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En el sector agropecuario es muy común que los agrónomos se encuentren en el papel de “vendedor”, pero se han preguntado ¿Es necesaria una metodología especial para la venta de productos o servicios agrícolas?... La respuesta contundente es si, ¿Por qué?, porque a diferencia de otros mercados, las ventas en el agro cuentan con una gran cantidad de particularidades que las hacen únicas. En este artículo se explican las principales peculiaridades que hacen diferente las ventas en el agro con las ventas en otros sectores.<\/p>\r\n\r\n

Estacionales. <\/strong>La venta de agroinsumos se realiza de acuerdo a los ciclos agrícolas de los cultivos, es decir, de manera cíclica. Lo anterior hace que exista un pico de demanda en periodos concretos, por lo que el agrónomo debe aprovechar esta ventana para colocar los productos o servicios cuando son requeridos por el agricultor. Un ejemplo típico es la venta de semillas hibridas de Maíz, cuyo pico de demanda en cada región solo dura uno a dos meses, es decir, en cada ciclo del cultivo se requiere colocar todos los sacos de semillas en este reducido periodo.<\/p>\r\n\r\n

Recurrentes. <\/strong>Los agroinsumos se requieren prácticamente cada ciclo agrícola, es decir, son compras puntuales. Retomando el ejemplo de la venta de semillas, el siguiente periodo de venta de este agroinsumo se realiza hasta que inicie un nuevo ciclo agrícola, pues solo se requiere durante la temporada de siembra.<\/p>\r\n\r\n

Poseen un alto componente emocional.<\/strong> La gente relaciona muchos de los productos o servicios con situaciones personales. Lograr ligar el producto o servicio con las emociones o motivaciones del cliente para hacer la compra es fundamental para concretar la venta. En este escenario es fundamental crear un vínculo de amistad y confianza entre Cliente-Asesor de largo plazo que se traduzca en mayores ventas y mejores ingresos para ambas partes.<\/p>\r\n\r\n

Relacionadas o interconectadas.<\/strong> Existe una cadena de necesidad de productos (Semilla, Sembradora, Insecticida del suelo, Fertilizante, Herbicida, Aspersora, Insecticidas foliares, Fungicidas, Adherente, etc.). Muchas veces lo que requiere el cliente no necesariamente se encuentra dentro de tu portafolio de productos y servicios, sin embargo, cuando tiene la confianza con el agricultor, él le pedirá recomendaciones de otros productos o servicios. Ante esto, es necesario que el vendedor se convierta en un Asesor de Soluciones Integrales<\/a> que sea capaz de apoyar al agricultor.<\/p>\r\n\r\n

Fácilmente intercambiables. <\/strong>En el mercado existe una gran diversidad de productos que en general derivan “el mismo resultado” o al menos muy similar. Por ejemplo, en el mercado de semillas de maíz existen al menos 67 empresas, por lo que el agricultor tiene amplia oferta para elegir.<\/p>\r\n<\/div>\r\n<\/div>\r\n\r\n

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\"Las <\/strong>\r\n\r\n\r\n\t\r\n\t\t\r\n\t\t\t
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Figura 1. Las ventas en el agro son estacionales, recurrentes, poseen un alto componente emocional y técnico, lo que hace que sean únicas.<\/strong><\/span><\/p>\r\n\r\n\t\t\t

Fuente: Intagri, 2017.<\/span><\/p>\r\n\t\t\t<\/td>\r\n\t\t<\/tr>\r\n\t<\/tbody>\r\n<\/table>\r\n\r\n

 <\/div>\r\n<\/div>\r\n\r\n
 <\/div>\r\n<\/div>\r\n\r\n
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Poseen componentes técnicos.<\/strong> Los productos o servicios agrícolas poseen componentes técnicos muy importantes, por lo que toma una gran relevancia tanto la capacidad técnica, así como la capacidad de “traducción” del lenguaje técnico al lenguaje comercial y de éste, al del Agricultor para poder comunicar de manera clara y precisa las características y beneficios de los productos y\/o servicios.Y porque además, demanda del asesor un acompañamiento o seguimiento que a otros productos no se les da. Dicha asesoría incluye información para la potencialización del producto, servicio y\/o tecnología adquirida, así como la obtención de apoyos económicos para la comercialización, etc.<\/p>\r\n\r\n

Entonces, ¿Por qué crear una metodología de ventas enfocada al agro? En el mercado latinoamericano no existe una metodología de ventas especialmente diseñada para la comercialización y\/o introducción de nuevas tecnologías para el agro. El curso “El Éxito de las Ventas en el Entorno Agronómico<\/a>” fue desarrollado por un agrónomo que durante más de 26 años se capacitó en las más modernas y avanzadas metodologías de ventas; las cuales puso en práctica directamente en campo, vendiendo a Distribuidores y Técnicos, pero sobre todo a Agricultores: Productos, servicios, tecnologías, estrategias e incluso ideas y conceptos. Lo anterior proporcionó las bases necesarias para desarrollar y sustentar este novedoso Curso de Ventas Agrícolas, que integra tanto los aspectos propios de la Agronomía, como los fundamentos teóricos y prácticos de las más modernas técnicas de ventas.<\/p>\r\n\r\n

Cita correcta de este cultivo:<\/strong><\/p>\r\n\r\n

INTAGRI. 2017. ¿Qué hace única la venta de agroinsumos?. Serie Postcosecha y Comercialización Núm. 8. Artículos Técnicos de INTAGRI. México. 3 p.<\/p>\r\n\r\n

Literatura consultada:<\/strong><\/p>\r\n\r\n

Delgado, J. 2017. Curso “El Éxito en las Ventas del Entorno Agronómico”. Intagri.<\/p>\r\n<\/div>\r\n<\/div>\r\n\r\n

