Prospecting tips to help agents to reach small farmers and ranchers

Small farmers and ranchers form the backbone of America’s agricultural industry, and establishing connections with them requires a sincere and personalized approach. They’re not just looking for a policy; they’re looking for a partner who understands their challenges and takes the time to align solutions with their goals. Here are some effective prospecting tips for agents to successfully engage with this community and build meaningful, long-term relationships.

Understanding their operations, challenges and risks

To connect with small farmers and ranchers, it’s essential to understand the unique demands of their lives. Take the time to research the specific challenges they face, such as market fluctuations, equipment maintenance and unpredictable weather conditions. Showing empathy and knowledge about their work fosters trust and confidence in your ability to support their needs.

Meet them where they are

• Local events: Farmers’ markets, agriculture expos and local fairs are excellent opportunities to meet small farmers and ranchers in a relaxed and open setting. Expressing genuine interest in their business and establishing face-to-face connections can make a powerful impression while showing you’re invested in their community.
• Leverage referrals: Farmers and ranchers often operate within close-knit communities and rely on word of mouth when making important decisions. By providing exceptional service to just a few well-connected individuals, you may open doors to multiple referrals.
• Be present on social media: While small farmers and ranchers may work long hours in the field, more individuals in this group are joining social media to share their stories and connect with others in the agricultural industry. Facebook is the most frequented social media platform, and YouTube is the most trusted for news and other information.¹ Consider creating a targeted social media strategy that highlights your understanding of their priorities and provides tips on topics such as risk management, insurance coverage best practices or unique policy options.

Respect their time

Farming is a demanding profession, with little downtime to spare. When reaching out, be sensitive to their schedules and strive to communicate at times that are convenient for them, such as early mornings or evenings. Consider offering to meet at their homes if it’s more convenient for them than travelling to your office, especially during busy times of the year, such as harvest.

Offer value-based protection

Small farmers and ranchers juggle tight budgets and unexpected expenses. Instead of presenting standard sales pitches, emphasize how you can help protect their livelihood, streamline their operations and secure their legacy for future generations. Nationwide provides specialized risk management services, preferred pricing on agtech solutions and complimentary legacy planning resources to help you do this. Positioning yourself as an advocate for their long-term success can set you apart from competitors.