The Work: Luckey Farmers’ agronomists were having difficulty explaining to their farmer customers the value of their three technology software products that work together to streamline farm operations. The sales agronomists were only being partially successful in closing sales on these products — AgWorld, FarmTech and Bushel.
Our project began with two objectives:
- Show farmer customers the value of the technology bundle when used together through Luckey Farmers (measured by increased sales), and
- Give sales agronomists a tool and common approach to selling and using the technology bundle to provide added-value to the customer’s operation.
Shift•ology conducted three focus groups with Luckey Farmers agronomists and sales agronomists to help identify goals, objectives, pain points, audience preferences and anticipated obstacles. Through our neuromarketing process, we created the “Luckey3 Tech Bundle” using the claims “Streamlined. Supported. Simplified.” This messaging was then applied to the sales tools.
