I have noticed in dairygoat publications and some articles on selling home business products that the producer is exhorted to "be professional". My question is, what exactly does this entail? For those of you who are successful in selling your products, do you act professional, and does it make a difference for you? I like to talk a lot about the goats when a prospective buyer comes to see them, and tell the buyers honestly of the reasons I have for selling the goats in question. If an animal has a fault, I'd rather have them know about it before they buy, not feel like they were taken advantage of. I've noticed that the buyer can be very attracted to an animal and be on the verge of buying it, and then after I tell about the few faults the animal has, they are no longer interested. Is this unprofessional? Should I just keep my mouth shut? I have a friend who is VERY professional about her goats. When I buy a goat from her she does not usually tell me if I am making the best choice of a group to be sold. I don't really like this, I'd rather know enough to make the best choice.

How do you market your products professionally? Do you have business cards and well made flyers? How do you price your products? I would be interested in any other home business hints you might have.

-- Rebekah (daniel1@itss.net), February 12, 2001

Answers

Hi Rebekah, When I am marketing my animals, I am like you. I still believe honesty is the very best policy. I do have business cards, and also run ads in our goat publications if I have something special to sell. I would classify my goats that I was selling as, possible show quality, market, dairy qualities but some error that wouldn't make for top show, etc. and price accordingly. I know that many people will say if it shows well, it is a top animal and why sell something that doesn't show. I have found that some of my top producers lacked some quality that certain judges looked for, but I also had one line that threw top winners in market classes and the 4-h kids loved them. (that was before boers have pretty well taken over the market classes) My idea of professional is honest, open and helpful. It makes for return customers, which is what I am after.

-- diane (gardiacaprines@yahoo.com), February 12, 2001.

I think honesty is paramount, whether you are professional or amateur. My idea of professional is as follows: Keep records, have them at hand to show the buyer. Don't say, uh, I haven't registered her yet, but she is eligible. Keep records of medication and vaccinations, have them available. Know what other comparable animals are going for, and don't try to hedge or lie about it. Keep the place clean and don't require that buyers wade through mud and manure or past slobbering dogs or other livestock. Be prepared to write a receipt, either out of a receipt book or on paper with your letterhead or an address label on it. Know your animals and their backgrounds. When I was looking for a dog, I was so frustrated by people who would say yup, he's got 20 (30, 40) champions in his background, but couldn't name 'em or how far back they were. Know your stuff. If you're selling non-animal products, have a clean area, pleasant display, and have things priced! Know ahead of time and make up a price list that you can hand to your customer. I can't tell you how many times I've just walked away from someone who doesn't know squat about the thing he's wanting me to buy! As for full disclosure on something, be fair and be honest to yourself. Yes, her udder isn't as nice as the other doe, but she's an easy keeper and a better mother. You get the idea. My husband says I have a Bull**** meter that is ultra-sensitive because when I'm getting ready to buy something (usually an animal)I don't put up with any. I also try to return the favor. Last week I sold some young pullets that are ready to lay. I was totally honest that it could be anywhere from a week to a month or 6 weeks before they see the first egg. The pullets were nice, I practically gave them away, and I'm sure the customers were happy. I can sleep at night. And another thing, if you are professional about how you handle yourself, chances are the folks will come back. The customer knows a class act when he sees it.

-- melina b. (goatgalmjb1@hotmail.com), February 12, 2001.

I think you are speaking of ethics, and this is definitely part of being "professional." By disclosing information about your goats, you are being honest, which is an ethical manner to conduct business.

-- amy (acook@in4web.com), February 12, 2001.

We consider our presentation of our product (breeding stock) to be "professional".

Buyers have an appointment (date, time). Everything in the barn is tip top. (No fancy facilities - but, clean, well bedded, no clutter)

Records are right there with us to refer to. Articulate the breed and our program pleasantly and as thoroughly as the customer seems to want you to go into it.

Give them all the time they need. Help them make their selections based on what clues they give us as to their plans. Make their selections for them if they ask you to. Have their information packet and management program ready for them if they purchase.

