In this episode of Selling in the Paddock, I’m joined by Jason Strong, long-time advocate for Australia’s red meat industry and a leader with deep experience across the entire supply chain — from butcher shops to boardrooms.

Jason and I dive into:

• Why selling red meat is about relationships, not just specs and science

• The emotional connection people have with food — and how to work with it

• How good sales reps balance office KPIs with real customer needs

• Lessons from Pfizer, cattle crushes, and $82 steaks

• The role of trust, storytelling, and staying grounded in your customer's world

• Why ag doesn’t need to shout louder — just connect better

Whether you're in livestock, hort, dairy or beyond, this conversation will challenge and inspire how you think about sales, trust, and building long-term value.

🎧 Tune in if you’ve ever thought:

“Why didn’t they buy from me?”
“How do I connect with farmers who already have options?”
“How do I make corporate targets feel human again?”

This one is jam-packed with insights, honesty, and a few belly laughs too.

🔗 CTA:
If you want to understand how strong your sales team really is — Take the Sales Team Strength Quiz here

Taking on a new sales patch? Whether you’re stepping into a new region, repping a fresh product, or launching your own business — this episode is for you.

In this solo episode, I dive into the real-world tactics that help you build credibility, earn trust, and create traction fast when you’re new to a territory. From shadowing and cold calls to leveraging warm leads and showing up consistently, I share what worked for me as a rep in vegetable seed sales — and later, when I launched my own coaching business from scratch.

You’ll hear:

• Why shadowing is underrated and powerful

• How to lean on past experience to gain trust faster

• The role of LinkedIn and field days in breaking new ground

• Tips to stay visible, add value, and avoid the “spray and pray” trap

• Why consistency > charisma every time

• How to structure your first few calls in a new area

• The mindset shift that helps you get out of your own way

Whether you’re a new rep, a seasoned salesperson expanding your patch, or a founder hitting fresh ground — this one’s packed with practical tools to take into the paddock.

🎧 Listen in and let me know your biggest takeaway!

👉 Want help breaking into a new territory or building your confidence in sales?
Book a free intro call with me here: https://calendly.com/georgiacoach/30min

Let’s map out where you are, what’s holding you back, and what you can do to sell with confidence — wherever you are.

Troy pulls back the curtain on what it really takes to lead, influence, and drive change in agriculture. We unpack:

• 🔄 Why the same issues are spoken in different languages between Canberra and the paddock—and how sales reps can bridge the gap

• 💬 The make-or-break role of language in building trust with farmers (ditch the jargon, keep it real)

• 🚀 Sales reps as the connectors and catalysts for innovation, resilience, and growth in ag

• 🔥 The cost of change—and how to take your customers on the journey, not just pitch the product

• 🧠 Listening as the ultimate leadership skill, both on-farm and in policy

• 💡 What we can learn from the Ag Career Start program and the future of talent in the ag industry

• ✅ And his number one tip for building authentic trust with farmers (spoiler: they have the best bullshit detectors around)

This episode is packed with practical takeaways for sales reps, managers, and ag professionals who want to sell smarter, lead better, and speak the language that actually lands.

🔗 Links & Resources:
→ Learn more about the Ag Career Start Program Home - AgCAREERSTART→ Connect with Troy and the NFF: nff.org.au
→ Let’s chat! DM me or head to curiousgeorgiacoaching.com for upcoming workshops, coaching and more.

Guest: Paul Roos

Host: Georgia Stormont

Paul Roos needs no introduction to AFL fans—premiership coach, elite player, and now leadership consultant and business owner. In this powerful conversation, Roosy joins Georgia to unpack the crossover between elite sport and business, especially in Agriculture, where teamwork, culture and resilience matter just as much as they do in footy.

From his early days at Fitzroy to coaching the Sydney Swans to a historic premiership win and reshaping the Melbourne Football Club, Paul shares what great leadership looks like, why self-awareness is a non-negotiable, and how we can better support young people, teams, and communities.

• ​What footy taught Paul about leadership, grit, and turning up even when it’s hard
• ​How elite coaches manage different personalities and keep teams accountable
• ​Why understanding your strengths (and your team’s) creates performance lift
• ​The importance of standards, systems, and authentic leadership in culture change
• ​How sport builds connection and why it matters in the modern workplace
• ​How parenting, coaching and leadership all overlap in influence and empathy

“Leadership is influence. And parenting is leadership.”“If the leaders don’t uphold the standards, no one else will.”“I’ve never met a perfect coach or CEO. But the best are self-aware and build great teams around them.”“Don’t let who you are get in the way of who you need to be.”

Register your interest in my upcoming Sales Workshop for the Ag Industry : https://www.curiousgeorgiacoaching.com/expression-of-interest-sales-workshop-melb-cbd

Other links from the show

• ​Paul Roos Official Website:https://performancebydesign.co/
• ​Prince to King Program – Youth Mentoring dylanrooscoaching.com

🎧 Listen to the full episode on your favourite platform:

• ​Spotify
• ​Apple Podcasts
• ​www.curiousgeorgiacoaching.com

Share it with a mate, follow Selling in the Paddock, and leave a review to help more people in Ag hear real, honest conversations about growth, grit, and sales that work.

Listen & Subscribe:💬 Love this episode?

In this episode of Selling in the Paddock, I chat with Kelli McDougall, Director at Agri Talent, about all things recruitment, leadership, and the often-overlooked art of selling yourself.

We dive into:

• Why selling isn’t a dirty word – especially when it comes to job hunting

• How to pitch yourself into a sales role (and what hiring managers are actually looking for)

• The biggest recruitment mistakes ag companies make

• Job design, hiring strategy, and the importance of working to your strengths

• The difference between skills and strengths – and why knowing yours changes everything

• How to avoid a race to the bottom on price (in both sales and recruitment!)

• What good leaders do differently — and why it matters now more than ever

Whether you’re in a role, looking for a role, or trying to fill one, there’s something here for you.

🔗 Connect with Kelli McDougall and learn more at agritalent.com.au

🎧 Like what you hear? Follow the show, leave a review, and tag someone who’d love this episode.

Building Connections in Agricultural Sales with Jimmy BlaineIn this episode of 'Selling in the Paddock,' we talk with Jimmy Blaine, a rural property and livestock agent from Northern NSW. Jimmy discusses his diverse background, from managing cattle farms and driving trucks to working on drill rigs, and how these experiences have equipped him with essential skills for his current role. The conversation covers strategies for building rapport with clients, the importance of understanding industry-specific language, and the value of resilience in sales. They also explore the interplay between selling livestock and rural property, offering practical advice for those looking to improve their selling techniques in the agricultural sector.

In this bonus episode of Selling in the Paddock, we're diving headfirst into one of the toughest parts of the sales game — rejection. Whether you’re selling seed, livestock, tech or training, rejection stings — especially when it feels personal.

I open up about:

• The difference between rejection when selling a product vs. selling yourself (as a service)

• A recent ‘no’ that hit hard and what I learned from it

• How to reframe rejection as feedback, not failure

• Practical tactics to bounce back when your sales tank (and your confidence) is running on empty

• Why rejection might just mean “not now”, not “not ever”

This one’s honest, unfiltered and all-too-relatable. Whether you're new to sales or 20 years in, this episode is a reminder that rejection isn’t the end — it’s part of the process. And if you’ve got a good rejection story or a tip that helps you bounce back, I want to hear from you!

Keen to build your sales confidence and learn how to handle rejection like a pro?
Come along to my Open Sales Workshop in Melbourne this 10th July.
It’s designed for Ag reps from all corners of the industry — from horticulture to livestock and everything in between.

👉 Register your interest here: Expression of Interest - Sales Workshop Melb CBDLet’s get sharper, together.

In this special episode of Selling in the Paddock, Georgia welcomes her very first guest — Mark Allott, now Sales Manager for Agriculture across Australia & New Zealand for Kubota.

Mark shares his honest and inspiring journey — from a dairy farm in South Gippsland to leading one of the country’s largest ag machinery networks. Together, we unpack his experience with self-doubt, gutsy career leaps, the art of building deep customer trust, and why relationship > commission every single time.

What we cover:

• Why sales isn’t about being “salesy”

• What to do when you feel like an imposter

• Turning mistakes into multi-generational customer loyalty

• The power of post-sale follow-up that actually matters

• Why showing up for farmers as a partner (not a pushy rep) wins every time

If you’ve ever felt like you didn’t quite belong in sales, or wanted to hear what real leadership looks like in Ag — this is one not to miss.

To connect with Mark - check out his LinkedIn here: linkedin.com/in/mark-allott-18125099To find out more about Kubota's new machines check out their website here: Kubota Agriculture and Construction Equipment | Kubota Australia

In this episode of Selling in the Paddock, we're answering a real question from a listener: How do you get in front of farmers who say they’re too busy or just not interested right now? Whether they’ve never heard of you, like your product but won’t make time, or flat-out say no – we’re digging into how to build trust, show value, and get yourself on-farm.

