Page 1

2020

WORKBOOK DEALER KICKOFFS

YOUR REGIONAL SEED LEADER DEALER KICKOFF WORKBOOK | 1


2020 GOALS

2 | DEALER KICKOFF WORKBOOK


WHAT ARE

YOUR GOALS?

2019 NET UNITS

2020 GOALS

CORN SALES:

CORN UNITS GOAL:

SOYBEAN SALES:

SOYBEAN UNITS GOAL:

SUNFLOWER SALES:

SUNFLOWER UNITS GOAL:

ALFALFA SALES:

ALFALFA UNITS GOAL:

SORGHUM SALES:

SORGHUM UNITS GOAL:

HOLD

BREAK IT DOWN

WHAT % OF BUSINESS DO YOU PLAN TO RETAIN? CORN :

GROW

ACQUIRE

NUMBER OF UNITS YOU NEED TO GROW WITH:

NUMBER OF NEW UNITS ACQUIRED:

CORN :

CORN : SOYBEAN:

SOYBEAN:

SOYBEAN:

SUNFLOWER:

SUNFLOWER:

Base goals on Measures you can control

SUNFLOWER:

ESTIMATED NUMBER OF NEW GROWERS TO ACQUIRE?

Small goals are important

Ensure the goals are attainable

DEALER KICKOFF WORKBOOK | 3


YOUR BUSINESS

NOTES

4 | DEALER KICKOFF WORKBOOK


HOLD

YOUR BUSINESS

2019 NET UNITS: (Refer to pg. 3)

2020 GOAL: (Refer to pg. 3)

CORN:

List your key growers who maintained or grew their business:

CORN:

SOYBEAN:

SOYBEAN:

SUNFLOWER:

SUNFLOWER:

ALFALFA:

ALFALFA:

SORGHUM:

SORGHUM:

List your key growers who decreased their business in FY19:

Circle the growers that you don’t know the why. Follow up and ask, to understand.

WHAT ARE FACTORS THAT CONTRIBUTED TO DECREASED BUSINESS WITH EACH OF YOUR KEY GROWERS LISTED ABOVE?

What does your retention look like for 2020?

CORN UNITS TO RETAIN FROM 2019:

SOYBEANS UNITS TO RETAIN FROM 2019:

SUNFLOWERS UNITS TO RETAIN FROM 2019:

DEALER KICKOFF WORKBOOK | 5


Legend Seeds retention rate of growers purchasing corn & soybeans is Soybean only = 42% | Corn only = 47%

58%

*Data collected from Legend Seeds 2017 GPOS vs. 2018 GPOS

The probability of selling to an existing customer is 60-70%

- according to biztrends.com

RETENTIONN

when growers buy multiple crops

MICRO-MOMENTS

Small moments/actions throughout the course of time that create a pattern of consistency and influence. SUPPORT LOYALTY

& GROWTH

ACTIONS TO HOLD YOUR BUSINESS

Touch-points, not just 2-3x per year. Micro-moments impact the customer/user experience. 1. 2. 3. 4. 5.

6 | DEALER KICKOFF WORKBOOK


EVOLUTION:

What am I

?

DOING RIGHT

IMPROVED? What can be

Is there

ROOM inTOyourGROW operation? WHO ARE MY LOYALTY CUSTOMERS?

What are activities & services you are currently doing or could do to support Loyalty year over year.

1.

2.

WHAT ARE YOUR TWO TAKEAWAYS?

Actions you can take today to impact tomorrow.

1.

2.

What sales programs can I utilize to support customer retention? DEALER KICKOFF WORKBOOK | 7


GROW

YOUR BUSINESS

IDENTIFY KEY GROWERS WHO WANT MORE 1.

6.

2.

7.

3.

8.

4.

9.

5.

10.

CHARACTERISTICS OF A

TRUSTED ADVISOR FOR THE FARMER OF TOMORROW Each One Matters! • Bring solutions, not a “price”

What does growth look like for your business in 2020?

