Category: Letters from Lisa

What a pleasure it was to host BioZyme®’s highest achieving dealers – in dollars, action and growth – at the recent Dealer Retreat in St. Joseph, Missouri. The Olympic theme lent itself to conversations about what it takes to “get to the podium” in sports, life and business.

The podium (bronze, silver and gold) can also be symbolic of a popular selling model in many businesses called “Good, Better, Best.” The Good, Better, Best model has revolutionized consumer choices by offering a tiered selection that caters to a wide range of preferences and budgets. At its core, this model provides customers with options that vary in features, quality and price points, ensuring there’s something suitable for every individual.

The “Good” tier typically offers essential functionalities at an affordable price, appealing to budget-conscious consumers without compromising on basic needs. Moving up to “Better,” customers find enhanced features and improved performance, striking a balance between affordability and enhanced capabilities. Finally, the “Best” tier represents topof- the-line quality, boasting cutting-edge technology, superior craftsmanship and premium materials for those seeking the ultimate in performance and luxury.

This tiered approach not only simplifies decision-making but also empowers customers to make informed choices based on their specific needs and desires. Start looking and you will notice this model being used in various industries, from gas at fuel stations, to cable TV, to airline tickets and car washes because the customer is empowered to select which tier best caters to their needs.

At BioZyme, we are very anxious to announce a “Good, Better, Best” approach coming soon to the VitaFerm® line. During Dealer Retreat we officially unveiled the newest VitaFerm product, ReproMaxx®. ReproMaxx features all the premium benefits your customers need to take reproductive success to the MAXX. Born out of an environment with high cattle prices and cutting-edge research, ReproMaxx is designed to provide research-proven technologies such as AO-Biotics® Amaferm® and Zinpro® Performance Minerals®. In fact, we are proud to announce that, through collaboration with Zinpro, ReproMaxx will be one of the few beef cattle minerals on the market to carry the Zinpro Verified seal.

ReproMaxx will be positioned as the “best” VitaFerm breeding mineral to fuel reproductive success, but it may not be for every customer. Concept-Aid® is still king, and it will be positioned as the “better” breeding mineral. Newcomer VitaFerm ONE will be positioned as the “good” breeding mineral.

We are excited about this Good, Better, Best approach. We hope you are, too.

At about this point in the year we begin to say “oh well” to our new year’s resolutions. Many people find it difficult to stick to their goals, especially when they’re big and ambitious. But what if there was a way to make it easier to achieve these big lofty goals or challenges.  

That’s where the power of small wins comes in. Small wins are those little successes that you achieve along the way to a larger goal. They can be anything from walking for 5 minutes in the morning to finishing a difficult task when trying to close a big sell. Small wins are significant because they give you a sense of accomplishment. They boost your confidence and motivation, and they make it easier to stay on track to hit the big goal. 

In fact, research has shown that people who focus on small wins are more likely to achieve their goals than those who don’t. Business struggles are no different. If you’re struggling to achieve your business goals, try breaking them down into smaller, more manageable steps. Focus on making small wins by using the following tips: 

1. Break down big goals into smaller, more manageable tasks: Instead of focusing on a big, intimidating goal, break it down into smaller, more achievable tasks. This will make it easier to track progress and stay motivated.  

2. Use small wins to build momentum: Small wins can help build momentum toward bigger goals. As you achieve more small wins, you’ll feel more confident and motivated to tackle bigger challenges. 

3. Track your progress: Keep track of your progress toward your goal. This will help you see the progress you’re making, even if it’s just small steps.  

4. Celebrate small wins: When you achieve a small win, take the time to celebrate and acknowledge progress. Every step you take toward your goal is progress. 

At BioZyme, we always default to action to help us to take those small steps, because we believe action = growth. It is something that we have proven repeatedly at BioZyme, growing 146% over one five-year period. We have accomplished a lot of big things thanks to many of you, but it has always been the small accomplishments that have created the momentum we could sustainably continue. 

In The Rise of Superman (New Harvest, 2014), Steven Kotler considers the sweet spot to be where the task is hard enough to make us stretch but not so tough that it causes us to snap, a value he ascribes numerically at four percent. This single-digit approach illustrates that a goal must be close enough that it can be achieved—but at least four percent more challenging. Four percent seems so small, but yet it is all it takes to accomplish those big goals. 

At BioZyme®, values are a critical component of our identity, decision-making processes and overall success. The BioZyme values have helped us create a positive and purpose-driven work environment for over 60 years. For many of these 60 years, BioZyme had three values. These included Research, Innovation and Outreach or Giving Back.