Many of our buyers are overnighters, having traveled long distances. We always invite them to stay over when we make their appointment. (we have a little guest house). Some do and some opt for the chain motel 17 miles away.

We always have them for a meal if their visit falls at a meal time. We always invite them in for coffee and a snack if their timetable permits them. (Some are on too tight of a schedule.) We offer sincerely and do not pressure them to come in or stay.

We always show the livestock as if we are talking to real, viable buyers - no matter how they appear or what they look like. (What does that mean? -- Many times we have shown the livestock as what we would call "a courtesy". We were that sure that the visitor - from their appearance - could not buy ANYTHING. Only to have them open the wallet and count out the hundred dollar bills. Never prejudge. You never know who your buyer is. Their clothes, their grooming, the rig they are pulling - mean nothing.) We treat them all the same - like they are welcomed guests and serious buyers.

Only top animals offered for sale. (That way, there are no negatives to inform customers about.) (Anything that is not excellent, should be put in the commercial flock/herd. That means animals that are ok, but not perfect enough to be offered as breeding stock. Things to fault animals on - that makes them unacceptable to be offered as breeding stock would be conformation, disposition, performance, quality, background. We might be willing to work with their less than perfect potential in our commercial flock/herd, but you can't offer them as breeding stock.)

We articulate clearly what the guarantee will be. (That means we won't be replacing the one that drowns in the water tank or the one that gets killed on the railroad track or hangs himself in the gate- yes, make that clear or you will get those calls because they think they have lifetime warrantees that include getting struck by lightning. You meet a lot of loonies.)

Present yourself as the warm, caring proffessional that you are and offer only "breeding stock quality" animals and the rest will take care of itself.

-- homestead2 (homestead@localnetplus.com), February 12, 2001.

I'd like to second something homestead2 said. Appearance means not diddly when it comes to possible buyers. My Grandpa drove a beat up old brown chevy truck(farm truck). He always wore faded wranglers, a blue dickie type shirt and a cowboy hat with a bit of cow manure on it. Looked like he didn't have 2 nickels to rub together. He normally carried several thousand dollars cash on him at any given time! He was always making large purchases for the farm(tractor parts mostly). Most of the folks in the area knew him and didn't think anything about how he looked...afterall he worked on a ranch! It was really funny when he dealt with someone not from around there. I've also got some sales experience. We sold bathroom and kitchen products at trades days(once a month sales). I saw time after time that the folks that dressed and looked like they had money usually didn't buy anything. I actually got to where I gave a better sales pitch to the more average to poor looking folks! As for professional ethics. Lying or at least not revealing the truth to a customer may get them to buy the first time but they sure won't be back. Repeat customers are your bread and butter. It doesn't take long for you to get a reputation as not being a good person to buy from. Word of mouth is a powerful thing. However you shouldn't nit-pick your product/animal to death either. Point out large flaws or explain simply why you are selling....emphasize the positive too. If your animal is reasonably priced (fair market value for the quality of critter) most people will go ahead and buy and they will be grateful for your honesty.

-- Amanda in Mo (aseley@townsqr.com), February 12, 2001.

Actually Rebekah, you sound much more professional in your approach than your friend, who isn't really your friend if she is not helping you with your choices.

