Viafield's Competitive Advantage
Viafield’s Competitive Advantage - This article offers a look into Viafield’s unique selling point and answers the question “Why should I buy from you?” Page 1-2 Growing at the Speed of Change - Change happens. We can’t control much of the world changing around us. But we can control how we respond. Page 3 Viafield Christmas party - Pictures from the January 14 party at the Knights of Columbus Hall in Charles City. Page 6
Viafield’s Competitive Advantage
Here’s one of the great truths of selling - if prospects and current customers can’t tell the difference between your products or services and your competitor’s product or service, they’ll make their buying decision on one thing….. price. Another accepted truth of business is the customers gained on price are the customers you will lose off price.
As a Viafield team member you may have been asked the question “Why should I buy from you?” from a current or prospective customer. There are a couple of sales tools you should be equipped with to avoid getting stumped when asked this question. Effective Sales Tools The first of these tools is a Unique Selling Proposition or USP, often called an elevator pitch because you should be able to tell it to someone in the time it takes for a ten-floor elevator ride (with no stops between floors!). The second tool is a Differential Competitive Advantage or DCA. The DCA is used to differentiate you and your company from each of your major competitors, sort of a mini-
USP directed towards a particular competitor. Let’s take a closer look at these two tools. The USP (Unique Selling Point) The USP is a short statement that gives your prospect a compelling reason to do business with you. The USP should mention things you do or offer that your competitors can’t or don’t, and it should take about 30 seconds to recite. Article Continued on Page 2 of the Viafield Voice
Cont.... In the words of the Senior Leadership Team, here is Viafield’s USP: Viafield is a member-owned cooperative with over 100 years of history in your community. Our Agronomy, Energy, Feed and Grain divisions are dedicated to growing with you and continuing to serve you. We’re big enough to provide efficiencies yet small enough to provide flexible, customized products and services tailored to your needs. Our team works every day to fulfill the Viafield promise: “We promise to provide innovative products and dependable service to help our customers exceed their potential.” Remember, it’s not enough to be able to recite the USP. You must be able to support it — and deliver on it. The DCA The Differential Competitive Advantage or DCA, on the other hand, is less general in nature and usually designed to contrast you and your services with those of a particular competitor or class of competitor. For example, let’s assume you’re up against a competitor who’s a lot larger than you and your prospect mentions their name to you. You might say:
“They have a good reputation. One thing that makes us different is our size. Because we’re smaller than they are, we tend to be more agile and can more easily adjust and accommodate the needs of our clients.”
and then come up with one or two differences or things they do better than each of them. They’ll commit the list to memory and practice delivering it so when a prospect asks, “Why should I buy from you?” they have an answer prepared and sound On the other hand, let’s assume confident and knowledgeable. you’re up against Avoid generalizations a much smaller when you’re developing Remember, it’s not enough competitor. You your DCAs. Using things to be able to recite the might say: like we provide good USP. You must be able to service or… we have support it — and “They have a good everything in inventory deliver on it. reputation. One for fast delivery or… we thing that makes have the lowest prices, etc., should only be used us different is our size. Because we’re much larger than if they are true and your competitor can’t say the same things. The they are, we have the ability to get competition probably also feels they the job done without straining our have good service and great prices. resources.” It’s Magic The magic of the DCA is that it gives the prospect a reason to buy from you. Keep in mind that you don’t have to be better than your competitor, just different. Remember, if prospects can’t tell the difference between you and your competition, they’ll make their buying decision based on price. Build Your Own Smart Viafield team members will make a list of their competitors
Empty Toolbox A team member without a DCA and USP is like a carpenter without a hammer and saw, or an auto mechanic without a set of wrenches — not well equipped and certainly not as effective as he or she could be. So don’t get caught with an empty sales toolbox. Develop your DCAs and USP today. The right tools in the right hands can make a real difference and these simple concepts can help you do that. Go for it!