From showing up at the local pub or footy club, to rolling up your sleeves and helping tag calves or fix fences – this one’s full of creative, gritty, and real-life ways to earn that first conversation. Because in Ag, trust isn’t built with a brochure – it’s built with presence.

Hey, I’m Georgia Stormont — Ag Sales Coach, keynote speaker, sales rep and podcast host.

Welcome to Selling in the Paddock — real sales conversations for the Ag industry.

This podcast is for sales reps, sales managers, and business owners who work in Ag and want to get better at selling — not in a pushy, polished, or corporate way — but in a way that actually works in the paddock, at the store, or sitting at a farmer’s kitchen table.

After 15 years selling in the industry, I know what it’s like to drive around with a Ute full of samples, trying to chase down a grower who’s always “too busy,” or convince a reseller to back your product when a competitor’s undercutting you by 10%.

In this show, we get into the guts of selling — things like handling objections, knowing your value, building strong relationships, closing the deal, and making sure your sales conversations stick.

You’ll get practical strategies you can use straight away, stories from the field, a few spicy takes, and interviews with people who really get Ag.

So, if you're out there doing the work — this one's for you.

Hit follow, chuck your earbuds in, and let's get into it.

Closing the sale is one of the most critical – and often most avoided – parts of the sales process. But in Ag, where relationships are long-term and buying decisions are well-considered, closing needs to feel confident, relevant, and in step with how your customer prefers to communicate.

In this episode, I unpack what closing really looks like in the Ag industry and why it’s not just about the final question – it’s about the lead-up. I walk you through different closing techniques (yes, with real examples you can use), the importance of finding the style that suits you – and how to adapt to the way your customer likes to be sold to.

We’ll talk:

• Timing your close with intention

• The difference between objections and a flat-out no

• Why discounting isn’t a closing strategy

• And how to build your own close style that actually gets commitment

Whether you’re new to sales or ready to sharpen your skills, this episode will help you move from pitching to closing with confidence.

Objections aren't roadblocks – they're buying signals in disguise.
In this episode of Selling in the Paddock, we unpack the difference between an objection and a hard “no” (yes, there is a difference) – and why learning to love objections is a game-changer in the ag sales world.

Whether you're selling fertiliser, seed, tech, or livestock services, objections are part of the gig. But how you respond to them? That’s what separates the high performers from the rest.

We’ll dive into:

• What an objection really means

• How to spot a no vs an Objection

• The 3 most common objections in ag sales – and how to handle them

• How to stay calm, curious, and in control when you're pushed back

In this episode of Selling in the Paddock, I’m joined by Tim Hoadley — former RDO Equipment Branch Manager and experienced ag sales rep — who brings a grounded, honest take on what it really takes to succeed in ag sales.

We dive into the good, the hard, and the deeply human parts of selling in regional and rural Australia. From cold calls and customer blow-ups, to backing your service team and staying real with your clients — this one’s packed with insight.

🎯 What we cover:

• Tim’s journey from growing up on-farm in Dalby to leading a branch team with RDO

• The lessons from running his own contracting business — and how that shaped his sales approach

• Why genuine relationships beat hard-sell tactics every time

• Handling mistakes, owning your part, and apologising with confidence

• What separates a solid rep from a standout one in Ag sales

• How service and parts teams are the real secret to multi-machine deals

• The power of active listening, building trust, and being honest about limitations

• Why no one expects reps to know everything — but they do expect them to care

💬 “The sales rep sells the first machine — but your service and parts team sell the next three.” – Tim Hoadley

🔗 Connect with Tim on LinkedIn: Tim Hoadley

🚜 Want to train your team to sell like this? Head to: www.curiousgeorgiacoaching.com

🎧 Listen now on Spotify, Apple Podcasts or wherever you tune in.

If this episode landed for you, flick me a message or leave a review — I’d love to hear what stood out.

When it comes to selling in agriculture, it’s not just what you say—it’s how you say it that makes the difference.

In this episode of Selling in the Paddock, I break down the four key communication styles—Visual, Auditory, Kinesthetic, and Audio Digital—and how understanding them can completely shift the way you connect with growers, stores, and your own sales team.

We explore:

• What each style looks and sounds like in the field

• Why using the wrong style can cost you trust (and the sale)

• How to tailor your pitch to each communication preference

• Real-life examples of how to adapt your style without feeling fake

• How this links to the work of Mihály Csíkszentmihályi, the Hungarian psychologist behind the concept of “flow”

Plus, I’ll share tips for spotting your own natural communication style—and how to flex it based on who you’re speaking to.

👉 Take the Communication Style Quiz (What's Your Communication Style? - Quiz to discover your own preference and start building better connections today.

Ever wonder why some sales conversations just click and others feel like pulling teeth? In this episode, we dive into DISC – a powerful tool for understanding communication styles and how to adapt your sales approach to match your customer. Whether you're a high-energy D, a detail-loving C, or selling to someone completely different to you, I’ll break down how knowing your style (and theirs) can fast-track trust, connection, and results.

Link to videos of DISC styles

D style - https://youtu.be/ThlkrBe42zs

I style - https://youtu.be/FAWRUelDrFg?si=FCuNZbh__rQ4-tcf

S style - https://youtu.be/Qg17KT2gtqI?si=bnsjZ5Fu5PdWqVr6

C style - https://youtu.be/ccBw74BP4oc?si=yQdHT3Xju9GlJdmy

We Don’t Switch Off: What Makes Ag Sales UniqueSelling in agriculture isn’t your average sales job. In this episode, I dive into what makes selling in ag different—from the lifestyle of living where you work, to the deeper relationships required to earn trust. I’ll unpack why grit, patience and timing matter more than polished pitches, and how understanding the heartbeat of the industry can make you a better rep, leader or coach.

Whether you're on the road, on the tools, or managing a team, this one will remind you why what you do matters—and how to do it better.

From paddock to playbook: Meet your Ag Sales Coach

Meet your host Georgia Stormont, she has 15 years' experience selling into the agricultural markets, she is now a business owner who helps train Ag sales teams to boost confidence in selling.

Here about the reason why she decided to create this podcast and topics that will be covered and guest that will come on.

In this episode of Selling in the Paddock, I sit down with the legendary Jeremy Wood — better known online as The Hoof Cowboy — all the way from Idaho, USA.

Jeremy’s not just a hoof trimmer; he’s a storyteller, cow whisperer, and passionate advocate for the animals and farmers he serves. We talk hoof health, dairy cow comfort, and what sales reps can learn from tuning into stress, energy, and empathy — on the farm and in the paddock.

We cover:

• Jeremy’s wild entry into agriculture from the US military to hoof trimming

• Why hoof care is about more than maintenance — it’s a profit driver

• What cows can tell us about health, stress, and care through their hooves

• How Jeremy uses social media to bridge the trust gap between farmers and consumers

• Deep stories on resilience, connection, and why sales in ag is about more than just selling

💬 “Without agriculture, we don’t exist. If you’re going to enter this world — take it seriously. It matters.” – Jeremy Wood

This episode will make you laugh, tear up, and walk away with a whole new respect for dairy, cows, and what it really means to support farmers.

• Follow Jeremy on LinkedIn: Jeremy Wood | LinkedIn

• Watch his hoof trimming videos on Facebook: Facebook

🎧 Listen now on Spotify, Apple Podcasts, or wherever you get your pods.
👇 Got feedback or questions? Send me a DM or share your thoughts on LinkedIn!

In this episode of Selling in the Paddock, Georgia sits down with Nathan Jones, founder of Mood AI and emotional intelligence expert, to explore how understanding human emotions can transform the way we sell in agriculture.

Nathan brings a wealth of insight from his PhD in psychology, his experience as a former voiceover artist (yes, really!), and his latest work building a platform that helps people tune into how they feel at work – and why that matters in sales.

From decoding rejection and dealing with emotional "tunnels" to understanding the full colour spectrum of human connection, this episode dives deep into the emotional side of selling – and how it can be your greatest sales advantage.

Whether you're in the paddock, behind the wheel, or sitting in front of your CRM, this one’s for the humans behind the headset.

What we cover:

• Why all decisions (yes, even in Ag!) are emotional before they're logical

• How to shift the sales mindset from "pushy" to powerful connection

• The difference between empathy, sympathy, and compassion in a sales context

• Why rejection hurts and what to actually do with that feeling

• How to avoid becoming the “emotional doormat” in your client relationships

• Practical tips to bring more authenticity, curiosity, and emotional smarts into every pitch

• Why emotional flexibility is the real superpower in modern selling

• Using AI + EI (emotional intelligence) together for stronger relationships

Links & Resources:

• Connect with Nathan on LinkedIn: Nathan Jones

• Learn more about Mood AI

• Watch: Brené Brown on Empathy

• Related episode: Reframing Rejection in Sales (coming soon!)

