Before Innovating in Sales, Prepare the Ground

Want to sell more in agriculture? Start by answering this question: is your house in order? Because there’s no point in having great technology or a perfect sales pitch if the basics aren’t in place.

In the field, a sale doesn’t happen only when the order is taken. It starts much earlier — in the trust you build, the speed of your service, your product knowledge, and the clarity of how your solution actually solves a real problem for the grower. If your company delays deliveries, fails at after-sales support, or doesn’t understand the customer’s pain points, no innovation will save you. It’s like planting soybean seed in compacted soil: the potential is there, but it won’t germinate.

Sales in agriculture are, above all, about relationships. And strong relationships come from consistency: keeping your promises, being present at critical moments, and speaking the customer’s language.

Innovating without a solid foundation is like turning on autopilot in a tractor with bald tires — the risk of sliding is high.

To prepare the ground:

• Know your customer deeply — understand their routine, challenges, and goals.

• Guarantee the basics — product availability, reliable delivery, fast support.

• Maintain a field presence — follow the crops, results, and adjustments.

• Train your team — technical knowledge and simple communication must go together.

Action step: Run a sales audit. List what’s working and what’s holding you back. Fix the basics first. Then, yes — invest in the innovations that will accelerate your next harvest of results.