b'SEED TREATMENT APPLICATIONS BUSINESS GROWTHNow HiringBut Not Just Anyone The #1 Rule to Drive Revenue Without Selling Yourself Short DAVID HENZE Group CEO, Summit Seed Coatingsdavid.henze@summitseedcoatings.com SHAWN BROOK President, Seed World Groupsbrook@seedworldgroup.comseedworldgroup.com@SeedWorldGroupAFTER YEARSof working with companies across the global seedSo, what can you do? Flip the script. Stop discounting. Start industry, one lesson rises above the rest: You must know the differ- adding value.ence between your core offers and your complementary offers. This is where complementary offers come in. Theyre your And heres the kickeryour core offer is sacred. Treat it likeplaygroundthe tools you can customize, tweak, and stack to holy ground. It defines your business, your expertise, your repu- build perceived value without touching the crown jewels.tation. Its the foundation your value is built on. Think quick wins, smaller services, thoughtful bonusesways So dont discount it. Dont tweak it to please. Dont throw it into prove your worth while protecting your core.as a freebie. Dont dress it up as a limited time offer. Every business should live by a clear scoreboard:Because when you compromise your core, you send a loud Core Offers: Sacred. Non-negotiable. Unshakable.and clear message: You dont believe in your own value. And that, Complementary Offers: Flexible. Creative. Built to impress.my friends, is a problem. Heres the truth most sellers miss: People dont buy on price. I see it all the timesmart, capable companies giving awayThey buy on value. If youre stuck defending price, youre on your their most valuable services just to close a deal. Why? Becauseheels. If youre leading with value, youre in control.they freeze when they hear the usual objections: This mindset isnt just about survivingits how you thrive.Thats too expensive.Get clear on what you stand for. Guard it fiercely. Get creative We dont have the budget right now. in how you add value. Make it unforgettable.Heres the truth: When sellers run out of words, they reach forAnd if a prospect walks because you wont discount your discounts; when buyers want a polite out, they say no budget. core? Smile. Wish them well. And let them know youre here Thats the trap. And the only way out is clarity. If your teamwhen theyre ready to invest in real value. Your reputation is isnt 100% clear on whats core and whats complementary, theyllworth more than a quick winand your future depends on it.reach for that discount button the second things get tough.PLANT BREEDING SOFTWAREWhy Agriculture is the Worlds Most Important IndustryCHRISTOPHER LEONARD President, Agronomix Softwarechristopher.leonard@agronomix.comagronomix.comIN A PREVIOUS ARTICLE,I mentioned that a few years ago IQuinoa is an excellent example. It has been a staple food in gathered my staff together and asked them what they would like toSouth America for thousands of years, but in recent decades has boast about five years from now, and they told me they wanted tobecame a fad in North America. As a result, the cultural group be able to say that we helped end world hunger. I took that to heart. for which it has long been vital could no longer afford to buy it. I truly believe that agriculture is the worlds most importantFortunately, advances in breeding methods have turned that industry. And yes, I realize everyone says the same thing aboutaround and quinoa can now be grown in North America, decreas-their sector, but what puts agriculture at the top of the list is theing the pressure on South Americas domestic food supply.simple fact that we feed the world and through our efforts canAs an industry, we also need to come to grips with food end starvation on a global scale. I cannot think of a better indus- wastage. In the United States alone, its estimated that between try to be in.30 and 40 percent of the food supply goes to waste. Thats an Feeding the world starts with us. At Agronomix, we go toextraordinary figure, and its incumbent on the industry to find work every day with the goal of helping our clients ensure thatways to significantly reduce that wastage. every single person on this planet, regardless of where they areWere doing our part to help. Breeders around the world are located around the globe, has access to nutritious food thatsusing Genovix software to analyze and manage their data so they produced sustainably, benefiting both the environment andcan develop crops that perform better in a variety of locations future generations.and diverse climates while increasing yields. By enabling clients Im also keenly aware that what we do in the seed industryto make better breeding decisions, our software helps them to now will have a knock-on effect over the long-term, so we needbring new varieties to market quicker and stay there longer. to proceed in a way that addresses global inequalities such asIts these kinds of advances that move us closer to living in a trends that prevent a cultural group from having access to theirworld where starvation is a thing of the past.traditional foods.SEPTEMBER 2025SEEDWORLD.COM /33'