Like what you hear?
Follow Selling in the Paddock and leave a review to help more ag professionals sell with smarts, soul, and impact.

In this episode of Selling in the Paddock, Georgia sits down with long-time connection and commercial lead of Bayer Vegetables ANZ, Darren Wood. With roots in accounting and a deep career spanning from nursery sheds to the boardroom, Darren shares how his passion for agriculture, sharp financial acumen, and decades of real-world experience have shaped how he leads high-performing sales teams today.

Darren and Georgia explore:

• Darren’s unique journey from childhood on a carrot farm to leading one of the biggest vegetable seed teams in the country

• What sales reps can learn from a CFO’s mindset

• The dangers of obsolete seed and why forecasting is part art, part science

• How data, gut feel, and relationships work together in sales decision-making

• Why top reps earn the sale (and what NOT to do in the nursery)

• How to protect margin without defaulting to discounts

• What true customer value looks like (and why delivery in full, on time trumps price)

• Why strong culture beats short-term targets

• 3 key questions every seed business should ask before launching a new variety

Plus: an exciting sneak peek into what’s coming down the pipeline at Bayer, from purple stem baby broccoli to disease-resistant tomatoes and machine-harvestable broccoli.

If you’re in seed sales, leading a rural team, or want a fresh perspective on the commercial side of agriculture, this episode is packed with grounded wisdom, practical advice, and future-focused thinking.

Mentioned in this episode:

• Bayer Vegetables ANZ: Home | Bayer Australia/New Zealand

• Hort Connections Brisbane: Meet Darren and Georgia there

Follow & Share:Liked the episode? Don’t forget to follow Selling in the Paddock and share it with your ag sales mates.

This episode is raw, real, and straight from my kitchen table – bacon, eggs, and a side of humble pie.

Today, I'm sharing a sales muck-up that happened mid-psych appointment (yes, really) and what it reminded me about owning mistakes, handling pressure, and staying human in sales.

We often talk about wins – but we rarely talk about the messy moments, the emotional moments, and the “oh no, did that just happen?” ones. This is one of those.

🎯 You’ll hear:

• What happened when a seed order went wrong

• Why I set boundaries and still felt guilty

• How I turned a grower’s frustration into a respectful convo

• Why apologising properly matters more than you think

• The mental health practices I lean on as a business owner, coach, and mum

If you’ve ever had a moment where work and life collide… this one’s for you.

💬 Let’s make sales more human.
I help sales reps and teams in Ag own their voice, sell with confidence, and bounce back from the inevitable mistakes.
Want to chat about coaching for you or your team?

👉 Follow the podcast and book a discovery call here:

Book a 📞https://calendly.com/georgiacoach/30min

Follow the 🎙️ https://open.spotify.com/show/5WRDOTCEE6tR1Ml5lUi65Q?si=02c677a87fd34959
📩 Or send me a DM on LinkedIn – I’d love to connect.

This week on Selling in the Paddock, I sit down with the sharp, grounded, and all-round legend Rodney Dunn, now part of the team at Tenstar Simulation, where he’s helping shape the future of operator training across Ag, Construction, and Transport.

From a young bloke in a Blackwoods warehouse to 17+ years selling everything from ag machinery to education solutions, Rodney shares:

• 🚜 How he built a career in sales from scratch (and what actually matters on the ground)

• 👩‍🌾 Why ag is ripe for more women in boots – and how simulation training can be a game changer for confidence

• 🤝 The real difference between reps who win repeat business and those who don’t

• 📉 A lost sale that still irks him – and what you can learn from it

• 🎯 The hardest sales lesson he had to learn the long way: confidence is king

• 🧠 How memory (even if you have to “manufacture” it) can elevate your sales game

Whether you’re new to ag sales or 20 years deep, this one is full of practical wisdom, a few war stories, and some gold about where the industry is headed – especially when it comes to skills training, labour shortages, and the evolving customer.

💡 “Sales makes the first deal. Service wins the next.” – Rodney Dunn

Ever wondered what growers really think of ag sales reps?
In this refreshingly honest episode, I sit down with Brett South, a grain grower from Beaumont, WA (just outside Esperance), who runs a massive 6,000-hectare continuous cropping operation.

Brett brings a unique perspective to the mic—having worked both sides of the ag supply chain, including time in a CRT store, a trade as a diesel mechanic, and now leading his cropping business. He shares what works and what doesn't when it comes to sales reps showing up on-farm (and what makes them unforgettable—for better or worse).

We chat about:
✅ The real difference between good and bad reps
✅ Why connection and courtesy matter more than the pitch
✅ Building trust in long-term grower–rep relationships
✅ The power of showing up, asking questions, and giving a stuff
✅ Why reps who go the extra mile (literally) stand out
✅ Innovation Generation: A must-attend event for young farmers and ag professionals

This is a goldmine for sales reps, agribusiness pros, and anyone who wants to build stronger relationships in ag. Whether you're selling seed, spraying gear, machinery or animal health products, Brett’s insights will help you lift your game.

🎧 Listen in and learn what it really takes to earn a grower’s trust.
👉 Plus: We chat about Innovation Generation, a brilliant national event for young people in ag. Details in the links below.

🔗 Links & Mentions:
🎟️ Innovation Generation (GrainGrowers event): Innovation Generation🎙️ Follow Selling in the Paddock for more real conversations from the field.

Can introverts really thrive in sales? Are extroverts naturally better at selling? In this episode of Selling in the Paddock, we’re digging into one of the most common questions I get from coaching clients and listeners:

👉 “Does my personality type affect my ability to sell?”

Spoiler alert: it’s not about being the loudest or the most confident — it’s about understanding where you get your energy from and how to harness your strengths.

💬 I unpack:

• The real difference between introverts and extroverts (it's not just about being shy or loud)

• Why introverts often outperform in relationship-based sales

• How extroverts bring energy and momentum to conversations

• What both types can learn from each other

• How to recharge and sell in a way that suits your wiring

• Real-life stories from COVID lockdowns, client conversations, and events like Hort Connections

Whether you're a quiet achiever or a full-throttle extrovert, this episode will show you how to lean into your natural style — and close more sales while staying true to who you are.

🎯 Plus: I share insights into my upcoming Influential Sales Workshop on Thursday 10th July in Melbourne. If you want to build your confidence and sales skills in Ag, this is your sign to join us!

🔗Expression of Interest - Sales Workshop Melb CBD

This episode is a special one.

To mark Episode 50 of Selling in the Paddock — and nearly 12 months on air — I invited a very special guest onto the show… my mum, Sally Stormont.

At first glance, a primary school teacher and former newsagency worker might seem like an unlikely guest on a sales podcast. But as this conversation unfolds, it becomes clear: some of the most powerful selling lessons don’t come from sales training — they come from life.

In this episode, Mum and I unpack the quiet skills that sit underneath great sales conversations:

• Selling ideas instead of giving instructions

• Why listening matters more than being “right”

• How trust is built over time — with kids, customers, and adults alike

• What teaching, parenting, and customer service all have in common

• How calm, empathy, and preparation change difficult conversations

We talk about growing up in a family-run newsagency, where relationships mattered more than transactions. We explore what it really means when people say “the customer is always right” — and why it’s actually about listening, not submission.

We also go deeper into parenting:

• Navigating emotions with three kids

• The differences between eldest, middle, and youngest children

• How feeling heard, seen, and safe shapes behaviour

• Why connection always comes before influence

If you sell for a living, lead people, raise kids, or work with humans in any capacity — this episode will land.

It’s honest. It’s practical. And it’s a reminder that the best sales skills are deeply human ones.

• Why “selling the why” works better than telling people what to do

• How teachers sell curiosity, confidence, and belief

• What to do when emotions are high and conversations are hard

• The role of empathy in trust and influence

• Why listening is still the most underrated skill in sales

• Coffee order: Extra-hot skinny latte

• Music loves: Neil Diamond, ABBA, Fleetwood Mac, The Rolling Stones

• Currently watching: Landman and Shrinking

This one’s close to my heart.
I hope you enjoy it as much as I did.

🎧 Tune in now.

🔥 You’ll hear:☕ Rapid Fire with Sally:

In this episode of Selling in the Paddock, I’m joined by Jess Federow from Copper Creek Contracting in Central West NSW – a former primary school teacher turned rural contractor, systems thinker, and freshly minted Nuffield Scholar.

Jess and her partner Ross don’t just “put up fences”. They design whole-farm infrastructure that actually works in the real world – for people, livestock, seasons and the future of the business.

