What are required skills for salesmen to sell moder n

products in agriculture?

Dr Hartmut MatthesCLAAS Central Academy

31.03.2014 CLAAS Symposium an der Universität in Gödöllö2

� Farming has changed � Technique has � Selling has changed

� Farming has changed � Technique has � Selling has changed

What are required skills for salesmen to sell moder n products in agriculture?

Change of Supply & Demand

YesterdayYesterday TodayToday

Buyer → FarmerBuyer → Farmer

Vendor → Manufacturer, Supplier, DealerVendor → Manufacturer, Supplier, Dealer

1. Mass demand1. Mass demand Individual demand, tailored solutionsIndividual demand, tailored solutions

3. To buy out of habit …3. To buy out of habit … Information, buying center, efficiency, …Information, buying center, efficiency, …

2. Want to own a machine2. Want to own a machine Want to use a machineWant to use a machine

4. Small sized farms, no specific focus4. Small sized farms, no specific focus Big farms, focused, contractorsBig farms, focused, contractors

1. Sellers market1. Sellers market Buyers marketBuyers market

4. Competence in product4. Competence in product Competence in processCompetence in process

2. Small product portfolio2. Small product portfolio Wide product range, customizing, …Wide product range, customizing, …

3. Competence in product3. Competence in product Competence in serviceCompetence in service

5. Harvesting crops5. Harvesting crops Harvesting crops & dataHarvesting crops & data

1950 - 19601950 - 1960 TodayToday1995 - 20101995 - 20101975 - 19951975 - 19951960 - 19751960 - 1975

ProductOrientedProductOriented

„The product is the only thing

what our customer needs.”

„The product is the only thing

what our customer needs.”

SimpleMarketing

Added ValueOriented

Added ValueOriented

“We support the agricultural value

chain”

Providing product &

Services

“We support the agricultural value

chain”

Providing product &

Services

Market-Engineering

Market-OrientedMarket-Oriented

“First we sell it, then we produce

it”

BTOBuild-To-Order

“First we sell it, then we produce

it”

BTOBuild-To-Order

IntegratedMarketing

CustomerOrientedCustomerOriented

„We produce only what we can sell.”„We produce only what we can sell.”

StrategicMarketing

SalesOriented

SalesOriented

„We sell what we build.“

„We sell what we build.“

Bottleneck-Marketing

Change in Marketing

PRE SALESPRE SALES AFTER SALESAFTER SALESPRODUCTPRODUCT

“Product” Diversification → Horizontal

• Communication

• Consulting

• Sales Financing

• Rent or Lease

• Sales Events

• Promotion

• Communication

• Consulting

• Sales Financing

• Rent or Lease

• Sales Events

• Promotion

• Communication

• Performance

• Reliability

• Benefits

• Value for Money

• Communication

• Performance

• Reliability

• Benefits

• Value for Money

• Communication

• 24/7 Parts

• 24/7 Service

• Service Contracts

• Communication

• 24/7 Parts

• 24/7 Service

• Service Contracts

“Product” Diversification → Vertical

ProductPower, working width, ...

HarvestSingle machine, Performance, ...

Harvesting ProcessHarvesting chain, …

“The customer wants to drive the machine by himself.”

“How the mechanization should be designed?” � effectiveness

“How the mechanization on the farm should be organized?” � efficiency

Mechanization SchemeHarvesting chain, …

“The farmer wants to harvest crops.”

31.03.2014 CLAAS Symposium an der Universität in Gödöllö9

Added value chainin agricultural business

PlanningPlanning PurchasingPurchasing ProductionProduction SaleSale Administr.Administr.

Farm ManagementFarm Management

TillageTillage SeedingSeeding FertilizingFertilizing PlantProtection

PlantProtection HarvestHarvest StorageStorage

OrganizationOrganization ThreshingThreshing YieldMapping

YieldMapping

In FieldTransportIn Field

TransportOn RoadTransportOn RoadTransport UnloadingUnloading

Integrated Marketing

Additional Technical, Professional & Personnel Comp etences

Hierarchy

PositionProducts

Customer Services

IT Systems & Workflows

AgricultureManagement &

EconomicsSoft Skills

Board………

Sales………

Service………

Parts………

Marketing………

Logistic & Disposition

………

Controlling………

Personal………

IT /Administration

………

Customer

Qualification MatrixGeneral Perspective for Qualification

Additional Technical, Professional & Personnel Comp etences

Hierarchy

PositionProducts

Customer Services

IT Systems & Workflows

AgricultureManagement &

EconomicsSoft Skills

Board………

▲ ▲ ▲ ▲ ▲▲▲ ▲▲▲

Sales………

▲▲▲ ▲▲▲ ▲▲ ▲▲▲ ▲▲▲ ▲▲▲

Service………

▲▲▲ ▲▲ ▲▲▲ ▲▲ ▲▲ ▲▲

Parts………

▲ ▲▲ ▲▲ ▲ ▲ ▲▲

Marketing………

▲▲▲ ▲▲ ▲ ▲▲▲ ▲▲ ▲▲▲

Logistic & Disposition

………

▲▲ ▲ ▲▲▲ ▲ ▲▲

Controlling………

▲ ▲ ▲▲▲ ▲▲▲ ▲▲

Personal………

▲ ▲ ▲ ▲▲ ▲▲▲

IT /Administration

………

▲ ▲▲▲ ▲▲▲ ▲▲ ▲

Customer

Qualification MatrixGeneral Perspective for Qualification

31.03.2014 CLAAS Symposium an der Universität in Gödöllö13

PROSPECT

ANALYSIS

PROPOSALDEMO

NEGOTATION

SUPPORT

56 1

2

34

Sales Cycle

• Market Research• Planning• Business Identification

• Interview• Expectations• Customers Needs• Business Evaluation

• Product Offer• Service Offer• Added Value

• Freq. Communication• Planning• Business Identification

• Legalities• Completion• Buy or Lease

• Practical Experience• Benchmarking• Testimonials

31.03.2014 CLAAS Symposium an der Universität in Gödöllö14

Sales Cycle

• Passion for agriculture and farming

• Technical & processual knowledge

• Economical knowledge

• Empathy in front of the customer

• To be the equal of the customer

• No sales man but sales consultant

• Loyal to products & company

31.03.2014 CLAAS Symposium an der Universität in Gödöllö15

Thank for your attention!