January 25 - Crop Fair - Fayette -10:00 a.m. at Upper Iowa University February 6 – Beef Cattle Seminar -Northwood office, 9:00 a.m. February 6 – Beef Cattle Seminar - Rockford Community Center, 2:00 p.m. February 8 – Beef Cattle Seminar - Clermont office, 9:00 a.m. February 8 – Beef Cattle Seminar - Maynard office, 2:00 p.m. February 20 - Crop Fair - Mason City - 10:00 a.m. - 2:00 p.m. at North Iowa Community College
Viafield Voice 2
Growing at the Speed of Change
By Jim Clemmer
Change happens. We can’t control much of the world changing around us. But we can control how we respond. We can choose to anticipate and embrace changes or resist them. Resisting change is usually like trying to push water upstream. Generally we’re quick to point to others who resist change. It’s much harder to recognize or admit to our own change resistance. If the rate of external change exceeds our rate of internal growth we’re eventually going to be changed. The “ghost of crisis yet to come,” similar to the third spirit that visited Ebenezer Scrooge in A Christmas Carol, is also as predictable. If I am a static person who hasn’t developed the habits of personal growth and continuous development, I may become a statistic. I will get caught and surprised by change. We were meant to grow. When we don’t grow, we turn to other
diversions to fill the emptiness. Preparing for change is like preparing for final exams. We know they’re coming well in advance, good preparation and daily discipline means no crash cramming for the big event, and it’s much easier if it’s a subject we really enjoy. Charles Darwin, a 19th century British naturalist, presented this key research finding, “It is not the strongest of the species that survives, nor the most intelligent; it is the one that is most adaptable to change.” Learning and personal growth is at the heart of an organization or individual’s ability to adapt to a rapidly changing environment. The key question is “does our rate of internal growth exceed the rate of external change?” Searching for stability and predictability can be one way we resist change. Stability is when everything is settled. It’s when little new can happen to me. But that means there is no growth, no development, no exciting new gains that might result from unexpected pains. Predictability and stability is the denial of life. It also means that the faster the world changes around me, the more likely I am to become a
victim of the changes I am trying to deny. We don’t see the world as it is; we see the world as we are. If I am an unchanging stability seeker who just wants to maintain the status quo, most change is a threat. If we’re constantly seeking new challenges and opportunities to grow, most changes are an opportunity. Some people call change progress and celebrate the improvements that it brings. Others curse those same changes and long for the good old days. Same changes, different responses. The choice is ours. (Jim Clemmer, a global author and trainer, inspires action and achieves results through a variety of practical leadership approaches.)
Anne Benning - Human Resources
Cut here to save these tips
Tips to Innovate our Movers and Shakers!
3. Respond quickly. If an idea sits on your desk for a week before you respond, the creative energy behind it will fade away — along with the enthusiasm for it.
Here are ways to encourage creativity and motivate to share ideas:
4. Look for ideas out of the loop. Many inventions come from people outside their field of expertise. Invite ideas from the widest range of experience, job levels, education, social status, age, etc.
1. Be positive. This doesn’t mean you’ll accept every idea submitted, but always reinforce the value of coming up with ideas and innovations. Show that you appreciate the effort it took to come up with the ideas, even if you can’t implement them. 2. Make the process easy. Creating a lot of hoops, such as asking people to write their ideas on a complicated form, can reduce the number of ideas you get. Stimulate creativity by allowing people to share their ideas their own way.
5. Try a change of pace. If a team member works primarily on manufacturing accounts, give him or her a retail account. The different experience can create benefits. 6. Expect things to happen by chance. When you create an environment for creativity and innovation, it’ll happen. Just give it time.
Viafield Voice 3
Team Member Spotlights The team at Viafield is growing. Here are few of the new faces you will see at your cooperative.
Jeanette Mulcahy- Human Resources Specialist Marble Rock, Iowa
ulcahy Jeanette M
Viafield’s newest member to the Human Resources Team, Jeanette Mulcahy, brings experience, creativity and enthusiasm to the position of Human Resources Specialist. Jeanette will set up shop at our Marble Rock location and work closely with Anne Benning, HR Leader, to assist in administering company-wide human resource policies and procedures. Jeanette has assumed payroll processing and the uniform program responsibilities. She has also transitioned to handle the administrative tasks with our benefits, worker’s compensation, team member files, and help coordinate team member activities. “We are pleased Jeanette joined our Viafield team. Her customer service attitude and administrative background compliments the continued development of our Human Resource program.” says Anne. For Jeanette, working in a team setting is nothing new. Her past experience includes 15 years in customer service and quality control at Principal Financial Group; she also has experience with payroll and vendors as an administrative services director with Cedar Health long-term care facility. Jeanette lives in Charles City, where she has lived her whole life. Her husband, Rodney, is an attorney and their daughter, Paige (14), goes to Charles City High School. You can contact Jeanette at Marble Rock at 641315-2515 or by email at [email protected].
