b'LAURA BURTNYKPROJECT MANAGER,SEED WORLD GROUPlburtnyk@seedworldgroup.com SOEREN JEPPESEN @SeedWorldGroup CLUSTER LEAD AMERICAS, seedworldgroup.com CIMBRIAsoeren.jeppesen@agcocorp.comIts All About the Story @NexeedIncnexeed.caYou TellHAVE YOU EVER thought about your favouriteWhy it Shouldnt Matter What book and why you love it? Why you chose it, what kept you reading, wanting to knowTime it is in Europemore? A good author shares many of the same qualities as a good salesperson. They know how to grab your attention, draw youMOVING YOUR FAMILY halfway across the world is an exciting, albeit in, and keep you thinking and focused untilscary challenge. That said, it was a challenge I eagerly accepted the end. when I recently moved from Denmark to Des Moines, Iowa. I Storytelling is one of the most powerfulrelocated to North America to be even closer to our Cimbria dealer tools marketers and salespeople can havenetwork here.in their arsenal. Here are three tips to helpI used to travel to this continent up to six times per year, visit-you use the power of storytelling to up youring dealers and attending events. While I enjoyed travelling here, marketing and sales success: doing so meant losing time on travel that I could be using to help Tell a story people want to hear. Itsour dealer network serve its customers.simple: people buy based on emotion, notEven when I was working at home in Denmark, time zone logic. Being able to connect with someonedifferences meant that when my workday was ending, Cimbria on a human level is key to building trustdealers and their customers back in North America were often just with them and ultimately closing a sale.beginning theirs, especially on the Prairies.This means building a rapport and sellingThis leads me to the No. 1 myth that people often espouse yourself and your company as well as yourwhen it comes to buying European processing equipment. You product or service. may have heard that its difficult to access service and parts for Speak to your customers needs andEuropean equipment in a timely fashion, and when you finally are wants. Take the time to get to know yourable to talk to a professional and get parts, you will pay through customer and communicate to them in athe nose for it.way that resonates with them. This requiresIf youve ever had this experience, its likely because you were extensive exploration into your customersworking with a provider that didnt understand how to navigate needs and wants, as well as understandingthe logistics that affect service for people half a world away from what problems they are trying to solve orthe European continent.goals they are trying to achieve. Being a professional service and parts provider for the seed Be personal. No one wants to be justprocessing sector means paying special attention to the stock of another statistic so make sure that you tailorspare parts you have on hand, when that stock should be replen-your presentation and offer to address theished, and ensuring proper knowledge exchange between staff in key issues shared by your customer. ByEurope and North America, to ensure you keep abreast of what reminding them exactly how your productthe dealers customers require.or service can get the job done for them,Were fortunate at Cimbria to work with our exclusive Canadian your chances of sealing the deal increasedistributor Nexeed to ensure steady, reliable service to Canadian significantly. seed processors. I am not the only one in our organization that Using a story to build connection helpssupports Nexeed in their day-to-day business. Nexeed has a people understand who you are and whynumber of professionals it works with at Cimbria who are spread they should care about you, your companyacross multiple facilities in Denmark, Austria and Italy.and the products and services you offer.Getting parts for European-made equipment is not a hassle if Doing it well is a masterful skill and pow- you work with the right dealer. Ensuring your provider has boots erful tactic to help you stand out from theon North American soil will make all the difference between get-crowd. ting parts fast and wondering when business hours begin across the pond.SEPTEMBER 2022GERMINATION.CA 21'