The cattle branch within The Wendt Group has changed names and branding over the years, but even amidst changes, we’ve sustained a loyal following of sellers who standout from all others in the market. How do they do it? Throughout the last several years, we’ve gotten to take a back seat to study the best sellers in the business – how they approach and manage their business, their sales and their customers. There are 15 common thread intangibles we feel set these successful sellers apart: 

• They plan ahead and get on the calendar well in advance.
  Doing so gets you on the auction calendar and lets your loyal and potential customers know when and where to find you! Post your sale information in a timely fashion. Not giving customers enough time to process what you are offering can be detrimental. We recommend having your lot information and all supporting photos/videos NO LATER than a week to 10 days before your sale. This typically allows your sale to be on the web for at least two weekends prior to your sale date, to allow plenty of time for prospective buyers to schedule a time to make a farm visit.

• They know what to sell and when to sell it.
  It’s important to pick your sale date accordingly based on the age, maturity and condition of the calves you are electing to sell. You want to take pictures and videos when your cattle are in optimum condition and size to ensure good interest online, and thus it is important to select a sale time that accommodates for the necessary preparations. For example, it may be challenging to have April and May born calves in sale ready condition by early September, and a later sale date may be more advantageous. Additional time to prepare calves allows for more days on feed, more days to get hairy, and a better potential to put forth the best representation of your cattle. 

• They offer their best genetics online to attract the most potential buyers.
  If you are choosing to showcase your brand through an online auction, we always recommend offering your best, not your leftovers. It’s possible that buyers will only ever see your online auction listings and will determine their feelings about your brand FOREVER based on what they see for sale there. Saving your best to sell off the farm and selling your leftovers online may create a narrative about your genetics that can be hard to overcome. Put your best out there, have a plan, and let the world see what you can do!

• They don’t underestimate the importance of high-quality photos and videos.
  Photo and video quality can make or break the success of an online auction. You MUST plan ahead and select a picture and video day based on several criteria. Consider how much time you will need to get cattle in the right condition, hairy and clipped. When selecting the day or days to picture, it is imperative to consider the forecast, number of head and how many days it will take to shoot, and when you will have enough help to make it an efficient picture day. There are several photographers and videographers who do this for a living and would be happy to help you, but they book up FAST. Planning ahead is essential to get on the calendar when you need to get photos done.

• They set goals that go beyond the scope of bottom line profitability.
  Your online sale is a big deal; something you work for all year. It is important with any dream or business to set specific and realistic goals for your auction. And these goals should not all be financially related. Yes, increasing averages and sale’s gross is a great way to measure your progress, but also consider goals built around attracting new buyers, selling to new counties or states, targeting national shows versus county fairs, increasing your footprint, or retaining old customers. The Cattle Connect team provides numerous different advertising outlets to help you accomplish these goals. Your Cattle Connect Sales Representative can help get your connected with these advertising opportunities as well as serve as a sounding board to help you manage your expectations for your sale.

• They allocate time and dollars to a strategic marketing strategy.
  Online sales provide a great avenue to get additional eyes on your set of cattle from places you may not reach locally – but that doesn’t mean you can rely on the internet alone. Seeking out other marketing avenues that help drive customers to the site to view your sale is key! A marketing plan should be developed based on the specific goals for each auction and you should use a variety of marketing outlets such as print, social media, text message marketing and event marketing. The Cattle Connect team provides several unique marketing functions to help you do just this! By getting connected with your Cattle Connect Sales Rep, they can help you access the audience on Cattle Connect through text marketing, targeted email campaigns, and social media! We have all the eyeballs, and they are looking for what YOU have to offer!

• They write footnotes that are BELIEVABLE and informative.
  Buyers appreciate having accurate descriptions. A buyer who feels misled will not be happy and the likelihood of a repeat buyer is slim. Simplicity and inclusion of relevant mating and pedigree information are key. Proofreading and putting your best, most honest foot forward will go a long way towards building trust and rapport with your buyers.

