b'COLOUR SORTERSBeyond Brochures: Building Real Connections on the Trade Show FloorROD COCKERLINE VP Sales, Nexeedrcockerline@nexeed.canexeed.ca @NexeedIncAS TRADE SHOWseason arrives, Ive learned to take a differentnew technology. No pushy sales pitch herejust a genuine approach to customer engagement. Instead of relying on glossyinterest in what brought you to our booth and how we might brochures and quick sales pitches, my team and I focus onhelp.developing a genuine relationship with each visitor who stopsNext, well dig into whats most relevant to you. If a by the booth. Our approach? Embracing the customer valueparticular machine has caught your eye, well look at it journey a process that begins with understanding and endstogether, but the real focus is on your challenges and priori-with a partnership rooted in trust. ties. Questions like, What are the pain points in your current Imagine youre walking the trade show floor, casually brows- setup? help us get to the heart of your needs, so were talking ing booths, when something catches your eye at the Nexeedabout solutions that make sense for your operation.booth. You make that familiar, slightly awkward eye contactLast year, a visitor came to our booth looking for seed pro-with me, and youre even debating whether to stop and chat.cessing options. After understanding his needs, I encouraged Perhaps youre just exploring options for a future seed process- him to explore the show, ask questions of our competitors, and ing project or looking for potential upgrades. Either way, youthen circle back with me if he felt our team could help him.decide to stop by. Well, he came back, saying our approach had been the most At a trade show, every minute matters. We know yourehelpful and transparentand thats exactly what we aim for: there to get real insights, not to be sold a one-size-fits-all prod- to give you a clear, informed view of your options.uct. Thats why our approach is designed to give you a valuableTrade shows are fast paced, but in a few minutes, we can experience tailored to your unique needs. give you an honest, informative glimpse into what Nexeed The first minute is all about understanding your role andoffers. Our goal is that every moment at our booth feels like goals, whether youre a seed processor, a farmer, or exploringtime well spent, leaving you with the insights you came for.SEED HEALTH AND TESTINGTrue Leadership Starts Where the Work HappensInside the LabCAREY MATTHIESSEN Director of Operations, 20/20 Seed LabsCarey@2020seedlabs.ca2020seedlabs.caTHE IDEA THATmanagement is all about delegating doesnt applying whats in a sample but tailoring results to the customers to what we do at 20/20 Seed Labs. specific needs. Are they complying with state-specific regula-Over the past 15 years, my responsibilities have expandedtions in the U.S.? Or navigating international phytosanitary from managing a single lab to overseeing operations across mul- rules? My team and I dont just provide data; we offer consulta-tiple locations. Yet, youll still find me at the bench, analyzingtive support to help clients make informed decisions.purity tests or resolving customer issues. This approach keepsTechnology has revolutionized our processes but also intro-me connected to our core operations and ensures Im fullyduced complexity. Weve developed a custom lab management attuned to the demands of an industry that thrives on precisionsystem to streamline workflows, catch errors, and manage data and accuracy. with precision. However, integrating these tools within a strict Managing a seed lab is no ordinary leadership role; itregulatory framework is no small feat. requires the perfect blend of technical expertise and businessUltimately, my role is about people as much as seeds. I insight. Every decision I make must align with accredita- spend considerable time with customers, troubleshooting issues, tion standards while meeting customer expectations. Our labmonitoring accounts, and particularly navigating the intrica-operates under a suite of certificationsCFIA, ISTA, ISO cies of export testing, where my expertise is most impactful. each adding layers of complexity to our quality managementInternally, I focus on team engagement, from leadership meet-systems. ings to informal check-ins to ensure smooth operations.For instance, when we recently added potato regulatoryEvery day brings new challenges, but one principle guides testing to our accreditations, we didnt isolate that knowledge.me: staying involved. Whether Im making high-level deci-Instead, we integrated those elevated standards across the entiresions or analyzing a sample at my purity desk, I believe the best lab.management starts with understanding the work itself. This Understanding the nuances of seed testing adds anotherhands-on approach isnt just a personal philosophyits the layer of challenge. Take purity testingits not just identify- foundation of our companys success.18SEEDWORLD.COM/CANADAJANUARY 2025'