Building The Buying Vision

A recent review of U.S. companies showed approximately 70% frequently miss their sales targets. Most of these companies have good products, their sales forces work hard, and they want to achieve their goals. Unfortunately, working hard is not a business plan, and hope is not a strategy.  Ag retailing is seeing a resurgence driven by higher commodity prices, and retailers are generally optimistic. This rising ag economy is a tide lifting all boats. But let’s be honest, what has fundamentally changed? Is growth being driven by more loyal customers? Are our sales efforts more effective at aligning our capabilities with customer needs? Has accountability for results increased? What will happen when the tide goes out, as it inevitably does?

Let’s return to the companies that will miss their sales targets this year. One of the reasons companies don’t achieve quota is their sales efforts are a chaotic hit or miss effort. Solution Selling for agriculture brings a discipline to selling that produces results beyond what most companies will achieve through hope and working hard. This discipline is similar to a manufacturing process that produces high-quality, predictable results.

A Continuing Process 

This column continues the Develop step we started last month, and focuses on Building the Buying Vision. To build an effective Buying Vision, you need to link each reason for a customer’s problem identified in the R column of the Nine Block Model with a capability you have. This is illustrated in the diagram at right. Review last month’s column to see more details on the Nine Block Questioning Model.

In the diagram, your capabilities are linked to the uncovered reasons for the pain of not maximizing revenue. Your capabilities help the customer resolve the problem of not maximizing yield.

The first capability vision addresses the reason of not matching seed varieties with his fertility and weed situation. A second reason uncovered for the pain of not maximizing revenue is the lack of a solid agronomic plan. The second capability vision addresses this reason for not maximizing yield. The resulting Buying Vision is a combination of two or more capabilities that address an admitted pain.

â–  Pain: A problem the customer has.

â–  Capability: What a specific feature of a service or product we have will allow a customer to do.

â–  Capability Vision: Painting an action picture of how the customer will do something different  by means of an offering’s feature.

â–  Buying Vision: A combination of capability visions that address an admitted pain.

