep cows between 5-6 BCS, with a goal of 90% conception rate. He says if the cows get too much condition, they lie around and don’t graze, and therefore are not as healthy.

“It all comes down to proper management and animal husbandry” Dr. Black said.

Although he has chosen to ward off Anaplasmosis by proactive management techniques, he does sell CTC to some customers. Dr. Black’s goal is to use his personal successes to demonstrate the Amaferm advantage to sell more BioZyme products.

“The uptick in the market the last few years has helped, but getting our foot in the door is the big challenge,” he said. “Once a client switches over, and they see the Amaferm advantage in their cows, they are usually hooked. We are seeing good conversion.”

Keep Records Now, Save on Fines Later

You invest a lot of time and energy helping your customers develop nutrition programs that help them put more dollars in their pockets. But, with the introduction of the Veterinary Feed Directive (VFD), now is the time to make sure your records are in order so if you are audited, your checkbook doesn’t take a hit with heavy fines in the future. Have you filed with the FDA? Do you have a person in your dealership to track the directives? And did you know software programs exist to help you track sales of medicated feeds?

All distributors of VFD feed must notify the FDA prior to selling any feed or supplements. Any changes of feed dealership name, ownership or address must be submitted to the FDA within 30 days of the change.

Thsidebare only way you can sell VFD feed or supplements is with a complete written order from a veterinarian, similar to a doctor’s prescription. Once the order is filled, you must retain the directive and proof of sale/distribution. All records must be kept for two years, and be readily available to the FDA if requested for inspection/audit. The BioZyme® staff has created a sample form to make sure that you have a complete directive, and everything is in order before you sell any medicated feed. Visit the Online Dealer Center at www.biozymedealer.com and click on “Regulatory Center” to download the sample forms.

A simple Google search will result in several software and online options for feed distributors to use to track records when selling VFD feed and supplements. You can also create your own document in Excel to track sales and record the directives. However, according to Kevin Glaubius, Director of Nutrition and Technical Sales for BioZyme, an actual paper trail needs to exist, and dealers will need to have hard copies of directives on file, not just electronic versions.

Remember, staying on top of your record keeping now, can save you time, headaches and dollars in fines in the future. A proactive approach to good record management will hopefully prevent a check-writing reaction in the future.

A Coordinated Effort Will Help the VFD Transition

It’s pretty likely a majority of your customers have heard of the Veterinary Feed Directive (VFD) that went into effect January 1. If a livestock producer has read an industry publication, attended any type of producer meeting or even picked up some literature at his or her local farm store, he or she knows that the VFD is here. But, do the producers understand what VFD means and how to coordinate efforts with their veterinarian and feed dealer for a smooth transition?

“Bring up the VFD in conversation, and encourage producers to have an established relationship with their veterinarians,” says Kevin Glaubius, Director of Nutrition and Technical Sales with BioZyme®. Even though the VFD has been talked about during the past year, it is imperative to have a well-established Veterinary Client Patient Relationship (VCPR) before your animals get sick.

“There have been a lot of changes in a short period of time,” Glaubius says. “Don’t wait until a health outbreak occurs in your herd to establish a relationship with a veterinarian.”

In addition to encouraging producers to create a working relationship with a veterinarian, Glaubius suggests educating producers about the importance of proper nutrition.

“Proper nutrition can help animals through times of stress to prevent sickness,” Glaubius says, adding that supplementing with the Vita Charge® Drench on arrival and a Vita Charge Stress Tub in the pen along with good nutrition in the bunk is a preventative measure against sickness during the weaning period that leads to improved animal performance as well.

Once the VCPR is established, the vet will write the directive, which the producer will bring to the feed dealer. Although the directive can be faxed or submitted electronically to the feed dealer, he/she must store a hard copy for two years.

Finally, the dealers need to make sure all forms are filled out properly before selling the medicated feed or supplement. Once paperwork is in order, the sales transaction can be completed.

“Be patient. Be proactive. Make phone calls. Work with your veterinarian as much as possible,”Glaubius suggests. He reminds all dealers and producers there will be a learning curve in the first few months of 2017, as the VFD regulations are new to everyone.

