In this episode of Selling in the Paddock, Georgia crosses the Pacific (via LinkedIn!) to chat with fourth-generation Californian farmer and director of farming, Jason Gianelli, based in Bakersfield in the Central Valley—America’s “bread basket.” Jason oversees ~30,000 acres across multiple ranches supplying dairies with feed crops, and sits on several water and ag-tech boards, including the Water Blueprint for the San Joaquin Valley.
We dig into what it actually takes to keep a large family-run operation moving 365 days a year—managing silage harvests, water coming off dairies, shifting priorities when pumps fail or cattle get out—and how sales reps can genuinely serve growers without overpromising or preaching.
Water reality in California: Allocations, groundwater regulation (SGMA), and why “flood” irrigation isn’t the villain many assume—it’s also groundwater recharge.
Yield first, always: Why Jason budgets to hit yield, not chase price, and how that mindset shapes purchasing and risk.
Tech that earns its keep: The ROI behind adopting speed-till discs (doubling daily acres with lower fuel burn), and a practical lens for sorting helpful tech from hype.
Biologicals with proof: Two years of on-farm trials before buying; better nutrient uptake and heat-stress resilience beat glossy claims every time.
How to sell to farmers (without getting bounced): Don’t overpromise, don’t blame the grower, and don’t “tell them how to farm.” Bring ranges, run trials, report honestly.
Leading 25 people across multiple ranches: Fist bumps, clear feedback, and explaining the why to lift performance and trust.
Sustainability without the spin: “If I’m still in business, I’m sustainable.” Profit funds progress—then we can talk systems change.
Next-gen skills: Where ag-tech is going (autonomy, GPS, irrigation automation) and the training ecosystems needed so labour can keep pace.
“You don’t work in hours—you work in acres.”
“Under-promise, prove it in the paddock, then scale.”
“Once you get the small things right, the big things take care of themselves.”
Sales reps, agronomists, and ag-tech founders wanting a clear, no-bullshit view of what resonates with large mixed operations—and how to build trust that leads to adoption.
Connect with Jason Giannelli on LinkedIn: (link in comments/show notes)
Water Blueprint for the San Joaquin Valley
California SGMA (groundwater regulation)
UC/extension-led ag-tech training initiatives
If you’re an ag rep or manager, share this with your team and pick one idea to trial this month—then tell us how it went. And if you’re new here, follow Selling in the Paddock and leave a rating so more people in ag find the show.
In this episode of Selling in the Paddock, Georgia sits down with Mark Rizkalla, negotiation consultant at Scotwork Australia, to unpack practical ways sales reps and leaders can negotiate without burning bridges. From moving beyond the “win/lose” mindset to deploying power collaboratively, Mark shares real-world tactics that help you protect margin, shorten deal cycles, and strengthen long-term relationships with growers, retailers, and internal stakeholders.
Win-win in the real world: How to shift from an arm-wrestle to mutual gain (and why it lasts).
Trade, don’t concede: The difference between empathy and sympathy — and how sympathy quietly erodes value.
Power, used wisely: Finding your source of power (even when you feel under-gunned) and using it collaboratively.
Preparation that pays: Defining your variables (price, volume, term, service, timing, payment) so you can trade, not cave.
Internal negotiations: Why the toughest deals can be inside your own business — and how to navigate them.
Questions that connect: Curiosity as the fastest path to rapport, clarity, and better outcomes.
“People don’t value what comes too easily.” Tie every concession to a give-get.
“Kids ask clearly and don’t accept the first ‘no’.” Be specific in your asks; treat “no” as the start of the conversation.
“Power isn’t forcing a result — it’s getting the other side to give it to you gladly.”
00:00 Intro & why win-win beats win/lose
05:00 Trading vs discounting — protecting margin without losing the relationship
12:00 Preparing variables — what you can flex (and what you can’t)
18:00 Internal negotiations — legal, finance, competing priorities
26:00 Empathy ≠ sympathy — staying kind and commercial
34:00 Using power collaboratively
41:00 Practical farmer-rep examples you can use this week
48:00 Quick recap & next steps
Mark Rizkalla is a negotiation consultant with Scotwork Australia. After two decades in complex commercial roles — from hospital selling to national key accounts and commercial leadership — Mark now trains and advises organisations across sectors, including agriculture, to secure better deals and stronger relationships.
