Sourcing Farms & Vineyards for your Agtech GTM: How to Qualify

Want to sell cutting-edge tech to farms and vineyards? Here's how to find and qualify the right prospects:

1. Know your product inside out

2. Find potential clients using databases and social media

3. Create a farm-specific qualification checklist

4. Reach out with personalized messages

5. Ask smart questions about farm operations

6. Check their tech readiness

7. Review farm finances

8. Identify key decision makers

9. Assess if implementation is possible

10. Rank potential clients

11. Build strong relationships with farms

Quick Comparison:

Step

Key Action

Why It Matters

1. Know Your Product

List features, describe ideal customers

Target the right farms

2. Find Clients

Search databases, check social media

Discover potential leads

3. Create Checklist

Adapt BANT for farms

Qualify leads efficiently

4. Reach Out

Write personal messages, choose contact methods

Make a good first impression

5. Ask Questions

Inquire about operations and current tech

Understand farm needs

6. Check Tech Readiness

Review current tech, gauge interest in new solutions

Ensure product fit

7. Look at Finances

Check tech budget, review overall finances

Determine if they can afford it

8. Find Decision Makers

Map farm leadership, identify buyers

Know who to convince

9. Check Implementation

Assess tech integration, list possible problems

Ensure your solution can work

10. Rank Prospects

Score farms, make a follow-up list

Focus on best leads

11. Build Relationships

Connect with farms, share useful info

Establish trust and partnerships

Remember: The AgTech market is always changing. Keep tweaking your approach based on what works.

Related video from YouTube

Know Your Agtech Product

Before you pitch to farms and vineyards, you need to master your Agtech product. This knowledge helps you target the right customers and show how you solve their problems.

List Product Features

Make a clear list of what your Agtech product does. Focus on farm efficiency:

• Crop monitoring?

• Automated irrigation?

• Livestock health tracking?

Explain each feature simply. Farmers want to know how you'll make their lives easier, not hear tech jargon.

Describe Ideal Customers

Picture your ideal farm or vineyard customer. Consider:

• Farm size

• Crop or livestock types

• Current tech use

• Location

• Problems your product solves

For example, CropX targets farmers with irrigated crops, looking at crop types, regions, and operation size.

"We thought all US corn and soybean farmers would use our product. Market research helped us refine our target based on operation size and tech adoption", says a Climate Corporation product manager.

Farmers often make decisions like consumers, even in B2B. Consider both business and personal factors when defining your ideal customer.

To clarify your target farms:

1. Do market research

Use surveys and interviews to uncover needs you might have missed.

2. Create buyer personas

Develop detailed profiles of ideal customers, including B2B and B2C traits.

3. Test your assumptions

Don't just rely on your initial ideas. The AgTech market might surprise you.

2. Find Potential Farm and Vineyard Clients

Now that you know your Agtech product, it's time to find farms and vineyards that might need it. Here are two key ways:

2.1 Search Farm Databases

Farm databases are goldmines for potential clients. They're packed with info about farms, their sizes, crops, and owners.

Here's how:

1. Pick a database: Try US Farm Data. They offer various agricultural databases.

2. Set filters: Look for farms matching your ideal customer profile.

3. Export your list: Download contact info for the farms you've found.

4. Clean your data: Remove duplicates or outdated info.

2.2 Check Social Media

Social media isn't just for cat videos. It's a powerful tool for learning about farms and their needs.

Here's how:

1. Choose platforms: Focus on where farmers hang out. Facebook and Twitter are good bets.

2. Use hashtags: Search for #farming, #agriculture, or specific crop names.

3. Join groups: Look for farming communities sharing tips and advice.

4. Follow industry leaders: They often share insights about farmers' needs.

Don't just lurk - engage with farmers by commenting or sharing useful info.

"74% of people use social media when making a purchasing decision."

This stat shows how crucial social media can be in your client search.

3. Create a Qualification Checklist

Let's separate the good leads from the not-so-good ones. We'll use the BANT model, but with a farm-friendly twist.

3.1 BANT for Farms

BANT? It's just a fancy way of saying Budget, Authority, Need, and Timeline. Here's how it works for farms:

BANT Element

What to Ask

Budget

Got cash for new tech?

