This course lays the foundation for understanding the dynamics of farm marketing so that you can move this conversation forward with meaningful and actionable results.

Objectives of the course:

  • Understand the principles of profit based marketing.
  • Be effective in analyzing the current profit picture from different perspectives.
  • Be equipped with a variety of tools to aid in your marketing conversations.
  • Be inspired by the role you play in delivering services of value to your farm customers.
  • Understand how the elevator's prices are determined.
  • Realize the unique connection between elevator and farm and the value you bring to the relationship.
  • Have a working knowledge of the common marketing alternatives available to farmers for marketing their crops in the pre-harvest period.
  • Be able to address the farmer's fears of selling prior to harvest with a clear explanation of the alternatives for addressing non-delivery issues.
  • Understand the role crop insurance plays in a farm's marketing plan.
  • Explore how the objectives of marketing shift after harvest for both you and the farmer.
  • Develop a working knowledge of the Marketing Alternatives available to farmers for selling grain in the post-harvest marketing period.
  • Apply the skills of origination to buying grain out of the farmer's bins.
  • Look at ways Profit Based Marketing is adapted to different market environments.
  • Learn ways to keep conversations focused on profit.
  • Be able to customize marketing plans to the needs of the individual.
  • Review resources that are helpful to your marketing discussions.

Course modules:

  • Introduction to Profit Based Marketing 
  • 7 Essentials of a Skillful Marketing IQ 
  • What are common characteristics you see in farmers who are good marketers? 
  • How to Do a Profit Per Acre Analysis 
  • How do you gain reliable information about production costs? 
  • Where the Elevator's Price Comes From 
  • An Elevator's Perspective on Price 
  • The Elevator & Farm Connection 
  • How the Elevator Makes Money from Trading Basis
  • The Marketing Timeline 
  • Fulfilling the Farmer's Marketing Objectives in the Pre-Harvest Period Forward/Target Contract: Mechanics of Execution 
  • Introduction to Options 
  • Minimum Price Contracts 
  • Hedge-to-Arrive Contracts 
  • Crop Insurance: How it Works & What It Means to Farm Marketing 
  • Dealing with Non-Delivery of a Forward Contract Due to Crop Failure 
  • Pre-Harvest Bushels are the Most Profitable
  • The Decisions of Marketing After the Bushels are Harvested 
  • Buying Out of Farm Bins 
  • Minimum Price Contract: Mechanics of Execution Post-Harvest 
  • Mechanics of Deferred Price (DP) Contracts 
  • Mechanics of Basis & Extended Price Contracts 
  • Knowing More About the Contracts You Don't Offer
  • Buying in Difficult Times 
  • Changing the Conversation 
  • Planned Decisions for the Indecisive 
  • Sticking to the Plan in a Rally
  • Originator's Toolkit