Agriculture Sales Training

Companies we have worked with

nutrien logo
arrowquip logo
unity seeds logo
john deere logo
enduraplas logo
dow logo

With today’s B2B agriculture industry — farmers, growers, ag tech companies, livestock handlers, farm machinery manufacturers and dealers, all face a number of challenges and pain-points. This is due to a multitude of inherent risks, including:

  • climate change
  • trade wars
  • inflation
  • water disputes
  • labor shortages
  • logistics dilemmas
  • supply chain shortages
  • effect of technology

That’s why Paul Cherry and Performance Based Results have developed customized agriculture sales training programs that minimize these risks by providing ag sales teams and reps with the skills to sell through these unique obstacles — including how to help their customers gain a competitive edge and be more profitable. Our proven methods deliver agribusiness performance training that guarantees results.

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Paul Cherry at field

Watch: Paul Cherry talks about PBR’s agriculture sales training.


AgriBusiness Industry Pain-Points

Challenges that Performance Based Results will help tackle!

  1. AgTech is revolutionizing the ag industry — It’s an enormous challenge for sales reps to keep ahead of continually‑changing innovative technologies.
    • Farm equipment automation
    • Livestock handling equipment
    • Agricultural biotechnology
    • Smart sensors & drones

    Utilizing our Sales Bridge model, we help sales professionals construct value-based selling solutions for their agribusiness customers.

    PBR’s agricultural sales training demonstrates how asking smart, open-ended questions, combined with active listening, motivates reps to create and maintain long-lasting customer relationships. We guide ag sales teams to:

    1. Develop effective sales planning and research techniques with prospects to gain knowledge, better understand, and anticipate their unfilled ag-tech needs.
    2. Create data-led, fact-based sales conversations at every stage of the selling process.
    3. Listen and discover what your agribusiness prospect is saying, and not saying.
  2. Government policies, environmental regulations, and public health safety concerns are directly affecting the profits of farmers, ranchers, and all agribusinesses.
    • Foreign labor shortages
    • Tariffs on imports of agricultural goods
    • Climate change, sustainability, drought and weather hardships
    • Animal welfare standards

    Our expert agriculture sales training takes on the challenges that reps face and demonstrates how to create unique value propositions and solutions that are mutually beneficial (win-win) to both the customer and the salesperson. We help develop the skills to:

    1. Use stories and real-life scenarios that resonate with farmers. Learn techniques to guide ag professionals to look at issues from different points of view.
    2. Develop methods to capitalize on an agribusiness’ unique strategic advantage.
    3. Build confidence to convey how the agriculture sales rep’s solution will be perfectly suited to meet the customer’s needs — and obtain commitment to close the deal.
  3. Millennial farmers are altering the agri-buyer’s landscape — As Boomer farmers near retirement, their successors are more business-savvy, with a penchant for squeezing greater productivity at lower costs.

    Our ag industry sales programs encourage teams to build contact lists and expand prospecting:

    1. Develop more effective and intuitive sales planning methods and techniques to research (new) younger, more tech‑savvy agriculture prospects.
    2. Establish better sales opening skills to improve rapport with customers who are comfortable with new ideas. Learn how to negotiate with razor-sharp ag business pros.
    3. Re-target existing agriculture industry customers. Motivate and follow up with key accounts and expand the circle of influence.
    4. We conduct role-play exercises to coach agribusiness sales reps best practices for conducting meetings and communicating effectively with C‑suite decision‑makers.
    5. Learn to utilize new and old communication platforms (email, sales calls, social media, CRM’s) to support agriculture client relationships — and boost customer loyalty.
Farmer studying crop data
Farmer studying crop data
Row of tractors at dealership
Tractor equipment dealership
Agricultural biotechnologist at work
Agrobiotechnologist at work.

