Value-based selling in a disruptive business environment.
The agricultural sector faces immense pressure to improve the ratio between prices paid for production inputs and the prices received for their products.
Add technological developments essential to increase the efficiency of production, the impact of cheap imports and then couple this with climate change, water availability and droughts, all beyond the control of producers.
These challenges and conditions are perhaps unmatched in any other industry.
Based on this challenging business environment it is incumbent on management to equip the sales force to engage with customers through a diagnostic sales engagement process founded on value-based selling techniques.