Workshops for Agriculture Sales Teams

Selling to Farm Businesses (SFB) is an intensive two-day course designed for those who work with farmers or retail customers with the goal of developing relationships and providing solutions through their product/service offerings. 

The main objective of this course is to allow salespeople to think through meaningful strategies designed to create, communicate, and deliver value to the customers and prospects they serve, and then develop skills to implement these strategies one-on-one with customers in the field, or at the kitchen table.  

Creating Customer Specific Value (CCSV) is a follow-up application course to Selling to Farm Businesses.  

Participants are giving an opportunity to work through the development of a real-life customer-focused sales plan.  The goal is to identify a key customer/prospect where there is an opportunity to achieve sales growth and then through a series of phases, design and implement a plan that reinforces the concepts learned in Selling to Farm Businesses.  

Along the way, participants share their experiences through a series of coaching conference calls with other participants and their managers.

Territory Sales Planning (TSP) is designed for territory managers, or senior retail salespeople who are responsible for developing and implementing sales strategies within their geographic regions or with specific customer segments.  

This course focuses on higher-level issues affecting the market area, competition, and different segments of the market that can be targeted for territorial sales growth.  

Participants work through the identification of opportunities for their business and develop a plan to achieve territory sales objectives with both sales and profitability goals in mind.  

Marketing to Farm Businesses (MFB) is a three-day public-enrolment workshop focused on developing a business culture centred on understanding customer needs and delivering value through the conception and implementation of effective marketing plans.  

Participants learn to understand farmer buying behaviour and how it influences the development of meaningful product, pricing, distribution, and promotional strategies and then look to integrate these variables through the use of industry-focused case studies.  

In addition to learning the conceptual ideas around marketing, participants are also exposed to quantitative tools associated with making important marketing decisions.  

Strategic Agri Marketing (SAM) is the most advanced, senior-level program in the Agri Studies curriculum.  

In this three-day public-enrolment seminar participants will be exposed to advanced, technical concepts related to segmentation and targeting, product-line and brand management, distribution channel design and management, pricing strategies and promotion.  

Taught at an MBA level, Strategic Agri Marketing utilizes real-life, complex case studies to help participants learn how to effectively design and execute important marketing strategies using both qualitative and quantitative analyses.  

Managing for Sales Effectiveness is a 2-day workshop designed for sales leaders of agricultural businesses who are responsible for engaging and motivating their sales team or channel partners to carry out company strategy in the field.  

The main areas of focus in this workshop include identifying the qualities of effective leadership, designing an effective communication approach to achieve desired outcomes, and a strategy to motivate, manage, and measure.

Throughout the session participants are given ample opportunity to share their thoughts and ideas as they discuss their experiences and leadership scenarios with others.