While farmers continue to see value in salespeople, new research from RealAgristudies shows that how and when they want to interact is shifting and ag retailers will need to keep up.
To unpack preliminary survey results on what farmers want, Shaun Haney and Justin Funk, co-founders of RealAgristudies, discuss findings from the survey conducted in April 2025, building on a 2022 baseline. The RealAgristudies survey asked about how Canadian farmers perceive their relationships with salespeople amid changing retail landscapes and communication preferences.
“Seventy-one percent of farmers said they rely on salespeople the same amount as before,” says Funk, “but that doesn’t mean the interaction looks the same.” With more procurement options, increased access to information, and higher farmer education levels, Funk says the role of the salesperson is shifting from simple product rep to valued information broker.
One significant trend is the closing of the gap between communication preference and practice. In 2022, farmers preferred face-to-face meetings but weren’t getting them. By 2025, many salespeople have adapted. “It’s about meeting the customer where they’re at,” says Funk. “Whether it’s face-to-face, by phone, or text, it’s critical to ask — and respond to — what the farmer actually wants.”
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The study also identifies traits of effective salespeople. Beyond expected table stakes, such as honesty and technical knowledge, traits such as being organized, a good listener, and personable make a real difference in long-term relationships.
Finally, as rural demographics shift and recruitment remains challenging, the role of ag retail as part of the farmer’s management team is only growing. “More farmers see their preferred retailer as part of their decision-making team,” says Funk. “That relationship provides not just products, but clarity and confidence in an increasingly complex environment.”