You can find a full list of frequently asked questions and example VFD forms in the Regulatory Section of the Online Dealer Center at www.biozymedealer.com. In addition, any dealer or producer with specific questions should contact Dennis Delaney, Director of Inside Sales, at 816-344-5748 with questions.

Dealer Spotlight: Tennessee River Music

It is easy for Tennessee River Music to market and sell BioZyme® products. They have seen great success with many of the products on their own cattle enterprises, and John and Randa Starnes of Fort Payne, Ala. say the success they have had with the products helps sell them to other producers.

“If we didn’t believe in the products we wouldn’t use them or sell them,” Randa says.

John says they started selling BioZyme products nearly four years ago when they had seen positive results on their purebred Hereford and Angus operation. There wasn’t a dealer nearby, and the products they wanted were not always readily available. They decided to become BioZyme dealers so they would have the products on hand, and they could help other producers in the area secure a high-quality nutrition package.

“We are our biggest customer, but we have several smaller producers in the area that know we keep products on hand in our commodity shed,” John said. “We don’t have a retail store, but people know we are usually around if they need something, and as long as it isn’t midnight, I’ll help them load up what they need.”

John says Tennessee River Music’s customer base covers about a 100-mile radius, with a few customers further out. John, who has a master’s degree in ruminant nutrition, wanted to provide a service to area cattle producers while having another venue to network with them. Adding BioZyme products seemed like a natural fit.

John says the products really do sell themselves, and once a producer tries a particular product, repeat customers become the norm. At their bull stud, they put a 50 lb. VitaFerm® Concept•Aid® Protein Tub in each pen, something that bull owners from across the southeast take note of. He also says that this year, with the extreme heat and drought, the VitaFerm HEATTM mineral is a perfect fit for their operation.

HEAT helps their cattle shed off, tolerate the midday heat and is fed to their spring calving cows that are bred in the summer time heat.

“During this time of extreme drought, the protein tubs have proven to be a cost- effective way to add supplemental protein. This year, we have seen these products pick up in sales due to the ease of handling, where most people aren’t set up to handle loads of feed, and the devoid of pasture in our area,” John said. “When we start explaining to producers that it’s 20% natural protein that contains a mineral package that also includes Amaferm® and all of its proven benefits at a one pound inclusion rate, it really is a cost-effective option. We look at is as a three-in-one product – mineral, protein and Amaferm.”

Another favorite product is the Vita Charge® Stress Tub that John puts out for the first few weeks of weaning. He says these encourage calves to have a steady appetite, and in all the weaning seasons he has used them for, both the fall and spring calving herds, he has not had to treat a single calf for bloat or respiratory illness.

One product that John and Randa have found fairly simple to market is the 50 lb. Concept•Aid Protein Tub. John says a couple of factors play into that product’s popularity. First, the average herd size in their area is less than 25 cows. The tubs are the perfect size for the smaller producers. Next, many farms in the area rely on the wife to take care of the livestock while the husband works off-farm. The 50 lb. size is much more manageable for a woman than a 200 lb. tub. And finally, the popularity of raising and showing goats in the southeast has risen in the past few years, and the 50 lb. tub is just the right size for goat raisers according to John.

“Believe in the product you are trying to sell and know why it is better than brand X,” John said.

Marketing the New Cow-Calf Mineral

It’s no secret that times are tough. Producers are constantly looking for ways to stretch their dollars. And luckily for them, BioZyme® is always developing new products with its producers’ best interests in mind while still utilizing its key ingredient, Amaferm®, in all products.

As BioZyme rolls out its new VitaFerm® Cow-Calf Mineral, producers will now have a lower-cost mineral option available to them during “belt- tightening” times or during times of the year when they choose to maximize savings.

“This mineral package was designed for the price conscious producer looking to lower their input costs,” said Alan Lee, Director of Sales – South. “But it is still a better option than other economy mineral lines because it contains Amaferm.”

According to Lee, many producers will sacrifice quality to buy the cheapest product at a local farm or box store. And in the end, those producers discover they get what they pay for. While the new VitaFerm Cow-Calf Mineral does not contain the same level of vitamin and minerals as all other VitaFerm mineral products, it does still exceed NRC requirements. The big ticket to marketing the VitaFerm Cow-Calf Mineral is to remind customers they will still see the Amaferm advantage when using this product.

