In her letter this month, Lisa challenged every dealer to diversify to ensure their success. Sure, that might sound easy. And guess what? It is going to be easier than you think!<\/p>\n\n\n\n
At BioZyme\u00ae, we offer a variety of supplement lines to cover a multitude of species from cattle, sheep and goats to swine, poultry and companion animals of horses, dogs and cats. Chances are that a majority of your customers own more than just one of those species. A recent statistic shows that 53% of American households own a dog. That\u2019s more than half of your customers. Have you approached half of your customers about the Vitalize\u00ae canine line yet?<\/p>\n\n\n\n
Perhaps the easiest way to open the conversation about a new product line to an already existing customer is to talk about something you are both familiar with \u2013 Amaferm\u00ae. For instance, if you have a cow-calf producer, who is feeding the VitaFerm\u00ae Concept\u2022Aid\u00ae mineral, they probably understand one of the primary benefits is Amaferm, and how it works in their herd\u2019s diet. But now you find out they also have four or five horses. Wouldn\u2019t it be great to get them on Amaferm too?<\/p>\n\n\n\n
\u201cMultiple product lines open up more opportunity that can lead to additional sales. We have to get comfortable with having those conversations even if they aren\u2019t in our wheelhouse. One thing that we are all comfortable with, or should be, is Amaferm and that is really what our products are about. That should be the very first thing that we are talking about when discussing our products. If we understand how Amaferm works, the rest of the conversation will take care of itself. In addition, the Vitalize products are designed to make the dealer more money than some of our other brands,\u201d said Justin O\u2019Flaherty, Area Sales Manager for the Carolinas, Tennessee and Virgina.<\/p>\n\n\n\n
Chris Kyle, ASM for Arkansas and Louisiana, agrees that once people are hooked Amaferm in a product like VitaFerm, it should be easier to open the conversation on another line of product that BioZyme offers.<\/p>\n\n\n\n
\u201cAsk them if they liked the products on their other animals (cattle, sheep, goat) then they might be interested in what Amaferm could do for their horses also,\u201d Kyle suggests.<\/p>\n\n\n\n
O\u2019Flaherty said another way to open up a conversation about the Vitalize line with someone who feeds another product line is to offer a sample, like the Vitalize Equine Recovery Gel. This quick-response, product could be a great conversation starter that leads to a long-term diverse customer who now orders Vitalize in addition to his or her VitaFerm each month, and it offers a great ROI.<\/p>\n\n\n\n
Next, ask specific questions about your customer\u2019s horse\u2019s current nutritional needs and what feed they are feeding.<\/p>\n\n\n\n
\u201cThis can usually open up a dialogue about what each specific horse\u2019s needs are and\/or if they feel they are buying hay constantly, the Vitalize\u00ae Digest More\u00ae Plus pellets can help them cut back a little on that,\u201d O\u2019Flaherty said.<\/p>\n\n\n\n
Her last piece of advice was to keep the process simple and relevant.<\/p>\n\n\n\n
\u201cDip your toe into the discipline that is most prevalent where your dealership is located. It doesn\u2019t make sense to try to target dressage riders if you have an arena down the road that has nightly ropings. Just don\u2019t overcomplicate it and don\u2019t be afraid to ask for help,\u201d she encourages.<\/p>\n\n\n\n
Kyle agrees that keeping things simple is the best step for product diversification and sales success.<\/p>\n\n\n\n
\u201cOur products work, they will see it, and they will be glad that you, the dealer recommended the product. You just need to believe, and you will look like a pro for recommending them,\u201d he said.<\/p>\n\n\n\n
Start the conversation. Ask questions. Recommend a new line. Diversify, and watch your business grow.<\/p>\n","protected":false},"excerpt":{"rendered":"