Dennis Berglund
Dennis Berglund
Dennis Berglund
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<strong>Dennis</strong> <strong>Berglund</strong><br />
CENTROL of Twin Valley<br />
From the Red River<br />
to the Red River<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Th The Fi Final l NNumber b of f Att Attendees d<br />
Broken Down by y Age g and Sex<br />
• That's That s easy easy….<br />
•Just about all of them!<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Our Agenda:<br />
1. Consulting in the North<br />
• What we’ve learned<br />
2. “Survey says”<br />
• “Remember" things we already know....<br />
• Get a couple new ideas<br />
3. Value of NAICC<br />
4. Have fun!<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
MMy 28th 28 hyear<br />
–Startup Startup company to a Startup again<br />
– 3 vehicles to 53<br />
– 3 consultants to 32<br />
– from 25 25,000 000 consulting acres to over 1.2 1 2<br />
MILLION acres<br />
– 28 single-year experiences<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Observation Skills<br />
• Black and White shirts<br />
• Count number of times that someone with a<br />
white shirt passes the ball to another player<br />
with a white shirt<br />
• Concentrate and keep your number to<br />
yourself<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
15/-5<br />
60/40<br />
80/60<br />
85/65 94/74<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA<br />
88/70
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Valentine Poem<br />
• To keep a marriage brimming<br />
• with love in the loving cup, cup<br />
• whenever you’re wrong, admit it.<br />
• Wh Whenever you’re ’ right, i h shut h up!<br />
!
CENTROL of f TTwin i Valley V ll<br />
North Dakota and Minnesota<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Flat As A Table Top<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
CENTROL of Twin Valley<br />
• We provide a service to maximize grower profitability<br />
– Full Service<br />
– No ties to product p sales<br />
• 1.2 million acres<br />
– Mainly whole farms<br />
– > 90% grower retention<br />
• 32 agronomists<br />
– > 15 years of average experience<br />
– College degree<br />
– Certified<br />
– Members of NAICC and state Crop Consultant organizations<br />
• Employee Owned (ESOP)<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Biggest Problems<br />
• Short growing season (lack of GDU)<br />
• Early planting<br />
• Excess water<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA<br />
2,000-2,500 GDD<br />
Corn: 78 - 92 day<br />
Soys: Group 0 - 00
21” mostly<br />
in the summer<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
153 Years Of Experience!<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
“Survey Says….”<br />
• Open-ended surveys to over 100 consultants<br />
• >50% response rate<br />
• 27 single-spaced pages<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Rubik Cube Color
The National Alliance of<br />
Independent Crop Consultants<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• Education<br />
BBenefits fit of f NAICC<br />
• Certification Program<br />
• Promotion of the profession<br />
• Representation in Washington, DC<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
The Value Of Our WPS Exemption<br />
(NAICC was 99% responsible!)<br />
• $500-1,000/year in unnecessary expenses<br />
– Protective gear, Water coolers, Safety kits<br />
• $500-1,000/year in inefficiencies<br />
– Overheating<br />
– Putting on/taking off protective gear<br />
– At the field 8 hours after spraying, but needing to come back to<br />
scout it<br />
• $1,000-2,000 per consultant each year......<br />
• For only $225 in dues!<br />
• How many organizations can give that kind of return?<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Our WPS exemption is a big deal!<br />
• It was iimportant t t iin 1995 1995….<br />
• It’s important p today…. y<br />
• It will be important in the future!<br />
• WWe must t be b allowed ll d tto choose h when h and d<br />
how to perform our tasks<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Do we need representation<br />
on a national level?<br />
• Someday there will be a "Super-WPS"....<br />
• Who should represent us?<br />
– Environmental groups?<br />
– Commodity groups?<br />
– Chemical Dealers?<br />
– FFertilizer tili Dealers? D l ?<br />
• It needs to be NAICC!<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
“Survey Says….”<br />
• Open-ended surveys to over 100 consultants<br />
• >50% response rate<br />
• 27 single-spaced pages<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
WWe are so f fortunate! !<br />
• God-given skills<br />
• “U “Unique" i " thought h h process<br />
• Make a living doing what we enjoy<br />
• To know that it matters<br />
• The BEST job in the world<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Our growers are being tested<br />
• New pests<br />
like never before<br />
– soybean aphid, ASR, rhizomania, rhizoctonia<br />
• Roundup Ready Technology<br />
• Resistant weeds eeds<br />
• Extremes in Weather, Prices and Expenses<br />
• Anything that increases a grower's management<br />