Scotwork Australia — Negotiation training & advisory
Selling in the Paddock — Subscribe for weekly episodes
Curious Georgia Coaching — Website
In this episode of Selling in the Paddock, Georgia chats with Jonathan Leslie, GM Sales at Bunzl—a multinational distributor serving healthcare, hospitality, commercial cleaning and “process & industry,” including horticulture, abattoirs, food processing and logistics. Jonathan shares how a career that began in merchandising and veterinary pharmaceuticals led to leading national sales teams, and why the simplest (and hardest) sales truth still holds: actually care about your customer.
Bunzl 101: Aggregating business essentials to simplify complex supply chains, with a strong focus on sustainability and compliance.
Career arc: From Boehringer Ingelheim (NZ production animal focus) to poultry (Specialised Breeders Australia), veterinary pathology, and into distribution at Bunzl.
Authenticity > tricks: The most impactful sales training lesson — caring about customer success beats any gimmick.
Agriculture is different: Why owner-operators “never clock off,” pride matters, and emotions (and seasons) shape decisions.
Trust under pressure: Front-foot communication during supply chain hiccups; owning mistakes strengthens relationships.
The long game vs the monthly KPI: How to balance targets with relationships by progressing the next step (trial, partial order, technical visit) and managing deal velocity.
Leading teams: Dialled-in sales process, recognising the moment to move from rapport to business, and coaching newer reps without turning them into clones.
Humbling moments: Trying to copy someone else’s “leadership style” and why it fell flat.
Advice for emerging leaders: Learn the whole business — finance, working capital, ROE — and ask for favours to build genuine internal networks.
What’s next: AI’s impact on targeting, insights and how fast-moving teams will gain outsized advantage.
“The way to make customers think you care is to actually care about their success.”
“Be yourself. Customers spot ‘techniques’ a mile off.”
“Always move the interaction forward — even if it’s just one clear next step.”
Bunzl (distribution across healthcare, hospitality, commercial cleaning, process & industry)
TV: Slow Horses (Apple TV+)
Book: George Orwell, Homage to Catalonia
Also mentioned: Tulsa King, Yellowstone
Coffee: Extra-shot flat white with full-cream milk (before 8am — one a day)
Currently watching: Slow Horses
Reading: Homage to Catalonia (Orwell)
Enjoyed this chat? Follow/subscribe for more real sales conversations from the paddock to the boardroom.
Take the Sales Team Strength Quiz to benchmark your team and get targeted next steps:
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Hosted by Georgia Stormont — Ag Sales Coach, facilitator and MC. New episodes weekly.
In this solo episode, Georgia shares reflections from her recent South Australian onion loop — where she covers hundreds of kilometres across rural SA, building relationships and checking in with growers she doesn’t see every day.
She unpacks what it really takes to manage a sales territory you don’t live in — balancing presence, trust, and consistency from afar.
You’ll hear her insights on:
Why presence isn’t about proximity — and how to stay visible between visits
The power of planning ahead and giving growers plenty of notice
How flexibility and patience turn challenges into opportunities
Why “kitchen table time” matters more than the product pitch
Managing time on the ground and getting the most out of every farm visit
The importance of showing up even when things go wrong
How to play the long game and build reputation over seasons
Georgia also shares real stories from the road — from chasing down trials in a borrowed ute to the simple power of a cuppa and conversation.
If you’ve ever managed a large or remote territory, or you’re trying to strengthen relationships when you can’t be everywhere at once — this one’s for you.
🎧 Tune in to hear why being visible isn’t about being everywhere — it’s about being intentional wherever you are.
Sales = service. Darren Mitchell (The Exceptional Sales Leader) joins me to unpack DISC in real sales conversations, why mentoring accelerates your career, and the paradox of urgency and patience in leadership. We dig into ethical selling, being memorable, and why most wins arrive after the 5th–12th value-led touchpoint.
Darren’s podcast: The Exceptional Sales Leader – [add link]
Darren on LinkedIn –
Make sure you follow Selling in the Paddock to be up to date with new episodes.
In this episode of Selling in the Paddock, Georgia sits down with Troy Armstrong, Adviser & Partner at Koda Capital, Australia’s largest independent wealth manager. Troy grew up in the Yarra Valley and now works nationally with high-net-worth and ultra-high-net-worth families — including many farming families.
They unpack what “independent” really means, why trust and time trump quick wins, and how to make the wealth side of a farm business feel calm, simple and well organised.
