April 2013 - AFMA

of both the advisor and the farmer in order
to increase profits. These models are being
used to formulate realistic but challenging
objectives to advance the operation.”
Objectives should therefore be formulated
annually in conjunction with the advisor
and the farm management team and
be revised every three months.
“A good advisor thinks in the same way
about a farming business than the farmer
himself and does not only consider his own
company’s turnover and profit. A technical
advisor who is knowledgeable, looks
after your interests in a responsible way
and conducts his job with passion, is most
probably the right advisor for you. Look for
passion, energy, availability, knowledge,
experience and the ability to set objectives
and achieve them.”
After confirming that the farmer is happy
with his technical advisor, it is time to
turn the focus on the approach the advisor
should take to providing the best service
as efficiently as possible. Eugene Viljoen,
chief operating officer of Meadow Feeds’
central region, has compiled a protocol for
technical advisors.
First visit to a farm
When first visiting a new client, there
is certain paperwork that has to be
completed by the technical advisor.
This includes a credit application
and a farm report, including logistical
information such as the quantities
of feed the farm can manage at one
time, the truck access situation, daily
feed usage as well as delivery times.
The next step is to agree on the
level of involvement of the technical
advisor on the farm. This includes the
frequency of visitations and to what
extent the advisor will be involved
during such a visit. Most feed companies
would set a minimum of one
visit per month per customer to their
advisors.
Key performance responsibilities
Obviously the key performance responsibilities
(KPRs) will cover a very wide range,
but it starts right at home, with basic issues
such as adherence to the company dress
code and code of conduct.
Next in line are data collections and
analysis. In the case of an intensive milk
production operation, for example, this
revolves mainly around analyses of total
mixed rations, where the rations of all
groups of cows have to be analysed at
least every month. In the case of pastures
the next pasture to be grazed should be
analysed per visit. Obviously every species
has its own challenges.
Water analysis is equally important and
chemical and pH analysis should be done
“Technical advisors on
the ground must be
knowledgeable specialists,
able to provide good advice
that is tailor-made for that
specific client, rather than
trying to sell a batch of feed or
products at all costs”
as necessary. Using the right formulation
programmes is the next issue. There are
many programmes available. The main issue
is to apply the programme consistently
and effectively. Fine-tuning the rations
to account for seasonal climatic fluctuations
will increase efficiency, but will also
demand more management inputs. With
the information collected through an onfarm
weather station, rations can be finetuned
with even more precision that could
increase efficiency greatly.
Record-keeping
It is extremely important that meticulous
reports are maintained regarding every
farm visit. This ensures effective continuity
and integrity.
A farm visit should be preceded by
proper preparation. This includes studying
the farmer’s purchase and payment history
over the preceding months, the delivery
history as well as the reports of the previous
visits.
A proper appointment has to be made
and a clearly defined objective set that
should be achieved during the visit. The
visit should be well-structured to ensure
that time and travel is effectively utilised
and that the visit is effective and meaningful.
The visit
A visit should be divided into phases, starting
with a brief discussion of the previous
months’ history, such as the volumes of
feed purchased per month, total volume
of milk/eggs/meat produced, income over
feed cost (IOFC), butter fat and protein
concentration (percentage) as opposed to
butter fat and protein yield (kilogram). This
phase should be concluded with an assessment
of the feeding practice and protocol
of all groups of animals on the farm.
The next phase is an assessment of the
animals:
• Availability of meal/pellets, water
and roughage.
• Assess comfort.
• Overall hygiene.
• Feed intake, especially at weaning.
At the end of the visit, a detailed report
should be written, reflecting critical information
on the main points of discussion,
and production records such as
milk production, egg and meat production.
Record any tasks or expectations
of the client as well as the advisor and
give feedback on diet changes within 24
hours. Other recorded actions must be
completed within seven days of the last
visit and feedback must be provided in
a formal, written form with copies sent
to all the appropriate managers, such as
the sales and technical managers.
Learn to communicate
Because farmers are all individuals with
unique personalities, it would benefit the
technical advisor to study effective communication
with various personality types. Effective
communication forms a significant
part of the task of a technical advisor and
understanding personality types will undoubtedly
benefit the ambitious technical
advisor.
Client focus
AFMA MATRIX ● APRIL 2013 57