Business Promoter in Agribusiness: the difference between selling products and building lasting relationships

In agribusiness, there is a crucial difference between a traditional agricultural salesperson and a true business promoter. While the former focuses only on offering products directly, the latter goes much further, becoming a strategic partner for the farmer.

The salesperson: product-oriented

A conventional salesperson sees their role as simply presenting inputs or technologies. Their main goal is to close an immediate sale, often without deeply understanding the producer’s real needs.

The business promoter: trust-oriented

A business promoter in agribusiness takes a different approach. From the very first contact, their mission is to build trust and closeness, turning visits into valuable conversations about:

• The farm’s current situation;

• Herd health and productivity;

• Market expectations;

• Even personal or family aspects that influence farm management.

This genuine relationship makes requests for prices or solutions arise naturally, without commercial pressure.

When the right opportunity arises

Sooner or later, the farmer will ask the key question:
“Do you know any technology or solution that can help me with this problem?”

That is the moment when the promoter can legitimately and naturally present their portfolio of solutions. And when the right tool is not at hand, it is their professional responsibility to guide the farmer to someone who can help.

The outcome: sustainable business

A successful agribusiness promoter becomes a trusted reference, someone farmers naturally turn to in moments of doubt or decision-making. From this authentic bond, business flows naturally, sustainably, and with long-term results.