Rather than setting up their own network of dealerships, one-way manufacturers achieve this is by engaging with third party agricultural partners. These partners can help businesses access new geographies, segments, and channels that they have been developing for years by leverage their existing relationships and networks to generate leads, referrals, and recommendations for your products, thus enabling you to reach more customers, increase market share, and grow revenues.

Engaging with third party sales partners also requires careful planning and management. You need to select the right partners who share your vision and goals, then you need to provide them with the skills and knowledge to do your brand justice. In order to do this there are many stages you can go through from intensive initial training to then bitesize knowledge refreshers to keep people sharp. Couple this with your prospect pipeline, enhance with an incentive and recognise those who demonstrate the desired behaviours, and you are a long way towards having advocates across your network.

At Neon Agency we have tackled all these challenges with our clients and continue to work with leading agricultural businesses to provide enhanced support and resources to help them, monitor their performance.

When we onboard a partner, we always look to take them and their employees on the journey:

COMMUNICATION – every journey starts with a plan. Let people know what the plan is and what is required of them. More importantly why they should care about the plan in the first place.

UPSKILL – in order to make the best of any journey we need to make sure everyone is properly equipped to succeed. You wouldn’t expect someone to climb Everest without mountaineering experience, so give people the skills and knowledge they need to give them the best chance to succeed. They will feel valued, and you will see the benefit of a motivated and skilled workforce.

INSIGHTS – during your journey you will be collecting data on how everyone is performing. It is imperative to review this data against your objectives and identify any weak areas. Identifying and addressing these areas will empower your business and take you a step closer to achieving your goals.

RECOGNITION – any journey is about celebrating the small wins. By recognising and celebrating those people who are demonstrating the desired behaviours you will not only make them feel valued, but you will also demonstrate to the rest of the business what is expected so they can follow suit.

GROW – businesses should not stand still. Once you have completed the cycle your business should be in a better place, which means it is time to advance and grow. Get feedback from surveys and take learnings from the programme then adapt and set new goals and restart the process to begin your next journey.

Keeping this process going means you stay on top of the competition. Whether that is monthly campaigns, quarterly incentives, or simply seasonal activity, it is always important to communicate to your audience and make them feel valued.

We design engaging, branded communications strategies delivered through multiple channels.  

Bespoke online portals, designed for the user experience, provide audiences with dynamic, tailored content ensuring that each user is presented with brand and campaign information which is most relevant to them.

Email continues to be one of the most effective and most popular written communication channels and it is essential to incorporate tailored emails into your communications strategy. When used in the right way, email is a great way to share campaign and performance updates with your audience. To ensure your emails stand out from the crowd we ensure they are eye-catching, concise and personalised with messaging pertinent to the recipient.

SMS text messages are a quick and unobtrusive way to send direct and simple messages to connect with the audience with reminders and updates about a campaign and to drive participants to the campaign website for further details.

Push notifications received directly onto a participant’s digital device prove to be an effective way to quickly send instant, direct messages in real time.

The most appropriate combination and frequency of each touch point within your communication strategy is carefully considered to engage with your audience and ensure your brand and programme are kept front of mind.

360° view – HQ, Partners, Area teams, and sales personnel all need to see data relevant to their performance. Being presented with their own progress, achievements and action areas ensures simple and efficient user interactions which encourages brand alignment and engagement.  

All this creates trust, which creates advocacy, which can ultimately lead to having brand ambassadors out in the field.

If you are interested in learning more about how to boost your agricultural sales through your third party partners, contact Neon Agency today. We are a leading engagement agency who provide bespoke solutions and support services to help you improve performance and grow your business. We have a team of experienced consultants who can help you implement advanced solutions tailored to your specific needs. One conversation could take your sales to the next level.

‍