b'PROTECTING INNOVATIONIndependent Seed Companies Top Strengths are People and Customer ServiceRELATIONSHIPS MATTER.People buy fromTo be successful, independent seed company people, particularly when it comes to emotionalleaders must focus on the right culture and market-decisions such as buying seed. Seeds genetic poten- ing strategy to fashion an employee mix that leads to tial has the biggest impact of any farming input, andconsistent customer experiences.growers tend to focus on agronomic relationships to maximize this potential.Independent seed companies that base their suc-cess on relationships know this. Deep knowledge ofAs an independent seed company leader, you ELOY CORONA field-by-field intricacies along with decision-making is the executiveinsights of the farm are critical to independent seedmust focus on the right culture and marketing director of the Seedcompanies success. When growers spend ~4-12%strategy to fashion an employee mix that leads Innovation andof their crop budget on seeds (depending on crop), Protection Allianceyou can appreciate that this is the first decision of theto consistent customer experiences.(SIPA). season. Focusing on matching the right seed, maturity and seed treatment with the field potential is critical to optimizing farming results. Think about the simple breeders equation below and how many variablesAsk the following questions:are involved, such as field characteristics, irrigation,Do customers view your brand as a solution pro-planting rate, fertility, application timeliness, pests andvider? Is there trust? Will they tell you the truth even if beneficials, etc. there is a better solution? Is service an asset or liability? Can you deliver when the customer needs it? When Yield (farm) = f (genetic potential + environment +issues happen in the field or Mother Nature strikes, agronomic decisions) are there risk management options? Can you pass the red face test when your people have to say no, which Independent seed companies, whether in licens- does happen? Do customers see your employees ing genetics/traits or investing in their own long-termthroughout the year and not just during booking and breeding program, are made up of employees whocollection season? Can your employees set a planter or should focus on the customer experience. A brand isadjust a sprayer? Most importantly, do your employees nothing more than a customer experience. Customersalways ask at the end of a grower visit: Did I meet your will ask: Did a brands offering meet my needs andexpectations?expectations? Was I treated fairly? Were they thereFarming is a 24/7 way of life so helping alleviate the when I needed help? Is the customer experience con- stress of all the variables farmers face is sometimes sistent year-over-year? worth more than a simple discount. A salespersons This is how todays growers view the many choicesmost important job is to find out the growers unmet they have when it comes to making farming decisions.needs and expectations. After that, its pretty easy. Todays farmers are having to adjust to the realiza- Feedback is also very important to continue to do a tion that farming does require business-like thinkingbetter job.instead of just agronomic choices. Succession planning,Selling seed with myriad innovations to skeptical three- to five-year objectives, operating loan manage- growers is a tough task. Pricing, discounts and terms ment and cash flows are now superseding loyalty toarent the only value associated with selling seed. one outlet, trying out the latest greatest innovations orValue propositions must fit growers unmet needs and maintaining the status quo. expectations!SW48/ SEEDWORLD.COMDECEMBER 2023'