The number of producer meetings I have attended over the last two decades are innumerable. Unfortunately, most have been a waste of your time and a waste of your company’s money unless your sole objective was to create goodwill. If you have watched the mergers and acquisitions in our industry, you know that goodwill is the value of a business not related to assets or liabilities. It is an intangible.
Source: Vet Advantage Livestock Edition, Summer 2017.
Most producer meetings are a waste of your time and your company’s money. I say this because most producer meetings fail to answer the audience’s primary question – “Why should I care?”
INSIGHTS: Effective opening statements contain a confident statement of the benefits for the listener, an invitation for the listener to be open-minded and acknowledgement that in the end the listener is the decision-maker.