requirements is another way that we can help<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
“Quick Guide” to Crop Consulting<br />
• -If it’s green or it wiggles, it’s biology.<br />
•-If If it stinks, stinks it’s it s chemistry chemistry.<br />
• -If it doesn’t work, it’s physics.<br />
•-If If it’s i ’ incomprehensible, i h ibl i it’s ’ mathematics. h i<br />
• -If it doesn’t make sense, it’s either economics or<br />
psychology.<br />
• -If it’s all of the above, , it’s Crop pConsulting! g<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Topics<br />
1. Business Management<br />
22. Consulting Tips<br />
3. Time Management<br />
4. Pricing<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• Business Management (start)<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Employees<br />
• We are hiring more full-time employees and<br />
summer interns<br />
– And, they are getting harder to find<br />
• Hire good people and fire quickly<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Find the right person<br />
• Attitude is as important as expertise<br />
– Some things should be HIRED FOR but not<br />
TRAINED FOR<br />
• There is a certain type of person that is a great<br />
match for consulting<br />
– If you find that great match, then they will prosper and<br />
have a great career<br />
– BBut t if not, t they th will ill struggle t l<br />
• No secret formula<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Top 10 List<br />
“Traits of Great Crop Consultants"<br />
–10. Hard working<br />
–9. Good technical knowledge<br />
–8. 8. See the “big big picture picture"<br />
–7. Good problem solvers<br />
–6. Implement technology<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
"Top 10 List” (Page 2)<br />
–5. Flexible<br />
–4. 4 Empathetic<br />
– 3. Have fun<br />
–2. Ethical<br />
–1. 1 PASSION for what hat we e do<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
CColin li Powell P ll<br />
• The secret of success is to do the<br />
common day-to-day day to day things<br />
uncommonly well.<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
MMuhammad h dAli Ali<br />
• The fight is won or lost far away from<br />
witnesses - behind the lines, lines in the gym, gym<br />
and out there on the road, long before I<br />
dance under those lights. lights<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
YYogi iB Berra<br />
• In theory, there is no difference<br />
between theory and practice practice….<br />
–But, in practice, there is….<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Retention is as<br />
important as sales<br />
• Getting a new customer can cost 5 times<br />
more than retaining a customer (Gene Brown,<br />
Bayer Meetings, 2001)<br />
g ( ,<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Ideal Client Profile?<br />
• Already a good farmer<br />
– We can make him better<br />
• 80% of profits are made from the top 20% of<br />
customers (Gene Brown Brown, Bayer Meetings Meetings, 2001)<br />
– We lose half of that by serving the bottom 30%<br />
• D Don’t ’tover-spend d on low-value l l growers<br />
• Eliminate "problem clients“<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Loyal<br />
Customer Matrix<br />
•Maintain relationship •Strengthen relationship<br />
•Make them profitable or<br />
drop them<br />
and loyalty<br />
•Give them to a •Strengthen relationship<br />
Not Loyal competitor and build loyalty<br />
Unprofitable Profitable<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Debrief at the end of each<br />
project<br />
What went well? What went poorly?<br />
• Learn from your mistakes….<br />
– but don't dwell on them<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Collect your bills! (1 of 2)<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Collect your bills! (2 of 2)<br />
• Your profit margin is 5%.....<br />
• YYou write-off it ff a $2 $2,000 000 account.... t<br />
• You do the next $40,000 , to make back that<br />
$2,000 in profit<br />
• $2 $2,000 000 / 5% = $40 $40,000 000 in sales needed<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• NAICC<br />
NNetwork k<br />
• State Consulting Organizations<br />
• LLocal l business, b i universities, i iti processors<br />
• Get Certified!<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Precision Ag<br />
• Many wished that they would have gotten<br />
into Precision Ag earlier<br />
• Find a way to implement Precision Ag in<br />
your area<br />
– At least l t keep k “up “ to t date” d t ” on technology, t h l so<br />
that you are ready when there is a need in your<br />
area<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Business Management (end)<br />
• Get help on bookkeeping/accounting<br />
• Do your backups!<br />
•Podcasts d (www.manager-tools.com)<br />
• Take time during the “slow time” of the year:<br />
– to get your paperwork done<br />
– to take time for yourself y<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• Consulting Tips (start)<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
More computerized reports<br />
• Database programs or in Excel<br />
– Neat, professional, searchable<br />