• Complete confidentiality and trust

CORN UNITS TO GROW:

• Experts in their field

• Understand farmer’s long range goals • Identify farmer’s known and unknown needs

SOYBEANS UNITS TO GROW:

• Bring knowledge, not products • Tech savvy • Truly listens • An extension of the farmer 8 | DEALER KICKOFF WORKBOOK

SUNFLOWERS UNITS TO GROW:


CUSTOMER EXPERIENCE STARTS WITH THE GROWER’S CROP

THE CUSTOMER JOURNEY: PLANNING

PLANTING

GROWING

HARVEST

Year in Review Select/Order Seed Planting Plan by Field Business Building • Information Insights • Products • Agronomy • Technologies • Programs

DEALER KICKOFF WORKBOOK | 9


PLAN YOUR GROW YOUR BUSINESS

JAN

FEB

MARCH

APRIL

MAY

What growers are thinking & doing.

2020 Cropping Plans Winter Farm Shows Winter grower meetings

PLANTING! Planter checks

What Legend & Dealers should be doing.

Newsletters

In season seed delivery In season needs & floor stock plans

Stand counts Field scouting

Currently doing (+ or -)

What sales programs can I utilize to support customer growth? 10 | DEALER KICKOFF WORKBOOK


MICRO-MOMENTS JUNE

JULY

Grower crop tours

AUG

Silage Cutting

SEPT

OCT

NOV

DEC

2020 Cropping Plans HARVEST!

Customer Appreciations/ Seed Bookings Days & Seed Proposals Plot Tours Crop walks

Early Order Specials Pre-harvest checks

Business planning

WHAT ARE YOUR TWO TAKEAWAYS?

Planting recommendations Agronomic Articles Plot data reports

Actions you can take today to impact tomorrow.

1. 2. DEALER KICKOFF WORKBOOK | 11


PRE-HARVEST CHECK Field Location 1: • Stalk rating: • Yield: • Moisture:

Field Location 2: • Stalk rating: • Yield: • Moisture:

Field Location 3: • Stalk Rating: • Yield: • Moisture: Comments:

12 | DEALER KICKOFF WORKBOOK


ACQUIRE

NEW BUSINESS

WHY BUY FROM MY DEALERSHIP FEATURE BENEFIT Dynamic Portfolio Fiercely Independent Easy to do business with Powerful tools to support you Open areas to grow Consistency of ownership/culture

PROOF

You can sell to almost any grower regardless of preferred trait platform, or no traits

Multiple options in maturity groups, not a token product. Agrisure, Genuity, LL GT27, Xtend, Enlist, Conv.

Conducts business to benefit growers instead of shareholders

Fair pricing, promote many product platforms

You are in control of your dealership

You can call the owner any time. Team of personnel to support you

Saves time and gives you an edge

SmartAccess, SeedMatrix, Product Guide Builder, Legend Edge

Potential to offer something unique and not compete against your own brand

Not setting up dealerships to compete with each other, no defined list of prospects

Involved ownership and management dedicated to the seed business

Defined transition plan including employee ownership and continued role for founder

WHAT IS VALUE?

PERFORMANCE

+ +

SERVICE TRUST

• Yield • Standability • Consistency • Harvestability

• Feed value • Disease resistance • Emergence • Drought tolerance

• “Say/Do” ratio • On-time delivery • Walking fields • Easy to contact

• Agronomy texts • Check-in contacts • Build a crop plan • Have seed when I need it

• • • •

DEALER KICKOFF WORKBOOK | 13


ACQUIRE

NEW BUSINESS

HOW MUCH NEW BUSINESS CAN YOU ACQUIRE?

Let’s talk about it…

Units of growth desired ________ divided by… Average new order ________ equals … New growers needed _________ divided by… Closing rate _____% equals… Prospects to see _______ Who are they?

STAGES IN THE FUNNEL STATE Suspect Prospect

Engaging

Closing

14 | DEALER KICKOFF WORKBOOK

DESCRIPTION

DURATION

We know them No detailed discussion

Short time, 1 or 2 visits

We know them and want them Discovering their needs They are open to talk, still guarded

A month to a year

Visit regularly, they are open to talk They ask questions and share needs We know enough to present solutions Begin to see buying signals On friendly terms

This takes time, could be over a year.

Prepare to ask for the business Bring in other supporting roles if needed They seriously consider us

Short time


WHO ARE YOUR GROWER PROSPECTS FOR FY2020? WHAT IS THE ASK? (S.M.A.R.T. GOAL)

WHO

WHO IS MY COMPETITION?