“Producers can keep their cows on Amaferm at a lower price point,” Lee said. Lee encourages producers to continue feeding VitaFerm Concept•Aid® during the critical times of production like breeding and prior to calving to get the most return on their investment. However, he says due to the Amaferm being included in the lower cost mineral package, producers should still see increased appetites, initial gain and increased feed conversion from VitaFerm Cow-Cow Mineral in the down time.

The introduction of the VitaFerm Cow-Calf Mineral to the BioZyme line of products is a good way to capture new customers, according to Lee. He encourages dealers to find those producers who have been buying the $18-20 bags of mineral from competing brands and introduce them to this mineral and the Amaferm advantage. He says once they try this mineral, and see some small results, they are likely to try some other products, see big results and be hooked on the BioZyme products. He also recommends marketing this to less-progressive producers who don’t demand great results immediately. Lee adds that the price point of this new mineral option makes it a great product to have on hand, so fill the truck with it to take advantage of better freight rates.

“All dealers have those price conscious customers. This is a good product to put before them, but remind them, they do get what they pay for,” Lee said.

Two Ways to Maximize Profits

Listening to his customers’ goals and watching them learn from their experiences are two of the ways that Don Bush, manager at Powell Feed and Milling, tries to help his customers minimize expenses and maximize their profits. As a BioZyme® dealer in north central and northwest Arkansas, Don tries to use the proactive approach of reaching out to his customer base and identifying their needs.

“We try to get on the phone with our customers as much as possible to find out their goals and understand what they are trying to accomplish with their operations,” Bush said. They have an outside sales person who also tries to get to each of their eight retail locations weekly to maximize personal contact with the customers as much as possible.

The first way that Don helps his customers maximize profits is with one of his most popular products, the VitaFerm® 30-13% Protein Tub, which he says his customers appreciate as a complete mineral package.

“It offers a protein source that works really well in our part of the world, and it has a complete mineral package,” Bush said. “When compared to a traditional tub and bagged mineral program, it is more efficient. Research has proven that a higher percentage of cattle consume mineral on a regular basis when it is in a molasses-based tub versus a dry bagged mineral. So, more of the cattle get the mineral and protein they need, consistently. Consistency is very important in rumen health and efficiency. Amaferm® being part of the package is just like putting a supercharger on a good engine.”

Don says he is excited to market the new VitaFerm Cow-Calf Mineral as a second way to help his customers maximize their profits with a lower-cost option that still offers the Amaferm advantage. When his customers chose a lower-quality product, their cattle don’t perform to their expectations, and they soon realize that the Amaferm advantage saves them money in the long run.

“Amaferm is the key to the products,” Bush said. “The new VitaFerm Cow-Calf Mineral will give us a product to market to producers that offers cost savings without wrecking their cows. This mineral will allow producers to roll back when times are tight, and Amaferm is magic.”

Bush notes that there are multiple ways a complete mineral package saves producers money over time. With a product like Amaferm, producers see increased appetites, increased gains and more productive cows that breed back more efficiently. He adds that a good nutrition programs keeps calves healthy, which lowers vet and animal health bills.

“BioZyme has never had a low-cost option before, and this product should help those producers who want to save money,” Bush said. He hopes that more producers will take the proactive approach to implementing a quality nutrition program, even in tougher times. “This market has caused everyone to tighten their belts and cut costs. But a quality nutrition package will save and make producers money down the road.”

December 2016 – Letters from Lisa

As most of you know, BioZyme® has been around for quite a long time. I would say its “old” but since my birthday is in December, and the mirror seems to think I am getting “old”, I am just going to say this company has had a lot of experience. Author Aldous Huxley states that experience is not what happens to a man: it is what a man does with what happens to him. BioZyme has tried to live through all of this experience by staying focused on innovation, research and outreach that positively impacts the performance of animals so their owners succeed. Our team tried hard to keep that theme going in 2016. See what you think.

