It’s no secret that farmers buy many crop inputs based on agronomists’ recommendations. They trust these experts to suggest helpful products that optimize yields and improve the health of their land.
Even so, farmers don’t always buy every product on the table – especially if it’s new or unfamiliar.
For one major ag retailer, this adoption hurdle was hampering sales for a key product bundle. The task at hand: find a way to inspire more confidence in each product recommendation and tip the scales toward a full-bundle purchase.
The retailer had a hunch that warranties could help achieve this goal – and its leadership team turned to Growers Edge for support. In this piece: the full story of our partnership and the dramatic sales boost that’s resulted.
The Challenge: Get Farmers to Buy Products Across 4 Segments
Wheat Yield Stack – this retailer’s bundle of yield-maximizing products – included four key segments:
- Seeds.
- Two types of chemical weed control treatments.
- A premium foliar treatment.
But in analyzing farmers’ buying habits, the retailer found that many were only purchasing one or two product recommendations – and very few farmers were going all in on the full lineup. What’s more, many were buying a more standard foliar treatment instead of the recommended premium product.
Just as importantly, these findings meant farmers didn’t have everything they needed to boost wheat yields. After all, the bundle wasn’t put together at random: it was intentionally designed to help farmers in a specific situation maximize wheat yields.
The Solution: A Warranty Program Designed to Inspire Confidence in Product Recommendations
To spur adoption for its full Wheat Yield Stack, the ag retailer considered a creative approach: backing the product bundle with Growers Edge’s Crop Plan Warranty. By sharing the financial risk of trying these products, the retailer could encourage more farmers to take the leap.
Of course, the warranty was only one part of each sales conversation. The real centerpiece remained expert product recommendations. With Growers Edge’s support, the sales team worked with agronomists to emphasize how the Wheat Yield Stack would benefit each farmer’s land and crops – and position the warranty as simply another layer of assurance.
This approach was crucial for building trust with farmers. Baked into the process was an understanding that Wheat Yield Stack wasn’t a solution for everyone. But when it aligned with a farmer’s needs, the right conversation – paired with a warranty – could tip the scales toward a full-bundle purchase.
The Result: 180+% More Product Sales Fueled by Trust
This retailer’s warranty-backed bundle launched in Winter 2023. Since then, it’s driven impressive results across all product segments. Comparing farmers’ purchases in 2023 (pre-warranty) to 2024 (warranty included), the retailer saw…
- 185 percent more seed purchases.
- 194 percent more weed control product sales.
But there’s more to the story. According to farmers, Wheat Yield Stack has delivered on its promise to maximize farmers’ yields. One of the most vocal advocates: a farmer who said the warranty convinced him to embrace the full bundle. The effect on his crops was so strong that he went on to win a local yield contest.
Without the confidence that Crop Plan Warranty provided, this farmer might not have sprung for the full lineup of products. His story shows that warranties can do more than increase sales: they can encourage farmers to make decisions that have a transformative impact on their operation.
Help Farmers Make the Leap
Given these results, the retailer plans to continue using Crop Plan Warranty and expand to new types of crop inputs. What it’s seeing so far: a replicable model for encouraging comprehensive adoption across product lines.