To meet your needs, we study the market, the behavior of industry participants, we analyze the competition and create different value propositions, to name a few of the multiple interactions that arise in business relationships.
Although, day after day, we are constantly searching to surprise our market with some innovation or the launch of a new product, it is undeniable that we are also responsible for the profitability of organizations, by prioritizing our agreements with business partners and complying with the law and the authorities, which can translate into decisions that will not always be well received by our market.
bearer of bad news
From the AgroMarketing chair you can witness some of these interactions where a lot of communication, empathy, but firmness and training are required to deal with the need to connect with our clients even in cases where the news is not the most convenient and here are some examples.
Introducing a new price list: Whether due to inflationary effects, the volatility of international markets (remember that agriculture is plagued by commodities) or due to pressures in the exchange rate, it is common for agricultural supplies and services to be affected and almost inevitably, this will impact the final consumer, which is why sales prices will be adjusted upwards.
The rejection reaction is certainly expected, which requires you to be fully prepared to establish a direct dialogue.
What role does Marketing play in this? From the outset, many organizations have the responsibility in this area to establish prices based on value propositions where the product or service provides clear profitability for customers. On the other hand, we must be responsible for creating the arguments that support such a delicate decision. We must always be careful to argue but not to create pretexts.
Some useful arguments on which a price increase is based may be reinvestment in research, production costs, the need to invest in technology and I am aware that 100% of the inflationary impact should not always be transferred.
Remember that never a new price will be welcomedso it is time to work on avoiding rejection, because in agriculture the aim is to establish long-term relationships, so it is an opportunity to be creative with financing options or special conditions for advance purchases or perhaps volume discounts.
My client is blocked: Among sellers, the saying is well known: sale invoiced but not collected, valid for pure… (complete the sentence) and it is common that in the fervor of an agricultural cycle where decision windows are very short, great agility is required to resolve issues of any kind. What happens when your customer places an order, but the credit area has blocked it for non-payment? It seems like a moment of disconnection between the effort made by organizations to sell, the unsatisfied needs of customers and the coldness of the numbers regarding debts.
The sales management could make an exception, there is no doubt, but if that instruction cannot be extended to all customers, this discretionary process will be more questioned than the blockade that has been established.
The role of Marketing hand in hand with sales is that of planning the season, where the establishment of a Sure service protocol before, during and after the season, they will allow you not to leave these kinds of problems for the last moment, where the experience that we will leave will be negative.
Change the dialogue and offer alternative solutions with due anticipation because liquidity problems are not going to arise in a single season and being totally transparent, although the solution is largely on our side as a company, the source of this circumstance is the responsibility of the client.
sowing reflection
The lack of product availability, the change of a commercial representative or the elimination of a service from our portfolio, have as a common denominator that they could be prevented, in addition to the fact that They need to be communicated in a timely and clear manner. These are not going to be pleasant moments, but if you value your relationship with your clients at all, you need to act preventively and consistently.
Marketing must be very aware of balancing that communication, of providing enough information so that decisions, however unpopular they may be, reach the right audience to have a precise dialogue. Think that no customer will remember you for a discount as much as for the sincerity with which you approach them to resolve a conflict or concern.
More than ever I would love to hear your opinion at @soyjuanbecerril on Instagram, Facebook and Twitter.