b'Hodnefield said he still likes to get outThe good thing is that seed is aers were busy in the fieldsthey could in the field to sell to their locals, friends,necessity, so we have the freedom to con- put their headphones on and listen to it neighbors and even relatives. tinue working, he says. But since COVIDon their Ipads. But in the end, I think its Ive always told our district sales man- rolled out in February and March, life hasstill important to get on that farm and see agers (DSMs) we hire that Im out in thedefinitely changed in the seed business. that farmer. field with youIm out there banging onWhen it comes down to it, HodnefieldHowever, Hodnefield says that the doors, and I try to know what productssays that COVID couldnt stop seed beingsalesman needs to spend this time adapt-work and what doesnt, he says. And Idelivered. To answer the crisis, though,ing to work in this new environment.try to keep us on our toes. I understandit meant businessand saleshad toThe salesmen are adapting, he says. the competition, the prices out there, butchange. We missed some sales in the spring, Id all in allI dont think you can be a goodsay, but were pacing really well this fall. I sales manager without having that salesguess were trying to get out ahead of the experience all the time. That way, I canof the competition.feel like I relate to my DSMs and I under- One benefit that Hodnefield notes, stand what they need. though, is that being light on your feet and quick to get out to sell when you can Success Means Winning is important this year. But when it comes down to it, theres aThe competition hasnt been out yet reason Hodnefield felt sales was always aeither, he says. Everyone was delayed good fit for him. a bit by COVID, and depending on your I enjoy it. I like a little challenge, heThe salesmen arecompanys restrictions, they might con-says. But most of all, I really like to win! Ifadapting . were tryingtinue to be delayed.you put that in seed termswhen I win aRight now, Hodnefield says hes coach-sale, it means I increase my seed business.to get out ahead of theing his salesmen to be safe, but to head When I lose, I still get valuable experi- of the competition.out and start selling again.ence. I get to walk away like the rest of myI dont want us to be reckless, he DSMs and try for another day. says. We wear masks, and we support That drive and desire to win, though,whatever the farmer wants. But theres was what Hodnefield says he thought ofdefinitely an opportunity, and weve been when creating his own company. seeing it in our orders and our prepays. Thats also what made our nameWhen the opportunity is there, Im a Champion, he says. It worked out wellbeliever in taking it.for us, because its a name thats easy toThe biggest challenge he sees this push. year, though, is gaining new customers. When it comes to promoting prod- Across the board, whether youre an ucts, Hodnefield says a name likeIn the summer, it came down to usindependent or a national, picking up new Champion really helps their brand.asking the question of whether or not webusiness will be hard, Hodnefield says. We try to champion the best,could do meetings, he says. Our com- Right now, I wouldnt invite anyone to my because thats what our name is, hepany chose to stay live. To do so, we splitdoor that wasnt my own family. Meeting says. Its an easy tagline. Itd be worse,up the company in groups to lower theout in the open is fine, but you wont of course, to have the word Hodnefield,amount of people coming in and out oflet someone into your shop or house if because everyone would say Hey, whatsthe office. youve never met the guy. Its too big of a Hodnefield? Instead, Champion rolls offWhen it comes down to it, though,a risk right now without a COVID vaccine. the tongue and lets you know, Hey, wevirtual meetings arent where HodnefieldInstead, Hodnefield says right now its have the best. hopes the future will go. more important than ever to increase and I dont think virtual is badweput effort into long-time customers. 2020 Changed the Sales Game certainly tried our hand at a virtual eventIncreasing old business is definitely an When it comes to the ups and downsas well, he continues. We did a virtualopportunity out there, he says. This isnt from 2020, Hodnefield notes that the seedproduct overview, and we hosted aboutthe time and place just to go knocking on industry was definitely changed as well. 60 participants. It was convenient if farm- doors.SW48/ SEEDWORLD.COMJANUARY 2021'