Authority

Who's the boss when it comes to buying stuff?

Need

What's bugging you that our tech can fix?

Timeline

When do you want this tech up and running?

3.2 Making It Farm-Friendly

Farms aren't like other businesses. Let's tweak our checklist:

1. Budget

Can they afford it? Ask:

• "Any ag-tech grants or subsidies you qualify for?"

• "How much do you usually spend on tech each year?"

2. Authority

Who calls the shots? Find out:

• Who's the main decision-maker? (Often it's family in family-owned farms)

• How do you guys make big decisions around here?

3. Need

What problems can you solve? Dig into:

• How are your crops or livestock doing?

• Any specific headaches? (Think water issues, pesky pests)

4. Timeline

When do they want it? Consider:

• How seasons might affect when they can adopt new tech

• When they usually plan and budget for new stuff

Use this checklist to figure out if a farm's a good fit. It'll save you time and help you focus on the leads that really matter.

4. Reach Out to Farms

You've got your checklist. Now it's time to talk to farms. But how do you avoid sounding like just another salesperson?

4.1 Write Personal Messages

Personalization is key. Here's how to craft messages that hit home:

• Do your homework: Check the farm's website and social media. Find recent news to mention.

• Show you get it: Bring up specific challenges they might face.

• Keep it short: Farmers are busy. Get to the point.

• Focus on benefits: Don't just list features. Show how your tech helps their operation.

Here's a quick message template:

Hi [Name], Saw [Farm Name] just [achievement]. Nice work! With [challenge], I thought you might like [your product]. It helps farms like yours [benefit]. Quick chat about how this could work for [Farm Name]? Best, [Your Name]

4.2 Pick Contact Methods

Choosing the right way to reach out matters. Here's a breakdown:

Method

Pros

Cons

Best For

Email

Links and attachments

Might get buried

Details, follow-ups

Phone

Personal, instant feedback

Can interrupt

Quick chats, urgent stuff

In-person

Strongest connection

Takes time, needs planning

Local farms, big prospects

"We've gained so much clarity on our goals. It's let us step back and look at our farm objectively, giving us tools to move forward." - Hayley Grosser, Farm Owner

This quote shows how much farmers value clear, helpful communication. Keep it in mind when you reach out.

5. Ask Good Questions

Asking the right questions is crucial when qualifying farms for your agtech product. Here's how to get the info you need:

5.1 Ask About Farm Operations

Start with the basics:

• How many acres?

• What crops?

• How many animals?

• Who manages nutrition and health?

Then dig deeper:

• What's your biggest challenge?

• How do you handle [specific task]?

• What's your [yield/health] goal this year?

5.2 Ask About Current Tech

Find out what they're using and where they need help:

Question

Purpose

What farm management software do you use?

Understand tech stack

How do you track [crop/animal data]?

Identify pain points

Biggest tech frustration?

Spot opportunities

Tried [similar tech] before?

Gauge openness

Farmers often rely on gut feelings. Balance your questions with their practical experience.

"Smart people, with the right attitude, motivation and natural tendencies that align with the farm, will get up to speed quickly."

This quote shows the importance of finding the right fit between your tech and the farm's needs.

Finally, ask about their tech adoption:

• Who decides on new farm tech?

• This year's tech budget?

• How do you measure a new tool's success?

6. Check Tech Readiness

To qualify farms for your agtech product, you need to know their tech setup and how open they are to new solutions.

6.1 Review Current Tech

First, check what tech the farm already uses:

• Farm management software

• Sensors and IoT devices

• Drones or automated machinery

• Data analytics tools

Many farms still do things the old way. Shelton Vineyards, for example, used pen and paper for production logs until 2020.

To get the full picture, ask:

1. What software runs your farm operations?

2. How do you handle crop and soil data?

3. What's your biggest tech headache right now?

6.2 Gauge Interest in New Tech

Next, see if the farm is ready for new tech:

Question

Why Ask It

What's your tech budget this year?

Shows how much they can spend

Who decides on new farm tech?

Helps you find the right people to talk to

Tried any new tech tools lately?

Shows if they're open to new ideas

Look for farms that are tech-savvy. Take Nichols Family Farm - in 2018, they started using "Hot Spot Agriculture" with sensors to farm smarter and greener.

