Farmer speak is unique

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By Dwain Duxson dwaind@farmtender.com.au

Farmer speak is unique - We often say to the non Farming people we deal with that Agriculture has its own language. If you want Farmers as customers, you have to speak their language, and if you don't converse this way, you will have bugger all chance of doing business with them. Farmer speak is unique.

It comes natural for those of us inside Agriculture, but for those outside, it can be a barrier or hurdle that is too big to jump. And it's not as if Farmers are setting trip wires to catch people out. It's more about having people understand how they operate. 

We have said many times before that Ag is a relationships industry where people will only do business with you if they trust that you will do the right thing and add value to what they are doing. It takes time and effort to build that trust, and once you have it, be sure not to mess it up.

We went to the US and tried to replicate our Farm Tender business over there 6 years ago. I underestimated the way Farmers over there speak and how they do business. I thought I knew but clearly didn't. It wasn't until I got rejection after rejection did I change tac, and as it turned out, I failed in our attempt to replicate our business in North America. We gave it 12 months but couldn't make an impact. 

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