On Wednesday I attended the No-Till on the Plains Whirlwind No-Till Expo. I was very impressed with Bud Davis’s rainfall simulator and soil quality presentation. He demonstrated the importance of great soil quality and how making changes to improve soil quality increases yields.

Last week I attended a University of Nebraska agronomy training. It was a 2-day extensive crop diagnostic training. The staff at UNL does a great job of technically covering topics that are current and promoting sustainable agriculture and reducing the environmental impact of agriculture.

While Bud’s program showed what the upcomming topics could do for them, the guys at UNL failed to show about 200 agronomists that sustainable, environmentally friendly agriculture could be profitable for their clients. The University failed to show the positive economic impact of improving soil quality.

Many techniques to improve soil quality require time, and expense to implement as well as a change in practices. Most people do not like change. Show them that those changes will positively impact their bottom line, while not changing adversely affects it and the level of adoption will increase.

This idea goes for what ever you are selling; whether it’s conservation, feed, seed, or tractors. Don’t assume that your customer will understand that using your product will make their life better. Explain what's in it for them!

Most agronomists are hired to help their clients improve yield for next year (the farmers want), not to improve soil quality for the next generation (the universities want). Do a better job of showing that conservation can improve yields next year and adoption of conservation techniques would increase.