A solar energy can be extremely advantageous for the agribusiness. This is because rural properties with access to the electricity grid spend a lot on their electricity bills due to their production processes, while those that do not have this resource feel the lack of it.
Therefore, the search for ways to solve these problems, adding economy and ease in energy generation (as is the case with solar sources) are increasingly popular in the segment.
However, due to lack of some be careful when approaching these customers, Many integrators end up not being able to prospect new partners for your business.
During 4ª edition of Canal Connect, congress held by Canal Solar, in Sao Paulo, Carlos Andriolli, known on social media as or "King of Agriculture", shared insights about strategies that can be adopted for professionals who aim to serve rural properties in the segment of GD (distributed generation).
Andriolli highlighted what are, in his view, the five main points of attention that integrators need to have when providing service to this type of customer, the first of which is: focus on a unique and personalized presentation.
He says that at the beginning of his career he provided services in rural areas dressed in standard clothes, the famous dress code. “One day, I went to a farm and a client said to me: Andriolli, you don’t understand agribusiness, because you’re dressed like that. Here in these lands, that doesn’t fit”, he revealed.
After that, Andriolli said he realized that the lack of connection with the client was what could be causing an objection. Because of this, he decided to start using his famous hat, buckle and boot, in addition to bringing his language closer to the reality of rural landowners.
“They don’t know terms like kWh and kVA. Now, talk to them about hectares, arromba and bags of corn. That’s their language. Result: personalized service was a big differentiator for me,” he highlighted.
Another point mentioned by him and that makes a difference is the realization of a Service in loco, since this type of client needs more intimate contact to generate trust in the services provided by a company.
“The profile of the agribusiness customer is one who wants to look you in the eye and have a coffee with you. If you don’t have a coffee with them, it’s hard to convince them to buy a photovoltaic system,” he highlighted.
The third point listed during the presentation encompassed the training of managers and professionals from companies interested in serving this segment, since this is a consumer who suffers from constant interruptions in the network and who needs it during periods that are often seasonal due to the off-season.
“The agribusiness customer has a different profile and demands a different solution. We are talking about a consumer who has a diesel generator and who suffers from fluctuations in the power supply, when he has power at all. So, I am not going to talk to him about conventional systems: on-grid and connected to the grid, because it doesn’t make sense,” he commented.
The fourth point mentioned was the fact that the company has credibility and quality in the information transmitted to the consumer. As an example, he mentioned that many farms in Brazil have a high demand for electricity due to engines that pump water from their activities.
“If part of the demand comes from motor pumps, we have a great opportunity here to put solar energy on our client’s property. But I’m not going to go to them and promise 12 hours of generation knowing that this may not happen, because I don’t want my client’s expectations to be frustrated and my credibility to be tarnished.”
Finally, the professional drew attention to the importance of the integrator working on a daily basis with products from renowned companies, of quality and who know the consumer profile that he wants to attend to.
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