If you’re in sales or marketing and your target audience is farmers and ranchers, you need to understand their world before you approach them. The ag industry is built on relationships, trust, and no-nonsense communication. Here’s how to earn their respect, and what to avoid.
What Not to Say to a Farmer or Rancher
“How many acres do you farm?”
This is akin to asking someone how much money they make. Farm size doesn’t always indicate profitability, and some farmers find this question intrusive. If it comes up naturally, great, if not, steer clear.
“How many cows do you have?”
For ranchers, herd size is another personal metric, and asking about it upfront can feel like prying. If you’re trying to understand their operation, a better approach is: “What kind of cattle do you raise?” or “What’s your calving season like?”
“Must be nice to have the winter off!”
Farming and ranching are year-round jobs. Even in winter, there’s equipment to fix, cattle to feed, and plans to make for the next season. This comment shows a lack of awareness of their workload.
“Why don’t you just calve when it’s warm?”
Farmers and ranchers deal with complex issues – markets, weather, regulations, input costs. Suggesting a quick fix (especially from someone outside the industry) can come across as dismissive. Instead, ask questions and listen.
How to Connect with Farmers and Ranchers
Do your homework. Learn about their region, what they grow or raise, and any industry trends affecting them. Coming in informed builds instant credibility.
Be direct and transparent. No one appreciates small talk or fluff in a business conversation less than a farmer or rancher. Get to the point, be honest, and respect their time.
Show up when and where they are. Whether it’s an auction, a trade show, or a local coffee shop, in-person connections go a long way. Digital outreach is growing, but a face-to-face handshake still carries weight in agriculture.
Listen more than you talk. Farmers and ranchers know their operations inside and out. Instead of leading with a pitch, ask thoughtful questions about their challenges. It shows respect and helps you tailor your approach.
Bottom line: Farmers and ranchers value relationships, honesty, and practicality. If you speak their language and respect their world, you’ll get a lot further in marketing and sales conversations.
Portions of article was developed with the assistance of AI tools and edited by marketing staff.