Please also welcome the following new teammates: Mason Kleitsch (Randalia) - Applications and Dave Meyer (Arlington) - Feed Warehouse
Minute with Mike - Safety Committee Update
and what the observed during their outdoor inspection. Then look around your own work area and location to see if the same conditions exist. Let’s make sure we can show the inspectors that the lessons were learned and conditions corrected company wide no matter which location they inspect next.
If you haven’t read about the OSHA inspection at Rudd on January 4, 2012, in the Safety Committee Team minutes, please ask your Location Team Leader or a member of the Safety Committee for a copy of the minutes.
Your Location Team Leader has a copy of the site inspections done last summer by Compass Inc. Rick Davis and Troy Cummins have copies also, and these conditions have to be addressed also. Since there may be much to do at a considerable expense, please coordinate corrections with your Team Leaders. Last and certainly not least, I would like to commend the Team Members
This is our first experience with an OSHA inspection and most assuredly not our last. Take special note of what was asked for by the inspectors
at Rudd for their response to the inspection. While we do not know what the monetary impact will be, the professionalism and cooperation by the Rudd Team were truly appreciated. Article by Mike Katcher
Viafield Voice 4
Cascading Communication
Tuesday January 10 Meeting
Cascading Communication finds new home in the Viafield Voice. Cascading Communication – Most team members at Viafield know that the Senior Leadership Team (SLT) has bi-monthly meetings. In the past, what is discussed planned and decided during these meetings may not have always gotten to all of the team members. Cascading communication will help maintain healthy teamwork and ensure that team members are “in the know.” The way it works – All the senior team meetings are structured the same way. The business team leaders each have 15 minutes to discuss what is going on within each division. While they are explaining what is going on in their division, other SLT members have an opportunity to ask questions and add input when needed. Once the business team leaders are done, Kent, Warren and Steve each speak briefly about what is going on companywide. Following is a summary of what Senior Leadership would like to share with the team. To make this information easy to access, cascading communication will be placed in the Viafield Voice each month! a). Elgin Feed Mill - Expansion of our mill in Elgin is progressing nicely with a scheduled shut down of the mill approaching February 3-6. The feed team has a plan in place that will allow us to continue to serve our customers. Please contact Feed Team Leader Bill Hayes for more information at 563-426-5566. b). UAN Facility – The 24/7 loadout bay at UAN facility at Marble Rock became fully operational on Thursday, January 12. Eight 5,300 gallon chemical tanks are in place and ready to hold product. Please visit Viafield’s Facebook page for pictures of the facility or go to www.viafield.com/uan for a full update. About the UAN Facility UAN, also known as 32 percent, stands for Urea Ammonium Nitrate and is a fertilizer that can be used on almost any crop grown in the Midwest. It is widely used for pre-plant and side dressing on corn in this area. This state-of-the-art liquid fertilizer facility is completely computerized and run by the click of a mouse, requiring only one full time and one part time person to monitor and run on a daily basis. The facility has the ability to blend a wide array of starters to meet our customers’ needs. Viafield’s UAN Facility is a retailer and whole-sale fertilizer plant. The facility consists of three load out bays once of which is a 24/7 whole-sale load-out bay. For more information on this facility please contact Agronomy Business Team Leader, Mike Harden at 641-330-078. c). OSHA Inspection - The Occupational Safety & Health Administration conducted a random inspection of our Rudd facility January 4. We are still awaiting the results in a full report from OSHA, but the inspection reinforces our need to focus on safety and cleanliness. d). Beef Cattle Seminars - Kevin Steward from Land O’Lakes Purina Feed will be joining Viafield’s beef team members, Mike Kirby and Matt Pearson, at four meetings for area cattlemen. At this meeting cattlemen will learn about the effects of a well-balanced mineral supplement, specifically how mineral programs impact grass utilization and weaning weights. Following are the seminar dates and times. February 6 - Northwood office, 9:00 a.m. February 6 - Rockford Community Center, 2:00 p.m. February 8 - Claremont office, 9:00 a.m. February 8 - Maynard office, 2:00 p.m.
