Marketing 101

What do your customers want?

Are your customers really coming to you for farm-grown ag products? Or do they buy from you for another reason??

Figuring out why customers are actually buying your products will change your marketing, improve sales, and build loyalty.

We can give people a list of reasons they should buy our farm products –

·   Our farm uses sustainable practices that are good for the environment

·   Products are healthier for you

·   No chemicals, hormones, antibiotics

·   Buying from us places money back into the local economy….

 You are thinking, “People buy from my farm because I grow healthy food and practice sustainable agriculture, which is good for the environment.” While that may be true, those qualities aren’t usually enough to encourage many people to go out of their way and spend more money.

If you think about it - Why would someone drive out of their way to purchase your products? Sure, every farmer who sells direct believes their products are better, but your customers could buy products labeled grass-fed or pasture-raised from the grocery store down the street. After all, products would be cheaper and more convenient purchased from the store.

Who doesn’t need to save time and money? So why are people buying from your farm? Is it truly because the products are that much better, or are they making the trip to your farm for different reasons?

What convinces people to buy products?

Customers want products that answer their concerns, ease their pain, meet their goals, and make them feel good.

Buying is an Emotional process, first and foremost.

Once buyers move out of an emotional state into rational thinking, then they begin to justify the purchase with facts. The facts could be- the products are grown chemical-free or the animals are pasture-raised therefore are healthier; so they are ok with the increased cost.

Our specific agriculture practices matter less to the general public than we think they do.

They really don’t know the difference between organic and sustainable or pasture-raised versus grass-fed. There are labels on grocery store items that use those buzz words. Yes, it’s our job to educate them.

However, if marketing focuses on the ag practices rather than what your customers really are, you will miss out on sales.

What do customers say they Want?

Marketing focused on ag practices VS customer feedback

Even when customers have educated themselves, understand the implications of regenerative agriculture versus traditional agriculture, do they buy your eggs or steak saying, “Oh, I am so happy that meal was raised sustainably.” Nope.

“We had such a great celebration; the steaks were perfect.”

“That bouquet made my friend very happy; she loved the flowers.”

“Christmas is coming and I need a meal for Christmas eve. What kind of roast do you suggest?” They don’t say, “I am feeding 20 people what grass-fed meat should I serve?

You are not really selling ag products, you are selling an experience built upon understanding your customers.

Customers gain an Experience which is tied to an Emotion

Buying decisions are emotional.

·   How does it make me feel?

·   Is it meeting a need or goal?

·   Is there a relationship and trust built with that farmer/rancher?

·   Are there enough good qualities to justifying purchase cost and time?

People don’t go out of their way for products without receiving other perks.

Maybe customers come to you because the quiet country drive is soothing after a hectic workweek. Perhaps it’s being in nature and hearing birds sing while they pick a bouquet of fresh flowers is relaxing. Maybe it’s the 15 minutes you spend talking to them? Perhaps it’s the animals you show their children or the fact that you invited their kids classroom out to the farm?

Maybe it’s because they feel like you understand them???

Your Ideal Customer

To understand them, you need to learn who they are and what they want.

Do you know who your ideal customer is? Do you know what they think about, the things that keep them awake at night? If you listen, they will tell you.

How does understanding the purchase journey and your ideal customer help you and your farm succeed?

Addressing the concerns and goals of your ideal customer in your marketing enables you to talk directly to them. Initiating and fostering connections allows customers to feel valued and understood.

Building relationships builds loyalty and sets you apart from other farms and farmers out there.

Talking directly to your ideal customer on your website, social media, and in emails ads attracts those people that connect with you and want to contribute to your success.

Building a base of loyal customers who gladly understand weather complications or other problems when they arise and who acknowledge your hard work -  those people will go out of their way to purchase your products.

Your ideal customer will add to your enjoyment and fuel your desire to keep going when farm life is tough.

When you are adverting a product rather than a service, it holds you back from reaching and connecting with your ideal customers.

Selling solutions, not products

Ask your customers – How do our products make your life easier? Keep a logbook of your conversations. Jot down their likes, dislikes, and concerns. Put a star by what they tell you they want.

Note down how they talk about their needs and your products. Use these insights and their exact words in your marketing to speak to other customers.

What will sway their decision to buy from you rather than the other farm stand they pass on the way home?  - Your relationship with them drives their purchase.

 Don’t believe me? Do you keep shopping with companies that give you crappy service?

I would bet you go out of your way to send money at businesses with helpful, cheerful employees and who stand behind their products.

Farm stores and farmer markets offer more than simple ag products – they sell experiences and solutions.

Remember Selling Solutions Differentiates You From Everyone Else!