NEXT STEPS/ DATES TO MEET

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

PROSPECTING FAILS

What does acquisition look like for your business in 2020? CORN UNITS TO ACQUIRE:

Lack of urgency

SOYBEANS UNITS TO ACQUIRE:

WHAT ARE YOUR TWO TAKEAWAYS?

Actions you can take today to impact tomorrow. 1.

SUNFLOWERS UNITS TO ACQUIRE:

2.

What programs can I utilize to support the acquisition of new units? DEALER KICKOFF WORKBOOK | 15


PROSPECTING

REFERENCE GUIDE

As a dealer, prospecting and cold calling is essential to achieve growth in your business. No one way is the same for everyone and there is no right or wrong way to do it. The key is to be prepared and practice calling so you feel comfortable with it. Below are some suggestions for information you may want to find out when you make a cold call. • Introduce your self and tell them why you are calling. • Ask them if they have a few minutes to visit about their farming operation so that you can better understand what crops they are growing. • Tell them that if there are any questions they feel uncomfortable answering just let you know. • Ask them about their crop rotation / what crops they grow, is corn for grain / silage • Ask them estimated acres of each crop?

• What type of planter do you have? • Do you plant soybeans in rows/ solid seeded? • Do you treat your soybeans? • Do you have any problems or issues you are looking at addressing this coming year as far as crops go? • Do you like to try new products or brands? • When do you normally purchase seed? • When do you normally pay for your seed?

• What technology do you plant for each crop? • What maturity range do you plant? • What is your populations range for each crop? • What is your tillage practice, conventional or no till?

• Do you use financing, JDF or others? • What do you look for from the brand / company you buy seed from as far as service? Delivery, returns, replant, agronomy support and farm visits? • Ask them if you can stop in at their convenience and visit more or send them a seed catalog and call back in five days.

Key questions in distinguishing a suspect from a prospect.

These are just a few suggestions to put together a call sheet that works for you and you feel comfortable using. 16 | DEALER KICKOFF WORKBOOK


PIECING TOGETHER THE PUZZLE

Activities that drive retention Becoming the trusted advisor

WHO wants to grow? HOW are they going to grow?

Where does new opportunity lie?

NOTES

DEALER KICKOFF WORKBOOK | 17


RECAP Let’s Break it Down…

GUIDELINES: HOLD > 75%-80% of your total 2019 units in 2020

What does

HOLD | GROW | ACQUIRE

GROW > 10%-15% new units grown

look like for your 2020 business goals?

2019 NET UNITS:

CORN:

(Refer to pg. 3)

2020 GOAL: (Refer to pg. 3)

SOYBEAN:

CORN:

SOYBEAN:

ACQUIRE > 5%-10% of new 2020 business

SUNFLOWER:

SUNFLOWER:

ALFALFA:

ALFALFA:

SORGHUM:

SORGHUM:

2020 Units by crop to

HOLD from 2019

CORN:

SOYBEAN:

SUNFLOWER:

ALFALFA:

SORGHUM:

SOYBEAN:

SUNFLOWER:

ALFALFA:

SORGHUM:

2020 Units by crop to

GROW from 2019

CORN:

2020 Units by crop to

ACQUIRE from 2019

CORN:

SOYBEAN:

SUNFLOWER:

ALFALFA:

SORGHUM:

REFLECTION: • What actions can you take today to secure retained business tomorrow? • Who wants to grow & what growers will your growth units come from? • Who are your grower prospects and what is their acre potential for FY2020?

18 | DEALER KICKOFF WORKBOOK


NOTES

DEALER KICKOFF WORKBOOK | 19


OUR MISSION: LEGEND SEEDS IS DEDICATED TO PROVIDING

HIGH YIELDING, CONSISTENT PRODUCING,

TOP QUALITY PRODUCTS

THAT WILL PROVIDE YOU WITH MORE

PROFIT POTENTIAL THAN YOU CAN GET ANYWHERE ELSE. CORN SOYBEANS SUNFLOWERS ALFALFA SORGHUM

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

605-854-3346 800.678.3346

Follow us on Info@legendseeds.net legendseeds.net - Website

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