References, reviews, referrals. When I’m about to make a purchasing decision, that’s where I start. If I need a plumber, I call a trusted friend who has lived in town longer than I have. When I’m making an online purchase, I scroll reviews until I find something with at least 4.5 stars. Looking for a restaurant recommendation? I reach out to someone who knows the local food scene. In every case, I’m relying on trust built over time.

So, how do you become the first call your bull and female customers make? It starts with trust — and trust is built by consistently providing solutions. Neither happen overnight. Earning that role requires a genuine understanding of the people you serve. 

Know their ‘why’

A good jumping off point is knowing your customers’ “why.” Falon Fatemi, a Forbes contributor, references leadership expert Simon Sinek in “The ‘Why’ Behind the Buy: 3 Steps to Solutions-Based Selling.”

He writes, “They know what they’re selling, who they’re selling it to, and, often, how they’re going to sell it — but they don’t know why those individuals … need it.” 

Take the time to understand each operation. What improvements are those cattlemen aiming to make? Are they targeting calving ease, carcass merit, maternal strength or longevity? What does success look like when the next calf crop hits the ground? When those questions are answered, you are better equipped to match the genetics with their goals and create real value.

Beyond the sale

Fatemi also emphasizes looking beyond the sale. 

“Every sale is a win, of course, but it’s never just about the sale. It’s about the potential long-term relationship.” 

Being your customers’ partner, not just their seedstock source, can increase returns in more ways than one. When the seller and buyer share a common goal — raising and selling the best cattle possible — the relationship becomes mutually beneficial.

Customers who feel understood and supported are far more likely to return and to recommend you to others.

In this issue, “Driven by Demand,” your peers share their perspectives on identifying their market, getting cattle sold and building the kind of customer relationships that keep the phone ringing.