Many producers had a vacation during the wintertime. Unless it was a supplier trip where they did all the work, the producer and their family likely had a certain amount of planning that was done including where to go, where to stay, how to get there, where to eat, what to do while there, what to bring, who to tell, and a host of related topics. You had to find the answers to all these questions ahead of time. There’s some effort involved. If you don’t put forth that effort, it's not much of a vacation and the family won’t be happy. As they say, garbage in – garbage out.
Many producers also met or spoke with some, most, or all of their landowners (and perhaps a few prospective landowners) during that same period as well. If this includes you, did you have the answers to these questions ahead of time?
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Set Your Destination (Objective of the Meeting)
What is the objective of the meeting? Perhaps it’s to introduce a flex lease, build rapport with a family member you don’t know well, discuss capital improvements, or educate the landowner on new farming practices you plan to implement. As they say, start with the end in mind. Knowing the objective of the meeting will keep you on track and help in deciding what to ask, what to say, and even how to say it.
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Gather Your Travel Companions (Arrange for All Necessary People)
Arrange for all necessary people to attend the meeting. One of the biggest mistakes is not having all decision-makers present for important meetings. A business partner, spouse, or other stakeholder may have additional questions and concerns, and their attendance may help eliminate confusion, conflict, or delays in coming to an agreement. If not all decision-makers can be there, it is typically better to postpone the meeting until they can be.
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Pack Your Questions (Prepare Specific Questions)
Do you have specific questions to ask the landowner(s) written out and ready to go? This demonstrates professionalism and helps keep you on track. You should have more questions prepared than you could ask, then as the conversation unfolds, you can pick and choose the most appropriate/relevant ones to ask. This is often called a Needs Assessment. UnCommon Farms has needs assessments already prepared and ready to go for Landowners, Farm Managers, Investors, Retiring Farmers, and more.
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Gather Your Travel Documents (Prepare Relevant Information)
Do you have any relevant/necessary information prepared? This might be a new lease, info on seller-finance options, cost estimates (in writing), an article, expert report or information, or documented proof, either for the landowner’s benefit or to support a point you are making.
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Know Your Itinerary (Know the Precise Information You Need)
Do you know the precise information you need from the landowner? What are all the specific bits of information you need from the landowner in order to proceed, regardless of which direction that might be.
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Prepare for the Unexpected (Have Answers for Tough Questions)
Do you have answers for the tough questions they might ask you? Being prepared for the tough questions gives you confidence. You should know all the possible questions that may be asked of you and the 2-3 main points that need to be made for each question. Your answers should be planned, but not “canned.”
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Consult Your Travel Guide (Strategize with Someone)
Have you talked with someone to help strategize the meeting? As they say, two heads are better than one. UnCommon Farms will help you prepare for such meetings. Who are you talking with for advice on landowner meetings?
Don’t Wing It, Always Plan Ahead
If you don’t have answers to these questions, then hopefully this article helps. When it is coming out of your mouth is not the time to think about what you are going to say. In short, never “wing it.” Never. If you don’t put forth that effort, it probably won’t be much of a meeting and potentially the landowner won’t be happy. Remember, garbage in, garbage out. Landowners are too important and too difficult to replace to treat meetings with them flippantly.
It’s been said that preparation is the key to success. So, when it comes to meetings with landowners, it’s the same song, second verse as your vacation.
UnCommon Farms helps you plan your meetings with current and prospective landowners to be sure you are putting your best foot forward, and provides members with a host of items such as templates, needs assessments for every situation, proposals, processes, marketing materials - all ready to go. Why not contact Dave Bryden today at either 618-372-7499 or at dbryden@uncommonfarms.com.
