When Everything Is On The Line

Board Commentary: Service and Loyalty Go the Distance own personal skills in management, customer service and salesmanship that led to his success – it was also his awareness of the need to surround himself with experts. He was dedicated to taking care of his customers. He also understood the importance of helping market his customers’ calves and having an interest in their programs.

Josh learned early the foundation of the car business is repeat customers. That’s true throughout much of the business world.

When a major rancher is about to sell 200 bulls, if he is counting on finding 200 new buyers, he won’t have a good day. Repeat customers are the lifeblood of successful bull sales.

The best in the breed have learned that one can never take repeat customers for granted – it’s critical to provide them with a better product, coupled with a heavy dose of goodwill. Seedstock producers have an obligation to offer genetic leadership and direction to help their customers succeed. A good breeder should provide bulls that are hardy and tolerant of the elements and don’t provide any surprises unless they are good ones.

It is also critical to be mindful of the importance of reputation, dependability and service. The latter quality, service, is a little different in the bull sale world, but what it really refers to is the on-going relationship and responsiveness created by the seller after the sale. Dependability, interest and reputation are the opposites of one-and-done.

As Townsend points out in his book, how we treat the people around us and how we make them feel is another vital element of creating loyalty. How often during a sale will the auctioneer or the producer point out when a bull goes to a return customer? And how does the buyer feel when this is mentioned, particularly because they usually add the term, “They always find the good ones.”

People like to spend time in places where they are respected and feel welcome. People are more likely to invest in attending sales or visiting ranches when those factors are at play.

One of the reasons Red Angus has become so successful and will continue to cut away at the statistical margin is because the very qualities and practices we have been talking about are a characteristic of Red Angus breeders.

As we move forward, it is something we need to cultivate further. Certainly, our future lies in genetic advancements, but it is critical that a superior product continues to be accompanied by creating a positive marketing environment among those in the breed. //

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BD: 8-10-21

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