To succeed as a farmer, know your customers

From my two previous columns, you have learned about changing your attitude and perspective about turning your farm into a business and you, the farmer, into a business person.

You have learned how to organise your records, you know how to analyse this recordkeeping regularly to improve efficiencies of scale and reduce expenses, you know how to diversify your crops to manage your risk of crop loss due to disease, pests, and lack of irrigation, you are disciplined and keep at it day in and day out because it is your passion and you are dedicated to becoming successful at it.

You are hardworking and respected in your community, you attend important meetings in your sub ward, ward, county, and even at a regional level to learn about sources of funding, advice, and training as well as to obtain quality seeds, livestock, fertiliser, vaccines, and other vital inputs to healthy crops and animals.

You have developed a brand identity and even put a new sign out front of farm property.

You are on the path to becoming a specialist in your field (no pun intended). What kind of farmer are you? What do you want to be known for? Are you the type to go where others fear to tread? Or do you like being part of a group of producers who come together to help and support each other in a collective pursuit of excellence and markets.

Your products, your markets, the channels you use to enter and dominate those markets, and your customers are the four pillars of a successful farm business.

You must be a specialist in understanding the dynamics of each pillar of excellence. So, now you have a good grasp of growing and cultivating a variety of crops and you have identified your key target markets and the channels you will use to reach your customers.

But do you know your customers and what their preferences are? Do you know how and where they want to buy and eat your products and in what form or package?

FICKE CONSUMERS

The difference between a successful farm business and an unsuccessful one is the emphasis placed on understanding and responding to the desires and wants of your target market.

Consumers are notoriously fickle and price conscious when it comes to ‘commodity’ purchases but stay loyal to trusted brand names.

Your challenge is to develop a trusted brand name that consumers ask for at their local market. Markets buy products from producers, cooperatives and livestock owners using wholesalers and distributors. Find out who stocks quality products and go to them in person to offer them fresh produce.

You NEVER take samples with you; you wait until they say they are interested in testing your products and then you have the opportunity to come back again with a product line that the buyer has asked to taste and perhaps offer for sale. You want to have a good reason to regularly visit the retail outlets that sell your products not to complain but to rejoice.

The retailer is your best friend. The retailer wants you to be successful. The retailer will tell you what the consumer looks for in a purchase. The retailer decides where your products are positioned on the shelf so your brand is important to him as well as to the ultimate consumer.

The consumer is like a loyal friend who you are always getting to know better. When packaging becomes old and dull, you need your loyal customers to give you feedback before you lose them to the snappiest guy on the block. The customer is king!

NEXT WEEK: How to Gain Market Share: Create a new consumer market or steal customers.