• E-mail PDF files (saves energy, dollars and<br />
time)<br />
• Pickup secretaries and digital recorders<br />
– $10/ h hour vs. $100/h $100/hour<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
“Year End Review”<br />
1. What went well?<br />
2. What went poorly? p y<br />
3. What did we learn?<br />
44. What actions can we take to improve<br />
our working relationship?<br />
55. AAny other th comments t or concerns? ?<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Every consultant is biased!<br />
• And.... we have more impact on<br />
the chemical used than either the<br />
grower or the dealer.<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Be Careful with<br />
Brothers or Father/Sons<br />
• Make sure that you talk to both of them<br />
regularly g y<br />
• If there is a brother who you haven’t talked<br />
to for several weeks in a row – that is where<br />
the complaint will come from<br />
• At least mentally keep track<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• A concern is....<br />
Consulting Tips (final)<br />
– “how how do we stay relevant to our very large<br />
growers?” ($50,000+)<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• Time Management (start)<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Know the value of your time<br />
• 50 hours * 50 weeks = 2,500 hours/year<br />
• $100 $100,000 000 in sales<br />
• Billable hours:<br />
– If 100% bill billable bl = $40/hour $40/h<br />
– If 50% billable = $80/hour<br />
– If f 30 % billable bill bl = $133/hour $ /h<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Time Management (end)<br />
• Get a time management system and use it<br />
– Daytimer, Franklin, PocketPC, PalmPilot<br />
• Books<br />
– 7 Habits of Highly Effective People - Steven Covey<br />
– Getting Things Done - David Allen<br />
• Prioritize things!<br />
• Start every job on the early side<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• Pricing (start)<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Balancing Act on Prices<br />
•“You’re You re spread too thin thin”<br />
versus<br />
• “Your Your prices are too high high”<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
You might not be charging enough!<br />
• If you take on a new contract and the guy doesn doesn’twince t wince<br />
when you tell him what it is going to cost….<br />
– you might not be charging enough!<br />
• If you are so busy that you can can’tt think about what you are<br />
doing and how you are doing it….<br />
– you have too many clients, which means you might not<br />
be charging enough!<br />
• If you get to the end of the year and you have spent<br />
everything you’ve earned….<br />
– you might not be charging enough!<br />
• If you are not losing some prospects because of price….<br />
– you might not be charging enough!<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Pricing (end)<br />
• Don’t undervalue yourself<br />
• There is a shortage g of skilled people p p and<br />
“supply and demand” says you need to<br />
charge more<br />
• The market isn't going to tell you that you<br />
can charge more, you have to ASK for it<br />
• Raise your fees now, while commodity<br />
prices are good<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
MMurphy's h ' Law L<br />
• "Whatever CAN go wrong,<br />
WILL go wrong“ “<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Berglund</strong>’s g Law (1-3) ( )<br />
1. Your weediest fields will be near well-traveled<br />
roads.<br />
2. An extra $0.25 to $1.00 /acre does not cause<br />
much grower concern, during the season, but it<br />
often seems like the end of the world when it<br />
comes to raising your consulting fees.<br />
3. Dumb luck will ALWAYS beat careful<br />
planning.<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Berglund</strong>’s g Law (4-5) ( )<br />
4. Any on-line search for agronomic information<br />
will ill yield i ld at least l one “porn “ site”. i ”<br />
5. After the fact, EVERYONE will know exactly<br />
what h t the th best b t recommendation d ti SHOULD HAVE<br />
BEEN.<br />
- EEspecially i ll those th who h have h never set t foot f t in i<br />
the field!<br />
- NNo matter tt what h t goes wrong, someone will ill<br />
remind you that they "knew it wouldn't work".<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Berglund</strong>’s Law (6-8)<br />
66. Th The more urgent t th the recommendation, d ti the th harder h d<br />
the product is to find.<br />
7. The one time that you lean back in the pickup seat<br />
to give your eyes a rest from scouting is when<br />
your grower arrives and wakes you up.<br />
8. The "constants" used in economic thresholds are<br />
really "variables".<br />
- Just when you y are certain that a specific p<br />
recommendation will give predictable results, the<br />
targeted organism will do as it damn well pleases.<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
B<strong>Berglund</strong>’s l d’ L Law (9 (9-10) 10)<br />
99. If you receive lab results for 9 out of 10<br />
"rush" fields, the grower will want to<br />
fertilize the 10th fertilize the 10 field th field.<br />
10. The grower most in need of sound advice<br />
