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Beef Cattle Added Value
Do You Pursue All Avenues In Adding Value To Your Cattle?
It is a continuing challenge for registered cattle breeders to find ways to add
value to their cattle and to keep the cost of adding that value within the
budget.
1. Honesty and Integrity. By far the most important
is to build trust. You can't go far wrong if you will always treat a customer
the exact same way you would like to be treated in the same situation. Have you
ever known anyone that felt like they got a raw deal and went back to the same
breeder for seconds? Breeders pay more from those they know operate their
business with integrity. Your reputation is the most valuable asset you have in
the registered cattle business; it is way above the performance of your cattle.
Repeat business can only be built through honesty and integrity and quite
frankly if our sales do not satisfy and help the customer, then we don't deserve
any repeat business.~
2. Register your cattle. Keep your cattle
registrations current and be ready for a sale at all times. That's why your
breed associations exist. They're built on the premise that registered cattle
simply are worth more. That premise has held true for centuries. Keeping
accurate and current records on all your cattle becomes a needed part in keeping
current registrations.
3. Research, accumulate and evaluate current economic
information. The beef industry stands at the threshold of fundamental change
in the way it analyzes the performance of the cattle it produces. Soon,
registered cattle producers will have at their disposal economic analysis tools
that take livestock evaluation to another level, above and beyond EPDs. Computer
models, and marker and gene assisted selection will become a reality for making
selection and culling decisions. Producers must first have an understanding of
and be using current technologies.
4. Take an active role in ensuring the profitability of
your customers. Successful registered cattle producers today are just as
concerned about the profitability of their customers as they are with their own
operations. Those registered cattle producers who work with their customers to
evaluate and compile added value information will have a leg up on their
competition. In the long run if they are able to base culling and selection
decisions on this data, they will improve the quality of their animals and the
profitability for themselves and their customers.
5. Commercial producers don't just buy bulls; they
buy honesty and integrity. Look at the most successful registered cattle
producers in the country, and you'll find they all have this one thing in
common. They have a clear understanding of their mission, backed up by honesty
and integrity in a well disciplined production program. The core values and
knowledgebase of the producer are relayed to customers and potential customers
in a professional and confident fashion.
6. Promote your cattle. Keep in mind that marketing
and promotions take many forms, such as advertising, direct mail, telephone
calls, customer visits, bull test stations or the show ring. What works best for
you depends on your own individual situation.
7. Market Value and Honesty.
Only you will know if you should give much value to the statement that
some folks think creating a "market value" is hoping to find another sucker
instead of working for repeat business and referrals from a satisfied customer.
Or put another way, "There will always be a bigger fool out there somewhere; I
just have to find him." Some cattle folks may say all purebred cattle are
vastly over rated and oversold; and what makes the great ones great are they are
always overfed and over managed. Each is entitled to their opinion and will
usually voluntarily give it to you. You are also entitled to an opinion so now
you have to make up your own.
It takes a lot of time, effort and knowledge to make everything work out and you
should not expect it to work every time. In relation to high priced cattle we
all know there are honest cattle operations that are getting honest money for
their genetics and it is not funny money. There also is nothing wrong with
having a cattle operation in Texas or wherever and just selling good cattle to
commercial cattle operators. That is really the heart and sole of the cattle
business and that is fantastic.
Trying to explain a little more on creating a market value as some cattle
persons call it. When you take the time and effort to honestly prove what
genetics in your herd are superior and you have the data to back it up, then you
choose to develop a plan of advertising to cattlemen and women, sharing what
these genetics have done, that is one step of a marketing effort to create a
market value. If the cattlemen and women like what you have done they will pay
you for your effort, if not, they won't show up.
In determining genetic value you should look at what happens in your herd when
you use their genetics in your own herd on your own ranch. But that it is not
the only place to look at. Ask someone you know to be honest, with reputable
cattle operations who created, or are using the genetics that you are
considering, ask them how they are working in their herds.
One last thought. You can have the best genetics in the world, that will do
everything you say they will and if you are not well thought of or to put it
more bluntly, people don't like you, you will have a hard time selling cattle.
The purebred business is very much a people business. Treat everyone, and I mean
everyone with respect. Treat them how you would like to be treated. Follow up
with their progress on the purchases from you, show genuine interest in their
program. Word will spread on your honesty and integrity and if the cattle work
well for them that word will spread too.
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