What we cover
Why Koda chose independence (no product flogging, no conflicted fees) and what that means for clients
The difference between transactional selling and relationship advice — and how to build trust over years, not minutes
Kitchen-table, pub and boardroom meetings: how each setting changes the conversation
Protecting and growing multi-generational farming wealth without adding risk or noise
Working alongside local accountants, lawyers and succession planners (and starting early)
Communicating complex finance without the jargon
A simple frame Troy uses: “Let the farm be the risk — your portfolio shouldn’t keep you up at night.”
Career pivots, country roots, footy talk, and why getting your life cover sorted is grown-up business
Who this episode is for
Agribusiness owners, sales leaders, and farming families who want clarity on wealth management without the sales pressure — plus reps who want to deepen client relationships beyond the product.
Connect with Troy / Koda
Links & resources mentioned
Life insurance and superannuation housekeeping — talk to your trusted adviser/insurer
Local professionals: accountant, lawyer, succession specialist
Call to action
Take the Sales Team Strength Quiz and get your action plan:
If this episode helped, follow the show, leave a review, and share it with a mate in Ag.
Disclaimer
This conversation is general in nature and not financial advice. Please seek advice specific to your circumstances.
Welcome back to Selling in the Paddock!
In this episode, I’m joined by Ben Picton, Senior Market Strategist at Rabobank, to unpack the big global shifts shaping Australia’s agricultural industry today.
Ben has a rare talent for taking complex economic and geopolitical trends and making them crystal clear for business owners, farmers, and anyone curious about where the world is heading. We first connected at a DLL strategy day, and after seeing him present, I knew I had to bring his insights to this audience.
Together we explore:
🌍 The global paradigm shift from free trade to protectionism
🇦🇺 What these changes mean for Australia’s economy and agriculture
🧑🌾 How farmers can use storytelling and strategy to make data meaningful
💡 Why geopolitics and economics are inseparable in today’s market
🔮 Lessons from history that help us prepare for the future of ag
Whether you’re a sales rep, agribusiness leader, or producer, this conversation gives you a big-picture view of the forces that will affect how you sell, trade, and connect in the years ahead.
👉 Tune in and learn how to turn global insights into on-the-ground strategies.
Who do you want to hear from next? Tag them in the comments or send me a message — I’d love to bring their story to Selling in the Paddock.
In this episode of Selling in the Paddock, I sit down with Mark Dempsey, Business Development Manager at Gallagher Australia, to unpack the rise of eShepherd virtual fencing and what it means for livestock producers.
Mark’s career journey is as diverse as it is inspiring — from growing up on a fourth-generation beef property in northern NSW, to working cattle stations, Elders retail, Novartis Animal Health, agri-banking, and now leading the charge in ag tech innovation. His story shows the power of persistence, seizing opportunities, and staying true to the basics of sales: trust, reliability, and consistency.
We dive into:
🚜 Mark’s early years in ag retail and animal health, including what he learnt about sales, credibility, and “hounding” for the job you want.
💡 AgTech adoption in livestock: why virtual fencing is a game-changer and how eShepherd is helping farmers intensify grazing, save time, and monitor stock in real-time.
🐄 The sales process in AgTech: balancing technical detail with simplicity, adapting to the customer’s stage of knowledge, and why less is often more when explaining new solutions.
🤝 Building trust in sales: the importance of admitting when you don’t know, following up, and turning up consistently.
🌱 Advice for the next generation: why energy, attitude, and sticking to the basics will take you further than knowing all the answers.
This episode is packed with practical sales wisdom, ag tech insights, and lessons on building credibility that apply well beyond virtual fencing.
🔑 Key Takeaways“Being reliable and consistent” matters more than having all the answers.
Farmers have the best bullshit detectors — trust is earned through honesty and follow-up.
Simplifying complexity is the real skill in selling AgTech.
Keen energy and initiative often count more than experience when breaking into ag careers.
Virtual fencing could be as revolutionary for livestock as GPS was for cropping.
If you’re curious about virtual fencing and how it’s reshaping livestock management, connect with Mark Dempsey at Gallagher here on LinkedIn and check out eShepherd on the Gallagher website. Smart grazing, real-time visibility, less time fixing fences — more time where it counts.
👉 Connect with Mark on LinkedIn: Mark Dempsey
👉 Explore eShepherd on Gallagher’s site
If your team needs help to simplify the complex, build trust and lift adoption of new tech, let’s talk. I run tailored sales workshops across DISC, communication, objection handling and closing — designed for ag.