iis the h grower that h is i least l receptive i to it. i<br />
- The client who pays the least usually<br />
complains the most.<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Nickel and Dime Game<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
The twenty twenty-dollar-bill dollar bill auction<br />
– Highest bid pays their bid and gets the $20 bill<br />
– 22nd d hi highest h pays their h i bid and d gets nothing hi<br />
– Ninety percent of organizational failures, result not<br />
from a major crisis, but from failing to halt small<br />
incremental steps that lead to failure.<br />
– The tyranny of small steps<br />
– Similar to war, bidding war<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Take a piece of paper and do<br />
the following:<br />
1. List 10 things g that yyou enjoy j y doing. g<br />
2. Write down the last time you did them.<br />
33. DDo something thi about b t it!<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Any Questions?<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
FFree Tip Ti #1<br />
• Stay off of thin ice<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Free Tip #2<br />
• Never<br />
under any circumstances<br />
take a sleeping pill<br />
and a laxative<br />
on the same night! g<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Now a little audience<br />
participation.<br />
• Please stand up and reach up as high as you can.<br />
• Now sit down on the front part p of yyour<br />
chair.<br />
• Now take a deep, deep breath. And exhale. Do it<br />
again.<br />
• Now, when someone asks you about this meeting you<br />
can say in all honesty. "It made me reach for new<br />
heights, it had me sitting on the edge of my seat, and<br />
it took my breath away."<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Berglund</strong>’s g Rules<br />
• 1. Don Don't t tell people<br />
everything you know.<br />
• 2. _ _ _ _ _ _ _ _ _ _<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Things we DO or REALIZE<br />
NOW O that we didn't i ' before f<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
WWe aren't 'ta Precision P i i Ag A company! !<br />
– We are a consulting company that uses<br />
Precision Ag g to help p our growers…. g<br />
– As Prec Ag increases:<br />
• Consulting g will become even more important p<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• For growers that we have worked with:<br />
– we are one of the last expenses that they want<br />
to cut.<br />
• To new growers:<br />
– we are looked at as an additional expense.<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• Some growers will spend $10.00 on a<br />
$1.00 problem<br />
• Each grower has a different Economic<br />
Threshold<br />
– Strive to understand what they are are….<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
In consulting….<br />
–for every problem, there is often<br />
a solution that is simple, simple neat<br />
and….<br />
–Wrong!<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• Extras
• It was the best of times and it was the worst<br />
of times<br />
– Charles Dickens<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• Work with whole farms, manage the<br />
complete rotation<br />
• There is no substitute for high g ethical<br />
standards<br />
• Decisions that balance a 33-legged legged stool<br />
– farmer, consultant, $$<br />
• We need to have FUN!<br />
• To love what you do and feel that it matters<br />
- hhow could ldanything hi be b better? b ?<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
IDEA<br />
Traditional<br />
Idea to Implementation p<br />
Flow<br />
RESEARCH<br />
KNOWLEDGE<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA<br />
TECHNOLOGY<br />
IMPLEMENTATION
IDEA<br />
Precision Ag<br />
Idea to Implementation p<br />
Flow<br />
RESEARCH<br />
KNOWLEDGE<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA<br />
TECHNOLOGY<br />
IMPLEMENTATION
More NAICC members equals:<br />
• More revenue<br />
• More members to do the work<br />
• “More clout”<br />
• 2X members could give us 10X influence<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
If you are not certified or licensed,<br />
and not following every REI….<br />
• You are breaking the law….<br />
• You are hurting the profession profession….<br />
• You are hurting future crop<br />
consultants….<br />
• You are undermining NAICC’s NAICC s<br />
efforts….<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
If you benefit and don don'tjoin t join<br />
NAICC, we both lose.<br />
• You lose, by not having input.<br />
• We lose, lose by NAICC not having as much<br />
impact as it could.<br />
• The bottom line is... is You need to join the<br />
national organization. For the benefit of all<br />
of us us.<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Profession in 5 Years?<br />
• Definitely More Technical<br />
• Definite "Green Green Tinge Tinge"<br />
• We're setting the standards right now<br />
• JJoin i NAICC and d get certified ifi d<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
We reviewed 3 LITTLE THINGS<br />
concerning our WPS exemption:<br />