But remember, not all farms jump on new tech. While 61% of North American farmers plan to use at least one agtech product soon, smaller farms (under 2,000 acres) are slower to adopt.

"We found out our system wasn't as good as we thought. New tech helped us work smarter and more efficiently." - Margarita Postoronca, Vineyard Manager

This quote shows how new tech can surprise you with insights and boost your farm's performance.

7. Look at Farm Finances

Understanding a farm's financial situation is crucial when qualifying them for your agtech product. It helps you figure out if they can afford your solution and how they make spending decisions.

7.1 Check Tech Budget

Find out how much the farm can spend on new tech:

• What's their yearly tech budget?

• Do they have money set aside for innovation?

• Have they recently bought other tech solutions?

In 2022, Nichols Family Farm put 5% of their annual revenue into new technology. This let them buy soil sensors and drone mapping.

7.2 Review Farm Finances

Look at the farm's overall financial health:

Financial Aspect

Why It Matters

Gross margin ratio

Shows profit for reinvestment

Revenue growth

Indicates business growth

Cash flow

Shows ability to handle new costs

Enterprise budgets

Reveals production costs and returns

Shelton Vineyards switched to accrual accounting in 2021. This gave them a better view of their long-term finances. As a result, they invested $50,000 in new irrigation tech the next year.

"Enterprise budgets helped us estimate returns on tech investments. It's not just about having money; it's knowing where to spend it for the best results." - Margarita Postoronca, Vineyard Manager

When looking at farm finances:

• Check for steady or growing revenue

• Look for a history of tech investments

• Ask about their ROI expectations

Farms often see tech as a long-term investment. David Widmar, an economist at Agriculture Economic Insights, says:

"You can't invest in every operation, so ROI can help you prioritize."

8. Find Decision Makers

Selling agtech? You need to know who calls the shots. Here's how to pinpoint the right people:

8.1 Map Farm Leadership

To figure out who's running the show:

• Scan the farm's website for team info

• Check out the farm on LinkedIn

• Ask industry contacts about the farm's setup

Farms come in all shapes and sizes. Some are family affairs, others are corporate giants. Take E&J Gallo Winery - it's family-run, but with a complex leadership web.

8.2 Identify Buyers

Who's got the power to say "yes" to your tech? Here's how to find out:

• Look for titles like "Farm Manager" or "Chief Technology Officer"

• See if there's a dedicated tech team

• Ask about their buying process early on

Role

What They Do

Farm Owner

Big picture and big spending

Farm Manager

Daily ops and tech rollout

CFO

Tech budget approval

Agronomist

Crop-specific tech advice

In 2022, Shelton Vineyards dropped $50,000 on new irrigation tech. It wasn't a one-person decision:

"Our vineyard manager spotted the need, I crunched the numbers, and our owner made the final call. We all pitched in to make sure it fit our long-term plan." - Sarah Shelton, CFO of Shelton Vineyards

Keep in mind: small farms might have one person wearing many hats. Big operations? You might need to win over a whole team.

9. Check If Implementation Is Possible

You've found your decision-makers. Great! Now, let's see if your agtech can actually work on their farm.

9.1 Assess Tech Integration

Before you get too excited about a sale, make sure your tech fits with what the farm already has:

• Does it work with their current equipment?

• Can it integrate with existing systems?

• Do they need to buy extra gear?

Take Bouchaine Vineyards in Napa Valley. In 2021, they added Cisco's IoT sensors to track temperature and soil moisture. But it only worked because they had the right setup already in place.

9.2 List Possible Problems

Every farm is different, so your tech might face unique challenges:

• Spotty rural internet

• Old equipment compatibility issues

• Staff unfamiliar with high-tech tools

Issue

Impact

Fix

Bad internet

Data upload fails

Add local storage

Old tractors

No GPS use

Offer upgrades

Tech-shy staff

Low adoption

Simple training

It's not just about the tech working - it's about people using it. Vaughn Walton from OSU's Oregon Wine Research Institute says, "It is in the culture of agriculture to try new things." But that doesn't mean it's always easy.

Take the Pied Piper, an AI robot Walton's team is developing. It's designed to manage vineyard pests without chemicals. Cool idea, but it needs to be simple for vineyard workers to use and maintain.

