According to USDA reports, there were nearly 6 million acres of wheat grown in Montana in 2014, 2.5 million of which was winter wheat. Our client had two customer-facing sales people covering the entire state, whose primary focus was on building relationships at the seed house level. With the introduction of a new two-gene technology, our client identified a need to provide education at the grower level, but needed more resources beyond their two reps.
The strategic recommendation from AgCall to accomplish the client’s goals was to implement a three-phase approach:
Conduct 400 FarmCall sales visits to introduce and promote the client’s wheat varieties and support its products – including email follow up.
600 phone calls to follow up as a second touch point and promote other relevant products from the client.
Measure the success of the program by contacting (via phone) a representative sample (25%–30%) of growers, after use, to determine purchase quantities, product satisfaction, future intentions, etc., reporting on overall program.