Why these values? Because they are who we areand why we exist. The value of Research ensures our products have an undeniable impact on the animals our customers work so hard to produce and love. Innovation encourages creativity, risk-taking and learning. Giving back is a value of high importance because we believe we have a responsibility to contribute to the well being of the broader community. These three values have served BioZyme well for a very long time.

There is a push and pull relationship between staying true to your values and allowing yourself to change and progress. After all, one of our values is innovation, which is often synonymous with some type of change. Growth, at any level, requires change. When an entity grows, it must change. Think of children as they progress through the stages of infant, toddler, teenager, adult – or a calf from newborn to weaning.

So, how do you change but stay true to your values?

The answer, we’ve found, is a one-degree change. The one-degree change feels slight; after all, it is just one tiny little degree. Yet, a one-degree change can be extremely powerful. As an example, prior to fancy avionics, pilots, especially in the military, were often taught about the 1-to-60 rule. Basically, it means that a one-degree off-set will put you off one mile from your intended destination at 60 miles from start. Traveling 600 miles? You’ll be 10 miles from where you thought. Small changes (good or bad) can make a big difference in outcomes.

So, in 2024, BioZyme’s commitment remains deeply rooted in our values, as well as to growth. Growth of our business, growth of our dealers, growth of our outreach. This growth will require many one-degree changes. We are excited to present these to you, our dealers, throughout the year as we whole heartedly believe they will also contribute to your growth.

A few of our own examples to illustrate the concept:

– The integration of Vita Charge products into Sure Champ and VitaFerm that began in January. This is one-degree change (only the brand name/look of the product) that we believe is already having an impact. We launched the “new look” at National Western Stock Show in Denver with great feedback and many comments about folks being excited to get their hands on the VitaFerm Cattle Drench.

– The launch of VitaFerm ONE in February. To say this is just a ONE-degree change (pun intended) feels a bit odd to those of us that have worked extensively on it for nearly a year, but all in all it is just a small change to open a BIG door of opportunity to have a product to position as a year-round mineral. And that’s what one-degree changes are all about.

If you know us very well, you know we aren’t going to stop there. The excitement we have for some of the one-degree changes we are developing for this year is extensive. The opportunities have never felt bigger. And for that we are very thankful.

What Did 2023 Mean to Me? 

As we enter a new year, I always like to reflect on the past. 2023 was a year of recovery in many ways. To be honest, for me, 2022 went by without any real intention, but more so I was merely trying to make it from one day to the next. Grief is a funny thing; it sneaks up on you and doesn’t really care what you need or where you are trying to go. 

I was quite happy and relieved when I made it to 2023, hoping things would at least start moving week to week, not only day to day. And as He always does, God delivered. BioZyme has taken advantage of this time and accomplished many items that will have a significant impact on our very bright future. They include: 

1. Tripling our fermentation and downstream capacity and ensuring that capacity allows for the most complex and impactful fermentation possible. This will ensure we can continue using fermentation and the knowledge we receive from it to develop passionate solutions for undeniable impact. 

2. Restructuring the company governance to have a dynamic, experienced board of directors that represents all the opportunities and challenges BioZyme faces – industry, science, use of funds and historical perspective. 

3. Expanding the manufacturing and sales teams so we have the mental and physical recourses to not be reactive but proactive and working to be amazingly predictive. 

4. Getting our market channels better defined so we can help animals through all of our abilities, including nutrition, health, additive technologies and manufacturing expertise.  This has resulted in two new divisions: animal health and toll manufacturing (pelleting, minerals, fermentation/DSP, liquids and gels) both of which have a very bright future. 

5. Expanding our operation to have an equine-safe line. This separate line allows us to manufacture in a 100% safe environment from a horse’s perspective. This also allowed all our manufacturing, outside of the tubs, to be in-house. This accomplished goal is one we have had for a few years. 

6. Always looking ahead with intention, to ensure we don’t miss a chance to grow as humans in providing care that comes full circle in all that we do. 

In 2024, we’ll set our sights up high,  

With dreams as vast as the endless sky.  

The future opportunities, we can’t deny,  

A world of success will be nigh. 

In every heart, a burning desire, 

To reach higher, to aspire.  

In this year, we won’t tire,  

For hard work is what we require. 

We’ll innovate, create and explore,  

To open new pathways and unlock the door.  

