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NEW DEALER ROADMAP


As part of the Legend Seeds Team Approach philosophy, we are dedicated toward working as a team to ensure your dealership receives the training and preparation necessary to have a successful and profitable Legend Seeds dealership. The Legend Seeds New Dealer Roadmap is an activation checklist for you to reference, review, and work through with your Legend Seeds representatives. This activation checklist is a roadmap to the resources, expertise, and support available to your dealership.

QUESTIONS?

Contact your Legend Seeds Account Manager.

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LEGEND ACRONYMS KEY

LAM ................................................................................... Legend Account Manager LAS .................................................................................. Legend Account Specialist LBA ..................................................................................... Legend Business Advisor LSA .................................................................................... Legend Sales Agronomist LSS ......................................................................................... Legend Sales Specialist RM ................................................................................................ Regional Manager MKTNG ............................................................................... Legend Marketing Team

GLOSSARY TERMS GPOS - Grower Point Of Sale JDF - John Deere Financial

LNG - Legend Next Generation YP - Yield Protectorâ„¢

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WHAT ARE YOUR 1 YEAR GOALS?

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CORN SALES

UNITS

ALFALFA SALES

UNITS

SOYBEAN SALES

UNITS

SORGHUM SALES

UNITS

SUNFLOWER SALES

UNITS

# OF CUSTOMERS


CHARACTERISTICS OF A

TRUSTED ADVISOR • Expert in their field

• Bring solutions, not a “price” • Complete confidentiality and trust • Understand the farmer’s long range goals • Identify the farmer’s known and unknown needs • Bring knowledge, not products • Tech savvy • Truly listens • An extension of the farmer 5


Example

DEALER ACTIVITY CALENDAR

Start of sales season

AUGUST

SEPTEMBER

OCTOBER

• Walk fields with growers

• Walk fields with growers

• Ride combines with customers

• Late season plant health, disease

• Yield estimates, stalk & root health

• Share yield data & harvest reports

• Begin building customer crop plans

• Preliminary orders from grower crop plans

• Take "treats" to the field

• Host a field day

• See prospects

• Fall alfalfa sales

• Bulk soybean plans

• Silage Inoculant reminders

FEBRUARY

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MARCH

APRIL

• Plan in-season seed inventory

• Receive seed deliveries

• Make deliveries to growers

• Attend winter workshops

• Begin seed delivery to growers

• Host Seed pick-up days

• Receive seed deliveries

• Host planter clinic

• Prep seed treater

• Finalize plot plans

• Plant hybrid/variety plot


NOVEMBER

DECEMBER

JANUARY

• Solidify orders from grower crop plans

• Solidify orders from grower crop plans

• Solidify orders from grower crop plans

• Follow up with prospects

• Follow up with prospects

• Follow up with prospects

• Share yield data

• Customer appreciation event

• Collect early payments and financing

• Order seed treatments

• Collect early payments and financing

• Attend winter workshops

• Prep for bulk soybean delivery

• Prep warehouse for delivery

• Take seed delivery

• Grower tech licensing reminders and verification

MAY

JUNE

JULY

• Make deliveries to growers

• Return seed & soybean dumps

• Account settlement

• Treat soybean seed

• Begin dealership business plan

• Dealership business planning

• Fill in-season seed needs

• Walk fields with growers

• Learn all new program details

• Planter checks

• Check emergence, ID insects & diseases

• Walk fields for emergence notes

• GPOS

• Walk fields with growers, check pollination, flowering, disease

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If people like you they’ll listen to you, BUT if they trust you they’ll do business with you. - Zig Ziglar

GETTING STARTED 8


LSA

Understand key technologies and seed treatments.

LSA

Supply of product sales materials on hand.

LAM

Set sales goals and customer goals.

LAM

Create a prospect list: send to LAS for upload to Legend system.

LAM

Talk with LAS for basic introduction.

LAS

Be able to articulate your “Legend Story” drawing on the ways you and Legend differentiates itself from other seed companies. “Why go with Legend? Why buy from me?”

LAM

CA YOU N PRESE RSE NT LF

DON E

IT SAW IT

BOU T

ERS ON

Product Training: establish 3-5 focus products for dealership’s major crops and learn placement recommendations.

TALK ED A

AD P ND L E LE GE

BASIC FIRST STEPS

Accomplish within the first 3 months

Check the boxes upon completion

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New customers average 22% of their corn acres to Legend Seed the first year. First year Legend Seeds soybean customers, the average is 32% of their soybean acres. - 2017 Legend Seeds BAR Report, Monsanto Company

GETTING STARTED 10


Announce dealership to the community. Press release, local ads, direct mail to growers, Social media presence/announcement

ERS ON

ED P LE T COM

NNE D PL A

ND S U

PPO

RT P

ERS ON Legend MKTNG

LE GE

AD P ND L E

First 3 months

LE GE

DEALERSHIP ACTIVATION

LAM

Introduction to SmartAccess

LAM LAS

Trained on features and use of the marketing programs

LAM LAS

Review the dealer programs and dealer manual

LAM LAS

Prospect calls with LAM

LAM LAS

Personal calls on all prospects to introduce dealership and begin to learn about their needs