I have business cards, a sales list, and I price very honestly what the animal is worth to me. All animals are either already registered or have their puppy papers filled out. Catch me without an appointment than you may see fresh kids without papers or their identification, but rarely. A doe who freshens with an udder I can't use in the show string now, before it was also a doe who didn't produce enough milk or a long enough lactation, is sold for a family milker. I sell them for 200$, because basically this is what they are worth. I am very honest in that the doe is being sold because so and so has more points to her udder than the one who is for sale. It is much harder when it comes to kids, and folks who simply don't understand that the cute spotted Nubian isn't for sale for 750$ because of her spots, its because her dam is a champion with 6 other daughters who are champions. Now the plain brown doe can be had for 200$ not because she is plain brown, but because she is narrower than her sister, or perhaps has a slope to the rump that I don't like (the actual hardest fault I have had the dickens loosing) I can usually make a sale if I can get the person to my farm. I keep everything nice and tidy, and though I do have a nice dairy barn, I also have other barns out in the woods that I have folks visit, so they can get lots of good ideas on different types of buildings. My biggest problem is trying not to overwhelm with to much information, and I do have a herd health management sheet I give out. I spell out in writing exactly my guarantee which is 30 days from the day of the sale here at the farm. I also spell out my thoughts on CAE, so if you are uneasy about my thoughts from the very beginning, you simply can choose not to buy from me. I also don't guarnatee animals that do not carry my herd name, since I do resale (broker) so much stock. I also take time to sit at the table in the dinning room (with the folks stratigically placed to look at my trophy table :) with paper and pencil to answer any questions that they are confused about. I try to give everybody copies of Jeffers catalogs, Hoegers, Pipestone, and at least a Dairy Goat Journal or UNC. Also applications to join ADGA. I also give folks photos of their animals ancestors, and show them how to check tattoo's and weigh the goats. When the herd was much larger I really felt folks out as to what exactly they were looking for, pawning some folks off on others with different stock, you simply can't milk full time, show, and raise all your kids, and have a family, and let folks waste your time. I also have a good friend who's card I give out, who does herd health, trimming feet, worming, vaccinating etc.....this takes a huge burden off of me in having to do lots of after sale helping. I do keep very close tabs on my 4H kids. The very best thing you can ever do for your business is to sell a kid animals for 4H and open youth shows, and then have them win (exactly what happened to us this last weekend, grand and reserve) the very best word of mouth is a 4H group and their moms!

I have become very good friends with some of my customers, my bucks spend off hours at their farms, if they feed them, trim their feet and worm them, I let them use them for free. My older buck Essential is right now at a Countrysiders home north of me. She also has a few of my older does, including Scarlett, the biggest Nubian I have ever seen with an attitude to match, and when the owner complains to me about her, she always quickly adds, Vicki warned me!!! :)

So just like everything in goats, everyone does things differently. But in this side of dairy goats, it actually is a very small world. All you have is your reputation, lose that, and you simply loose sales. Vicki

-- Vicki McGaugh TX (vickilonesomedoe@hotmail.com), February 12, 2001.

"Being professional" to me,means being honest with customers.Having a tidy barn.Having papers and tatoos in order.Written health guarantee if it's wanted by the customer.Repeat customers usually know they don't need one.Since I am not raising "show"goats,I don't feel the need to point out every little defect in conformation.I do show customers the mothers of kids they are interested in and the buck if he is here at the time.(I share bucks with two other small herds)That is the only chink in my "closed herd" armor. Maybe putting on a clean tee shirt could be considered part of being professional.:>)

-- JT Sessions (gone2seed@hotmail.com), February 12, 2001.

Annette Maze, Director for us here in District 6 (ADGA) and a well loved, loud mouthed :) judge of many years, wrote a great article for a boer goat magazine some years ago. One of her tips for new folks wanting to make money off of selling their boers, was very simple "Pick up the dead bodys laying around" Seriously! Vicki

-- Vicki McGaugh TX (vickilonesomedoe@hotmail.com), February 12, 2001.

Well, you all have some good ideas. My barn isn't very nice looking, in fact it looks like it will be falling down in a year or two! But it still bugs me when a buyer looks at the does for sale and then asks me why are they so expensive? When the price is $75.00 for a milking doe!

The reason I asked about this is that I have a lead for a gourmet chef who wants to buy goat cheese, goats for meat, and quite possibly fresh good quality vegetables, too. I've never been good at selling anything, and don't want to screw this chance up!

I don't badmouth the goats for sale a lot, but they always ask why I am selling this doe and not that one. I tell them that this one gives only 3 qts a day at the most, and her udder is not show quality, but she is gentle and friendly and would make a nice homestead milker for someone who doesn't need 2 gallons of milk a day. That I have way too many goats and someone has to go! I send the culls to the auction, but I really hate having to send a doe like this there just because I lack a good sales pitch.

-- Rebekah (daniel1@itss.net), February 12, 2001.