Leave a Reply

Management Stories

ManagementCropLife Retail Week: Dicamba Update and InfoAg Preview
July 21, 2017
Editors Eric Sfiligoj and Paul Schrimpf discuss reports from the field and comments from Monsanto about dicamba drift this season, Read More
Stewardship‘Gonna Fly Now’ with Environmental Respect
July 20, 2017
One of the most memorable moments in movie history occurred in the Academy Award-winning 1976 film “Rocky.” Haven gotten his Read More
StewardshipEnvironmental Respect: Grand Grounds, Posters Parade
July 19, 2017
To celebrate their accomplishments in the area of environmental stewardship, award recipients at the 2017 Environmental Respect week spent much Read More
StewardshipHarden’s Message to ERA Winners: Do Tell Your Good Stories
July 19, 2017
As the daughter of a peanut farmer, Krysta Harden, Chief Sustainability Officer for DuPont Crop Protection, understands the importance the Read More
Trending Articles
Stewardship‘Gonna Fly Now’ with Environmental Respect
July 20, 2017
One of the most memorable moments in movie history occurred in the Academy Award-winning 1976 film “Rocky.” Haven gotten his Read More
StewardshipEnvironmental Respect 2017 Kicks Off Enjoying an American Pastime
July 18, 2017
Following months of planning and scheduling, the 2017 Environmental Respect Awards (ERA) celebration kicked off in fine fashion as more Read More
Soybean Closeup
Crop InputsMissouri Lifts Dicamba Ban, Issues Stricter Application Parameters
July 14, 2017
The Missouri Department of Agriculture has lifted its barely week-old ban on new dicamba technologies, which have been at the Read More
Crop InputsMonsanto Responds to Arkansas, Missouri Dicamba Bans
July 10, 2017
Monsanto, provider of the dicamba-tolerant Roundup Ready Xtend crop system for soybeans and cotton, issued the following statement on Friday, Read More
Retail FacilitiesPCS-Hammond Meets Fertilizer Storage Needs with New Dome Facility
July 8, 2017
The new barrel dome facility at the PCS-Hammond Regional Distribution Center in Hammond, IN, can hold more than 100,000 tons Read More
PrecisionAg Vision Conference
Precision AgPrecisionAg® Vision Conference: Focused on the Future
June 13, 2017
PrecisionAg® is pleased to announce the return of its PrecisionAg Vision Conference, October 10-12, 2017. Based on overwhelmingly positive response Read More
Latest News
ManagementCropLife Retail Week: Dicamba Update and InfoAg Preview
July 21, 2017
Editors Eric Sfiligoj and Paul Schrimpf discuss reports from the field and comments from Monsanto about dicamba drift this season, Read More
Stewardship‘Gonna Fly Now’ with Environmental Respect
July 20, 2017
One of the most memorable moments in movie history occurred in the Academy Award-winning 1976 film “Rocky.” Haven gotten his Read More
StewardshipEnvironmental Respect: Grand Grounds, Posters Parade
July 19, 2017
To celebrate their accomplishments in the area of environmental stewardship, award recipients at the 2017 Environmental Respect week spent much Read More
StewardshipHarden’s Message to ERA Winners: Do Tell Your Good Stor…
July 19, 2017
As the daughter of a peanut farmer, Krysta Harden, Chief Sustainability Officer for DuPont Crop Protection, understands the importance the Read More
StewardshipFarming Smarter Hinges on 4R Best Management Practices
July 18, 2017
Preserving water quality while feeding another 2 billion people by 2050 is the challenge facing North America’s farmers and its Read More
StewardshipEnvironmental Respect 2017 Kicks Off Enjoying an Americ…
July 18, 2017
Following months of planning and scheduling, the 2017 Environmental Respect Awards (ERA) celebration kicked off in fine fashion as more Read More
Soybean Field Sunset
OpinionPicking Partners in the Crop Protection Market
July 17, 2017
Agriculture is a market awash in highs, lows, and everything in between. This is certainly true in the world of Read More
TMX-2050-In-Cab-Display-Launch-Run-Screen
EquipmentGPS Auto Steer: Innovating in a Mature Market
July 17, 2017
In the world of Big IRON, GPS auto steer has closely mirrored the evolutionary path of consumer GPS Navigation systems Read More
MFA-Centralia-MO
Eric SfiligojThe Resilience of Ag Retailers
July 17, 2017
After covering the ag retail market for 17 years, I think one of the most impressive character traits I’ve seen Read More
SERA-meeting
Stewardship4R Event Explores How to Minimize Phosphorus Losses
July 17, 2017
This year the Southern Extension and Research Activity (SERA) – 17; will be meeting in Oregon, OH, from August 14-17. Read More
Students Soybean Field
StewardshipCCA 4R Study Guide Available
July 17, 2017
In June the International Plant Nutrition Institute (IPNI) released the Certified Crop Advisor (CCA) 4R Nutrient Management Specialist (4R NMS) Read More
Soil soybean closeup
FertilizerThe 4Rs and Potassium
July 17, 2017
Are we meeting crop K needs? Using the 4R nutrient stewardship approach of selecting the right source at the right Read More
Soil Young Corn
StewardshipTop 10 Themes from the 2017 4R Nutrient Stewardship Sum…
July 17, 2017
Preserving water quality while feeding another 2 billion people by 2050 is the challenge facing North America’s farmers and its Read More
Soybean Field Sunset
Crop InputsWhich is Better for Soybeans: Fall or Spring Applicatio…
July 17, 2017
There have been many questions about fall versus spring applications of phosphorus (P) and potassium (K) to soybeans, writes Dr. T. Read More
corn-potassium-deficiency-University-of-Minnesota-Extension
Crop InputsRecognizing Potassium Deficiency Symptoms in Crops
July 17, 2017
Some crops exhibit characteristic deficiency symptoms when adequate amounts of K are not available for growth and development, according to Read More
ManagementComplexity in Agriculture: The Rise (and Fall?) of Mons…
July 17, 2017
Sometimes it seems as if the ag world is changing so fast that we can barely keep up with it Read More
Crop InputsMonsanto: Illegal, Improper Use at Root of Drift Proble…
July 14, 2017
Monsanto isn’t backing down from the position that its tool — the Roundup Ready Xtend dicamba-tolerant system for soybeans and Read More
Soybean Closeup
Crop InputsMissouri Lifts Dicamba Ban, Issues Stricter Application…
July 14, 2017
The Missouri Department of Agriculture has lifted its barely week-old ban on new dicamba technologies, which have been at the Read More