Client Testimonials

Here’s what some of our AgriBusiness & Agriculture sales leaders have said about the results we helped their teams achieve

Patrick and Paul are excellent. They took the time to assess our unique challenges and customize a program.  We were so pleased that we brought them back to help us grow our sales another year.  They got us results.” Ben Wright President,
Wright Implement
(John Deere Dealer)
We’ve experienced over 215% growth since we’ve started with you. We’ve developed a powerful presence in the North American market, thanks to you.” Andrew Firth General Manager,
Our sales team is mostly agronomists and we needed training that could really target the issues we were facing. These included commoditization, disrupting grower complacency, and upselling more opportunities. We were thrilled to have PBR give us the tools to grow our sales.” Randy Edwards VP of Sales,
Miller Chemical & Fertilizer
Paul practices what he preaches.  Heck, I think he knew more about us than we knew about ourselves. But really the training was rewarding because it was engaging, thought-provoking, and applicable.  We tracked the results 30 days later and we got measurable results.” Tony Ferguson President,
Performance Feeds
PBR got our team to ask the right questions, to shift our customers’ mindset from price to value.   A terrific and impactful program.” Paul Pignone Director of Training,
Our agronomy team needed to develop a consultative mindset, engage the grower, and position ourselves as a strategic partner to our customers’ operations. Awesome job.  Got our team charged up.  Thank you.” Don Geist Regional Director,
modern tractor in field

Our Training Strategy

In business, it’s crucial to not only have a vision of where you want to go, but also a plan in place for getting there. The Sales Bridge, an innovative model Paul Cherry developed and PBR utilizes, provides a training plan to address your specific sales challenges. We answer the most pressing questions your company faces everyday, ranging from how to increase profit margins and positive customer interactions to more efficiently and effectively managing a sales force deployed in the field.

Agribusiness Sales Program Benefits

Whether you require farm equipment sales training and agribusiness rep coaching or improved motivation, education and organization, our programs are capable of helping your team:

  • Identify successful agribusiness strategies and techniques.
  • Develop a rapport to more effectively collaborate and communicate.
  • Discover how to build stronger, more productive customer relationships.
  • Break through common barriers that stand of determining your customer’s level of commitment.
  • Acquire the skills and confidence to be an efficient closer.
  • Stay motivated, build on successes and maintain high performance.
pig farmer

Become a Trusted Partner

When your goal is to close more sales, our coaching process helps you recognize customers’ needs in order to maximize leads and revenue building opportunities. Our on-site agricultural sales training and leadership program teaches participants how to increase sales and profits, win more customers and grow market share. At the same time, we employ coaching and mentoring to reinforce positive habits and accountability to get and keep your team on the path to success.

Even the most experienced and driven professionals can benefit from personalized agribusiness training from PBR. Our agriculture and farm equipment sales training sessions are high-energy, fun, interactive and focus on creating better communicators, leaders and decision-makers. Whether you’re in need of more effective management techniques or improved lead nurturing and negotiation training, we’re able to build a customized solution that directly addresses the biggest challenges standing in your way.

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Case Study:

Leading Agriculture Manufacturer


  • Manufacturer of cattle nutritional products struggling with 0% sales growth.
  • Salespeople taking orders and servicing existing accounts.
  • Price objections and no name brand recognition.
  • No structure or KPIs to measure and monitor sales performance.
  • Lack of accountability and low morale.

PBR Solution

In order to change sales behaviors, the company turned to Performance Based Results to put together a sales training, coaching and management development program that would focus on changing the sales culture.

To improve the quality of calls made by sales reps, PBR went in-the-field and shadowed sales calls, then conducted pre-planning and post-review coaching sessions. Major emphasis was placed on:

  • Consultative selling to up-sell and cross-sell.
  • Closing more business by encouraging reps to decisively ask the customer for the order.

The Results

Year One: In the 12 months following initial training:

  • The company generated more than 50% sales growth
  • Closing ratio went from 10% to 31%.
  • Average order size increased 28%.
  • Salespeople were given every Friday afternoon off.

Year Two:

  • Revenue increased from $15 million to $20 million.
  • Sales manager promoted to executive leadership position.

Bottom line: The company's sales force was working less hours for greater results. A win-win for everyone.

guarantee seal

Performance Guarantee

Our clients typically get 7 times their return-on-investment (ROI) – or better!