Six months ago, I went to the doctor for a check-up. The doctor was blunt. He told me I need to eat more fruits and vegetables, and exercise more. And most disturbing to me, he told me to lose weight! At the time, I wasn’t very thrilled with his advice. But I listened. Since then, I started exercising a little more. I stopped eating between meals (for the most part). And best of all, I have lost 15 pounds.
What if doctors failed to initiate difficult discussions or offer advice? What if doctors withheld information fearing their patients would find a different doctor? Most doctors don’t make a lot of money on wellness visits. They make more money when testing for problems and when procedures are involved. But that doesn’t stop doctors from giving tough recommendations.
Recently I overheard an ag retailer say he thought talking to farmers about conservation was not a good practice because the conversation could damage his relationship with the farmer. He went on to explain that it was unlikely he could make much money by offering conservation services; that ultimately profit was in product sales.
What if my doctor had refused to give wellness advice? I know my doctor does not make his money on my wellness visits. Instead he makes his money on sick people. He would make a lot more money from me if I had high blood pressure and diabetes. If I were hospitalized, he would make even more money. Fortunately, none of this crazy thinking stopped my doctor from doing his job.
Likewise, as a farmer I would want my most trusted advisor, my ag retailer, to help me with conservation issues. Sure, I might be I little shocked if my ag retailer suggested I could reduce soil erosion and thereby improve my soil health. I might feel a little uneasy if he told me that I needed a waterway. And I might be a little disturbed if he said I was partly responsible for the local water quality issue. However, I know that I would respect my ag retailer more if he told me what I needed to know, not what I wanted to hear. If you are the most trusted advisor, your relationship will withstand the strain of straightforward advice.
Really, One More Thing?
You are right on with this. As retailers, we need to help our customers be better stewards of the land. Even if it does mean loss of sales opportunities. In the end, we all make our living off of the land and the better we take care of it, the better we all are.
Thanks Scott, I know it is a change in thinking. Farmers need more conservation assistance and it makes sense it comes from their most trusted advisor.
I think your analogy works well for farmers and landowners as well regarding rented farmland. While it’s not necessarily a farmer’s “job” to tell a landlord/lady that their fields need less tillage/cover crops, a waterway or some other conservation practice, it certainly is in both of their interests to have the conversation. Thanks for your blog.
Jen, as you know the issue of absentee landowners is a difficult issue. I am not sure anyone has quite figure out how to work effectively with absentee landowners.
I love reading your blog Tom, because you take on some really good, but often tough, topics. Thanks for doing that. Keep calling them the way you see them.
Thanks Kevin, I enjoy writing my blog. Feel free to share my link with you co-workers and colleagues. We all need to work to get the message out.
Just this morning I had a conversation with a good farmer on cover crops.
He didn’t share my passion for cover crops to him they represented unnecessary risk and a cost with no benefit. The talk turned to water management and how he was not part of the algae problem. What about your surface drains I asked? Why do you have them?
His answer – “To drain the excess water off my land. “. It is easy to live in denial and like you point out if it were not for the doctor you might never have considered the consequences of carrying around some extra weight. Great analogy.
Jim, farmers need straight talk otherwise regulation is inevitible.
So true! Telling people what they want to hear does not make any of us effective at our job. Asking questions, like what is making it difficult to do “xyz” and offering realistic solutions is much more effective. And at the end of the day, like you did with your Dr., those people will thank us for that honestly.
Thanks Jen, I know you understand how important it is to have those uncomfortable conversations while having your customers best interest in mind.