Rebekah, I'd say that everyone else has given you great advice. Being professional means doing all you can, within reason, to make your customers happy and well-informed about your goats. Hubby and I have a successful firewood business and everyone calls us "very professional." Maybe it's because we ask (on the phone) how much wood they have left and move them up on the delivery list if they're totally out and wood's their only source of heat. Maybe it's because we insist that they stand there and "snoopervise" while we unload and stack their wood, not letting them help. Maybe it's because we stack it so tight that the stack will be standing two years from now. Maybe it's because we tell them that a true cord is 4'x4'x8', not the face cords (2'x4'x8') that everyone else sells as true cords. Maybe it's because we break out the tape measure if they have any questions of whether or not the stack is 128 square feet. I even found the gov't. info site in Pueblo, CO, and have printed out their definition of a true cord to give to customers. And when Kenny's in doubt about whether there's enough wood in someone's stack, he will put more on top. Because of this, we have had so much business that we no longer have to advertise anywhere ~ it's all repeat business and word of mouth now, good word of mouth. This, despite both Kenny and our hand having long hair, sometimes being not-so-clean-shaven and sometimes showing up dusty and dirty from cutting wood. Though appearances matter to a point, being professional isn't so much your looks as it is your actions.

Vicki, Annette Maze is my neighbor! Literally, I live about two miles from her and have all my life. She's a nut, isn't she? You hit the nail right on the head when you said she was loudmouthed. ;-) When you walk in the door at any fire hall fundraiser or other get-together, you know right away whether or not she's there. And the wisecracks! When someone asked if she was jealous of Tootie (Everett) dancing with a younger, pretty blonde woman, she replied, "Hell, no! She's just getting him primed for when we get home. If anything I'm grateful ~ I don't have to do it." She's a nut, but also has a big heart. After my father died unexpectedly, she kept calling Mom for months, inviting her out, until Mom finally gave in (Well, a few threats from Annette about dragging her out in her nightdress helped.). Annette pulled her out of the deep depression she was in, thank God. What a gal.

-- Wingnut (wingnut@moment.net), February 13, 2001.

That's wonderful Wingnut! My favorite story about Annette is when my oldest daughter was in Showmanship. The goats were in a side by side line, and she with "her" disgust walked over the the mike and told the kids, to look at her butt, than look how close you have your does lined up, "Do you think this butt can fit thought their?" We rolled! She is judging a youth show (about the only shows she will judge in Texas, and I certainly don't blame her!) March 10th in Bryan, Texas. I am show secretary, that poor show! It's wonderful seeing her, and she is great with the kids! Vicki

-- Vicki McGaugh TX (vickilonesomedoe@hotmail.com), February 13, 2001.

Hi Rebekah, As you can see by the responses, there are many "levels" of professionalism. I have been thinking about this since you asked the question, I think it is a good question. Over the years I have dealt with all different kinds, some like your "freind" some like Vicki, etc. The one thing I decided was that if their object was to promote the dairy goat and not themselves or their own special interest, herd or product, it showed. I tryed to price my animals fairly and represent them fairly. My breeding objective was to produce a very sound, heathy milk goat that produced good tasting milk in good amounts. That I was able to breed a couple of champions was just luck. Record keeping, cleanliness etc. are important, but providing service is the key to selling as far as I am concerned. I priced my products, cheese, milk etc. based on what people would pay in the grocery store, except in a few incidences when I knew families needed it for infants and they were poor. If you can get involved in the 4-H around you in a helping way, you will be surprised at the business that comes your way. I sure was, it was more than I could handle. I gave cheese making demos to 4-H clubs, and provide lots of samples. Didn't have enough milk to make as much as people wanted. Clean, friendly, honest service. I have a tackle box ready at all times and will go help someone who is having problems with kidding etc. I think you get the drift. I can tell by the answers that you give others that you will do just fine. Good Luck and God Bless. - diane

-- diane (gardiacaprines@yahoo.com), February 13, 2001.