We dig into Jess’s winding path from:
Canberra kid ➝ NT station work ➝ primary school teacher ➝ DPI education ➝ rural contracting ➝ now shaping the future of farm design through her Nuffield research.

In this ripper chat, we cover:

• 🧠 Systems thinking in ag – why Jess struggled with a siloed ag degree, and how that “umbrella view” is now her superpower on-farm

• 🛠️ Copper Creek’s 5-part framework – Grow, Graze, Move, Handle, Feed – and how one missed “movement” detail exposed a blind spot (and led to a better method)

• 🚜 From “just build the fence” to solving the real problem – the questions Jess asks to get past “I need 500m of fence” and into what’s actually going on in the business

• 🤝 Building trust with clients – how she does it over the phone, when to lean in with ideas, and when to trust the farmer’s experience and simply execute

• 🧱 Values in business – why Jess and Ross refuse to sell projects they don’t believe in, and how they handle jobs where the “vibe” and values don’t align

• 📈 Measuring ROI on infrastructure – what Jess will be exploring through her Nuffield Scholarship and why infrastructure is an underrated lever for productivity, efficiency and resilience

• 🐴 Life outside work – getting back in the saddle after kids, riding with her daughter, and why the best pasture check is from the back of a horse

If you’re feeling overwhelmed about where to start with farm improvements, or you work in ag and want to think more holistically about your clients’ businesses, this episode will give you simple language, practical lenses, and a fresh way to see your farm as a whole system – not just a list of jobs.

👉 Connect with Jess & Copper Creek Contracting

In this episode of Selling in the Paddock, I’m joined by Dr Michael Lawrence, Program Manager of Animal Wellbeing at Meat & Livestock Australia (MLA).

Michael’s journey spans continents and careers — from a hands-on cattle vet in rural Australia and the UK (where he was part of the national response to the Foot and Mouth outbreak) to leading MLA’s animal wellbeing research portfolio.

We unpack:

• The balance between animal health, welfare, and biosecurity — and why they’re inseparable.

• The difference between discovery research and translational research, and how both shape the future of agriculture.

• What true animal wellbeing means, beyond compliance and into productivity, sustainability, and care.

• How communication and influence have evolved in the livestock industry — and what scientists, vets, and producers can all learn from each other.

• Why conflict and curiosity are vital ingredients for innovation and change.

This conversation is honest, curious, and full of insights on bridging science, people, and purpose in Australian agriculture.

📍 Listen now to learn how improving animal wellbeing drives better outcomes — for producers, animals, and the entire red meat industry.

Today we head west with Justin Haydock from West Coast Wool & Livestock. Justin breaks down how wool is classed (in plain English), why micron matters to price, what lice means for clips, and how transparency and follow-up win trust with sheep producers. We also dig into export realities (hello, China), the ebb and flow of supply, and why asking clients, “What do you expect from your broker?” has changed his results.

• Justin’s path: from ag school trainee to Melbourne auction rooms, then home to WA, buying into the business and mentoring younger reps.

• Wool 101 (made simple): micron = fibre diameter (fine vs broad); how classing lines work; staple strength, colour, tenderness, and what gets skirted out.

• Lice & loss-affected clips: practical treatment options (off-shears and long-wool) and how prevention protects value.

• Price & planning: setting expectations before shearing; using last year’s tests, season context and deciles to map a marketing plan.

• Relationship-first broking: be “next in line” without the hard sell; bring useful data if they want it—and leave it out if they don’t.

• Comms that actually land: when to phone vs text; group updates; personal calls for holders; documenting visits and always following up.

• Export reality check: most Australian wool is exported; China remains the dominant buyer, with structural reasons why.

• Industry change: why parts of wool are behind on tech, and the opportunity for younger brokers to lift traceability and grower portals.

• Ask this early: “What do you expect from your broker?” Clarifies success and avoids guessing.

• Match their style: analytics for the data-driven; straightforward summaries for the rest.

• Record → remind → follow up: every visit, every promise.

• Plan the sale window: agree triggers and options before the clip hits the floor.

• Treat early, protect value: factor lice/long-wool treatments against likely discounts.

Justin Haydock — Wool & Livestock, West Coast Wool & Livestock (WA). Auctioneer, broker and mentor, passionate about data-led advice, sustainability and long-term client relationships.

• Coffee: strong long black.

• TV: dabbles in true-crime/series when kid-time allows.

Want your team selling smarter (not louder)? Book Influential Sales or High-Performing Teams workshops tailored for ag. Links in the description.

If you enjoyed this, please follow, rate and review Selling in the Paddock—and share it with a teammate who lives in the shearing shed or the sales ute.

In this episode of Selling in the Paddock, Georgia chats with Andrew Morgan, CEO/Director at SFM and co-founder of Hydrowood, about building trust in sales, innovating under pressure, and how forestry intersects with carbon markets. From uni-bar lessons in reading the room to raising capital for an underwater-forestry barge on Tasmania’s wild west coast, Andrew covers the grit, trade-offs and persistence behind genuinely sustainable businesses.

• From Bernie to boards: Andrew’s path through plant science, consulting and asset management to leading SFM (≈50,000 ha under management).

• Hydrowood’s origin story: salvaging standing timber from hydro lakes; designing a 145-tonne self-propelled barge; why the wood emerges sound after decades underwater.

• Carbon + forestry, explained: how ACCUs change plantation cashflow (revenue from years 3–15 vs. waiting ~30 years), and why demand for high-integrity credits matters.

• Relationship-first selling: playing the long game (coffee, no immediate ask), advising prospects to seek independent advice, and earning trust before “the ask”.

• Working with government: show up with ideas and information, not just requests—so when you do ask, they listen.

• Innovation & risk: testing nothing until launch day; building “option value” into assets to mitigate downside; being tenacious when the chorus says “it won’t work”.

• Trade-offs over perfection: balancing sustainability with practicality—there are no perfect solutions, only trade-offs.

• Career advice for emerging leaders: get a mentor, back yourself, and don’t fear course-corrections when the market points to a better path.

• Trust compounds: invest early in relationships without pitching; credibility makes the later sale faster.

• De-risk innovation: design exits/secondary uses for new assets (plan B, C).

• Cashflow matters: carbon revenue can bridge the long forestry cycle—model it conservatively.

• Lead with value: bring insight to policymakers and customers; be the person they’re glad to see.

• Optimise, don’t idealise: decide explicitly which trade-offs you’ll accept, then execute.

• ACCUs (Australian Carbon Credit Units) and the safeguard mechanism (context for demand).

• TV: House of the Dragon (Andrew said “House of Guinness” 😄), A Killer Paradox / new Netflix thrillers.

• Gaming: Battlefield 6 (Andrew’s wind-down).

Andrew Morgan — CEO/Director, SFM; Co-founder, Hydrowood; forestry, carbon and nature-based solutions; based in Hobart, TAS.

If this helped you think differently about sales, sustainability and innovation, please follow, rate and review Selling in the Paddock—and share it with a teammate.

Ready to lift your team’s sales capability without the BS? Book Georgia for an Influential Sales workshop or High-Performing Teams program.

In this episode of Selling in the Paddock, Georgia sits down with New Zealander James Grafas to unpack how purpose-led governance and people-ownership are reshaping horticulture—especially in gold kiwifruit. James shares lessons from chairing boards across ag and tech, from large-scale orchard development to irrigation automation, and why clarity beats busyness every day of the week.

• From orchard summers to the boardroom: James’ path back to ag and why food, jobs and strong returns drew him home.

• How NZ’s kiwifruit model works: single-desk exports, demand growth and the real constraints (land and capital).

• The economics of development: why licences and capex now top $1m/ha—and how the returns stack up.

• Labour that lasts: hiring for preferences (outdoors, hands-on) and team fit over quick CV wins.

• People-ownership in practice: inviting staff to co-invest, creating genuine buy-in and retention.

• Purpose that performs: giving to community and paying top-quartile wages while delivering shareholder returns—no waste, no trade-offs.

• Eliminating waste through clarity: structure first (e.g., Business Excellence, Community leads), then continuous improvement.

• Governance that serves people and planet: risk appetite (debt, biosecurity, climate), opportunity scanning, and when boards should “overreach” on culture.

• Abundance vs scarcity in sales and growth: why generous businesses think bigger and execute better.

• Leading yourself: journalling, evaluated experience, OKRs, and helping your team win the week.

• Hire for fit (preferences + values) and train for skill.

• Offer ownership pathways to lift engagement and retention.

• Make purpose operational: assign clear owners; measure impact as hard as EBIT.

• Set risk guardrails (especially around debt); pause projects when conditions change.

• Create clarity at every level: 3–5 outcomes per quarter with clear success measures.

• Reflect, don’t just grind: “Only evaluated experience makes you wiser.”

