b'Why Im Glad I Joined SHAWN BROOKPRESIDENT, SEED WORLD GROUPthe Nexeed Team sbrook@seedworldgroup.comseedworldgroup.com@SeedWorldGroupMY JOURNEY INagriculture beganquality and expertise, ultimately on a dairy farm, but my pas- benefiting our customers and fos-sion for machinery led me totering long-term relationships.a career repairing equipment.Knowing the importance ofBranding: Why is Audience-Transitioning into the machinerya single point of contact. In my world, I immersed myself in vari- customer interactions, a commonCentric Storytelling Critical?ous aspects, from grain drying toconcern emergedthe need for organizing equipment for indoora single, reliable point of contact.IN AGRICULTURE,and more specifically in the seed seed plants. This is particularly crucial in oursector, we are collectively very good at sharing infor-My role in setting up a largeindustry, where downtime is costly.mationwe do it all day, every day. But is that sticky dealer network and overseeingCustomers cant afford to waitenough? Does that convey the why of what we do? industrial sales provided uniquedays for information on repairs.We are good at sharing information but that does access to seed plants, where IA good equipment provider, withnot create the emotional connection necessary for gained valuable insights into treat- its responsive and knowledgeablepeople to truly connect with you and your branding and processing. This experi- approach, needs to meet this need.and whether you like it or not, you have a brand. Your ence became the foundation forCustomers dont just prefer it; theybrand is who you are, what you stand for, why you do my expertise in machinery andconsider it a requirement. Thewhat you do, and sets the stage for what your clients plant layout, ensuring efficientdemand is cleara vendor whoshould expect from you going forward. It is critical processes. not only offers necessary servicesthat your brand is true to you.Having recently made thebut also guides maintenance staffI use a very simple overlay when helping move to Nexeed, I feel that joiningpromptly. clients communicate effectively and it is based on this team was absolutely the rightUnderstanding the benefitsAUDIENCE / MESSAGE / CHANNEL. Clearly move. My colleagues understandof resourcefulness. My goal atunderstand who you are trying to speak with and be the industrys intricacies, and myNexeed isnt just to sell equipment;as specific as you possibly can, be clear on what you wealth of experience aligns seam- its to be a resource for our custom- want to say specifically to them and then, and only lessly with the companys ethos.ers. I understand that nurturingthen, decide what platform is the best way to get that Having spent a long time in thisrelationships is vital. By position- message to them.industry, we understand whating myself as a helpful guide ratherWe have all heard great stories that convey an idea makes a processing equipment pro- than just a salesperson, I ensuremore clearly and make it more sticky or memorable vider truly valuable to its clients. that when customers are ready to we remember them because they are powerful, Being focused. We prioritizemake a purchase, they remembertrusted ways to make a connection. Some people say doing one thing exceptionally wellour positive interactions. Thisthey are great at telling stories and some say they are rather than spreading ourselvesapproach fosters lasting relation- terrible; I would pick the person who says they are thin. Theres a deliberate decisionships. Keeping lines of communi- terrible to tell my story because they tend to focus on to concentrate on what we sell.cation open means Im there whenmaking a connection more than trying to be slick. Were not trying to sell a massivetheyre ready, creating a connectionSlick does not work for making a connection. So, array of equipment; instead, wethat goes beyond transactions. starting with a dose of self-awareness is great when excel in our nicheseed/grainstarting down the storytelling path. cleaning and food. This focusedStories are about and for the person listening or approach ensures that we deliverreading or watching. Sharing information is about putting a check mark beside information that we think a potential client would need to know before making a buying decision. Its evident that both are crucial, but if executed in the wrong sequence, they CHRIS YUNGBLUT fail to deliver the desired results. Making a connec-TERRITORY MANAGER, ONTARIONEXEED tion is critical to making your audience listenif you share critical buying information but have not cyungblut@nexeed.ca ensured that person sees you as a trusted source of nexeed.ca information, you will not be heard the right wayif@NexeedIncat all.18 SEEDWORLD.COM/CANADAMARCH 2024'