Prior to the pandemic, I remember that in the meeting of the leadership group of which I was a part, we decided to emphasize with our collaborators the need to take a break, since, typically, high-performance teams are widely committed to delivering results and in this case, the saturation was quietly approaching and we had the obligation to force pauses to recognize the achievements, analyze what was done very well and, of course, celebrate. It worked very well.
Celebrating is the culminating point that derives from the achievement of a goal and that with different tones and ways, we all enjoy, regardless of our personality since being recognized is the highest piece even in Maslow’s pyramid.
You will agree with me that celebrating is a great opportunity to connect with our customers and particularly the agricultural industry has taught me that there are multiple points of contact to achieve this.
And before sharing some examples, let me clarify that in the context of those experiences, The celebration can range from acknowledging when our farmer has successfully resolved a complex negotiation (and with it, has regained peace of mind), to throwing a big party for the launch of a product.
REASONS TO CELEBRATE
Reaping Success: When an agricultural producer obtains as many or more tons than he expected, it is a unique moment to celebrate, however I do not want to over-synthesize it as a simple interaction between commercial brands and customers, but analyze the meaning behind this moment.
Do you think that, in addition to having the necessary technical preparation, farmers must find financing, decide between multiple supplier proposals for the acquisition of inputs, deal with the uncontrollable climate, obtain machinery at the necessary time, combat pests, among many other decisions and risks that you will face during the cycle.
Due to the above, the clients of this sector are so special and the ability to be sensitive and empathetic should not only be shown at the end of the agricultural process, but also the value of interacting in timewill contribute to the total result and that is well valued.
REMEMBER that celebrating can have a different meaning because of the complex path your client has taken to reach success.
Water!: For many of those who are not related to the sector, they can link its use to daily activities such as personal hygiene and hydration, but the lack of it has disproportionate consequences for this industry, as I shared in one of the my previous columns.
When the dams are not at the right levels or when the storm has not been established at the right time, all planting plans change and our clients require immediate adjustments to deal with the economic impact that this means.
With this context it is easier to understand why in agriculture celebrates with such joy the arrival of a last minute hurricane (as long as it does not bring destruction) because behind that natural phenomenon there is prosperity in all senses.
One way to celebrate the availability of this invaluable resource is by carrying out preventive strategies, where you take your side because if the farmer does well, it will do well for all of us.
REMEMBER, when there are uncontrollable factors, our obligation will be to provide support and provide tools that increase the chances of success.
Personalization: Beyond Farmer’s Day, Agricultural Engineer’s Day or Father’s Day, which are known to all, those of us who work in Marketing must know the key dates for our clients, such as the birth of their children, the anniversary of the farm, the laying of the “first stone” of the hacienda, etc.
Getting involved but not interfering, is part of the process of personalizing experiences, of expressing the importance that our client has for us in an honest and sincere way and that, without a doubt, allows us to deepen the construction of long-term relationships.
I understand that loyalty plans are efforts dedicated to enhancing the preference that a customer has towards our brands and products, but personalization is definitely like a face-to-face conversation that is difficult to replicate.
REMEMBER, your client is a social being, not just a commercial entity, and contact through relationships and emotions is an inexhaustible source of opportunities to celebrate together.
SOWING REFLECTION
I ask you, kind reader, that you also seek to celebrate your own achievements in a very special way Well, by living in your own flesh the satisfaction of having fulfilled your duty, you will spread that positive wave with all those around you.
Finally, I celebrate 20 years of @merca2.0, which is undoubtedly the most important reference in the country for those of us who live linked to the magic of putting the customer at the center of our decisions and strategies: Marketers.
A hug Álvaro, Liz and Nayeli and grateful for the opportunity to be part of the columnists of this post.