Feeding the world through customer service
Does the industry where you work have a powerful mission? Agriculture has the peculiarity that the decisions that are made in it have an unparalleled local and global impact and that the way to stay hooked on it is by understanding its gear. The climate, the people, the economic resources, the timing of the decisions, the experience, the audacity, the prudence, among other elements, must be in tune and there the Agricultural Marketing can orchestrate a series of strategies that increase the probabilities of success.
learning is sharing
A few weeks ago I was speaking to the talented commercial team of the organization to which I provide my services, about the importance of recording good practices, generating institutional memory of success with the sole purpose of repeating it, because nothing makes sense if we are not able to share what that we learn and through this journey of almost two years, I have been able to identify and confirm a series of statements that have the potential to add value in our customer management and that today I include for you, of course, under the lens of AgroMarketing and here I give you 30 lessons that have marked me in is:
- compliant what your brand promises.
- One of the most exciting things about AgroMarketing is the ability to impact people’s lives and the future of the planet.
- The women they must play a leading role in AgroMarketing. We all win with it.
- Farmers are the silent heroes of this pandemic.
- Do you want to learn from global markets? go into farming
- Farming forces you to relearn Marketing. This industry is unique.
- Farmers are the coolest customers you can find.
- I thought I knew Mexico until I entered this industry.
- Develop and transmit to the agencies of advertising, communication or research, everything you can about agriculture because what they know will not be enough. I swear.
- The sense of team is reinterpreted when you meet a group of farmers.
- A drought is enough to understand what the word risk means.
- Caring for water should not be a campaign but a law.
- To innovate you have to unlearn.
- The climate ceased to be a narrative element of natural science classes to become a reality that concerns us.
- The antagonism of Marketing and Sales is stupid.
- The empathy it is a muscle that must be trained in Agricultural Marketing.
- The Royal Academy of the Spanish Language must place the word “farming” as a synonym of “resilience”.
- The bad clients if they exist.
- It is very important to involve customers in the development of new products, in an active process of co-creation.
- The development of agriculture in a Digital environment It will open up more possibilities than we can imagine.
- In agriculture, the word of mouth it is known as the mitote. However, it is very efficient to generate awareness.
- The accompaniment it is a very delicate part of customer service and the engineers perform it with mastery.
- Information generated, not used, serves for a scrub.
- Sustainability will cease to be a concept and will become a common practice in agriculture.
- Biotechnology is necessary and safe, but not implementing it is doubly stupid because a) we import genetically modified foods to consume them (obviously) and b) by prohibiting their cultivation we are preventing the benefits generated from being received by our farmers. Welcome to the debate, but with more information and less viscera.
- AgroMarketing is not part of the agenda of the Marketing industry in Mexico, perhaps because it is not so “fancy”… it is a (serious) misjudgment. We continue to work to ensure you have the place you deserve.
- Groove-level marketers take creativity to a superlative level.
- Every contact is an opportunity to generate memorable experiences for the customer.
- Agro Influencers are a wonderful reality.
- You have to be close to new generations because they are reinterpreting the market and designing the future.
SOWING REFLECTION
100 columns published consecutively are cause for gratitude with my family, for the time dedicated to the construction of these stories and for the support I receive every day; to Álvaro Rattinger and the Merca 2.0 team, for lending me this important dissemination space, but mainly to each and every one of the kind readers who have taken the trouble to comment and share what I am telling you here.