• The Infinite Game — Simon Sinek

• Winners Take All — Anand Giridharadas

• Greenlights — Matthew McConaughey

• Shows: The Morning Show, Slow Horses, The Diplomat

James Grafas — Chair across ag and automation companies in the Bay of Plenty, New Zealand; governance adviser and community-builder.

If this episode helped you think differently about leadership in ag, please follow, rate and review the show.
Share it with a sales leader or grower who values purpose-driven performance.

Keen to sharpen your team’s sales and communication under real paddock conditions?

Book Georgia for an Influential Sales workshop or high-performing teams coaching:

Welcome back to another episode of Selling in the Paddock!Today, I’m joined by Celia Leverton, Chair of the Regenerative Agriculture Network, whose passion for sustainable farming and behaviour change is transforming the conversation around agriculture in Australia.

Celia shares her remarkable journey — from a young wool classer and ABC journalist to a farmer, permaculture advocate, and leader in regenerative agriculture. Through decades on the land, she’s seen firsthand what happens when we work with nature, not against it.

In this episode, we dive into:🌱 The evolution of regenerative agriculture — and how local, grassroots action in Tasmania has grown into a national network.🐄 Behaviour change and curiosity — why curiosity might be the real key to sustainable change on farms.💧 Practical examples of transformation — from water infiltration breakthroughs to “safe-to-fail” trials that build confidence in trying new systems.💬 Leadership and resilience — what Celia’s learned from decades in farming, parenting, and running a not-for-profit, and why owning your mistakes builds stronger relationships.🤝 Community and collaboration — how connecting farmers, educators, and policymakers is creating meaningful, lasting change.

Celia also opens up about burnout, perseverance, and the importance of leading with curiosity, humility, and evidence. Her story is raw, real, and incredibly inspiring for anyone passionate about the land and its people.

🔗 Connect with Celia & Learn More:

• ​Regenerative Agriculture Network
• ​Celia Leviton on LinkedIn

In this episode of Selling in the Paddock, Georgia crosses the Pacific (via LinkedIn!) to chat with fourth-generation Californian farmer and director of farming, Jason Gianelli, based in Bakersfield in the Central Valley—America’s “bread basket.” Jason oversees ~30,000 acres across multiple ranches supplying dairies with feed crops, and sits on several water and ag-tech boards, including the Water Blueprint for the San Joaquin Valley.

We dig into what it actually takes to keep a large family-run operation moving 365 days a year—managing silage harvests, water coming off dairies, shifting priorities when pumps fail or cattle get out—and how sales reps can genuinely serve growers without overpromising or preaching.

• Water reality in California: Allocations, groundwater regulation (SGMA), and why “flood” irrigation isn’t the villain many assume—it’s also groundwater recharge.

• Yield first, always: Why Jason budgets to hit yield, not chase price, and how that mindset shapes purchasing and risk.

• Tech that earns its keep: The ROI behind adopting speed-till discs (doubling daily acres with lower fuel burn), and a practical lens for sorting helpful tech from hype.

• Biologicals with proof: Two years of on-farm trials before buying; better nutrient uptake and heat-stress resilience beat glossy claims every time.

• How to sell to farmers (without getting bounced): Don’t overpromise, don’t blame the grower, and don’t “tell them how to farm.” Bring ranges, run trials, report honestly.

• Leading 25 people across multiple ranches: Fist bumps, clear feedback, and explaining the why to lift performance and trust.

• Sustainability without the spin: “If I’m still in business, I’m sustainable.” Profit funds progress—then we can talk systems change.

• Next-gen skills: Where ag-tech is going (autonomy, GPS, irrigation automation) and the training ecosystems needed so labour can keep pace.

• “You don’t work in hours—you work in acres.”

• “Under-promise, prove it in the paddock, then scale.”

• “Once you get the small things right, the big things take care of themselves.”

Sales reps, agronomists, and ag-tech founders wanting a clear, no-bullshit view of what resonates with large mixed operations—and how to build trust that leads to adoption.

• Connect with Jason Giannelli on LinkedIn: (link in comments/show notes)

• Water Blueprint for the San Joaquin Valley

• California SGMA (groundwater regulation)

• UC/extension-led ag-tech training initiatives

If you’re an ag rep or manager, share this with your team and pick one idea to trial this month—then tell us how it went. And if you’re new here, follow Selling in the Paddock and leave a rating so more people in ag find the show.

In this episode of Selling in the Paddock, Georgia sits down with Mark Rizkalla, negotiation consultant at Scotwork Australia, to unpack practical ways sales reps and leaders can negotiate without burning bridges. From moving beyond the “win/lose” mindset to deploying power collaboratively, Mark shares real-world tactics that help you protect margin, shorten deal cycles, and strengthen long-term relationships with growers, retailers, and internal stakeholders.

• Win-win in the real world: How to shift from an arm-wrestle to mutual gain (and why it lasts).

• Trade, don’t concede: The difference between empathy and sympathy — and how sympathy quietly erodes value.

• Power, used wisely: Finding your source of power (even when you feel under-gunned) and using it collaboratively.

• Preparation that pays: Defining your variables (price, volume, term, service, timing, payment) so you can trade, not cave.

• Internal negotiations: Why the toughest deals can be inside your own business — and how to navigate them.

• Questions that connect: Curiosity as the fastest path to rapport, clarity, and better outcomes.

• “People don’t value what comes too easily.” Tie every concession to a give-get.

• “Kids ask clearly and don’t accept the first ‘no’.” Be specific in your asks; treat “no” as the start of the conversation.

• “Power isn’t forcing a result — it’s getting the other side to give it to you gladly.”

00:00 Intro & why win-win beats win/lose
05:00 Trading vs discounting — protecting margin without losing the relationship
12:00 Preparing variables — what you can flex (and what you can’t)
18:00 Internal negotiations — legal, finance, competing priorities
26:00 Empathy ≠ sympathy — staying kind and commercial
34:00 Using power collaboratively
41:00 Practical farmer-rep examples you can use this week
48:00 Quick recap & next steps

Mark Rizkalla is a negotiation consultant with Scotwork Australia. After two decades in complex commercial roles — from hospital selling to national key accounts and commercial leadership — Mark now trains and advises organisations across sectors, including agriculture, to secure better deals and stronger relationships.

• Scotwork Australia — Negotiation training & advisory

• Selling in the Paddock — Subscribe for weekly episodes

• Curious Georgia Coaching — Website

In this episode of Selling in the Paddock, Georgia chats with Jonathan Leslie, GM Sales at Bunzl—a multinational distributor serving healthcare, hospitality, commercial cleaning and “process & industry,” including horticulture, abattoirs, food processing and logistics. Jonathan shares how a career that began in merchandising and veterinary pharmaceuticals led to leading national sales teams, and why the simplest (and hardest) sales truth still holds: actually care about your customer.

• Bunzl 101: Aggregating business essentials to simplify complex supply chains, with a strong focus on sustainability and compliance.

• Career arc: From Boehringer Ingelheim (NZ production animal focus) to poultry (Specialised Breeders Australia), veterinary pathology, and into distribution at Bunzl.

• Authenticity > tricks: The most impactful sales training lesson — caring about customer success beats any gimmick.

• Agriculture is different: Why owner-operators “never clock off,” pride matters, and emotions (and seasons) shape decisions.

• Trust under pressure: Front-foot communication during supply chain hiccups; owning mistakes strengthens relationships.

• The long game vs the monthly KPI: How to balance targets with relationships by progressing the next step (trial, partial order, technical visit) and managing deal velocity.

• Leading teams: Dialled-in sales process, recognising the moment to move from rapport to business, and coaching newer reps without turning them into clones.

• Humbling moments: Trying to copy someone else’s “leadership style” and why it fell flat.

• Advice for emerging leaders: Learn the whole business — finance, working capital, ROE — and ask for favours to build genuine internal networks.

• What’s next: AI’s impact on targeting, insights and how fast-moving teams will gain outsized advantage.

“The way to make customers think you care is to actually care about their success.”
“Be yourself. Customers spot ‘techniques’ a mile off.”
“Always move the interaction forward — even if it’s just one clear next step.”

• Bunzl (distribution across healthcare, hospitality, commercial cleaning, process & industry)

• TV: Slow Horses (Apple TV+)

• Book: George Orwell, Homage to Catalonia

• Also mentioned: Tulsa King, Yellowstone

• Coffee: Extra-shot flat white with full-cream milk (before 8am — one a day)

• Currently watching: Slow Horses

• Reading: Homage to Catalonia (Orwell)

• Enjoyed this chat? Follow/subscribe for more real sales conversations from the paddock to the boardroom.

• Take the Sales Team Strength Quiz to benchmark your team and get targeted next steps:

• Want Georgia to work with your team on communication, objection handling and closing? Enquire about Influential Sales workshops:

Hosted by Georgia Stormont — Ag Sales Coach, facilitator and MC. New episodes weekly.

