We saw fields turn to this. Days later growers were enacting their contingency plans, consulting with their partners, verifying their plans, and often replanting.
In this industry it’s important for all of us to be ready with a contingency plan when what’s supposed to happen takes a 180. It’s highly possible that your marketing and sales plans will no longer fit the situation.
What’s the conversation now? What are the marketing messages? What should our field people focus on? These are all questions we get asked as a key partner helping to identify opportunity during chaos.
And maybe the curve ball isn’t weather. That’s just one of the possibilities. Maybe the competition caught you off guard with a sudden attack on your product. Maybe the markets really turned things in a way you didn’t expect. Sometimes personnel changes in our companies put us in an uncomfortable place with the customer. The unexpected is going to happen. Put contingencies in your marketing plan. These allow you to evaluate risk and maximize opportunities in a pro-active vs. reactive way.
If A happens, then we do this.
What if B happens? Talk about it ahead of time. It brings a kind of continuity that can make you the stable player in the market, the rock that farmers rely on through all sorts of situations.
Think about how you can have that just in time conversation with your customers and prospects when they’re dealing with this kind of adversity. Sometimes staying in touch with the customers, rather than hiding out, presents your company with new opportunities that you may not have thought about.