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“Small- and mid-size seedstock producers have outstanding genetics to offer, and if they join forces they can really have some power in terms of marketing,” said Greiner, who has worked with Virginia’s Central Bull Test program for several years. He added, “There really is strength in numbers, and consigning to bull tests is one way smaller producers can achieve that.” At Yon Family Farms in South Carolina, Yon and her husband, Kevin, help customers gain marketing clout by pooling together two to three potloads of calves per year of Yon-sired genetics. The Yons then track the performance information on the animals in the feedlot and on the rail and return a summary of information to their customers. “This gives our customers an idea of what areas they need to focus on and helps us monitor how our cattle are performing,” Yon said. Yon reported that they also keep in touch with their customers and share marketing and management information through a regular newsletter. And, because of their relationships with feeders and other producers in the industry, the Yons often serve as a clearing house to help sell their customers’ commercial females and feeder calves. Lemmon counts integrity at the top of the list for maintaining good customer relations. “We’ve always been willing to stand behind the cattle we sell our customers,” he said, adding that he does not sell any animal he thinks may have problems. “If a female isn’t good enough to be in our herd, we won’t let her go into a commercial herd either.” Hampton, who formed Angus Advantage with two other North Carolina breeders 10 years ago, believes technology is also a tool cattle producers need to continue to utilize in their efforts to serve customers. In addition to the technology being afforded by genetic selection, Hampton pointed to the Internet and video sales as tools to enhance communication and marketing. “Our customers value their time, and more and more like to do things from home or from their car,” Hampton said. Angus Advantage uses a Web site and newsletter to keep customers informed has worked with Superior Satellite to broadcast its production sale for the last six years. To further assist customers, Angus Advantage offers more than 300 its customers' commercial females for sale at the annual Angus Advantage bull sale. It also hosts a special sale during the year for registered customers to consign progeny from Angus Advantage sires. These producer panelists said delivering bulls to customers is an important service. “It’s another opportunity to interact and get to know customers’ needs on a more personal basis,” Hampton said. — by Kindra Gordon Click the links to listen to the presentation in sections:
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