In this solo episode, Georgia shares reflections from her recent South Australian onion loop — where she covers hundreds of kilometres across rural SA, building relationships and checking in with growers she doesn’t see every day.

She unpacks what it really takes to manage a sales territory you don’t live in — balancing presence, trust, and consistency from afar.

You’ll hear her insights on:

• Why presence isn’t about proximity — and how to stay visible between visits

• The power of planning ahead and giving growers plenty of notice

• How flexibility and patience turn challenges into opportunities

• Why “kitchen table time” matters more than the product pitch

• Managing time on the ground and getting the most out of every farm visit

• The importance of showing up even when things go wrong

• How to play the long game and build reputation over seasons

Georgia also shares real stories from the road — from chasing down trials in a borrowed ute to the simple power of a cuppa and conversation.

If you’ve ever managed a large or remote territory, or you’re trying to strengthen relationships when you can’t be everywhere at once — this one’s for you.

🎧 Tune in to hear why being visible isn’t about being everywhere — it’s about being intentional wherever you are.

Sales = service. Darren Mitchell (The Exceptional Sales Leader) joins me to unpack DISC in real sales conversations, why mentoring accelerates your career, and the paradox of urgency and patience in leadership. We dig into ethical selling, being memorable, and why most wins arrive after the 5th–12th value-led touchpoint.

• Darren’s podcast: The Exceptional Sales Leader – [add link]

• Darren on LinkedIn –

• DISC overview (listener resource) – [add link]

Make sure you follow Selling in the Paddock to be up to date with new episodes.

In this episode of Selling in the Paddock, Georgia heads to California (well… via Zoom) to talk tomatoes, trust and teamwork with William “Skeeter” Bethea from The Morning Star Company – the processor behind around 40% of California’s processing tomato crop.

Skeeter lifts the lid on how Morning Star runs a massive, highly technical tomato operation with no traditional bosses, and what that actually looks like day to day for the people growing, transplanting, harvesting and moving fruit through the factories.

Together, we dig into:

• 🌱 From seed to sauce – how Morning Star handles transplants, harvesting and trucking across Bakersfield, Sacramento and beyond

• 🧠 Planning backwards – why they start with factory demand and work back through the whole supply chain

• 🤝 Trust and collaboration – building relationships in a no-boss structure and why staying in your lane helps the whole team win

• 📊 Data, timing and adaptability – using growing degree hours, soil types and forecasts to hit tight processing windows

• 🍅 Yield vs flavour – stories from tomatoes, berries and onions, and what happens when “through the windscreen” meets “it has to taste good”

• 🧭 Integrity in ag – what Skeeter learned from a short detour into cannabis and why he came back to mainstream agriculture

• 🏈 Football and field teams – how American football tactics mirror high-performing teams in ag and sales

In this episode of Selling in the Paddock, Georgia sits down with Troy Armstrong, Adviser & Partner at Koda Capital, Australia’s largest independent wealth manager. Troy grew up in the Yarra Valley and now works nationally with high-net-worth and ultra-high-net-worth families — including many farming families.
They unpack what “independent” really means, why trust and time trump quick wins, and how to make the wealth side of a farm business feel calm, simple and well organised.

What we cover

• Why Koda chose independence (no product flogging, no conflicted fees) and what that means for clients

• The difference between transactional selling and relationship advice — and how to build trust over years, not minutes

• Kitchen-table, pub and boardroom meetings: how each setting changes the conversation

• Protecting and growing multi-generational farming wealth without adding risk or noise

• Working alongside local accountants, lawyers and succession planners (and starting early)

• Communicating complex finance without the jargon

• A simple frame Troy uses: “Let the farm be the risk — your portfolio shouldn’t keep you up at night.”

• Career pivots, country roots, footy talk, and why getting your life cover sorted is grown-up business

Who this episode is for
Agribusiness owners, sales leaders, and farming families who want clarity on wealth management without the sales pressure — plus reps who want to deepen client relationships beyond the product.

Connect with Troy / Koda

• Koda Capital:

• Troy on LinkedIn:

Links & resources mentioned

• Life insurance and superannuation housekeeping — talk to your trusted adviser/insurer

• Local professionals: accountant, lawyer, succession specialist

Call to action

• Take the Sales Team Strength Quiz and get your action plan:

• If this episode helped, follow the show, leave a review, and share it with a mate in Ag.

Disclaimer
This conversation is general in nature and not financial advice. Please seek advice specific to your circumstances.

Welcome back to Selling in the Paddock!

In this episode, I’m joined by Ben Picton, Senior Market Strategist at Rabobank, to unpack the big global shifts shaping Australia’s agricultural industry today.

Ben has a rare talent for taking complex economic and geopolitical trends and making them crystal clear for business owners, farmers, and anyone curious about where the world is heading. We first connected at a DLL strategy day, and after seeing him present, I knew I had to bring his insights to this audience.

Together we explore:

• 🌍 The global paradigm shift from free trade to protectionism

• 🇦🇺 What these changes mean for Australia’s economy and agriculture

• 🧑‍🌾 How farmers can use storytelling and strategy to make data meaningful

• 💡 Why geopolitics and economics are inseparable in today’s market

• 🔮 Lessons from history that help us prepare for the future of ag

Whether you’re a sales rep, agribusiness leader, or producer, this conversation gives you a big-picture view of the forces that will affect how you sell, trade, and connect in the years ahead.

👉 Tune in and learn how to turn global insights into on-the-ground strategies.

Who do you want to hear from next? Tag them in the comments or send me a message — I’d love to bring their story to Selling in the Paddock.

In this episode of Selling in the Paddock, I sit down with Mark Dempsey, Business Development Manager at Gallagher Australia, to unpack the rise of eShepherd virtual fencing and what it means for livestock producers.

Mark’s career journey is as diverse as it is inspiring — from growing up on a fourth-generation beef property in northern NSW, to working cattle stations, Elders retail, Novartis Animal Health, agri-banking, and now leading the charge in ag tech innovation. His story shows the power of persistence, seizing opportunities, and staying true to the basics of sales: trust, reliability, and consistency.

We dive into:

• 🚜 Mark’s early years in ag retail and animal health, including what he learnt about sales, credibility, and “hounding” for the job you want.

• 💡 AgTech adoption in livestock: why virtual fencing is a game-changer and how eShepherd is helping farmers intensify grazing, save time, and monitor stock in real-time.

• 🐄 The sales process in AgTech: balancing technical detail with simplicity, adapting to the customer’s stage of knowledge, and why less is often more when explaining new solutions.

• 🤝 Building trust in sales: the importance of admitting when you don’t know, following up, and turning up consistently.

• 🌱 Advice for the next generation: why energy, attitude, and sticking to the basics will take you further than knowing all the answers.

This episode is packed with practical sales wisdom, ag tech insights, and lessons on building credibility that apply well beyond virtual fencing.

🔑 Key Takeaways“Being reliable and consistent” matters more than having all the answers.

• Farmers have the best bullshit detectors — trust is earned through honesty and follow-up.

• Simplifying complexity is the real skill in selling AgTech.

• Keen energy and initiative often count more than experience when breaking into ag careers.

• Virtual fencing could be as revolutionary for livestock as GPS was for cropping.

  If you’re curious about virtual fencing and how it’s reshaping livestock management, connect with Mark Dempsey at Gallagher here on LinkedIn and check out eShepherd on the Gallagher website. Smart grazing, real-time visibility, less time fixing fences — more time where it counts.

  👉 Connect with Mark on LinkedIn: Mark Dempsey
  👉 Explore eShepherd on Gallagher’s site

  If your team needs help to simplify the complex, build trust and lift adoption of new tech, let’s talk. I run tailored sales workshops across DISC, communication, objection handling and closing — designed for ag.

  #SellingInThePaddock #AgTech #Livestock #VirtualFencing #eShepherd #Gallagher #AgSales #Leadership #Communication

In this episode of Selling in the Paddock, Georgia sits down with Connor Steel, Horticultural Agronomist at Elders, to unpack a nine-year journey in ag—from a year 12 biology spark and a gap year on farms, to YMCAA pool decks, Coles freezer shifts, and ultimately the front lines of plant health.

Connor shares how work ethic and curiosity shaped his path, what a “plant doctor” actually does day-to-day across leafy veg, herbs, tomatoes, ornamentals (plus a little canola and wheat), and why long-term success in agronomy hinges on trust, clear communication, and solution-led advice (including when not to sell). We dig into constructive conflict with growers, recovering trust when expectations slip, and the power of small, honest moments that build relationships over time. Connor also lifts the lid on the Growing Leaders program, mentoring the next wave of agronomists, and practical advice for anyone entering ag.

