Seed World

I Sell Solutions, Not Products. Here’s Why That Matters


Greg Coulter has spent 18 years in equipment sales. In 2021 he transitioned out of farm equipment sales and into the world of seed processing equipment. Raised on a family farm in northeast Saskatchewan, what he values most about working in sales is forming relationships and selling solutions, not products.

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Six months ago, I made a big decision: to move from farm equipment sales into selling seed processing equipment.

After 18 years of specializing in farm equipment, I was looking to pivot and apply my skills to a new field. Before I made my move to Nexeed, I had to check in with myself and figure out why I was ready to transition out of farm equipment sales. I was ready for a new challenge. I had mastered my sales process and needed to branch out to something more challenging.

Working in the realm of processing equipment has brought back the flexibility and feeling of freedom I love about sales. To be a good salesperson and give clients the best experience possible when buying processing equipment, I always try to look at myself as a consumer even when I’m the sales guy.

After six months of being the Saskatchewan territory manager for Nexeed, I’ve rediscovered my love for the art of sales and discovered several things that help me bring my A-game to every sale and ensure each customer gets exactly what they need.

Behind every good sales experience is great quality and a knowledgeable and talented team. It’s easy to love sales when the manufacturer you represent defines quality. Between that and having a solid team, I can confidently talk to a customer because I’m learning from the best, and if need be can draw on my teammates to ensure I give the customer the insight they need to be successful.

The seed industry is built on relationships. Starting a new career with a new customer base has reminded me that getting out and meeting people and putting faces to names is key. I like to remind people that I’m just a good farm boy from Saskatchewan, too, and I’m not here to try to sell them a piece of equipment they don’t need. That leads me to my final point.

I offer solutions, not products. There are lots of equipment brands out there competing with one another. My sales manager Rod Cockerline has taught me that the difference between selling a product and selling a solution is that we solve our customers’ problems for them. We’re here for them during and after the sale is done. That relationship counts for a lot and is what leads to long-term sales success for me and long-term business success for my customers.