Quality and Loyalty are the Bedrock of Successful Marketing - by George Murdock

Quality and Loyalty Are the Bedrock of Successful Marketing

Guest Commentary by George Murdock, Area 1 West Director

At some point during the Red Angus Convention in Boise, Idaho, someone asked if anyone had ever taken them out to a steak dinner and insisted on ordering a select grade of meat. “No choice or prime for us, select will do just fine.”

Not likely.

In the end, it’s always about quality – the quality of the steak, the quality of the company, the quality of what we are marketing and the quality of the experience we provide for our customers and those with whom we associate in the cattle world.

I remember moving to a new community as a school district administrator. To be honest, I was a little reluctant to go out to lunch that first day because I didn’t know anyone, and I was used to the old line from Cheers – “Where everybody knows your name.”

Someone in the office suggested I try Tony’s Sub Shop a couple of blocks away. I ventured in and Tony himself asked, “Are you new in Walla Walla?” I told him I was, and he welcomed

me, comped my pastrami sub and said he hoped I would come back. I did, the next day, and I was welcomed like an old-timer and asked if I wanted my usual. And during my 11 years in the district, Tony probably sold me a thousand subs.

A good many Red Angus sales occur during the noon hour because of Pacific Time, so I pack my lunch and spend an hour or so tuning in on auctions all over the country. My son laughs about the fact every so often a heifer shows up at the ranch dropped off by someone going through. He just sighs and says, “Oh, Dad must have been watching another sale.”

He was a little taken aback once when 21 head showed up from a dispersal sale in Texas, but I quickly assured him they weren’t moving in – they were part of a deal I had going in Bend, Oregon.

Anyway, a lot of times when I am listening to those sales, the rancher himself is on the stand and he calls out the name of the buyer, particularly repeat buyers, and thanks them

for their loyalty. Good auctioneers sometimes do the same thing, it’s not a little thing – people like that kind of recognition and they like to be appreciated. “That one goes to the Powells over in Panhandle. They’ve been coming here for years, and they know the good ones.”

I will admit upfront there are curmudgeons or unique characters in the cattle business whose cattle have some unique attribute that provides them the opportunity to peddle their production. They were there when I was in the purebred sheep business, and they are in the cattle business as well. You hold your nose, close your ears and write the check.

This is, however, not the norm, it’s the exception and not a path to longterm success in the business – something a growing number of purebred cattle people are coming to understand.

We are in a competitive business and while EPDs, show results, whether or not you bought their calves or a host of other factors are important, in the end, interpersonal relationships, integrity, interest in the success of the buyer and sincere commitment to their program goes a long way.

It doesn’t make a lot of difference whether you are selling bulls, cars or a host of other commodities. People have options. When you make the experience something special, there is a very good chance they will be back. Return customers are like gold.

“One and done” is a term we hear often in other fields. For the successful cattleman, it is not a key to building the foundation of a long-term operation.

The breeders in our association who have been selling bulls for half a century or more, have a keen understanding of terms like loyalty, satisfaction and performance. Repeat

customers are the bedrock of any producer who understands the logistics of successful marketing.

Loyalty is an important factor and successful breeders understand the fact that not only is it important to have a relationship with those who support their program, it’s also important not to take them for granted and to constantly focus on progressive efforts to deliver a superior product to go along with the relationship between buyer and seller.

And it doesn’t hurt to let the buyers know what you are doing to provide them with dividends.

In September, I attended my first National Convention. I arrived on Monday and at that point, the legends I anticipated meeting were only names, By the end of the week, they were also faces and new friends.

Our strategic plan has several critical elements and one of those is the creation of relationships between our staff and our producers and between those involved in the business. Sure, it’s about the cattle, but never forget

it’s also about the people. The Red Angus staff are famous for being willing to help with any question re-

gardless of whether it is part of their primary assignment.

Our association has made it a priority that the relationship between our staff and our breeders is the highest priority. The Board of Directors have made it a priority to recognize the value of fostering relationships among those who share a common interest in Red Angus.

At the starting line, everybody has a cow and a bull. What makes the difference at the finish line are the value-added factors – the things we focus on with our strategic plan.

One of those factors setting Red Angus breeders apart is that they are more invested in the success of their buyers than they are in the success of their own program.

In the end, it all comes around. •

“One of those factors setting Red Angus breeders apart is that they are more invested in the success of their buyers than they are in the success of their own program.”