#SellingInThePaddock #AgTech #Livestock #VirtualFencing #eShepherd #Gallagher #AgSales #Leadership #Communication
In this episode of Selling in the Paddock, Georgia sits down with Connor Steel, Horticultural Agronomist at Elders, to unpack a nine-year journey in ag—from a year 12 biology spark and a gap year on farms, to YMCAA pool decks, Coles freezer shifts, and ultimately the front lines of plant health.
Connor shares how work ethic and curiosity shaped his path, what a “plant doctor” actually does day-to-day across leafy veg, herbs, tomatoes, ornamentals (plus a little canola and wheat), and why long-term success in agronomy hinges on trust, clear communication, and solution-led advice (including when not to sell). We dig into constructive conflict with growers, recovering trust when expectations slip, and the power of small, honest moments that build relationships over time. Connor also lifts the lid on the Growing Leaders program, mentoring the next wave of agronomists, and practical advice for anyone entering ag.
The moment biology beat vet science (and why dissecting a chook was the clincher)
Lessons from Coles and the YMCA: work ethic, service, and people skills that transfer to ag sales
A day in the life of a horticultural agronomist: plant health, soil, IPM, labels/MRLs, and timing the call to spray
Sales vs service: how to advise not to apply, and still deepen trust
Constructive conflict: disagreeing well, staying factual, and repairing rapport
Celebrating wins (even when no one claps) and leaning on your team and family
Growing Leaders: networking, sharpening skills, and why ambition + humility matters
Mentoring grads and paid summer roles—creating real pathways into the industry
Career advice for new starters: don’t fear “no”, be yourself, take your time, and focus on helping
Trust is built in small acts—honest recommendations, keeping promises, and front-foot communication.
Solution before product—start with the grower’s goal, then work backwards.
Conflict is healthy when there’s rapport; it drives better decisions and outcomes.
** careers aren’t linear**—gap years, odd jobs, and mentors all compound.
Be valuable by being helpful—curiosity and service beat hard selling.
Connor Steel is a Horticultural Agronomist with Elders, specialising in leafy veg, herbs, tomatoes and ornamentals, with additional experience in winter broadacre. He’s passionate about solution-led agronomy, mentoring grads, and continual learning through programs like Growing Leaders.
Follow Georgia on LinkedIn and subscribe to Selling in the Paddock for real-world sales conversations in ag.
If your team needs help with DISC, communication, objection handling and closing, let’s talk about the Influential Sales workshop.
Enjoyed this chat? Share the episode with a teammate and tag Georgia with your biggest takeaway. Want tailored sales training for your ag team? Let’s talk.
Welcome back to Selling in the Paddock! 🚜
In this first-ever Q&A episode, I’m diving into the real-world challenges you’ve sent in from the paddock, the boardroom, and everywhere in between. These are the issues sales reps, agronomists, and ag business leaders face every day — and I’m giving you practical, no-bullshit strategies to tackle them head-on.
We cover:
🥊 Competition & Loyalty – What to do when normally loyal customers start shopping elsewhere.
📞 Ghosting – How many times should you follow up when someone isn’t responding?
💰 Discounting Pressure – Ways to hold your ground on price and confidently shift the conversation back to value.
🤝 Rapport & Trust – Quick ways to connect with new growers and buyers without sounding like “just another sales pitch.”
🎁 Adding Value Beyond the Product – How to show up with insight, service, and solutions that build long-term relationships.
This episode is packed with practical advice for anyone selling in agriculture — whether you’re in seeds, chemicals, machinery, retail, or a start-up breaking into the market.
👉 Want to take it further?
✅ Test your team’s Sales Strengths with my Sales Strength Quiz
✅ Discover your Communication Style with my Communication Style Quiz
✅ Or if you’re ready to sharpen your sales edge, Book a Call with me and let’s talk about how I can support your team.
📌 Got a question you’d like me to answer in the next Q&A? Send it my way!
Welcome back to Selling in the Paddock!
In this episode, Georgia sits down with her first French guest, Michael Murer(aka Frenchy), a passionate product and marketing leader in the world of agricultural machinery.
Michael’s journey takes us from the family farm in Alsace, France, to managing product launches and sales teams across Australia. From combining in WA as a backpacker to managing dealer networks and introducing new machinery to the harsh Aussie landscape, Michael’s story is one of grit, growth, and genuine love for ag.