• The moment biology beat vet science (and why dissecting a chook was the clincher)

• Lessons from Coles and the YMCA: work ethic, service, and people skills that transfer to ag sales

• A day in the life of a horticultural agronomist: plant health, soil, IPM, labels/MRLs, and timing the call to spray

• Sales vs service: how to advise not to apply, and still deepen trust

• Constructive conflict: disagreeing well, staying factual, and repairing rapport

• Celebrating wins (even when no one claps) and leaning on your team and family

• Growing Leaders: networking, sharpening skills, and why ambition + humility matters

• Mentoring grads and paid summer roles—creating real pathways into the industry

• Career advice for new starters: don’t fear “no”, be yourself, take your time, and focus on helping

• Trust is built in small acts—honest recommendations, keeping promises, and front-foot communication.

• Solution before product—start with the grower’s goal, then work backwards.

• Conflict is healthy when there’s rapport; it drives better decisions and outcomes.

• ** careers aren’t linear**—gap years, odd jobs, and mentors all compound.

• Be valuable by being helpful—curiosity and service beat hard selling.

Connor Steel is a Horticultural Agronomist with Elders, specialising in leafy veg, herbs, tomatoes and ornamentals, with additional experience in winter broadacre. He’s passionate about solution-led agronomy, mentoring grads, and continual learning through programs like Growing Leaders.

• Follow Georgia on LinkedIn and subscribe to Selling in the Paddock for real-world sales conversations in ag.

• If your team needs help with DISC, communication, objection handling and closing, let’s talk about the Influential Sales workshop.

Enjoyed this chat? Share the episode with a teammate and tag Georgia with your biggest takeaway. Want tailored sales training for your ag team? Let’s talk.

Welcome back to Selling in the Paddock! 🚜

In this first-ever Q&A episode, I’m diving into the real-world challenges you’ve sent in from the paddock, the boardroom, and everywhere in between. These are the issues sales reps, agronomists, and ag business leaders face every day — and I’m giving you practical, no-bullshit strategies to tackle them head-on.

We cover:

• 🥊 Competition & Loyalty – What to do when normally loyal customers start shopping elsewhere.

• 📞 Ghosting – How many times should you follow up when someone isn’t responding?

• 💰 Discounting Pressure – Ways to hold your ground on price and confidently shift the conversation back to value.

• 🤝 Rapport & Trust – Quick ways to connect with new growers and buyers without sounding like “just another sales pitch.”

• 🎁 Adding Value Beyond the Product – How to show up with insight, service, and solutions that build long-term relationships.

This episode is packed with practical advice for anyone selling in agriculture — whether you’re in seeds, chemicals, machinery, retail, or a start-up breaking into the market.

👉 Want to take it further?

• ✅ Test your team’s Sales Strengths with my Sales Strength Quiz

• ✅ Discover your Communication Style with my Communication Style Quiz

• ✅ Or if you’re ready to sharpen your sales edge, Book a Call with me and let’s talk about how I can support your team.

📌 Got a question you’d like me to answer in the next Q&A? Send it my way!

Welcome back to Selling in the Paddock!

In this episode, Georgia sits down with her first French guest, Michael Murer(aka Frenchy), a passionate product and marketing leader in the world of agricultural machinery.

Michael’s journey takes us from the family farm in Alsace, France, to managing product launches and sales teams across Australia. From combining in WA as a backpacker to managing dealer networks and introducing new machinery to the harsh Aussie landscape, Michael’s story is one of grit, growth, and genuine love for ag.

In this episode, we explore:

• 🌍 Michael’s transition from automotive engineering in France to ag machinery in Australia

• 🚜 What it really takes to launch a new product in the Aussie market

• 🤝 Why internal buy-in is just as important as customer trust in sales

• 🔧 The importance of having both technical knowledge and power skills (aka soft skills)

• 🧰 When machinery launches flop — and how the best teams respond with accountability and transparency

• 🛠️ Why farmers still crave genuine relationships, not pressure sales tactics

• 🇦🇺 Why Australia’s vast conditions make it one of the most complex ag markets in the world

• ✈️ And Michael’s challenge to young Aussies: consider taking your ag career global!

Michael also shares why he thinks backing your team — not just your product — is critical, and how being side-by-side with reps and dealers builds the kind of trust that can't be faked.

💡 Whether you’re selling machinery, seed, or services, this one is packed with insights on leading with passion, building lasting relationships, and finding your lane in the ag industry.

🔗 Connect with Michael Murer on LinkedIn: (1) Michael Murer | LinkedIn

💬 Like what you heard? Share the episode, tag Georgia and Michael, and let us know your biggest takeaway.

🎧 Listen now on Spotify, Apple or wherever you get your podcasts.

In this episode of Selling in the Paddock, I’m joined by Simon Wilkinson — Director of Transactions WA at LAWD — for a brilliant conversation packed with wisdom, real-life stories, and no-BS advice for anyone in ag sales, rural real estate, or leadership.

Simon shares lessons from his 28-year journey across the ag industry — from sweeping the floors at IAMA to leading major property transactions across WA. We talk about:

• Why you need to earn your spot at the kitchen table

• The power of being second in line (and why third place gets you nowhere)

• Baking the cake: Simon’s take on patience in the sales process

• Understanding who really makes the decisions on-farm (hint: it’s not always who you think)

• Why data and emotion must work together in big transactions

• Setting your team up with simple performance maths: “You’ve gotta sell 3x what you earn”

• How to lead with curiosity, clarity and respect

• Why saying “no” can actually build more trust

Plus:
Simon opens up about leadership lessons, career stuff-ups, giving up drinking 20 years ago, and the importance of celebrating well — then moving on.

This episode is a masterclass in high-integrity selling, stakeholder management, and being a bloody good human while doing it.

🎙 Listen now on Spotify, Apple Podcasts or wherever you tune in.
🔗 Got value from this episode? Leave a review or share it with your team.

#AgSales #SellingInThePaddock #RuralRealEstate #LAWD #AgLeadership #HighPerformingTeams #SimonWilkinson

Welcome back to another episode of Selling in the Paddock! This week, I sit down with the powerhouse that is Kayla Evans – a passionate advocate for agriculture, talent development, and building authentic connections.

Kayla’s journey is anything but ordinary. From growing up on a grain and cattle farm in Queensland to joining the Navy’s first pilot gap year program, studying Public Relations and HR, and leading the Ag Career Start Program at the National Farmers’ Federation, she’s walked an inspiring path that blends resilience, curiosity, and purpose.

In this episode, we dive into:

• Kayla’s story of navigating life after school and how a gap year shaped her career path.

• Why she believes the “traditional uni-first” approach doesn’t suit everyone – and what young people can do instead.

• Her experience running the highly successful Generation Ag podcast and lessons from 5 years of storytelling in the industry.

• Why the best salespeople aren’t the loudest talkers but the best question-askers.

• The importance of personal brand and why authenticity and trust are the real currency in ag.

• Practical tips for young reps and professionals wanting to connect meaningfully with farmers and the ag community.

Kayla’s energy and passion for agriculture are contagious, and this conversation will leave you inspired to rethink how you connect, sell, and lead.

Listen now and discover:

• Why your career path doesn’t have to be linear.

• How asking the right questions (and listening) is the secret to great sales.

• The untapped opportunities in ag for young professionals.

CTA:
If you enjoyed this episode, follow Selling in the Paddock and share it with someone who’s ready to build stronger connections in ag.
Want to take your sales skills to the next level? Book a free chat with me to see how I can support your team –

In this episode of Selling in the Paddock, I’m joined by Adam Schreurs, third-generation vegetable grower and Director at Schreurs & Sons, one of Australia’s most respected celery and leafy veg producers. Based in Tarwin, Victoria, Adam’s journey from Clyde to large-scale production is a masterclass in leadership, innovation, and staying grounded.

We chat all things:

• 🚜 What it takes to lead a multi-generational farm

• 🌱 Why they’ve committed to IPM (Integrated Pest Management) for over 25 years

• 🧬 How their celery breeding program gives them a competitive edge (and why breeding in Australia matters)

• 🤝 What farmers really want from sales reps — straight from the grower’s mouth

• 💡 Why honesty, follow-up, and knowing your product inside out still win in Ag sales

• 💬 What sales reps can stop doing immediately to build better relationships on farm

We also share a few laughs about Melbourne footy (he’s a tragic fan) and what the future holds for Schreurs & Sons.

If you’re a rep in Ag, this one’s for you. Full of practical insights on building trust, trial management, and what makes growers tick.

👉 Follow the Podcast: Don’t miss an episode – tap “Follow” wherever you’re listening!
👉 Book a Sales Strategy Call with Georgia: curiousgeorgiacoaching.com
👉 Take the Sales Team Strength Quiz: How strong is your team’s sales game?

🎧 Selling in the Paddock is the podcast for real sales conversations in agriculture – no BS, just insights, stories, and tactics you can use in the ute, the office, or the paddock.