Viafield Voice 5
Oh What a Knight! Viafield team members gather for the 2012 Christmas party at the Knights of Columbus Hall in Charles City
Viafield Voice 6
Viafield’s Competitive Advantage
Here’s one of the great truths of selling - if prospects and current customers can’t tell the difference between your products or services and your competitor’s product or service, they’ll make their buying decision on one thing….. price. Another accepted truth of business is the customers gained on price are the customers you will lose off price.
As a Viafield team member you may have been asked the question “Why should I buy from you?” from a current or prospective customer. There are a couple of sales tools you should be equipped with to avoid getting stumped when asked this question. Effective Sales Tools The first of these tools is a Unique Selling Proposition or USP, often called an elevator pitch because you should be able to tell it to someone in the time it takes for a ten-floor elevator ride (with no stops between floors!). The second tool is a Differential Competitive Advantage or DCA. The DCA is used to differentiate you and your company from each of your major competitors, sort of a mini-
USP directed towards a particular competitor. Let’s take a closer look at these two tools. The USP (Unique Selling Point) The USP is a short statement that gives your prospect a compelling reason to do business with you. The USP should mention things you do or offer that your competitors can’t or don’t, and it should take about 30 seconds to recite. Article Continued on Page 2 of the Viafield Voice
Cont.... In the words of the Senior Leadership Team, here is Viafield’s USP: Viafield is a member-owned cooperative with over 100 years of history in your community. Our Agronomy, Energy, Feed and Grain divisions are dedicated to growing with you and continuing to serve you. We’re big enough to provide efficiencies yet small enough to provide flexible, customized products and services tailored to your needs. Our team works every day to fulfill the Viafield promise: “We promise to provide innovative products and dependable service to help our customers exceed their potential.” Remember, it’s not enough to be able to recite the USP. You must be able to support it — and deliver on it. The DCA The Differential Competitive Advantage or DCA, on the other hand, is less general in nature and usually designed to contrast you and your services with those of a particular competitor or class of competitor. For example, let’s assume you’re up against a competitor who’s a lot larger than you and your prospect mentions their name to you. You might say:
“They have a good reputation. One thing that makes us different is our size. Because we’re smaller than they are, we tend to be more agile and can more easily adjust and accommodate the needs of our clients.”
and then come up with one or two differences or things they do better than each of them. They’ll commit the list to memory and practice delivering it so when a prospect asks, “Why should I buy from you?” they have an answer prepared and sound On the other hand, let’s assume confident and knowledgeable. you’re up against Avoid generalizations a much smaller when you’re developing Remember, it’s not enough competitor. You your DCAs. Using things to be able to recite the might say: like we provide good USP. You must be able to service or… we have support it — and “They have a good everything in inventory deliver on it. reputation. One for fast delivery or… we thing that makes have the lowest prices, etc., should only be used us different is our size. Because we’re much larger than if they are true and your competitor can’t say the same things. The they are, we have the ability to get competition probably also feels they the job done without straining our have good service and great prices. resources.” It’s Magic The magic of the DCA is that it gives the prospect a reason to buy from you. Keep in mind that you don’t have to be better than your competitor, just different. Remember, if prospects can’t tell the difference between you and your competition, they’ll make their buying decision based on price. Build Your Own Smart Viafield team members will make a list of their competitors
Empty Toolbox A team member without a DCA and USP is like a carpenter without a hammer and saw, or an auto mechanic without a set of wrenches — not well equipped and certainly not as effective as he or she could be. So don’t get caught with an empty sales toolbox. Develop your DCAs and USP today. The right tools in the right hands can make a real difference and these simple concepts can help you do that. Go for it!
