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Farmers Creed, "Never Eat the Seed Corn"

IStock-178727964It is that time of the year, at the mid-way point for many companies, when the c-level is in a panic.  The forecast is off and the year already seems shot.   It's at this time that the c-level cuts back on the demand generation budget, fires a few marketing people, hamstrings the salespeople by cutting travel and even fire a few salespeople.  Their defeatist attitude says its time to eat the seed corn.  Seed corn is the good quality ears or kernels of corn that are used as seed for the new crop. 

Why it Matters

“What are you made of? Will you huddle in a corner eating your seed corn because of your poor performance and fears or will you plant?  Will you grow by adding revenue producers or die back and shrivel?  The choice is yours.”

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Every company has two classes of employees, those who make products and those who bring in revenue by marketing and selling.  

The employees you cannot do without under any circumstances are the sales and marketing people. Marketing and salespeople are your seed corn; they produce revenue and profits.

Yes,  marketing people are included in the definition. Marketing people that create demand and prove the ROI for the wealth they produce are seed corn.  Salespeople that pursue and close deals and are also the seed corn.  You can’t destroy them and expect to survive and grow in the coming year.

 At any time in your company’s existence it must support and encourage the people who create revenue. You must hire and keep the best sales and marketing people you can afford because you cannot afford to do anything else. 

Yes, a company can weed the garden and get rid of the "C and D players" and replace them with "A Players, " but you cannot under any circumstances reduce your sales and marketing workforce or their budgets.  As Henry Ford  said, “A man who stops advertising to save money is like a man who stops a clock to save time.”

Why it's Important 

"Losers lose because of their timidity and fear; their customers smell fear and destroy them by not buying." 

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When the chips are down, winners find a way to keep on winning. Losers lose because of their timidity and fear; their customers smell fear and destroy them by not buying.   

So, I ask you, what are you made of? Will you huddle in a corner eating your seed corn because of your poor performance and fears or will you plant?  Will you grow by adding revenue producers or die back and shrivel?  Will you make other companies shrivel for their timid response.The choice is yours.

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