Dealer

Complete a basic business plan - Unit goals, prospects to call, events…

LAM RM

Order needed supplies and incentive items

Dealer

LAM

LAM

Check the boxes upon completion 11


24% of growers said they were trying a different seed brand in 2019. - Farm Journal 2019 Seeds & Planting Survey

PRODUCTS & AGRONOMY 12


ATE)

LSA

Explain how we number our products

LSA

Get plot information for the area

LSA

Explain the different trait platforms and where they fit: corn & soybeans

LSA

Be able to explain our seed treatment options and their benefits: corn & soybeans

LSA

Explain how cation exchange capacity (CEC) impacts placement

LSA

What do you do for performance inquiry

LSA

Determine the growth stage of major crops

LSA

URS E LF IT Y O DID

DON E SAW IT

BOU T

P LE T

RD A HEA

COM L TO

IT

E (D

ERS ON RT P

Hybrid placement for your area: What products fit where?

GOA

PPO ND S U

First 12 months

LE GE

ACTIONS

Check the boxes upon completion 13


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Selling 2 or more products to a grower leads to higher retention & more stability in your dealership

BUSINESS

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ATE)

LAS

Place an order

LAS

Order beans with a seed treatment

LAS

Create order at the grower level

LAS

Print invoices

LAS

Understand & print position report

LAS

View/Monitor business plan

LAS

Do the GPOS

LAS

URS E LF IT Y O DID

DON E SAW IT

BOU T

COM

P LE T

RD A HEA

L TO

IT

E (D

ERS ON RT P

Check availability

GOA

PPO LE GE

ND S U

SMARTACCESS ACTIONS

First 12 months

Check the boxes upon completion 15


“If you really look closely, most overnight successes took a long time.” - Steve Jobs

BUSINESS GENERAL

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ATE)

LSA

Can determine prices from price list

LAM

How do I make money? Figure out low net price

LAM

Manage your inventory - Discuss proper ordering

RM

Understand process to receive seed delivery

LAS

What is floor stock and how do I use it?

LAM

Develop a warehouse plan - space, rodents, insurance

LAM

URS E LF IT Y O DID

DON E SAW IT

BOU T

COM

P LE T

RD A HEA

L TO

IT

E (D

ERS ON RT P

Explain the differences in grade sizes

GOA

PPO LE GE

First 12 months

ND S U

GENERAL BUSINESS

Understand how/why to get tech agreements LAS Evaluate potential investments: seed tenders, treater, bulk

LBA Check the boxes upon completion

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62% of growers have started making seed decisions by the end of November. - Farm Journal 2019 Seeds & Planting Survey

BUSINESS MARKETING

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MKTG

How to order wearables for customers

MKTG

Custom Product Guide builder Explain in detail Grower Programs

ATE)

URS E LF IT Y O DID

DON E SAW IT

BOU T

P LE T

RD A HEA

COM L TO

IT

E (D

ERS ON RT P

How to order marketing materials and event invites

GOA

PPO ND S U

First 12 months

LE GE

MARKETING ACTIONS

LAM MKTG

Understand when and how to use programs LBA Understand JDF financing options

LBA

Discuss the importance of deadlines

LBA

Develop a social media presence

MKTG Check the boxes upon completion 19


Retention of a new customer is directly related to the size of order. -Monsanto GPOS 2012 - 2015

SELLING 20


ATE)

LBA

Place a prospect sales call - FIRST CONTACT

LBA

Opening the sales discussion

LBA

Develop unique discovery questions

LBA

Presenting features/benefits

LBA

Understanding what makes Legend and your dealership unique

LSA

Handle common objections: • I don’t know Legend • Priced too high • All booked already • Too early to order

LBA

Understand the features and benefits of digital farming tools available through Legend

LBA

URS E LF IT Y O DID

DON E SAW IT

BOU T

P LE T

RD A HEA

COM L TO

IT

E (D

ERS ON RT P

Make a customer/prospect list with acres and farm share. Prioritize

GOA

PPO ND S U LE GE

ACTIONS

First 12 months

Check the boxes upon completion

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“Great salespeople are relationship builders who provide value and help their customers win.” - Jeffrey Gitomer

SELLING

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LSA

Have the ability to utilize and interpret digital information in the selling process

LBA

Tell the L.E.A.P. story

LBA

Understand the impact of cross-selling to your dealership retention

LBA

NOTES

ATE)

URS E LF IT Y O DID

DON E SAW IT

BOU T

P LE T

RD A HEA

COM L TO

IT

E (D

ERS ON RT P

Build a crop plan/proposal

GOA

PPO ND S U LE GE

ACTIONS

First 12 months

Check the boxes upon completion

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Legend Seeds, Inc. PO Box 241 De Smet, SD 57231

605-854-3346 800.678.3346

info@legendseeds.net legendseeds.net - Website

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