Innovation

  • Installation of comprehensive small pack manufacturing capacity, allowing us to manufacture all of our Vita Charge® and Vitalize® gel, liquids, powders and gel caps in-house. This allows for much quicker turn around for these very fast growing lines of products.
  • More loading and fulfillment space for faster order turn around.
  • Faster and increased manufacturing capacity with the installation of the Italian-made Concetti completely automated bagging process. This technology can handle pellets, mash, bran, granules, flakes, or crushed product bagged through a completely automatic IGF bagging machine, capable of reaching a capacity up to 1,200 bags per hour. Our old line could accomplish 2,000 bags per 8-hour shift.
  • A new, more interactive Online Dealer Center to allow for the addition of more useful features for growing and tracking your business.
  • A new VitaFerm® Cow-Calf Mineral that addresses the nutrition minimums of a cow and her calf at a price that is sensitive to the current market challenges without losing the Amaferm® advantage.
  • Adding cool, relevant folks to our team so we can make a difference in the challenges faced by this great industry.

Research

  • A two-year study at The Ohio State University found that cattle fed Amaferm during the first seven days following feedlot arrival, the highest stress period in the feedlot, had double the average daily gain and feed efficiency over the control group.
  • Research completed in Germany at Christian-Albrechts-University determined that BioZyme’s AO-Biotics™ reduced gut leakiness, protected against infection and tissue damage and supported up to 30% more absorptive capacity of nutrients to the monogastric animal.
  • A controlled field trial completed at the University of Tennessee-Martin found cattle given Vita Charge Drench upon arrival recovered more quickly, shown as a significant increase in weight gain during week one. The control cattle actually lost weight during the first week. Those drenched cattle were also fed the Vita Charge Stress Tub for 21 days. This combination resulted in a significant starting advantage during weeks 1-3, but also maintained the advantage throughout the trial, with significantly better ADG and weight gains in weeks 4-7 and 1-7.

Outreach

  • Secured being the authorized partner with Superior Livestock Auction, offering the first-ever and 2017 exclusive value-added nutrition programs. This is a HUGE outreach opportunity for all of us that love our amazing products. No other company has this distinction. Not Purina, not Nutrena, not Kent and not ADM. Go get ‘em, team!
  • Started the Feed the Future Program with the Hereford Youth Foundation of America to support youth – the future of our industry and our country.
  • Sponsored the Junior National shows of 12 cattle breeds and the World Pork Expo, allowing more than 4,000 youth to spin the Sure Champ® wheel and answer nutrition questions to earn prizes.
  • Transported numerous injured war veterans to their necessary medical visits around the country.

Pretty amazing, don’t you think? I am giving you a large bear hug right now. Why? Because you are part of the team that made all this happen. Because you are amazing. I hope you have a blessed Christmas and a very Happy New Year. My sales team would be disappointed if I didn’t end the year with a challenge. How many tons will we be able to sell if we find all the amazing strategies to make a difference for producers and animals? I hope it’s a number we can’t even imagine.

lisa-norton-signature

10 Ways to Thank Your Customer

While simply saying, “Thank you” is an essential part of good customer service, words don’t always carry the same significance as actions. It is important to continually strive to show your gratitude to your customers in fun and memorable ways.

We decided to feature these 10 ways to show appreciation to your customer. Each idea for giving thanks must be relevant, noticeable and sincere. If you focus on these simple gestures, your show of gratitude will be a huge hit with your customers.

