One of our Farm Star Sales Agent selling Evergrow Organic Fertilizer
We are excited to share with the VIA Water community that the recent changes Sanergy has made to the sales process for Evergrow Organic Fertilizer -- with support from VIA Water -- have been yielding positive results and exciting growth, especially for our customers running small-scale farms (single decision makers farming fewer than 20 acres).
As part of our program supported by VIA Water, we have been working with Whitten & Roy Partnership, a sales consultancy, to revamp our direct sales approach and provide strong technical customer service. Based on our work with them, we have adopted a problem-driven sales method and other best sales practices. We have developed a structured approach for all sales activities, including sales presentations, follow-ups, and after-sale visits. This has translated into steadily increasing sales: in May, we sold just over 12 metric tons of Evergrow Organic Fertilizer to small-scale farmers; in October, we sold over 33 metric tons.
In addition, we work with farmers throughout their crop cycle to ensure that their experience with Evergrow and the crop generally is successful. By visiting farmers 4-5 times after their purchase, we help them track the results they are getting with Evergrow and address any challenges they face along the way. As a result, our customers are extremely satisfied with our service, and our repeat sales have increased from 26% of small-scale customers in May to 74% of small-scale customers in October.
According to a lean data study recently conducted by Acumen, 96% of our customers are very satisfied with their interactions with us. Specifically, 53% of customers appreciated sales associates’ clear explanations of the product: “I do not feel like [using Evergrow Organic Fertilizer] is a risk because the salesman was open enough to tell me the whole truth about fertilizer,” one customer said. In addition, 46% of customers noted their satisfaction with the communication skills and follow-up from sales associates.
In recent months, we have opened field warehouses in Isiolo and Chuka in which to store product, and we will soon be opening two more in Mwea and Kimana. These warehouses help us serve customers more efficiently, limit driving time for the sales representatives, and reduce the cost of delivery.
In the coming months, we expect to see ongoing growth in sales and especially repeated sales to our small-scale farmer customers. We have already started building relationships with local agriculture supply shops and lead farmers who resell our product in their areas.
Thanks to the support from VIA Water, we have been able to improve our methods for direct sales, and we are constantly improving on the service we offer our customers. As we learn more from these experiments, we plan to scale up successful partnerships, continuing to work closer with farmers for successful seasons and we look forward to providing future updates on how our sales progress.