1. EPA could find a way to revoke<br />
our exemption exemption, if we refuse to get<br />
certified<br />
2. Our WPS exemption is worth<br />
over $1000 $ pper yyear<br />
3. Increasing membership is critical<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
I’m asking g each of you y to commit to<br />
3 LITTLE THINGS:<br />
• 11. Get certified certified, so that you are<br />
following the WPS law<br />
• 2. Encourage ALL NAICC members<br />
to renew renew, so we don’t don t go<br />
backwards in numbers<br />
• 3. Get just 1 new member to join<br />
NAICC, , so that we can multiply py our<br />
influence <strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
50 Largest Crop Consulting Firms<br />
Crop Decisions - January 2000<br />
• 431 Full-time Professionals<br />
– 554 "Other Employees"<br />
• 181 Professionals Certified Under CCA or CPCC<br />
– Equals Only 42% Certified!<br />
• What's wrong with this picture?<br />
• GET CERTIFIED!<br />
• What is the rationale of NOT being certified?<br />
– $50/year with a test and CEU’s CEU s<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Mental accounting<br />
– Situation 2<br />
• YYou set t off ff to t buy b a clock l k radio di at t what h t you believe b li to t be b the th<br />
cheapest store in you area. When you arrive, you find that the<br />
radio costs $25, a price consistent with your prior expectations.<br />
As you are about to make the purchase, purchase a reliable friend comes<br />
by and tells you that the same radio is selling for $15 at another<br />
store 10 minutes away. Do you go to the other store?<br />
• You set off to buy a color television set at what you believe to<br />
be the cheapest store in you area. When you arrive, you find<br />
that the television costs $495, a price consistent with your prior<br />
expectations. As you are about to make the purchase, a reliable<br />
friend comes by and tells you that the same tv is selling for<br />
$485 at another store 10 minutes away. Do you go to the other<br />
store?<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
We talk about Li Liability bili<br />
• And how to minimize it….<br />
– Labeled recommendations<br />
– Below-label recs<br />
– Off-label recs<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Liability (continued)<br />
Recommendation Legal? Liability?<br />
Labeled Yes Chem Company<br />
Below-Label Yes “Resource” or Us<br />
Off Off-Label Label No Don’t Don t do it!<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Keep Up With Drainage<br />
• Excess water leads to root rot and other<br />
problems.<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Don’t Skimp On P<br />
• 40 bu crop removes 35 lbs P2O5<br />
• Keep P level > 6 ppm<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Overconfidence Defined<br />
“What do you mean ‘Your guess is as good as mine’?<br />
My guess is a hell of a lot better than your guess!”<br />
(Source: Gary Larson, The Farside Gallery Chronicle Publishing Co., 1980)<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Don’t Don t overtrust your judgment<br />
– Overconfidence<br />
– Overly optimistic, optimistic and our forecast tend to be better than reality<br />
– You should test for more negative and pessimistic possibilities<br />
– Self Test of Overconfidence<br />
• we tend to have far more confidence in our knowledge or<br />
judgment than is warranted.<br />
– For each of the 10 items, provide a low and high guess such that<br />
you are 90% sure that the correct answer falls between the two.<br />
Your challenge is to be neither too narrow (i.e. overconfident) nor<br />
too wide (i.e. underconfident). If you successfully meet this<br />
challenge h ll you should h ld have h 10% misses i - th that t is, i exactly tl 1 miss…. i<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Strategy gy Pitfall #1: Overconfidence<br />
For each of fthe questions, q , enter a range g (low ( and<br />
high boundaries) for which you are 90% confident<br />
you are correct<br />
Best<br />
Low High<br />
Guess<br />
Guess<br />
Guess<br />
90% Confidence Range<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Overconfidence Quiz<br />
QUESTION LOW HIGH<br />
1. Length of the Nile river (in miles or km)?<br />
22. Year in which John Steinbeck won the Nobel Prize for literature?<br />
3. Average gestation period (in days) of female Asian elephant?<br />
4. What was the level of the Down Jones Industrial Average<br />
on JJuly l 11, 1985?<br />
5. How old was Martin Luther King when he was assassinated?<br />
6. Air distance between London and Tokyo (in miles or km)?<br />
7. Weight in tons of an empty Airbus plane<br />
(Model A340-600)?<br />
8. In what year was Wolfgang Amadeus Mozart born?<br />
9. Number of books in the Old Testament?<br />
10. Surface area (in square miles or km) of the Mediterranean Sea?<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• Some varieties will DIE if planted<br />
in the wrong field<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
World famous for:<br />
• Governor Jesse “the body” Ventura<br />
• Hopeful Senator Al Franken<br />
• Our 2 story outhouse<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