If you loved this ep, please share it with a mate or leave a review – it helps more people in Ag find us! 🙌

This week on Selling in the Paddock, we’re doing something a little different…

I want to hear from YOU.

Whether you’re in the ute, walking the paddock, or grabbing a coffee between client calls — if you’ve got a question about sales, ag, communication, tough convos, tricky customers or team dynamics… I want to hear it.

📣 I’m pulling together a Q&A episode that dives into the real stuff you’re dealing with out on the ground — and I’ll be answering your questions, raw and unfiltered, in an upcoming episode.

• How do I handle price objections?

• What if I hate cold calling?

• How do I build better relationships with retail stores?

• What do I do when a client ghosts me?

• Or… what the heck do I say in my first sales meeting?

No question is too big, too small, or too ‘dumb’. And yes — it’s completely anonymous.

👉 Submit your question here: https://docs.google.com/forms/d/e/1FAIpQLSfsowaEOJt8tVnhzY3ysDUqLBSfk2Ht45iFQirq5h2MGHydfg/viewform?usp=header

Whether you’re new to ag sales or a seasoned rep looking to level up, this is your chance to get support without the awkwardness.

🎤 Let’s make this next Q&A a ripper.

🔗 Links:

• Submit your anonymous question: https://docs.google.com/forms/d/e/1FAIpQLSfsowaEOJt8tVnhzY3ysDUqLBSfk2Ht45iFQirq5h2MGHydfg/viewform?usp=header

• Follow me on Instagram: @curiousgeorgiacoaching

• Connect with me on LinkedIn: Georgia Stormont

• Check out the Sales Team Strength Quiz: Sales Strength Quiz

Welcome back team to another episode of Selling in the Paddock!

Today I’m joined by Ben Van Delden — founder of Delco AgriFood, co-founder of We Three AI, and a key partner in the Australian AgriFood System Alliance.

If you’re picturing a simple job title, think again. Ben’s world crosses oysters, circularity, AI, livestock, climate strategy and big-picture system change in Australian agriculture and beyond.

And yes, we recorded this rugged up on the first day of Melbourne summer. Of course we did.

• ​Ben’s childhood in New Zealand’s Bay of Plenty
• ​Canoeing to school and working on his parents’ oyster farms
• ​Early lessons in labour, risk and why he chose to pair agriculture with a business degree

Ben breaks circularity down in practical language:

• ​Using resources for as long as possible within a system
• ​Moving from “waste” to “value” in horticulture, livestock and processing
• ​Real-world examples:

◦Hail-damaged crops and second/third pathways

◦Nutra V and broccoli powder

◦Dairy by-products turned into new value streams

◦Using organic waste for energy and methane reduction

We dig into how We Three AI is building a kind of “virtual vet”:

• ​Using cameras and computer vision to:

◦Count cattle more accurately

◦Flag human–animal interactions and potential safety issues

◦Detect health issues, lameness and shy feeders earlier

• ​Reducing wasted feed and unnecessary antibiotics
• ​Helping animals reach target weights faster, with better welfare and lower emissions

Ben shares insights from his time in places like Denmark:

• ​Why strong social systems can fuel innovation
• ​How Denmark’s people voted for a 70% emissions reduction target
• ​Alignment between government, research and industry
• ​Carlsberg’s water reduction goals and what that means for Australian barley growers

We explore the work of the Australian AgriFood System Alliance:

• ​Bringing commodity groups, processors, retailers, finance and others into one system view
• ​Designing structures and strategies that sit above individual sectors and states
• ​Why climate, circularity and food security can’t be solved in silos
• ​The big challenge: shifting behaviour in an industry built on fragmentation and competition

This is where it lands for leaders, sales teams, and anyone working in ag:

• ​Why behaviours are so deeply ingrained and hard to shift
• ​The role of vulnerability and mission in changing how we work
• ​The importance of picking issues big enough that no-one can solve them alone

Ben also shares a powerful piece of advice from Barry Irvin (Bega Cheese / Regional Circularity Cooperative):

Share your problems widely – even with competitors. Human nature makes it very hard for people not to help you solve them.

Gold.

• ​Coffee order: Almond flat white (long black at home)
• ​Music: Bruce Springsteen – Should I Fall Behind (his wedding song)
• ​Watching: American Primeval
• ​Reading/Gaming: More systems and strategy than Netflix, but that series has him hooked

In the show notes I’ll link to:

• ​Delco AgriFood
• ​We Three AI
• ​Australian AgriFood System Alliance
• ​Ben Van den Delden on LinkedIn

🔍 In This Episode We Cover🌊 1. Growing up on an island & canoeing to school♻️ 2. What the circular economy actually looks like in ag🤖 3. We Three AI – computer vision for cattle and welfare🇩🇰 4. Lessons from Denmark, the Nordics and global leaders🇦🇺 5. The Australian AgriFood System Alliance🧠 6. Behaviour change, trust and sharing the hard stuff☕ Rapid Fire – Get to Know Ben🔗 Connect with Ben

In this logistics-meets-lettuce episode of Selling in the Paddock, I’m joined by Colby Varley, Vice President of a leading US transport logistics company moving fresh produce across the country — 365 days a year. Based in Salinas, California (aka the "salad bowl of the world"), Colby shares the realities of managing high-stakes, time-sensitive freight across North America.

We talk trucking, trust, and the real cost of a missed delivery.

🔎 What you'll learn:

• How Colby and his team maintain a 97% on-time delivery rate across 9,000+ loads annually

• The hidden costs of choosing cheap transport over reliable partners

• How logistics companies like Colby’s use technology to track freshness, temperature, and timing in real-time

• The power of relationship-based selling in the produce and freight industries

• Why cradle-to-grave customer ownership (start-to-finish service) builds next-level trust

• What every ag sales rep can learn about follow-through, accountability, and knowing when to say “we’re not the right fit”

From strawberries to salad bags, and paddock to plate — this conversation is a must-listen for anyone working in horticulture, fresh produce, supply chain, or ag sales.

💬 Let’s keep the conversation going:

✅ Follow the podcast wherever you listen so you never miss an episode✅ Take the Sales Team Strength Quiz: ⁠How strong is your team's sales game?⁠✅ Book a Sales Strategy Call with Georgia: Lock in your session here✅ Connect with Georgia on LinkedIn for more ag sales insights and behind-the-scenes from the paddock

In this episode of Selling in the Paddock, Georgia sits down with Steve Fuller, Director of Buzz and Growth at BeeStar – and a man who’s spent more than 40 years working with bees.

Georgia admits she’s completely obsessed with bees, and Steve does not disappoint. He takes us inside the hive, explaining how colonies really work, why bees are so critical to Australian agriculture, and how technology like remote hive monitoring is changing the way beekeepers and growers work together.

From almonds and blueberries to canola, clover and seed crops, Steve breaks down how managed pollination can dramatically lift yield and tighten the agricultural footprint – and why trust and communication between beekeeper and grower is non-negotiable.

Along the way, Georgia and Steve explore what human teams can learn from bee colonies: shared purpose, calm leadership, and treating others how you’d like to be treated… just maybe without ripping anyone’s head off.

• From sawmilling to beekeeping
  How Steve went from a sawmill job to beekeeping after his brother “found a great job” – and why he still isn’t sick of bees after four decades.

• How a hive really works
  The roles of workers, drones and the queen, how queens mate and lay up to seven million bees’ worth of eggs, and why everything in the hive is done for the good of the colony.

• Pollination and yield – why bees matter
  How managed bees support crops like blueberries, raspberries, blackberries, macadamias, almonds, stone fruit, citrus, melons, pumpkins, canola seed, lucerne and clover – and why bringing in bees can boost yield by 10–48%.

• Monocropping, genetics and “missing” pollinators
  What happens when large monocrops push out natural pollinators, how modern varieties can unintentionally lose nectar or pollen, and why that changes what we see – and don’t see – in the paddock.

• Bees vs other pollinators
  Where bees fit alongside flies, moths, bats, birds and wind, and why managed hives are such a powerful, controllable tool for growers.

• B Star and remote hive monitoring
  How B Star uses in-hive sensors to track temperature and humidity, feeding data to an app that shows hive health using a simple traffic-light system – and how this helps both beekeepers and growers know if hives are truly working.

• Working with growers (and preventing bee carnage)
  Why spray timing and honest conversations matter, what happens when bees can work under a full moon, and how mis-timed spraying can undo months of work.

• Leadership and culture lessons from the hive
  What Steve’s learned about calm energy, respect and reciprocity: treat bees (and people) how you’d like to be treated, don’t barge into their “house” and take everything, and know when to walk away on a bad day.

• Rapid fire with Steve
  How he winds down (hint: 2,500+ bee books…), why he still finds bees endlessly fascinating, and the mindset he takes into every hive.