• They are AVAILABLE.
  Prospective buyers want to talk to YOU. They want to know about your offering from your perspective and they want to create a connection through conversation. If you choose not to answer your phone throughout the day or have another job that limits your ability to answer immediately, be sure to allocate a time of day, perhaps in the evening, to call customers back or respond to texts. This is even more important on sale day. We recommend leaving sale day open on your calendar so you can communicate with potential buyers who have questions or want to visit with you more about the livestock they are interested in. They are investing their money and time in your business, so being available is important. Don’t book a sale on a day you have commitments that won’t allow you to respond.

• They communicate openly with their Cattle Connect Sales Representative.
  Establishing an open line of communication with your Sales Rep is a must! It is important to check in with your rep more frequently as sale day approaches to uncover ways your Cattle Connect Sales rep can assist you through the online sale process and fielding additional phone calls to discuss the cattle. On the evening of the sale, it is especially important to keep an open line of communication with your rep to openly communicate bidding floors, sale progress and sale close details.  

• They eliminate unnecessary stressors on sale night.
  Sale night is stressful enough – don’t get caught adding more to your plate last minute. Reach out and ask for an extra hand to ensure the night goes off without a hitch. For some, that means getting help with chores or childcare. For others, that means having dinner ready in the crockpot or ordering takeout! They have a plan for communicating with buyers and choose a reliable place with a strong and stable internet connection to monitor sale progress. They leave nothing to chance!

• They value an efficient and smooth animal exchange from seller to buyer.
  Customer retention for the best sellers is directly tied to customer service. A huge component to a happy customer is an easy and successful transition from seller to owner. It is a good idea to have various transportation options lined up for convenient delivery and clearly communicate them as soon as possible with your customers who may live states away. Consider communicating with other sellers in your area who have sales during a similar time, to seek out opportunities to align group transportation to go out of state. Outside of delivery, it is also important to have a plan for timely registration and transfer of papers, acquiring health papers and completing any calf hood vaccinations. Many families are excited to get their calf home and hit the show road quickly, so you don’t want a logistical hold up to cease their excitement. 

• They take customer service and follow-up seriously.
  Customer follow up and a continuation of communication is more important than ever in our competitive selling space. Plan to follow up with buyers and help them with their projects throughout the year, helping with feeding, daily care, clipping, showmanship and show day prep. These gestures can make a world of difference for families who desperately want to succeed but may lack the knowledge if they are just beginning. Lending a helping hand in this way will not only help establish a strong relationship with a customer, but it allows you to see projects through to the end and gather backdrop pics and success stories for future promotions. Additionally, you should be proud to stand behind your product, and be prepared to listen, make adjustments, or offer credit options when things don’t go as planned.

• They are always engaged and involved with their current customers. 
  Purchasing decisions are made based upon more than just how livestock look. A buyer's trust in you and your relationship with them often outweighs a visual appraisal alone. Customers want to work with people who care about their kids on more than just a show cattle level. They want to feel like you are invested in their kids, you want to help them learn and grow both in and outside the ring. Get to know your customers, their goals, their struggles, and what motivates them – this makes all the difference when building a customer relationship that lasts.

• They seek new customers to grow the business.
  Don’t discount the importance of your influence, who may be watching your work and how much your attitude and interactions with others might mean to a young showman. Encourage young people and always take the time to invite them out to your farm or ranch to take a look at what you can offer. More than ever, young people are looking for a place to belong, to be appreciated, and to be pushed to be the best they can be. They like to hear that someone wants them to be a part of their team.

• They pursue excellence with an eye ALWAYS on the bigger picture.
  The show livestock industry is a big business, and those who succeed and sustain that success, regardless of the species raised, understand that they are not just a breeder of good livestock, although that is a prerequisite. They understand they have so many young eyes watching them, and it’s imperative to put their best foot forward. They realize that in order to serve their customers well, they must serve their business well, with a good grasp of human resources, marketing, financial acumen, goal setting and planning. They are the most trusted source of information for their customers in the barn and in life. As a breeder, know that you wear many hats and have tremendous influence, just as many others did for you along the way to here!