Hi Rebekah, is the Chef you are going to sell to, coming out to your place to purchase the cheese, meat & veggies? Reason I ask, is my husband is a Chef and he buys from some individuals, but they usually stop by the restaurant. If you're going to go see him to sell your products, let me know, and I'll ask Dave what he looks for. Also, what kind of business? In other words, is it a large, really busy restaurant or a small specialty place? Dave has worked in both type places and the amount of spare time he had in each varied greatly. For instance, when he was the Chef at a larger restaurant, he bought most of his food from a large food distributor, that only delivered twice aweek. But he always would buy some from a Gourmet food distributor because he liked the owner, if he had a really busy night and would run out of an item, he could call the owner and the owner would personally bring the item to Dave that day. That personal touch meant alot to a busy Chef! It was one thing he could count on. Let me know some more details and I'll pick his brain.

-- Annie (mistletoe@earthlink.net), February 13, 2001.

He is from France, and does catering for movie sets all around the country, especially around L.A. I think that the goat meat would be mostly for him and his family. Apparently he throws parties where he serves alot of gourmet food, too.

-- Rebekah (daniel1@itss.net), February 13, 2001.

Hi Rebekah, Daves' expertise is with restaurants, so don't know if he could help much. Sounds like this Chef would be coming out to the house? Off the top of my head, and considering where he's from, I would push freshness of your products, and organic as much as possible. To the Europeans, when they think of American food, it's usually thought of as fast, not so good, and chemicals. I have heard that most European people spend alot more of their salaries for food than we do. Most take what they eat, alot more seriously. It would probably be a good thing if he does come to the house, so he can see the pride you take in your products your selling him. Sounds like a great opportunity for you, Chefs' talk, and you might have a line at your door!

-- Annie (mistletoe@earthlink.net), February 18, 2001.

Professional (Webster): adj "participating for gain or livelihood in an activity or field of endeavor often engaged in by amateurs." "following a line of conduct as though it were a profession." noun "one that engages in a pursuit or activity professionally"

Profession: "a calling requiring specialized knowledge and often long and intensive academic preparation"

Some professions do not have academic opportunities available, but the equivalent is gained through experience and self study. "Professional" is usually a status conferred upon a person by his/her peers in the same field of practice.

-- Skip Walton (sundaycreek@gnrac.net), February 18, 2001.

I had some more thoughts to add to this. Sometimes I think it would be nice to offer a 'Beginner's Package', kind of like a starter kit in goats. It would include a book such as Raising Milk Goats the Modern Way or Goatkeeping 101, maybe some flyers with basic questions and answers, a list of local goat breeders, maybe a bale of hay and some grain to transition the goat gradually, and of course a gentle, easy to work with milker well suited to beginners. For a kid goat it would include whatever the kid is eating, the book and flyers, some bottles with nipples, etc.

OK, maybe it sounds a little far fetched, but I get so tired of people buying goats and knowing very little about them. Why didn't the breeder teach them? Or at least tell them the basics of what the goat needed, and give them numbers to call if they need help?

I would love to have a well manicured farm, perfect business cards, and a spiffy appearance and sales talk. But I really think that the above would be more helpful for the buyers. Where we live, nearly everyone has either owned a goat at some time or still does. I have been fascinated by why anyone, having owned a goat, would not still have it- and many more! It usually boils down to a total lack of fencing and ensuing probelms, and the notion that goats are a species that thrives on neglect. In other words, the people did not know enough about the animals they bought. Why would someone sell goats to a party that knew nothing about them?

I would like to hear some input on this, it would relate to any animal, not just goats

-- Rebekah (daniel1@itss.net), February 04, 2002.

Regardless of what you sell from your home or homestead, think of what is important to you when you are a customer.

Would you like to see a clean barn, that is well constructed (not necessarily new, but well-kept)? Then you need to do that.

Do you want the owner's small children around, even though they may be well-behaved (you never know what those little tape recorders will repeat an in front of whom, lol)? Be honest, not all of your customers will have children. Probably not, so those with children, even though they may be doing the home business gig to avoid child care costs may need to budget for some child care expenses, even if it consists of "hey, go to the skating rink or the movies for the afternoon". You can also arrange with a neighbor to babysit, but if not carefully arranged (and appreciated), the neighbor can feel taken advantage of.

I also think honesty is the best policy. I would rather be honest and lose one sale than be dishonest and lose a lot of future business.

-- GT (nospam@nospam.com), February 04, 2002.