Marketing Discipline, The #1 Challenge

Heather Moffit, Grain Risk Management Advisor, Agricultural Marketing First

Last month's risk management article dealt with planning and revising your 2006 marketing system. Suggestions ranged from setting up your own "space" to finding information on the net from newsletters, commentaries and on-line marketing courses. All this information is great for getting you "on track" this winter. The greatest obstacle you will probably encounter is discipline. Discipline could be defined as the ability to carry out your plans and sell when the opportunity presents itself and not choke. The best laid plans will only materialize if you implement them.

All farmers are what could be referred to as "dedicated producers". Farmers are stewards of the land, who find great reward in producing quality crops. With mother nature's assistance, yield prospects are achieved. Farmers are often guilty of emotionally attaching themselves to their landthe "family" farm - rather than a business. This could be a mistake. Your perceptions and personality style can greatly affect your decision making process. I recently read an article from the University of Wyoming, which focused on personality styles and the ability to handle certain situations. This theoretical model is based on Carl lung's theory of personality types. Katherine Briggs and Isabel BriggsMeyer created the Myers-Briggs Type Indicator. This model describes psychological characteristics and predict human behaviour. They are as follows:

1. Extroverts prefer the outer world of things and people. Introverts the inner world of thoughts and ideas.
2. Sensing - perceiving our environment in a literal, factual way. Intuitive people use creativity and imagination.
3. Thinkers reach their decisions in a logical and rational objective way and a Feeler is value based and subjective.
4. If you take action in an orderly and planned manner with deadlines and schedules you would be considered Judging, but if you are more spontaneous, changing and adaptable manner with options and possibilities, consider yourself Perceiving.

Take a minute to pin-point your personal traits. If you came in as an 1ST] (introvert, sensing, thinker, judging) or ISF] (introvert, sensing, feeler, judging) type personality your strengths are hard working, realistic, conservative, and traditionally oriented. Weakness lies in resistance to change, dislikepf risk, pessimism and strong ties to tradition. Changing events such as global competition, technology, business structure and risk management present a real challenge to these groups because they tend to operate using carefully accumulated experience. If you fall into these categories it would be wise to seek assistance with your farm marketing program.

If you find your personality is not conducive to carrying out a subjective, disciplined marketing program, look for someone to work with who could counteract your shortcomings. This could be your life partner, brother, merchandiser, or risk management consultant. Your marketing partner's marketing philosophies should be . similar to yours, but the similar personality traits could be a plan for failure. Finding the discipline to carry out your plan is the key. If what you have been doing in the past isn't working, explore why. Were your goals unrealistic? Were you too conservative and only sold a small percentage during a price rally? Does pessimism stop you from embracing change? Change is a given in farming, especially the marketing of your product. Understand that you will never accurately be able to predict price movement. If emotional stumbling blocks are holding you back, make changes. Make the business decision to form a plan for marketing, then follow it. The best laid plans are doomed to fail unless you are sure you will never waver from your goals.