What are required skills for salesmen to sell modern products in agriculture? Dr Hartmut Matthes CLAAS Central Academy
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1 What are required skills for salesmen to sell modern products in agriculture? Dr Hartmut Matthes CLAAS Central Academy
2 Farming has changed Technique has Selling has changed CLAAS Symposium an der Universität in Gödöllö
3
4 What are required skills for salesmen to sell modern products in agriculture?
5 Change of Supply & Demand Yesterday Today Buyer Farmer 1. Mass demand Individual demand, tailored solutions 2. Want to own a machine Want to use a machine 3. To buy out of habit Information, buying center, efficiency, 4. Small sized farms, no specific focus Big farms, focused, contractors 5. Harvesting crops Harvesting crops & data Vendor Manufacturer, Supplier, Dealer 1. Sellers market Buyers market 2. Small product portfolio Wide product range, customizing, 3. Competence in product Competence in service 4. Competence in product Competence in process
6 Change in Marketing Today Simple Marketing Bottleneck- Marketing Strategic Marketing Integrated Marketing Market- Engineering Product Oriented Sales Oriented Customer Oriented Market- Oriented Added Value Oriented The product is the only thing what our customer needs. We sell what we build. We produce only what we can sell. First we sell it, then we produce it BTO Build-To-Order We support the agricultural value chain Providing product & Services
7 Product Diversification Horizontal PRE SALES PRODUCT AFTER SALES Communication Consulting Sales Financing Rent or Lease Sales Events Promotion Communication Performance Reliability Benefits Value for Money Communication 24/7 Parts 24/7 Service Service Contracts
8 Product Diversification Vertical Mechanization Scheme Harvesting chain, How the mechanization on the farm should be organized? efficiency Harvesting Process Harvesting chain, How the mechanization should be designed? effectiveness Harvest Single machine, Performance,... The farmer wants to harvest crops. Product Power, working width,... The customer wants to drive the machine by himself.
9 CLAAS Symposium an der Universität in Gödöllö
10 Added value chain in agricultural business Farm Management Planning Purchasing Production Sale Administr. Tillage Seeding Fertilizing Plant Protection Harvest Storage Organization Threshing Yield Mapping In Field Transport On Road Transport Unloading Integrated Marketing
11 Qualification Matrix General Perspective for Qualification Additional Technical, Professional & Personnel Competences Hierarchy Position Products Customer Services IT Systems & Workflows Agriculture Management & Economics Soft Skills Board Sales Service Parts Marketing Logistic & Disposition Controlling Personal IT / Administration Customer
12 Qualification Matrix General Perspective for Qualification Additional Technical, Professional & Personnel Competences Hierarchy Position Products Customer Services IT Systems & Workflows Agriculture Management & Economics Soft Skills Board Sales Service Parts Marketing Logistic & Disposition Controlling Personal IT / Administration Customer
13 Sales Cycle Freq. Communication Planning Business Identification Market Research Planning Business Identification SUPPORT PROSPECT Legalities Completion Buy or Lease NEGOTATION ANALYSIS Interview Expectations Customers Needs Business Evaluation DEMO PROPOSAL Practical Experience Benchmarking Testimonials Product Offer Service Offer Added Value CLAAS Symposium an der Universität in Gödöllö
14 Sales Cycle Passion for agriculture and farming Technical & processual knowledge Economical knowledge Empathy in front of the customer To be the equal of the customer No sales man but sales consultant Loyal to products & company CLAAS Symposium an der Universität in Gödöllö
15 Thank for your attention! CLAAS Symposium an der Universität in Gödöllö
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