May 1, 2012

Corn & Soybean Seed Channel Focus360 – What does it take for seed companies to earn support from seed retailers?

by Reagan Wildeman

Stratus recently completed a survey of 500 corn and soybean ag retailers from across the United States.  Here is what they told us:

• Preference for corn and soybean seed brands is driven by effective sales reps who build trusting relationships, help to build the seed business with the dealer, and provide effective sales tools.
• When it comes to product attributes, corn and soybean seed retailers prefer to recommend seed brands that deliver consistent performance year over year, high yields and good value to their customers.
• In general, retailers are very concerned about seed companies contacting growers directly, but they are more concerned about some companies than others.
• The number of years a rep has been on the territory has an important impact on overall sales rep performance ratings and ultimately on seed brand shares.
• The sales rep operating style (focuses on technical features, personal relationships, or business) has a dramatic impact on overall rep performance ratings.
• Staff training sessions, local variety demo trials and variety performance guides are ranked among the most useful support activities and sales tools for retailers.
• Retailers think they have a lot more influence than the seed companies when it comes to grower seed purchases.

The key to gaining retailer support remains strongly tied to the performance of the sales rep. Reps are most effective when they focus on building relationships; and that takes time on the territory to establish.

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Our thanks go to those growers who participate in Stratus surveys.  Their input helps to shape agribusiness.  If you are a grower and you would like to contribute your opinions, you can sign up for on-line surveys at www.stratusag.com

Click here for more on Stratus research

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