The Rural Voice, 1981-08, Page 24FARMERS
We are ready to handle your 1981
Wheat Barley Corn
• fast, efficient service
• truck hoist
• buy, sell, store or custom dry
We can now provide
trucking from the farm
J.DITSCH
FARMS
R.R. 3 Brussels
ATWOOD 356-2292
RESIDENCE 887-6824
es%e`g LIstowel
Newry
PG. 22 THE RURAL VOICE/AUGUST 1981
GUEST COLUMN
Do farmers have
to be salesmen too?
I don't know if farming today is any more difficult than it has
ever been, but we all know that unless we meet the challenges
faced by today's farmers, a dramatic impact will be felt in our
society. But we don't want other segments of society making the
decisions for farmers themselves. The only way I know to
prevent that from happening is to make sure that our farmers can
express clearly the directions they want their industry to go. The
skills necessary to do that must be learned and practiced by our
farming communities.
Communication skills and the ability to use persuasive
techniques have never been more important than today. The
skills of persuasion are clear. They are no different than the skills
for selling any useable product -- the skills used by every good
salesman in the world. You must always know what you're
talking about and that's number one. That means you have to
know your product -- know its strengths and weaknesses. And
when you know what you want -- when you know your product --
you can pick up the important items to be emphasized.
Take profits for farmers as an example. Everybody wants more
but have you ever thought about how the farmer receiving a
higher return on his investment affects others? It's not enough
that more money for farm products is attractive to farmers. But
more profitability for the primary producer could stabilize some
aspects of the industry, thereby guaranteeing that replacement
farmers will continue to enter the business and continue to
produce the food quality and supply to which our consumers
have become so accustomed.
And secondly, and maybe even more important, you have to
know your audience -- you have to know something about who
you are talking to, who you are trying to persuade. What is
important to them? How can you achieve your goals and still let
others achieve theirs? Just like any good saleman who thinks
about what his client wants before he tries to sell his product, so
it is the same with ideas.
Let's go back to profitability again. Have you ever thought
about how a higher return on your farm investment might help
other segments of our society? What's in it for them? Well,
maybe more profits for farmers will encourage new
developments in products now imported. And just maybe these
new developments can contribute to jobs and employment for the
many support industries that are influenced by the products
produced on the farm. And maybe, when our world governments
get themselves together, our farmers, who are given a higher
return and some incentive to produce. can even feed the many
other hungry people in our world!
Now, when you know what you want and when you know
something about who you are trying to convince you can present
your ideas clearly to capitalize on the things that will help
everyone involved with the problems of farmers. You do it clearly
and concisely. You do it with words that leave no doubt in your
listener's mind about what you are seeking. You do it with words
that clearly tell your audeince what giving you your request will
ultimately do for them.
Our farmers must speak out for their industry. But they should
think about the skills cf selling before they do. Simply put, it's
clearly a responsible way to go.
D. Cameron, Head
Communications Section
Centralia College of
Agricultural Technology