Inside the Key Strategies For Selling Precision Ag Services
In its earliest manifestation, the motive for developing precision agriculture service was entirely pure, write Douglas Prairie and Nicholas Uilk, Precision Ag instructors at South Dakota State University on PrecisionAg.com. Agronomists knew that crops were responding variably across fields for a variety of reasons, and emerging technology was going to provide a pathway to understanding — and reacting to — the variability.
Georeferencing of fields, soil testing, fertility prescription writing, scouting, yield monitoring, and scorecarding quickly emerged as agronomists bolted on emerging technologies and worked hard to keep up with the massive inflow of data.
Of course, the wide range of technology and growing requirement for expertise was not going to come at no additional cost, so the question quickly emerged: “How can we do all this, demonstrate clear value, and get paid for the value we create?”
Some two decades later, for many retailers the pursuit of precision program-generated profitability persists.
Approaches To Value
If the struggle sounds like the one you face down every day, you’re not alone. As they say, “if it was easy, everyone would be doing it.” Many precision managers battle to create and capture value for their grower-customers, but there are a number of obstacles that keep us from reaching the Promised Land.