What do I mean by “as good is not good enough”?
In the book, Killing Sacred Cows, there’s a line that reads:
We only exchange when others have something that we value more than what we currently have. We never trade like value for like value, because we have no incentive to do so. We trade what we have for what we actually want more.
That’s a principle farmers live by every day, and it’s one that confuses the heck out of suppliers and salespeople. I think it’s because they confuse price with value. They think that if they offer the same price, farmers should be ever so willing to switch to their product, and they’re shocked when farmers don’t.
There are several other principles going on as well – inertia for one. But let’s talk about greater value for a moment. I recently conducted some focus groups where the consensus was that “If it lasts twice as long, but costs twice as much, then it’s not worth it.”
See, farmers don’t change for “as good as.” They change for “better than.”
As good as is just not good enough.
“Better than” can come in many forms:
- better price
- better performance
- better delivery
- better service
- better terms
- better durability
- better reliability
- better parts availability
- better return policy
- better, better
You get the idea.
If farmers aren’t buying your products like you think they should, step back and find out: What do they want more of?
We can help if you need.
Jan Johnson is a leader in agricultural market customer insights. Her focus groups are lively, insightful discussions that lead to “ah-ha” moments for clients. Ever-respectful of and knowledgeable about farmers, her questionnaires elicit the most information with the fewest questions. Jan’s comfortable, low-key style engages respondents in a conversation where they share emotions and experiences, revealing more than they expected. The largest producers, the smallest hobby farmers, veterinarians, contractors, loggers, and homeowners are equally open with Ms. Johnson.
Clients respect the in-depth industry knowledge she brings to each project, which leads to clearly focused, dynamic, and insightful studies. Clients have referred to her as “one of the best market researchers in the industry,” as well as “having the most insightful analysis in the business.” They praise her unique ability to synthesize findings into meaningful conclusions and recommendations that enhance their businesses and provide roadmaps for market success.
Her early career as editor of leading trade publications such as Seedsman’s Digest, Farm Store magazine, Feedstuffs, and Farm Industry News gives her an unequalled breadth and depth of knowledge across agriculture and distribution.