"There are times I almost think I<br />
am not sure of what I absolutely<br />
k know." "<br />
Yul Bryner in "The King and I"<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
When you you're re up to your waist in<br />
alligators<br />
• it's hard to remember that your objective<br />
was to drain the swamp. p<br />
• Anonymous<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Alan Greenspan<br />
• “I guess I should warn you,<br />
if I turn out to be particularly clear clear,<br />
then you've probably<br />
misunderstood what I've said.”<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
St Stress<br />
• “the confusion created when the mind<br />
must over-ride over ride the body body's s basic desire<br />
to choke the living crap out of some<br />
idiot who desperately deserves it." it "<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Local suppliers hiring<br />
"consultants“ are not always a<br />
• We try to work with them<br />
threat<br />
• Not really competition<br />
• Their job is different than ours<br />
• They mostly sell products and seed<br />
• Usually called in to "put out fires"<br />
• Only stay 2-3 years<br />
– Our average experience is over 15 years<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
I know how hard it is to try to<br />
make the best rec for the grower<br />
• If there was ANY financial incentive, it<br />
would be almost impossible p<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Sugarbeets<br />
• 500,000 - 600,000 acres of beets in RRV<br />
• 3-4 year y rotation<br />
• 11% of our acres<br />
• Unique q<br />
– Fall nitrate test<br />
– Soil sample beets to depth of 44’<br />
– Beets are very sensitive to excess N<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Increeasing<br />
Tons T andd<br />
Sugarr<br />
----><br />
Relationship of N,Tons and Sugar<br />
LLow 120 Hi High h<br />
Nitrogen<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA<br />
Tons o s<br />
Sugar
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Alexandria, , LA<br />
• May 15 average temps<br />
– Hi High h 85 / Low L 65<br />
• September 15 average temps<br />
– High 88 / Low70<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Crop Consultant Consultant's s Prayer<br />
• So far today today, God, God Ive I've done all right. right I haven't haven t<br />
gossiped. I haven't lost my temper. I haven't<br />
been greedy, greedy grumpy, grumpy nasty or self self-centered centered.<br />
And, I'm really glad about that. But, in a few<br />
minutes minutes, God God, I'm Im going to need a lot of<br />
help….<br />
• Beca Because se in a few fe minutes, min tes I'm going to get out o t<br />
of bed.<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
NAICC Serenity Prayer<br />
• Lord, , Grant me the serenity y<br />
– to accept the things I cannot change....<br />
• the courage<br />
– to change the things I cannot accept....<br />
• AAnd dth the wisdom i d<br />
• to hide the bodies of those people I had<br />
to kill today because they ticked me<br />
off! o !<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
North Dakota's worst air disaster….<br />
• occurred yesterday<br />
– when a Cessna 152, a small 2 seater plane, crashed into a<br />
Norwegian Lutheran Church cemetery<br />
– Ole l and dSven, working ki as a search hand d rescue team, have h<br />
recovered 826 bodies so far<br />
– They expect the number to climb as digging continues<br />
iinto the h evening. i<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• Don’t overfocus:<br />
– “passing passing the ball ball” video<br />
– “inattentional blindness” affects decisions – we<br />
miss important information, information and many<br />
important alternatives, by focusing too<br />
narrowly yon the given g parameters p of a decision<br />
and not looking beyond that.<br />
– Focus on something gso hard that yyou lose your y<br />
peripheral vision<br />
• Can’t see the forest for the trees<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Benefit the grower by:<br />
• Increasing profit<br />
– or<br />
• Saving time<br />
– or<br />
• Reducing risk<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
• We WANT nitrogen variability after a VRT<br />
application….<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
Topography<br />
• Even slight elevation differences can<br />
result in very y different nitrogen g levels<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
We’re predictably wrong in<br />
predictable ways.<br />
– We think that we are logical, but our own brain<br />
leads us astray<br />
– Cave-man and lion “logic” analogy<br />
– “we intuit our way through life,” which means<br />
that we are likely to make the same kinds of<br />
errors consistently<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA
It’s all in the numbers!<br />
• NAICC has over 500 members, and we<br />
have a "fair" amount of input p nationally. y<br />
• If we have 1000 members, our impact will<br />
grow ten ten-fold! fold!<br />
• 2X membership = 10X impact!<br />
<strong>Dennis</strong> <strong>Berglund</strong> - LACA 2009<br />
Alexandria, LA