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Que Hace Unica la Venta de Agroinsumos.pdf","text":"
\r\n
\r\n

En el sector agropecuario es muy común que los agrónomos se encuentren en el papel de “vendedor”, pero se han preguntado ¿Es necesaria una metodología especial para la venta de productos o servicios agrícolas?... La respuesta contundente es si, ¿Por qué?, porque a diferencia de otros mercados, las ventas en el agro cuentan con una gran cantidad de particularidades que las hacen únicas. En este artículo se explican las principales peculiaridades que hacen diferente las ventas en el agro con las ventas en otros sectores.<\/p>\r\n\r\n

Estacionales. <\/strong>La venta de agroinsumos se realiza de acuerdo a los ciclos agrícolas de los cultivos, es decir, de manera cíclica. Lo anterior hace que exista un pico de demanda en periodos concretos, por lo que el agrónomo debe aprovechar esta ventana para colocar los productos o servicios cuando son requeridos por el agricultor. Un ejemplo típico es la venta de semillas hibridas de Maíz, cuyo pico de demanda en cada región solo dura uno a dos meses, es decir, en cada ciclo del cultivo se requiere colocar todos los sacos de semillas en este reducido periodo.<\/p>\r\n\r\n

Recurrentes. <\/strong>Los agroinsumos se requieren prácticamente cada ciclo agrícola, es decir, son compras puntuales. Retomando el ejemplo de la venta de semillas, el siguiente periodo de venta de este agroinsumo se realiza hasta que inicie un nuevo ciclo agrícola, pues solo se requiere durante la temporada de siembra.<\/p>\r\n\r\n

Poseen un alto componente emocional.<\/strong> La gente relaciona muchos de los productos o servicios con situaciones personales. Lograr ligar el producto o servicio con las emociones o motivaciones del cliente para hacer la compra es fundamental para concretar la venta. En este escenario es fundamental crear un vínculo de amistad y confianza entre Cliente-Asesor de largo plazo que se traduzca en mayores ventas y mejores ingresos para ambas partes.<\/p>\r\n\r\n

Relacionadas o interconectadas.<\/strong> Existe una cadena de necesidad de productos (Semilla, Sembradora, Insecticida del suelo, Fertilizante, Herbicida, Aspersora, Insecticidas foliares, Fungicidas, Adherente, etc.). Muchas veces lo que requiere el cliente no necesariamente se encuentra dentro de tu portafolio de productos y servicios, sin embargo, cuando tiene la confianza con el agricultor, él le pedirá recomendaciones de otros productos o servicios. Ante esto, es necesario que el vendedor se convierta en un Asesor de Soluciones Integrales<\/a> que sea capaz de apoyar al agricultor.<\/p>\r\n\r\n

Fácilmente intercambiables. <\/strong>En el mercado existe una gran diversidad de productos que en general derivan “el mismo resultado” o al menos muy similar. Por ejemplo, en el mercado de semillas de maíz existen al menos 67 empresas, por lo que el agricultor tiene amplia oferta para elegir.<\/p>\r\n<\/div>\r\n<\/div>\r\n\r\n

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\"Las <\/strong>\r\n\r\n\r\n\t\r\n\t\t\r\n\t\t\t
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Figura 1. Las ventas en el agro son estacionales, recurrentes, poseen un alto componente emocional y técnico, lo que hace que sean únicas.<\/strong><\/span><\/p>\r\n\r\n\t\t\t

Fuente: Intagri, 2017.<\/span><\/p>\r\n\t\t\t<\/td>\r\n\t\t<\/tr>\r\n\t<\/tbody>\r\n<\/table>\r\n\r\n

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Poseen componentes técnicos.<\/strong> Los productos o servicios agrícolas poseen componentes técnicos muy importantes, por lo que toma una gran relevancia tanto la capacidad técnica, así como la capacidad de “traducción” del lenguaje técnico al lenguaje comercial y de éste, al del Agricultor para poder comunicar de manera clara y precisa las características y beneficios de los productos y\/o servicios.Y porque además, demanda del asesor un acompañamiento o seguimiento que a otros productos no se les da. Dicha asesoría incluye información para la potencialización del producto, servicio y\/o tecnología adquirida, así como la obtención de apoyos económicos para la comercialización, etc.<\/p>\r\n\r\n

Entonces, ¿Por qué crear una metodología de ventas enfocada al agro? En el mercado latinoamericano no existe una metodología de ventas especialmente diseñada para la comercialización y\/o introducción de nuevas tecnologías para el agro. El curso “El Éxito de las Ventas en el Entorno Agronómico<\/a>” fue desarrollado por un agrónomo que durante más de 26 años se capacitó en las más modernas y avanzadas metodologías de ventas; las cuales puso en práctica directamente en campo, vendiendo a Distribuidores y Técnicos, pero sobre todo a Agricultores: Productos, servicios, tecnologías, estrategias e incluso ideas y conceptos. Lo anterior proporcionó las bases necesarias para desarrollar y sustentar este novedoso Curso de Ventas Agrícolas, que integra tanto los aspectos propios de la Agronomía, como los fundamentos teóricos y prácticos de las más modernas técnicas de ventas.<\/p>\r\n\r\n

Cita correcta de este cultivo:<\/strong><\/p>\r\n\r\n

INTAGRI. 2017. ¿Qué hace única la venta de agroinsumos?. Serie Postcosecha y Comercialización Núm. 8. Artículos Técnicos de INTAGRI. México. 3 p.<\/p>\r\n\r\n

Literatura consultada:<\/strong><\/p>\r\n\r\n

Delgado, J. 2017. Curso “El Éxito en las Ventas del Entorno Agronómico”. Intagri.<\/p>\r\n<\/div>\r\n<\/div>\r\n\r\n

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