  1. Write a Note
    There is still nothing more powerful than a handwritten note. It’s surprising how rarely this proven way of showing gratitude is actually used. Your note should be specific and personal and will be sure to brighten your customer’s day.
  2. Start a Loyalty Program
    Invite your most loyal customers into a VIP rewards program. Customers love the red carpet treatment, which is why prime and VIP membership programs have become so popular. Your rewards program doesn’t have to be complex; it can be as simple as offering customers an annual discount on their anniversary.
  3. Send a Treat
    Cookies are a winning idea – liked by all and easy to share. But consider your audience: if your customer is more health conscious, a fruit bouquet might be a better fit.
  4. Show You Value Feedback
    Reach out to customers to tell them how you have implemented their suggestions. There is no better way to communicate with a customer than to show you were listening. Let the conversation also be an opportunity to gather more feedback. You want customers to feel they have an open line of communication to you at all times.
  5. Offer a Surprise Upgrade
    The element of surprise is a powerful thing. Thank customers with a free spontaneous upgrade. You can pick customers at random to receive a free tube of Vita Charge® Gel or Vitalize® Recovery Gel if they buy more than $XX. Not anything that is advertised, just a nice surprise to say thank you and a great way for customers to try new products.
  6. Honor an Achievement
    Make your customers feel like they are a part of a big family. Recognize special events in their lives by sending small gifts or handwritten notes. The event could be a major birthday, conclusion of a production sale, etc. The thoughtful timing of your gift communicates volumes and is a gesture that won’t soon be forgotten.
  7. Hold In-Store Events After Hours
    Give frequent customers that VIP feeling with an invitation-only after-hours event in your store. Provide drinks and snacks, and use that time to introduce new products or answer questions about products you already carry. For an extra special treat, consider including your favorite local singing talent to setup in the corner of the store and entertain your guests. Note: this event could be considered an Open House or Producer Meeting. Talk to your ASM about scheduling and help with preparations.
  8. Give Some Swag
    Customers love promo items, especially those that can be reused like coffee mugs, t-shirts and caps. If you don’t already have promo items with your store logo, BioZyme® apparel makes great customer gifts and can easily be order by visiting the Online Dealer Center at www.biozymedealer.com
  9. Spend Quality Time Together
    There is no need to break the bank with a lavish gift to thank a customer. Schedule a lunch at your customer’s office/farm/ranch or invite them out as a time for you to just sit and listen. Going out of your way to meet people and hear about what they do every day could be a critical learning experience for your business.
  10. Excel at Customer Service Daily
    Nothing says thank you for your business better than a friendly, informed service representative. Make sure your sales staff is informed on the products and as ready to help as you are personally when answering the phone or working on the floor.

Show customers your thankfulness today by acting on one (or more) of these ideas or by incorporating your own.

Article Curated from HelpScout.Net

Customer Service Strengthens Relationships and Your Bottom Line

We don’t have to tell you the importance of customer service. You already know how vital it is to the success of your business. But did you know it is crucial to your bottom line as well? Businesses spend a lot of time and effort trying to cut expenses and increase profits. However, a December 2014 article on
Taskle.com says that a 2% increase in customer retention has the same effect as decreasing costs by 10%. Therefore, companies need to focus a lot more on improving customer satisfaction.

The best part of increasing your customer satisfaction levels is that customers keep coming back. These retained customers cost less than new customers. Why? Because you aren’t spending marketing dollars trying to get them in your stores – services you’re already providing are convincing them to come back.

Just what is that returning customer worth? According to an online article on Lireo.com:

  • Increasing customer retention by 5% can increase your profits up to 125%
  • Loyal customers are worth 10 times as much as their first purchase on average
  • Companies who make customer service a priority make 60% higher profits than their competitors

How to Improve Your Customers’ Experiences and Retain Them

  • Ask your customers for feedback. When you show that you care and that you’re willing to listen to your customers, they will appreciate it and want to give you their business. Really listen and try to implement their suggestions and
    feedback, and then show what changes you have made based on their suggestions.
  • Offer a good mix of products. Make sure you have the products that your customers use the most on-hand for the time of year and the animals’ nutritional development.
  • Keep your store easy to navigate. Keep your aisles clear and set up a good flow. Keep like or complimentary products together so your customers don’t have to go from store corner to store corner to get the two products they came for.
  • Train your employees to handle complaints better. Negative interactions spread to twice as many people as positive interactions. If an employee handles a complaint well, the chance of the dissatisfied customer spreading his or her discontentment decreases.

Customer service – it is something we strive to perfect each day, but now that you know it can help your profits, be sure to give a little extra attention to the customers. Your customers will surely notice, and your bank account will too.

Sources:
http://www.taskle.com/how-does-customer-satisfaction-affect-sales/
https://www.lireo.com/how-customer-service-can-impact-your-business-infographic/#keytakeaways