6 minute read
Taking Your Seedstock Business Across the Finish Line
Achievements in the seedstock world are measured by outcomes. One of these outcomes is the successful selling of genetics, often through a production sale. A sale with a dollar average to be proud of, or topping the year prior, is a consistent goal for seedstock suppliers. However, achieving this goal does not come easily.
It’s easy to sell the good ones; the cattle industry’s old-timers will tell you, but not easy to make them. Years and years of focus, hard work, research, and lessons learned are all ingredients to create quality genetics. Genetics may focus on carcass value or maternal qualities varying from herd to herd and breed to breed. Striving to be the best is not uncommon. Getting there can be a long and windy road. Once you get there, it’s not easy either. As the saying goes,
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‘it’s harder to stay on top than to get on top.’
Three industry professionals who have worked with hundreds of seedstock producers to sell, promote and market seedstock cattle and genetics shared their insight and what contributes to the stability and sustainability of a seedstock producer. Great Genetics
“The only two things seedstock producers offer to their customers is genetic improvement (or the perception of such) and service,” says Marty Ropp, CEO of Allied Genetics Resources, Illinois. Ropp and his team assist in selling nearly 10,000 bulls annually for over 80 producers
Taking Your Seedstock Business Across the Finish Line
across five breeds and specialize in assisting with commercial customer services. Genetics and service are the two value propositions Ropp finds are crucial to the survivability of seedstock suppliers.
“The definition of ‘great genetics’ is not always the same from one producer to another, but a logical presentation of genetic value to improve something is constant,” he says. Ropp, who has been involved in seedstock industry marketing for 35 years, believes a solid genetic roadmap and a business plan are also essential, especially in the professional climate of today’s customer and industry.
Planning should influence decisions. “The mating decisions a seedstock producer makes this year will ultimately affect their customer’s profitability directly for the next 20 or more years.
By the time your customers have ten-year-old daughters out of bulls or females genetically made by their seedstock supplier, it will be 2035.
While short-term success is more appealing, a longer view is needed. The average business life of a registered seedstock producer is still well under ten years, explains Ropp. He says, “Part of that shortlived historical tradition is a legacy of smoke and mirrors promotion that still takes place today. Yet, the truly long-lived and successful programs in our business lean on facts and the understanding that their customers’ and their customers’ accomplishments will give them the best chance of being successful.”
B. Lynn Gordon
Superior Service
Seeing and marketing more seedstock cattle than many folks ever will in their lifetime, veteran Hereford cattle marketer Art Handel, of South Dakota, knows that genetics get the bull buyer to the ranch.
Still, its customer service that keeps them coming back. For over 57 years, Handel has conducted ring service at over 5,000 sales, made endless herd visits as a breed association field representative, owned his own livestock marketing company, Handel Marketing, and exhibited at the industry’s biggest livestock shows.
“The customer is always right,” says Handel. He notes that a seedstock producer needs to follow through with a breeding guarantee; customer satisfaction is the top-priority. Handel has witnessed seedstock breeders load up their own herd sire in the middle of the breeding season, and drive hundreds of miles to deliver a bull when the customer’s original purchase failed. “That’s how you build a following; your customers believe in your guarantee.”
As cattle marketing becomes less reliant on sale day viewing or ranch visits, and cattle are marketed and promoted via social media, customer service and trust take on even more importance. Advanced services are also changing, says Handel. “With fuel and freight expenses rampant, breeders need to step up to the plate to help their commercial customers market feeder cattle or groups of bred heifers.
Handel tells seedstock producers, “you can never underestimate your impact on a customer’s business. Even established seedstock producers must continue asking tough questions to stay viable.”
Ropp agrees that offering advanced service to customers has grown and taken hold. “There are almost no ‘proprietary genetics’ in this business, so just about anyone can sell a son of bull X or a daughter of bull Y. Thus, to set oneself apart from others, advanced services have become a bigger piece of the pie.” Reputation Business
While offering quality genetics and implementing top-notch customer service add value to seedstock operation, what carries a business over the finish line is its reputation and ability to market a product, separating one business from another. “This is true no matter what business you are in,” says Ropp. Expressing one’s reputation through their product is what Rachel Cutrer, owner of Ranch House Designs, works with seedstock producers to accomplish. Cutrer’s Texas-based livestock industry marketing company believes seedstock producers should follow the same principle large corporations do when marketing their products – they need to build a brand.
“Everything has a brand, an image and a story – you just have to build it.” She explains that by telling the story of who they are and what they represent, they build their seedstock business brand in their customers’ eyes. As a seedstock producer, building a brand begins with the product you offer accentuated by the services you provide. But in today’s competitive marketplace, it extends further. It means understanding your customer base and aggressively working on getting the word out about your story and what you represent. Insight into customer objectives helps to shape marketing plans and reinforce the foundational message.
This favorability resonates with your target audience by building trust and demonstrating integrity. Cutrer outlines three key areas of responsibility to consider when building a brand: a) Product Responsibility – Do you take your role in the seedstock industry seriously and continue to be a lifelong learner and adopter of practices that impact the viability of your customers? Would people associate your brand with highquality seedstock genetics? Do you have a vision for the future or plan for your operation to represent financial and business sustainability? Do you promote your longevity or growth in the seedstock industry? b) Social Responsibility – Are you active in your community and support the future of agriculture (4-H, junior associations, etc.) and industryrelated organizations? Do the groups/ organizations you participate in reflect your beliefs and that of your customers? How would employees describe working for you and your business practices? c) Ethical Responsibility – Do customers share stories of you standing behind your cattle when a situation arises? Is what you say your genetics are, backed up with records, DNA? Do you follow through with your commitments, promises, and payments? Do customers follow your business because you are respected and trusted in the industry? Is the price your cattle sell for representing their value, or is it inflated?
These three beef cattle marketing experts understand things will continue to change over time, but how you conduct your business provides the best opportunity to succeed. Offering quality genetics and building value supported with a reputation of integrity will excite customers to own your product and solidify longevity for you and your business.
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