Farmer Belief Building

Have product, will sell

This is the default approach of many businesses. But it leaves money on the table as it reduces the market to only those currently in market, and it forces you into competition with everyone else who has a similar offering.

The belief-building approach

A good question to ask, is, ‘What does a farmer have to believe is true for them to buy my product or service?’

Are Farmers B2B or B2C?

Both

Farmers cannot separate life from work. They live in their workplace. They cannot shut the door and leave the office like their urban counterparts.

Their vocation is a big part of their identity, so decisions are not always strictly rational. Emotion can be a big influence (although they are unlikely to admit this).

Their weighting of the priority stack elements will vary by category, life stage, interests, and peer norms.

Farm spending decisions sit at the intersection of economics, emotion, personal interest, and practicality.

Their purchase decisions are multi-dimensional:

  • System pressures → create urgency

  • Trade-offs → shape feasibility

  • Emotional alignment → affects desirability

  • Interest → affects attention and action

Did the free jacket with the drench swing the sale? Or was it something else?