An agribusiness representative meets with a farmer on the tailgate of a pickup outside a field

Adjusting your communication styles for farmers

There’s never enough time in the day to get all the phone calls to farmers on the latest updates. At the Bushel Buddy Seat Conference, both a farmer and an agribusiness lamented the time it takes to chit-chat on the phone when they both just wanted to get business done. 

Understanding the preferences and needs of farmers is crucial in choosing the right communication channels. While personal interactions are valuable, respecting the farmer’s time and communication preferences strengthens the relationship and empowers farmers with the right communication at the right time in the right channel.

So here are some tips on adjusting your communication styles for farmers, inspired by insights from the 2024 State of the Farm Report:

Embrace Technology with a Personal Touch 

Farmers, especially younger and high-growth ones, show a strong preference for technology in their operations, including using apps for grain offers or sales. Providing a modern customer experience that simplifies operations, improves efficiency, and enhances decision-making without feeling impersonal is key.

“As a grain farmer I LOVE Bushel! The problem is I sell my grain through two buyers. Both are great markets in price and location. One of the buyers used to use Bushel, then got bought out twice and neither new owners use Bushel. I have pushed the management as far as I can to get them to can their in-house garbage apps in favor of Bushel but it is like talking to a rock. Bushel is like using an iPhone 14 pro with a terabyte of memory. The other apps are like a bag phone from the 1990.” – Paul Anderson, Farmer. 

Diversify Communication Channels

The report highlights a preference among farmers for receiving information via text messages, indicating a shift away from traditional phone calls and websites. Adjust your communication strategies to include a mix of channels, focusing on direct and concise messaging through text while maintaining other channels, such as email, for detailed communications. This approach caters to the varying preferences across different farmer demographics.

Understand and Address Key Concerns Proactively

The top concerns for farmers include the price of equipment, profitability, and inflation. When communicating, it’s crucial to demonstrate an understanding of these concerns and offer solutions or guidance that can help mitigate them. This could involve sharing market insights, offering financial planning tools, or providing access to group purchasing discounts for equipment.

Offer Value Beyond Transactions 

Farmers under 40 value faster payments and marketing programs when choosing which local grain buyers to sell to, indicating a desire for relationships that offer more than just a transactional exchange. Develop programs that provide added value, such as educational resources on market trends, sustainability practices, or financial management. Establishing your cooperative or retail outlet as a source of valuable information and support can foster long-term loyalty and preference.

Implementing these tips involves balancing the adoption of technology with the maintenance of personal relationships and understanding the evolving needs and concerns of farmers. By doing so, full-service cooperatives and ag retailers can better align their communication and services with the preferences and expectations of today’s farmers.

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