In this episode, we explore:
🌍 Michael’s transition from automotive engineering in France to ag machinery in Australia
🚜 What it really takes to launch a new product in the Aussie market
🤝 Why internal buy-in is just as important as customer trust in sales
🔧 The importance of having both technical knowledge and power skills (aka soft skills)
🧰 When machinery launches flop — and how the best teams respond with accountability and transparency
🛠️ Why farmers still crave genuine relationships, not pressure sales tactics
🇦🇺 Why Australia’s vast conditions make it one of the most complex ag markets in the world
✈️ And Michael’s challenge to young Aussies: consider taking your ag career global!
Michael also shares why he thinks backing your team — not just your product — is critical, and how being side-by-side with reps and dealers builds the kind of trust that can't be faked.
💡 Whether you’re selling machinery, seed, or services, this one is packed with insights on leading with passion, building lasting relationships, and finding your lane in the ag industry.
🔗 Connect with Michael Murer on LinkedIn: (1) Michael Murer | LinkedIn
💬 Like what you heard? Share the episode, tag Georgia and Michael, and let us know your biggest takeaway.
🎧 Listen now on Spotify, Apple or wherever you get your podcasts.
In this episode of Selling in the Paddock, I’m joined by Simon Wilkinson — Director of Transactions WA at LAWD — for a brilliant conversation packed with wisdom, real-life stories, and no-BS advice for anyone in ag sales, rural real estate, or leadership.
Simon shares lessons from his 28-year journey across the ag industry — from sweeping the floors at IAMA to leading major property transactions across WA. We talk about:
Why you need to earn your spot at the kitchen table
The power of being second in line (and why third place gets you nowhere)
Baking the cake: Simon’s take on patience in the sales process
Understanding who really makes the decisions on-farm (hint: it’s not always who you think)
Why data and emotion must work together in big transactions
Setting your team up with simple performance maths: “You’ve gotta sell 3x what you earn”
How to lead with curiosity, clarity and respect
Why saying “no” can actually build more trust
Plus:
Simon opens up about leadership lessons, career stuff-ups, giving up drinking 20 years ago, and the importance of celebrating well — then moving on.
This episode is a masterclass in high-integrity selling, stakeholder management, and being a bloody good human while doing it.
🎙 Listen now on Spotify, Apple Podcasts or wherever you tune in.
🔗 Got value from this episode? Leave a review or share it with your team.
#AgSales #SellingInThePaddock #RuralRealEstate #LAWD #AgLeadership #HighPerformingTeams #SimonWilkinson
Welcome back to another episode of Selling in the Paddock! This week, I sit down with the powerhouse that is Kayla Evans – a passionate advocate for agriculture, talent development, and building authentic connections.
Kayla’s journey is anything but ordinary. From growing up on a grain and cattle farm in Queensland to joining the Navy’s first pilot gap year program, studying Public Relations and HR, and leading the Ag Career Start Program at the National Farmers’ Federation, she’s walked an inspiring path that blends resilience, curiosity, and purpose.
In this episode, we dive into:
Kayla’s story of navigating life after school and how a gap year shaped her career path.
Why she believes the “traditional uni-first” approach doesn’t suit everyone – and what young people can do instead.
Her experience running the highly successful Generation Ag podcast and lessons from 5 years of storytelling in the industry.
Why the best salespeople aren’t the loudest talkers but the best question-askers.
The importance of personal brand and why authenticity and trust are the real currency in ag.
Practical tips for young reps and professionals wanting to connect meaningfully with farmers and the ag community.
Kayla’s energy and passion for agriculture are contagious, and this conversation will leave you inspired to rethink how you connect, sell, and lead.
Listen now and discover:
Why your career path doesn’t have to be linear.
How asking the right questions (and listening) is the secret to great sales.
The untapped opportunities in ag for young professionals.
CTA:
If you enjoyed this episode, follow Selling in the Paddock and share it with someone who’s ready to build stronger connections in ag.
Want to take your sales skills to the next level? Book a free chat with me to see how I can support your team –
In this episode of Selling in the Paddock, I’m joined by Adam Schreurs, third-generation vegetable grower and Director at Schreurs & Sons, one of Australia’s most respected celery and leafy veg producers. Based in Tarwin, Victoria, Adam’s journey from Clyde to large-scale production is a masterclass in leadership, innovation, and staying grounded.