Challenges faced, we’ll conquer and more, 

The future’s success, we’ll surely implore. 

With diligence, hard work, and funation,  

We’ll build a cool but thankful foundation.  

In 2024, a global celebration,  

Of progress, growth and realization. 

In our strategies, willingness to change and graphic arts,  

We’ll make our mark, playing our parts.  

While innovation will set us apart,  

Always working toward a brighter future and a fresh start. 

So let us march into this year, with hope and purpose, without fear.  

In 2024, success will be clear. 

We’ve all heard the saying “a good product sells itself.” If only that were universally true. People might line up for the release of the newest iPhone, but it’s not only because of the product itself. It’s also because Apple has spent decades building brand credibility, a unique customer experience and fantastic customer support

No matter the product, a prepared and knowledgeable salesperson is always going to prevail over an underprepared one. So, if you’re looking to increase your sales, read on for eight approaches that will boost your numbers and propel you forward.

1. Do your research ALWAYS
2. Adopt a consultative sales approach
3. Personalize your sales presentations
4. Focus on the person—not the product
5. Anticipate sales objections
6. Upsell and cross-sell only when appropriate
7. Stop focusing on closing
8. Manage your sales with a CRM (know your customer)

You believe in your company and the products you sell, and that probably shows in your pitches. However, in the current market, most companies aren’t only selling products—they’re selling experiences. In fact, 80% of customers say they’re more likely to do business with a company if it offers personalized and positive experiences

That’s not to say the product isn’t important, but truly unique products are rare nowadays, and the competition is fierce. The way to win customers is through superior, personalized experiences.

Personal selling is a longer game than product-based pitching, but it pays off with a higher percentage of repeat customers and referrals. Personal selling occurs when a sales representative meets with a potential customer to nurture them until they make a purchase.

Personal selling happens face-to-face. Direct contact distinguishes personals elling from other sales and marketing strategies, like public relations or automated sales calls that tout your company’s products or services.

Again, think of the personal selling process as getting to know someone like you would a friend or potential romantic interest who you consistently follow up with. You’re discovering details about what the person likes, dislikes and needs. And in the case of personal selling, you’re also learning about the motivations behind their purchasing decisions.

During this one-on-one interaction, focus on building a sincere relationship with the potential customer rather than on making a sale. Ask the right questions to establish rapport and learn more about their pain points and what they’re looking for in a solution. Listen carefully to their concerns and see how your company’s products or services can help them.

Say you sell mattresses. You might find out your customer’s sleeping preferences by asking:

• Do you prefer a soft or firm bed?
• Do you sleep on your stomach, back or side?
• Did you run into any problems with your previous mattress?

Sure, you could collect answers to these questions through a survey or questionnaire, but you’ll receive a limited response. Personal selling is unique because it entails exchanging back-and-forth information and allows you to dive a little deeper so you can provide that personalized touch.

Remember, 80% of customers say they’re more likely to do business with a company if it offers personalized and positive experiences. You now officially have permission to be “personal.”

The history of BioZyme®is rich with care that comes full circle. I believe this care is especially entwined into one fact; we make products that do what we say they do. This was true in 1951 when our company was born and is still true today.

Many well-established brands have built a reputation for delivering products that live up to their claims. This requires investing heavily in research, development and quality assurance to maintain customer trust. BioZyme is not an exception. We spend money each year to discover, understand and constantly validate all this care. We take these research efforts to the next level by creating products and ideas that deliver care that comes full circle to the animal, the owner and the industry.

Care that Comes Full Circle implies that effort, energy or actions you put into something or someone will be reciprocated or reflected back to you in some way. It suggests that the treatment or consideration you extend to others is likely to be mirrored in how others treat or respond to you.

Our founder, LarryEhlert, began this cultureinside BioZyme. From his vision to provide a high-quality, highly fortified and concentrated product for the livestock producer, Ehlert’s Feeds was born in the early 1950’s. A concentration on vitamins, trace minerals and natural protein sources were incorporated. He wanted to put everything in the bag that the producer did not have, but needed to balance the grain and forage he already had on the farm to feed. Larry was a stickler for only using “old process” soy, cotton and linseed meals. He was known to pick on inferior ingredients. For example, he described urea by saying, “it may be a good fertilizer, but it should not go through the cow first to get in the ground.”

Doing things right was always Larry Ehlert’s way. Doing things right is the foundation of care that comes full circle. This is the history and the future of BioZyme and ensures our products do exactly as we say they do.