How to Identify the Decision Maker in Agricultural Sales

1. Understand the Structure of Ag Businesses

Agricultural companies, whether farms, supply chains, or distribution businesses, often operate with complex hierarchies. The decision-maker isn't always the person you first interact with, so it's important to understand the internal structure.

How to do this:

• Ask the right questions: When speaking to your contact, ask, "Who else would need to be involved in making a decision like this?" or "Is there a team responsible for deciding on new suppliers/products?"
• Research company structure: Publicly available information like company websites, LinkedIn profiles, and even industry reports can help you map out key roles within an organisation.

2. Leverage LinkedIn and Industry Networks

LinkedIn is an invaluable tool in B2B sales, especially when trying to understand the decision-making chain. Most agricultural professionals are on LinkedIn, making it a great place to identify roles like Head of Procurement, Operations Manager, or Sales Director.

How to do this:

• Start by connecting with your initial contact and follow their connections to relevant stakeholders within the organisation.
• Use LinkedIn’s “Company Page” feature to see who works there and identify decision-makers in relevant departments.
• Leverage your existing network: Ask for introductions to key players, especially if you have mutual contacts within the agricultural community.

3. Attend Industry Events

Agriculture is a relationship-driven industry, and decision-makers frequently attend industry events like trade shows, conferences, and field days. These gatherings offer an excellent opportunity to meet face-to-face with the people who have purchasing power.

How to do this:

• Prior to attending, review the event agenda and speakers. Target breakout sessions or panels featuring people from companies you are interested in.
• Reach out in advance: Send a LinkedIn message or email to attendees you’d like to connect with, and set up a meeting during the event.
• Use networking events or coffee breaks to introduce yourself and gather information on who is responsible for decisions in their company.

4. Build Relationships with Influencers

In many ag businesses, the decision-maker may not be the person with the final say but rather someone who influences the decision. Agronomists, farm managers, and even external consultants often play a critical role in the buying process.

How to do this:

• Build rapport with influencers: They can be powerful allies in advocating for your product or service. Ask open-ended questions about how decisions are made and who typically signs off.
• Offer value upfront: Provide insights or free resources that position you as a helpful partner, not just a salesperson.

5. Follow the Money

The financial department often plays a key role in agricultural purchases. Whether you're dealing with a family farm or a large agribusiness, the person managing the budget is likely to be involved in decision-making.

How to do this:

• Ask early on in the conversation about their budget approval process. This question will not only help you understand their purchasing power but also give you clues on who might be involved in the final decision.
• Use phrases like “Who would need to be involved for budget approval?” or “What does the financial decision-making process look like here?”

6. Be Persistent, Yet Professional

Agriculture is a high-pressure, high-paced industry, so decision-makers are often busy. Follow-up is critical, but timing and tone are essential. Be respectful of their time while maintaining persistence.

How to do this:

• Schedule your follow-ups strategically: Aim for times when things might be less hectic.
• Provide value in your follow-ups: Share case studies, testimonials, or industry insights to keep the conversation relevant and beneficial.

Conclusion

Finding the decision-maker in agricultural sales is not always easy, but by understanding business structures, leveraging networks, and being strategic in your approach, you can significantly increase your chances of success. Building strong relationships and taking the time to understand how decisions are made within each business will set you apart and lead to more meaningful, long-term partnerships in the ag industry.

What strategies have worked for you when identifying decision-makers in ag? I'd love to hear your thoughts!