b'Brush Up on the BasicsJosie Van Lent is no stranger to the concept of skillsPRO: enhancement. A major figure within agricultural educa- Justin Funktion in Canada for over four decades, she was dean ofPOSITION: agriculture sciences for Albertas Lakeland College forManaging Partnerover 15 years. In the fall of 2021, Lakeland College began offeringORG: Canadas first degree in agriculture technology. Why? It allAgri Studies (Guelph, Ont.)came out of an extensive engagement process with the industry, including seed, to find out what skills are lack-ing out there and how that gap can be filled.When you look at the seed side, technologies like CRISPR are coming in and are really going to changeRethink Salesthings even more than theyve already changed, she says.You might say Justin Funk has grown up in the seed People need basic foundational skills that are going tosector. His grandfather Carl was one of the first people to benefit them no matter what segment of the industry theycommercialize hybrid seed corn in the United States. So, choose to work in. he knows whats talking about when he says theres been Those skills include advanced business and financiala big change in seed sales since his grandfather made skills, soft skills like critical thinking, problem-solving andinroads with hybrid corn in Indiana many decades ago.teamwork, and salesmanship skills. Younger seed buyers have new demands. They might Learnability is what all these skills help to cultivate.want to buy online. They might have an eye toward newer They require confidence and the ability to walk into yourvarieties and crop types in an effort to capitalize on new bosss office and propose new ideas and collaborate tomarket trends. accomplish a common goal. Thats what makes an organi- A lot of mature salespeople are coming back for zation successful. training and saying, I want to refine my skills, I want to change how I sell because32% of commercial sales What skills are the way that I sold years agomanagers would devote often doesnt work with this needed for success? newer generation of farmer. extra time, if they had it, to training their sales teamsAt the same time, Funk Problem-solving/ Teambuilding/ says the experienced, more46% Critical Thinking/ Teamwork seasoned salespeople whosaid personality was the Troubleshootinghave been around for a whilemost important criteria in are being replaced by a newhiring a new salesperson generation of seed sellers.for their businessCommunication/ Customer Relations/ That means seed company Collaboration Salesmanship leadership may find them- 40%selves with salespeople whohave seen an increaseSource: Lakeland College lack the skills needed to doin the hiring of millennialthe job. sales reps over the last That presents a hugefive yearsopportunity, Funk says.Source: SalesforceRight out of the gate, sales-PRO:people need to be able to display these desirable skills Josie Van Lent and characteristics just to be given that next opportunity to come to the farm. POSITION:Funks advice to salespeople and the seed companies Former Dean of Agriculturalthat employ them is this: remember that reputation is eve-Sciences rything. Thats important when competing companies are ORG:selling varieties that often have virtually identical agro-Lakeland Collegenomic profiles at similar price points.(Vermilion/Lloydminster,When your product is virtually indistinguishable from Alta.)that of your competitors, your reputation is what sets you apart.20GERMINATION.CAMARCH 2022'