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Session Description

From Plan to Performance: Executing Strategy and Coaching for Results

Wednesday, October 22, 2025

3:15 p.m. to 4:30 p.m.

In today's current economic and agricultural market conditions, along with various different avenues of competition, have slowed sales growth opportunities. Identifying different approaches and techniques is essential for fostering collaboration and driving collective success towards the goal of market share growth.

Whether you're navigating the hurdles of identifying new sales leads, directing through a slower market or trying to find a new way to generate sales momentum, this roundtable session will equip you with the opportunity to learn from others, collaborate and feel motivated to attack and execute in the market.

Don't miss this open forum roundtable amongst attendees to compare notes on how to take a sales and marketing strategy and inspire execution and adoption from your team.

Learner Outcomes:

We are going to have a structured question roundtable in small groups around the following 4 questions as well as field any other hot sales-based topics that attendees may have.
  1. What strategies have you used that have been effective with teammates to execute and deliver on a sales and marketing plan? How do you inspire your team or teammates to set aside the time to call on prospective new customers while balancing service to their existing accounts?
  2. How do you utilize a CRM or other data collection structures to keep track of progress and create databases for future use and knowledge?
  3. When it comes to sales you may have different varying levels of comfort amongst your staff. What coaching in the moment strategies do you use and what training do you need to provide your staff?
  4. Who is in a format that incentivizes sales and how does that work for your association? Is it team, regional or individual based? Do you notice a difference in market share growth with how Loan Officers/RM's approach the market from a sales driven culture versus the traditional Farm Credit model? Does incentives help drive and adopt better execution of sales and marketing plans?