In the Beef Business, CAB Beef Cattle Specialist Paul Dykstra Explains how Relationships Sell CalvesTue, 27 Mar 2018 11:10:30 CDT
Marketing calves today seems less related to the traditional handshake, observation and trust, but relationships are still important.
“Well we have certainly had an opportunity to introduce technology to feeder cattle marketing, which has made the platform on which we do business much more rapid and as a result, I think,” said Paul Dykstra, beef cattle specialist for the Certified Angus Beef brand, “marketing has become much less personalized and simply more based on convenience and volume in a very limited amount of time that we offer a lot of cattle for sale.”
Watch a short video clip featuring Paul Dykstra, beef cattle specialist for the Certified Angus Beef brand, discussing the need for technical details in cattle marketing, along with the traditional key of personal reputation and relationships, by clicking or tapping the PLAYBOX in the window below.
Although buyers may not find enough details, the Internet, video and cell-phone alerts help them find cattle that fit commodity needs.
“Those are all very positive. But at the same time, it can still be very difficult to know which cattle actually have value based on the genetic inputs and the management at the ranch that the producers are putting in,” Dykstra said. “So, we need to clarify those things better in the future.”
Dykstra says new and developing info-technology lets sellers share details on expected progeny differences, or E-P-Ds, in context.
“Sharing more than simply the source of the genetics for instance,” he explained, “but actually helping to quantify what the numbers really mean by using percentile ranks for EPDs and dollar value indexes for instance of the bulls that sired the cattle, I think would help the buyer to be reassured that there is more value in a set of calves.”
Along with nutrition and health details, that kind of information not only assures accurate pricing, but also allows accurate feeding to bring out the best in the cattle. As much as greater detail helps, it won’t replace the human connections.
“I think the best opportunity to merchandise feeder cattle and build a brand for a cow-calf operation is simply those personal relationships,” Dykstra concluded. “May sound too simple, but in my experience those relationships pay off far more than any word of mouth or advertising that might be done certainly more than what can be written on paper is reputation of trustworthiness and quality product from one human to another is almost priceless.”
Source - Certified Angus Beef
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