Farmers Embrace Digital Tools: Coronavirus’ ‘Best’ Unintended Impact?

I’ve spent an appreciable amount of time the past few weeks chatting with ag retailers and other smart industry types about our planned PACE Executive Forum this October that, despite the current situation, we are moving on full steam ahead with planning.

The calls have been terrific and response very positive, but ultimately the first 15 minutes of every half-hour chat is consumed with coronavirus conversation from almost every angle. I’m sure all of you are experiencing the same flow with your own contacts … establish the health of the person you’re talking to and their immediate family, of course, since virtually nothing else matters beyond that (nor should it). Then, how’s it impacting them, their business, their communities … the effects are wide and deep, especially for organizations that are so ingrained in the fabric of community and commerce in rural America.

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Amid the stories of fear and difficulty, though, I have tried to extract a positive or two that retailers are drawing from these challenging times. What seems to be consensus from those I have spoken with is the impact on farmers related to technology. Retailers that deliver data and offer systems that allow farmers to access information via the Internet are seeing customer segmentation unfolding before their eyes.

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Social distancing has required that farmers and the folks they do business with to keep their distance. As an aside, I heard from a number of folks that farmers really, really liked not having 15 sales reps showing up on their doorstep this spring. Really, really. Maybe farmers will get more assertive about creating a trusted circle of advisers and reps close, while pushing the rest aside?

The distancing demonstrated the value of digital tools, the cloud, sensors, wireless weather stations, and other no-touch systems that allow farmers to continue to receive and track data and field information from the comfort of the cell phone and home computer. Some systems that feature logistics updates allow the farmer to track when requested service is executed. The value delivery is very real now.

Those farmers who embrace it this year should be prime candidates to discuss other advanced digital options you might be offering … or, at least open up the conversation. Previously standoffish customers who seemed to suddenly glom onto the technology should be a part of deeper discussions about future products and services – What do you like about the system? What more can we do?

Maybe this is an opportunity to close the chasm a bit between the technology-bleeding edge farmers and those in the wings ready to embrace something that demonstrates clear value to them. If we can get farmers more engaged on this front, it will be one way to turn this lemon of a year into lemonade that will stay sweet for years to come.

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