January 25 - Crop Fair - Fayette -10:00 a.m. at Upper Iowa University February 6 – Beef Cattle Seminar -Northwood office, 9:00 a.m. February 6 – Beef Cattle Seminar - Rockford Community Center, 2:00 p.m. February 8 – Beef Cattle Seminar - Clermont office, 9:00 a.m. February 8 – Beef Cattle Seminar - Maynard office, 2:00 p.m. February 20 - Crop Fair - Mason City - 10:00 a.m. - 2:00 p.m. at North Iowa Community College
Viafield Voice 2
Growing at the Speed of Change
By Jim Clemmer
Change happens. We can’t control much of the world changing around us. But we can control how we respond. We can choose to anticipate and embrace changes or resist them. Resisting change is usually like trying to push water upstream. Generally we’re quick to point to others who resist change. It’s much harder to recognize or admit to our own change resistance. If the rate of external change exceeds our rate of internal growth we’re eventually going to be changed. The “ghost of crisis yet to come,” similar to the third spirit that visited Ebenezer Scrooge in A Christmas Carol, is also as predictable. If I am a static person who hasn’t developed the habits of personal growth and continuous development, I may become a statistic. I will get caught and surprised by change. We were meant to grow. When we don’t grow, we turn to other
diversions to fill the emptiness. Preparing for change is like preparing for final exams. We know they’re coming well in advance, good preparation and daily discipline means no crash cramming for the big event, and it’s much easier if it’s a subject we really enjoy. Charles Darwin, a 19th century British naturalist, presented this key research finding, “It is not the strongest of the species that survives, nor the most intelligent; it is the one that is most adaptable to change.” Learning and personal growth is at the heart of an organization or individual’s ability to adapt to a rapidly changing environment. The key question is “does our rate of internal growth exceed the rate of external change?” Searching for stability and predictability can be one way we resist change. Stability is when everything is settled. It’s when little new can happen to me. But that means there is no growth, no development, no exciting new gains that might result from unexpected pains. Predictability and stability is the denial of life. It also means that the faster the world changes around me, the more likely I am to become a
victim of the changes I am trying to deny. We don’t see the world as it is; we see the world as we are. If I am an unchanging stability seeker who just wants to maintain the status quo, most change is a threat. If we’re constantly seeking new challenges and opportunities to grow, most changes are an opportunity. Some people call change progress and celebrate the improvements that it brings. Others curse those same changes and long for the good old days. Same changes, different responses. The choice is ours. (Jim Clemmer, a global author and trainer, inspires action and achieves results through a variety of practical leadership approaches.)
Anne Benning - Human Resources
Cut here to save these tips
Tips to Innovate our Movers and Shakers!
3. Respond quickly. If an idea sits on your desk for a week before you respond, the creative energy behind it will fade away — along with the enthusiasm for it.
Here are ways to encourage creativity and motivate to share ideas:
4. Look for ideas out of the loop. Many inventions come from people outside their field of expertise. Invite ideas from the widest range of experience, job levels, education, social status, age, etc.
1. Be positive. This doesn’t mean you’ll accept every idea submitted, but always reinforce the value of coming up with ideas and innovations. Show that you appreciate the effort it took to come up with the ideas, even if you can’t implement them. 2. Make the process easy. Creating a lot of hoops, such as asking people to write their ideas on a complicated form, can reduce the number of ideas you get. Stimulate creativity by allowing people to share their ideas their own way.
5. Try a change of pace. If a team member works primarily on manufacturing accounts, give him or her a retail account. The different experience can create benefits. 6. Expect things to happen by chance. When you create an environment for creativity and innovation, it’ll happen. Just give it time.
Viafield Voice 3
Team Member Spotlights The team at Viafield is growing. Here are few of the new faces you will see at your cooperative.
Jeanette Mulcahy- Human Resources Specialist Marble Rock, Iowa
ulcahy Jeanette M
Viafield’s newest member to the Human Resources Team, Jeanette Mulcahy, brings experience, creativity and enthusiasm to the position of Human Resources Specialist. Jeanette will set up shop at our Marble Rock location and work closely with Anne Benning, HR Leader, to assist in administering company-wide human resource policies and procedures. Jeanette has assumed payroll processing and the uniform program responsibilities. She has also transitioned to handle the administrative tasks with our benefits, worker’s compensation, team member files, and help coordinate team member activities. “We are pleased Jeanette joined our Viafield team. Her customer service attitude and administrative background compliments the continued development of our Human Resource program.” says Anne. For Jeanette, working in a team setting is nothing new. Her past experience includes 15 years in customer service and quality control at Principal Financial Group; she also has experience with payroll and vendors as an administrative services director with Cedar Health long-term care facility. Jeanette lives in Charles City, where she has lived her whole life. Her husband, Rodney, is an attorney and their daughter, Paige (14), goes to Charles City High School. You can contact Jeanette at Marble Rock at 641315-2515 or by email at [email protected].
