Just like those horror stories that draw fantastic beings that try to catch the protagonist of the story, there are times when brands and companies move at “zombie speed” to react and make a structural change for the benefit of our market.
Here I tell you what I would like to be a story of ghosts and non-existent beings to show you some “monstrous” actions that happen in the countryside, where terror is also spread to customers.
Ignore the knowledge of the client: “The ‘excel’ endures everything”, says a famous labor saying, and it is that hundreds of projects can die for different reasons but, in the agricultural field, one of the most common is to ignore collective knowledge. Trying to implement a new agronomic program, for example, will require the validation of the market that will be a potential user.
I remember a very creative proposal on high-tech plots that presented different alternatives such as density planting, irrigation management, pest control, advanced fertilization and other recommendations that together constituted a very large and aggressive step for the potential improvement in production. of the region, however, and in the words of the farmers, it was too good to be implemented, because it was not only a matter of resources but also of overcoming barriers to the incorporation of new practices, and you know, kind reader, that breaking customs of a market, requires a lot of patience.
The proposal took several years to be adopted and the key piece was to incorporate customers as part of the creation and implementation process in order to more directly reach more potential users with user support.
Looking excessively towards us: In preparation for a launch event, the responsible project manager let me know that her main concern was nothing less and nothing more than “suppliers being signed up on time”. It wasn’t customer support, content preparation, or minute-by-minute scheduling, but not being able to stick to our own processes.
Release of quality lots, analysis of lines of credit, delivery of product free of charge for field tests, among other important actions in the relationship with agricultural customers, can become an obstacle for excessively anticipating the dangers that lie ahead, but in Instead of reinforcing the protocols, it is preferred not to implement an action. Neither the law nor the processes should be ignored, but if they increase friction in the relationship with the client, then challenging them is the right thing to do.
Officials far from the market: Middle management and senior management tend (without generalizing) to be more distant from customers than any other level in the organization, however this has a double effect, that of the lack of sensitivity for not listening first-hand to the protagonists of the field ( understanding that there is undoubtedly a high reliability of market studies) and on the other hand, not having closeness with the collaborators who operate in the first line of attention and with this, an unhealthy distance to listen to their concerns and even proposals.
If you do not belong to this group of executives, “raise your hand” and let your supervisors know the importance and necessity of having them in front of the client, because you are the best means of spreading the voice of the client. If, on the other hand, you really belong to that group of executives, remember to schedule at least 3 visits to the field during the year to witness firsthand the dynamics that will make you learn a lot about your team, your market, and you can confirm the need to shake up the organization from within.
Sowing Reflection
Forget the “chocarreros” spirits and better be afraid of the habit of doing things automatically, of not challenging the processes, of not incorporating the client into the development of solutions and above all, be afraid of becoming an entity that everyone knows of its existence but that no one has seen, so be present and represent with dignity the clients, who are the ones who move the world.
I appreciate you commenting and sharing this post and I look forward to seeing you in a week in this space.