We chat all things:
🚜 What it takes to lead a multi-generational farm
🌱 Why they’ve committed to IPM (Integrated Pest Management) for over 25 years
🧬 How their celery breeding program gives them a competitive edge (and why breeding in Australia matters)
🤝 What farmers really want from sales reps — straight from the grower’s mouth
💡 Why honesty, follow-up, and knowing your product inside out still win in Ag sales
💬 What sales reps can stop doing immediately to build better relationships on farm
We also share a few laughs about Melbourne footy (he’s a tragic fan) and what the future holds for Schreurs & Sons.
If you’re a rep in Ag, this one’s for you. Full of practical insights on building trust, trial management, and what makes growers tick.
👉 Follow the Podcast: Don’t miss an episode – tap “Follow” wherever you’re listening!
👉 Book a Sales Strategy Call with Georgia: curiousgeorgiacoaching.com
👉 Take the Sales Team Strength Quiz: How strong is your team’s sales game?
🎧 Selling in the Paddock is the podcast for real sales conversations in agriculture – no BS, just insights, stories, and tactics you can use in the ute, the office, or the paddock.
If you loved this ep, please share it with a mate or leave a review – it helps more people in Ag find us! 🙌
This week on Selling in the Paddock, we’re doing something a little different…
I want to hear from YOU.
Whether you’re in the ute, walking the paddock, or grabbing a coffee between client calls — if you’ve got a question about sales, ag, communication, tough convos, tricky customers or team dynamics… I want to hear it.
📣 I’m pulling together a Q&A episode that dives into the real stuff you’re dealing with out on the ground — and I’ll be answering your questions, raw and unfiltered, in an upcoming episode.
How do I handle price objections?
What if I hate cold calling?
How do I build better relationships with retail stores?
What do I do when a client ghosts me?
Or… what the heck do I say in my first sales meeting?
No question is too big, too small, or too ‘dumb’. And yes — it’s completely anonymous.
👉 Submit your question here: https://docs.google.com/forms/d/e/1FAIpQLSfsowaEOJt8tVnhzY3ysDUqLBSfk2Ht45iFQirq5h2MGHydfg/viewform?usp=header
Whether you’re new to ag sales or a seasoned rep looking to level up, this is your chance to get support without the awkwardness.
🎤 Let’s make this next Q&A a ripper.
🔗 Links:
Submit your anonymous question: https://docs.google.com/forms/d/e/1FAIpQLSfsowaEOJt8tVnhzY3ysDUqLBSfk2Ht45iFQirq5h2MGHydfg/viewform?usp=header
Follow me on Instagram: @curiousgeorgiacoaching
Connect with me on LinkedIn: Georgia Stormont
Check out the Sales Team Strength Quiz: Sales Strength Quiz
In this logistics-meets-lettuce episode of Selling in the Paddock, I’m joined by Colby Varley, Vice President of a leading US transport logistics company moving fresh produce across the country — 365 days a year. Based in Salinas, California (aka the "salad bowl of the world"), Colby shares the realities of managing high-stakes, time-sensitive freight across North America.
We talk trucking, trust, and the real cost of a missed delivery.
🔎 What you'll learn:
How Colby and his team maintain a 97% on-time delivery rate across 9,000+ loads annually
The hidden costs of choosing cheap transport over reliable partners
How logistics companies like Colby’s use technology to track freshness, temperature, and timing in real-time
The power of relationship-based selling in the produce and freight industries
Why cradle-to-grave customer ownership (start-to-finish service) builds next-level trust
What every ag sales rep can learn about follow-through, accountability, and knowing when to say “we’re not the right fit”
From strawberries to salad bags, and paddock to plate — this conversation is a must-listen for anyone working in horticulture, fresh produce, supply chain, or ag sales.
💬 Let’s keep the conversation going:
✅ Follow the podcast wherever you listen so you never miss an episode✅ Take the Sales Team Strength Quiz: How strong is your team's sales game?✅ Book a Sales Strategy Call with Georgia: Lock in your session here✅ Connect with Georgia on LinkedIn for more ag sales insights and behind-the-scenes from the paddock
In this episode of Selling in the Paddock, I’m joined by Jason Strong, long-time advocate for Australia’s red meat industry and a leader with deep experience across the entire supply chain — from butcher shops to boardrooms.