Please also welcome the following new teammates: Mason Kleitsch (Randalia) - Applications and Dave Meyer (Arlington) - Feed Warehouse
Minute with Mike - Safety Committee Update
and what the observed during their outdoor inspection. Then look around your own work area and location to see if the same conditions exist. Let’s make sure we can show the inspectors that the lessons were learned and conditions corrected company wide no matter which location they inspect next.
If you haven’t read about the OSHA inspection at Rudd on January 4, 2012, in the Safety Committee Team minutes, please ask your Location Team Leader or a member of the Safety Committee for a copy of the minutes.
Your Location Team Leader has a copy of the site inspections done last summer by Compass Inc. Rick Davis and Troy Cummins have copies also, and these conditions have to be addressed also. Since there may be much to do at a considerable expense, please coordinate corrections with your Team Leaders. Last and certainly not least, I would like to commend the Team Members
This is our first experience with an OSHA inspection and most assuredly not our last. Take special note of what was asked for by the inspectors
at Rudd for their response to the inspection. While we do not know what the monetary impact will be, the professionalism and cooperation by the Rudd Team were truly appreciated. Article by Mike Katcher
Viafield Voice 4
Cascading Communication
Tuesday January 10 Meeting
Cascading Communication finds new home in the Viafield Voice. Cascading Communication – Most team members at Viafield know that the Senior Leadership Team (SLT) has bi-monthly meetings. In the past, what is discussed planned and decided during these meetings may not have always gotten to all of the team members. Cascading communication will help maintain healthy teamwork and ensure that team members are “in the know.” The way it works – All the senior team meetings are structured the same way. The business team leaders each have 15 minutes to discuss what is going on within each division. While they are explaining what is going on in their division, other SLT members have an opportunity to ask questions and add input when needed. Once the business team leaders are done, Kent, Warren and Steve each speak briefly about what is going on companywide. Following is a summary of what Senior Leadership would like to share with the team. To make this information easy to access, cascading communication will be placed in the Viafield Voice each month! a). Elgin Feed Mill - Expansion of our mill in Elgin is progressing nicely with a scheduled shut down of the mill approaching February 3-6. The feed team has a plan in place that will allow us to continue to serve our customers. Please contact Feed Team Leader Bill Hayes for more information at 563-426-5566. b). UAN Facility – The 24/7 loadout bay at UAN facility at Marble Rock became fully operational on Thursday, January 12. Eight 5,300 gallon chemical tanks are in place and ready to hold product. Please visit Viafield’s Facebook page for pictures of the facility or go to www.viafield.com/uan for a full update. About the UAN Facility UAN, also known as 32 percent, stands for Urea Ammonium Nitrate and is a fertilizer that can be used on almost any crop grown in the Midwest. It is widely used for pre-plant and side dressing on corn in this area. This state-of-the-art liquid fertilizer facility is completely computerized and run by the click of a mouse, requiring only one full time and one part time person to monitor and run on a daily basis. The facility has the ability to blend a wide array of starters to meet our customers’ needs. Viafield’s UAN Facility is a retailer and whole-sale fertilizer plant. The facility consists of three load out bays once of which is a 24/7 whole-sale load-out bay. For more information on this facility please contact Agronomy Business Team Leader, Mike Harden at 641-330-078. c). OSHA Inspection - The Occupational Safety & Health Administration conducted a random inspection of our Rudd facility January 4. We are still awaiting the results in a full report from OSHA, but the inspection reinforces our need to focus on safety and cleanliness. d). Beef Cattle Seminars - Kevin Steward from Land O’Lakes Purina Feed will be joining Viafield’s beef team members, Mike Kirby and Matt Pearson, at four meetings for area cattlemen. At this meeting cattlemen will learn about the effects of a well-balanced mineral supplement, specifically how mineral programs impact grass utilization and weaning weights. Following are the seminar dates and times. February 6 - Northwood office, 9:00 a.m. February 6 - Rockford Community Center, 2:00 p.m. February 8 - Claremont office, 9:00 a.m. February 8 - Maynard office, 2:00 p.m.
Viafield Voice 5
Oh What a Knight! Viafield team members gather for the 2012 Christmas party at the Knights of Columbus Hall in Charles City
Viafield Voice 6