Bottom line: Don't just check if your tech works on paper. Make sure it can work in the real world of that specific farm or vineyard.

10. Rank Potential Clients

You've got info on potential farm and vineyard clients. Now, let's rank them. This helps you zero in on the best prospects for your Agtech product.

10.1 Score Farm Prospects

Create a simple scoring system. Rate farms based on how likely they are to buy. Consider:

• How well they match your Ideal Customer Profile (ICP)

• Their current tech and readiness

• Their budget and finances

• How engaged their decision-makers are

Use points to score each prospect. Here's an example:

Criterion

Points

Matches ICP

5

Has compatible tech

3

Adequate budget

4

Engaged decision-maker

3

Add up the points. Higher scores = better prospects.

10.2 Make a Follow-up List

Organize your scored prospects. Focus on high scores, but don't ignore the middle range - they might need more nurturing.

Track your top prospects like this:

Farm Name

Score

Key Contact

Next Steps

Green Acres

14

John Smith

Schedule demo

Sunset Vineyards

12

Sarah Jones

Send case study

Valley View Farms

10

Mike Johnson

Follow up call

Keep your list fresh. Scores can change as you learn more or interact with farms.

"Reassess your lead scoring every 6-12 months or after big business changes."

This keeps your ranking system sharp and effective.

11. Build Farm Relationships

Building strong connections with farm owners is crucial for Agtech GTM success. Here's how to do it right:

11.1 Connect with Farms

To build trust:

• Get your boots dirty: Visit farms in person. It shows you care.

• Listen up: Ask about their challenges. Show real interest.

• Help, don't sell: Offer advice without pushing for a sale.

"Trust is the foundation of any partnership in farming." - Paul Gard, Regional Bank President with 35 years in agriculture

11.2 Share Useful Info

Give value to farm owners:

• Solve problems: Create content about pest management, crop yields, or new farming techniques.

• Teach for free: Host workshops on new tech or best practices.

• Get personal: Send updates that matter to each farm.

"One thing I know from running this farm for the last 24 years is how important partnerships are to success." - Donny DeLine, 5th generation farmer

Make your outreach count:

Do

Don't

Tailor info to each farm

Send generic mass emails

Use simple language

Overload with jargon

Give practical advice

Focus only on product features

Respect farmers' schedules

Contact during busy seasons

Conclusion

Qualifying farms and vineyards for your Agtech GTM strategy isn't easy. But with the right approach, you can nail it. Here's the gist:

1. Know your product cold

2. Find prospects through databases and social media

3. Create a custom qualification checklist

4. Send personalized messages

5. Ask smart questions about farm ops

6. Check tech readiness

7. Review finances

8. Identify decision-makers

9. Assess implementation feasibility

10. Rank prospects

11. Build relationships

This process isn't set in stone. You've got to keep tweaking it based on what works. Why? The AgTech market's always shifting. Each farm's unique. And new tech keeps popping up.

To stay sharp:

• Track your success rate

• Get feedback from leads (wins and losses)

• Keep up with farming trends

"Don't ignore your existing leads. This process isn't just about new acquisitions." - Brian Donovan, CEO, Timeshatter

And don't forget the AgTech market's quirks:

Challenges

Opportunities

Slow tech adoption

More tech-savvy farmers

Skeptical users

Value in cross-crop solutions

High customer acquisition costs

Expected land ownership shifts

Keep at it, and you'll crack the AgTech market.

FAQs

What is a farm lead?

A farm lead is a list of contacts matching your best farmer or rancher customers' demographics. It's not just any list. It's packed with ag-specific details:

• Crops grown

• Acreage

• Livestock numbers

• Parcel size

Why does this matter? Here's the breakdown:

1. Targeted outreach

With a good farm lead list, you're not shooting in the dark. You know who might need your AgTech solution.

2. Efficient qualification

The details help you quickly spot farms that fit your ideal customer profile.

3. Personalized approach

Knowing a farm's specifics lets you tailor your pitch. You can speak directly to their needs.

Here's what a farm lead might look like:

Detail

Example

Farm name

Green Acres

Main crop

Corn

Acreage

500

Livestock

200 cattle

Parcel size

750 acres

With this info, you're not just another salesperson. You're someone who gets their business.