Jason and I dive into:
Why selling red meat is about relationships, not just specs and science
The emotional connection people have with food — and how to work with it
How good sales reps balance office KPIs with real customer needs
Lessons from Pfizer, cattle crushes, and $82 steaks
The role of trust, storytelling, and staying grounded in your customer's world
Why ag doesn’t need to shout louder — just connect better
Whether you're in livestock, hort, dairy or beyond, this conversation will challenge and inspire how you think about sales, trust, and building long-term value.
🎧 Tune in if you’ve ever thought:
“Why didn’t they buy from me?”
“How do I connect with farmers who already have options?”
“How do I make corporate targets feel human again?”
This one is jam-packed with insights, honesty, and a few belly laughs too.
🔗 CTA:
If you want to understand how strong your sales team really is — Take the Sales Team Strength Quiz here
Taking on a new sales patch? Whether you’re stepping into a new region, repping a fresh product, or launching your own business — this episode is for you.
In this solo episode, I dive into the real-world tactics that help you build credibility, earn trust, and create traction fast when you’re new to a territory. From shadowing and cold calls to leveraging warm leads and showing up consistently, I share what worked for me as a rep in vegetable seed sales — and later, when I launched my own coaching business from scratch.
You’ll hear:
Why shadowing is underrated and powerful
How to lean on past experience to gain trust faster
The role of LinkedIn and field days in breaking new ground
Tips to stay visible, add value, and avoid the “spray and pray” trap
Why consistency > charisma every time
How to structure your first few calls in a new area
The mindset shift that helps you get out of your own way
Whether you’re a new rep, a seasoned salesperson expanding your patch, or a founder hitting fresh ground — this one’s packed with practical tools to take into the paddock.
🎧 Listen in and let me know your biggest takeaway!
👉 Want help breaking into a new territory or building your confidence in sales?
Book a free intro call with me here: https://calendly.com/georgiacoach/30min
Let’s map out where you are, what’s holding you back, and what you can do to sell with confidence — wherever you are.
In this episode of Selling in the Paddock, I’m joined by Tim Hoadley — former RDO Equipment Branch Manager and experienced ag sales rep — who brings a grounded, honest take on what it really takes to succeed in ag sales.
We dive into the good, the hard, and the deeply human parts of selling in regional and rural Australia. From cold calls and customer blow-ups, to backing your service team and staying real with your clients — this one’s packed with insight.
🎯 What we cover:
Tim’s journey from growing up on-farm in Dalby to leading a branch team with RDO
The lessons from running his own contracting business — and how that shaped his sales approach
Why genuine relationships beat hard-sell tactics every time
Handling mistakes, owning your part, and apologising with confidence
What separates a solid rep from a standout one in Ag sales
How service and parts teams are the real secret to multi-machine deals
The power of active listening, building trust, and being honest about limitations
Why no one expects reps to know everything — but they do expect them to care
💬 “The sales rep sells the first machine — but your service and parts team sell the next three.” – Tim Hoadley
🔗 Connect with Tim on LinkedIn: Tim Hoadley
🚜 Want to train your team to sell like this? Head to: www.curiousgeorgiacoaching.com
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In this episode of Selling in the Paddock, I sit down with the legendary Jeremy Wood — better known online as The Hoof Cowboy — all the way from Idaho, USA.
Jeremy’s not just a hoof trimmer; he’s a storyteller, cow whisperer, and passionate advocate for the animals and farmers he serves. We talk hoof health, dairy cow comfort, and what sales reps can learn from tuning into stress, energy, and empathy — on the farm and in the paddock.
We cover:
Jeremy’s wild entry into agriculture from the US military to hoof trimming
Why hoof care is about more than maintenance — it’s a profit driver
What cows can tell us about health, stress, and care through their hooves
How Jeremy uses social media to bridge the trust gap between farmers and consumers
Deep stories on resilience, connection, and why sales in ag is about more than just selling
💬 “Without agriculture, we don’t exist. If you’re going to enter this world — take it seriously. It matters.” – Jeremy Wood
This episode will make you laugh, tear up, and walk away with a whole new respect for dairy, cows, and what it really means to support farmers.
Follow Jeremy on LinkedIn: Jeremy Wood | LinkedIn
Watch his hoof trimming videos on Facebook: Facebook
🎧 Listen now on Spotify, Apple Podcasts, or wherever you get your pods.
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