Agri Marketing

Standing out in a Sea of Same

Differentiation may sound like a pipe dream in markets where product moves in railcars and tankers and is sold by the ton, bag and gallon. But when the products are similar, shifting your focus from selling products to connecting with the customer can help you stand out from the competition.

At the risk of tossing stones at our own industry, agribusiness has traditionally been somewhat guilty of digging into the upstream side of the equation--manufacturing, logistics and "innovative" product features--and spending less time connecting the dots of how these things matter to and add value for the customer.

That would be fine if product innovations were a constant occurrence, but in reality, they can be inconsistent and infrequent. …

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