The USDA [recently] released its 2017 Agriculture Census revealing in-depth look at agriculture in this state since the last census was released five years ago. 

The USDA surveys farmers every five years and then takes more than a year to compile the data, which was released [April 11]. The most startling statistic is we now have 33,438 farms in New York state, about 2,100 fewer farms than 2012. This is the largest drop in more than two decades and is triple the national average of a three-percent loss. 

The losses run the gamut, including a nine-percent drop in both the smallest and largest farms in terms of value of sales. New York also saw a nearly 20 percent decline in the number of dairy farms in the state. These losses coincide with nine-percent increase in labor costs, while some other production costs, like feed, gasoline, and chemicals, declined. The average net farm income of $42,875 per farm is slightly below the national average

On the positive side, the census showed elements of growth. New York saw a 35 percent increase in organic farms, from 864 in 2012 to 1,330 farms in 2017. According to the market-value summary, the number of vegetable farms in the state totals 3,544 farms, up two percent, and fruit farms rose eight percent to 3,083 farms. New York had a 15 percent jump in maple operations to 1,662 in the state.

While there is still much more to learn as we evaluate the mountain of data, it is clear that the depressed farm economy has taken a toll on the overall number of farms in New York, as labor costs continue to mount for our family farms. At the same time, there are still opportunities across the board. Agriculture remains a leading driver of our rural economy and the data shows we must continue to invest in the farming community while also finding ways to improve the business climate for our more than 33,000 farms in the state.

Additional numbers:

• 98 percent of farms in New York are family-owned

• The state has almost 6.9 million acres in production, down from nearly 7.2 million acres in 2012

• Average farm size is 205 acres, up from 202 acres in 2012

• Farms have 21,860 female producers and 35,985 male producers in total

• Average producer age is nearly 56 years old.

• The state has 6,718 producers under the age of 35

• Hired farm labor totaled 55,363 employees

For more information on the 2017 New York Agriculture Census, visit: https://www.nass.usda.gov/Publications/AgCensus/2017/Full_Report/Volume_1,_Chapter_1_State_Level/New_York/

For more information on the 2017 New York Agriculture Census by County, visit:

https://www.nass.usda.gov/Publications/AgCensus/2017/Full_Report/Volume_1,_Chapter_2_County_Level/New_York/          

David Fisher is president of the New York Farm Bureau. This viewpoint is drawn from a news release the New York Farm Bureau issued on April 12.

The unspoken question in every customer’s mind

“I want to believe you, but I’m not sure I trust you” is the unspoken question customers ask salespeople. The devil in every sale is customer doubt. Specifically, a salesperson’s lack of credibility. Slow down. Forget about “updating” your “professional profile.” Why? To put is graciously, too many are being “massaged” by salespeople who think they need to “enhance” themselves. But, customers aren’t fooled; bad experiences make them suspicious and they back off from saying “yes.”

The tool that helps bridge the “credibility gulf” is the customer testimonial. But wait a minute; don’t roll your eyes and stop reading just because testimonials haven’t worked for you. Here’s why: all testimonials aren’t equal; most are lacking credibility. The Internet is swimming in phony testimonials that are signed: “A long-time customer,” “Ben C.,” “Does a great job,” or “We love that company.” They are exactly what they appear to be — nothing more than thinly veiled fakery.

Even though some testimonials may be genuine, they’re dull, boring, and lack impact. In other words, they’re ineffective. Let’s face it, most of those who are asked to provide a testimonial don’t know what to say or how to say it. So, unintentionally, they botch the job.

For testimonials to do the job of enhancing someone’s integrity, they must tell a compelling story (not make a sales pitch) in a few carefully crafted words. They must be little jewels. And this takes skill.

Here’s how to go about obtaining testimonials that are believable and enhance credibility:

Step #1. Selecting testimonial candidates 

Forget about your sister-in-law or your best friend. Be selective about whom you ask for testimonials. Choose situations where you’ve made a difference or saved the day. These are testimonials that resonate with prospects.

For example, it was during a review of a prospect’s business-insurance program that a broker discovered several gaps in coverage that could do serious financial damage to the company should a loss occur. When the agent was awarded the account, he asked the owner for a testimonial. Needless to say, the new client readily agreed. 

Powerful testimonials often come from using a PSR, or problem-solution-results format. Present the problem, followed by your solution, and then drive the message home with the accrued results. Whether it’s a testimonial or a case history, identify people with their full name, business, and location. Otherwise, it isn’t credible.

Here’s the key: The right moment to ask for a testimonial is not when you want it, but when you have demonstrated your competence — it’s your performance that makes testimonials compelling. Read: believable.

Step #2. Obtaining testimonials that have value

Asking someone to write a testimonial can be a major mistake. If you do, the chances are you won’t get what you expected — or wanted. It’s likely to be something that’s weak, cobbled together, and unimpressive. For example, “We’ve been doing business with The Zoomfast Company for 12 years and they always do a good job. Their people are friendly and know what they’re doing.” How many times have you seen testimonials like this?

Most people want to be helpful, but they don’t know what to say or how to say it. So, they fall back on trite words and phrases that fail to convey a meaningful message. Or, they tell the person asking them, “Just give me what you want and I’ll sign it.” Either way, the results are less than inspiring.

A more successful approach is having someone who can ask questions that get a person talking to conduct a phone interview and write up a concise and compelling narrative. Then, have the person interviewed review it and make any changes and approve the final content. They will appreciate the help in giving it a professional touch.

Here’s an example of what we’re talking about. A client asked a marketing consultant to interview a customer for a testimonial. The customer was a co-founder of a construction company. The “Why do you think they wanted you to do this?” was the first question. And the answer was an instant grabber, “He saved my business.” Then, he went on to tell how he was about to lose a large contract but was able to keep it thanks to the client’s knowledge and quick action. The resulting testimonial was short and powerful.

Step #3. Putting testimonials to work

Once you have a portfolio of several testimonials, what are you going to do with them? How are you going to make them work for you? Take this seriously. There is nothing more persuasive than having a customer tell your story.

Here are ways for to get the most out of testimonials:

– Include in newsletters

– Showcase on websites and in videos

– Feature in sales letters

– Turn into handouts for meetings and events

– Highlight on social media

– Send when asked for references

– Display on banners at trade shows

– Make seminar presentations

Obtaining interesting and captivating testimonials is exciting. But there is one more step: obtaining permission to use them. In fact, tell those interviewed you will send them the proposed wording, along with a testimonial release form (ask a lawyer to make a recommendation). Don’t use a testimonial until you have a signed release in hand.

Testimonials can be one of the most powerful influencers available to marketers and salespeople. But getting them right and using them effectively to maximize their benefits takes thought, planning, and expertise.

John Graham of GrahamComm is a marketing and sales strategist-consultant and business writer. He is the creator of “Magnet Marketing,” and publishes a free monthly eBulletin, “No Nonsense Marketing & Sales Ideas.” Contact him at jgraham@grahamcomm.com or visit: johnrgraham.com