Selling in the Paddock

Georgia Stormont
  • 5.0 (9)
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Selling in the Paddock is a podcast about real sales in agriculture. Hosted by Georgia Stormont, The Ag Sales Coach, it cuts through the noise and gets to the point—how to sell better, lead stronger, and get results. Guests include Paul Roos, AFL premiership coach turned leadership consultant, and Troy Williams, CEO of the National Farmers’ Federation, plus top ag reps, buyers, and business owners. If you work in ag and want to sell smarter and build better teams, this podcast is for you.

  1. 6 DAYS AGO

    Ep 61 - Assume Nothing, Stay Curious: Building Real Relationships in Ag with Nathan Hrnicek (NutraDrip)

    In this episode of Selling in the Paddock, I’m joined by Nathan Hrnicek from NutraDrip — an ag conversationalist, sales leader, and someone who genuinely lives and breathes connection in agriculture. Nathan shares his journey from construction into ag sales, the lessons that shaped him, and why curiosity — not confidence — is the real superpower in this industry. We dive into what it actually looks like to build rapport (hint: it’s not talking about your product), how to show up on farm with the right intent, and why some of the best sales conversations start with a simple question: 👉 “Tell me about yourself.” Nathan’s path into agriculture and salesWhy feeling “behind” can actually make you betterThe power of mentors and creating safe environments to learnHow to build genuine rapport (without the “verbal diarrhoea”)Why curiosity beats assumptions every timeThe reality of farmer sentiment right now and showing up with empathyThe “gazelle vs cheetah” mindset and how Nathan approaches performanceWhat it really means to serve first in salesAssume nothing. Stay curious about everythingRapport isn’t built by talking — it’s built by listeningEvery driveway is a new conversation, not a repeat of the last oneSales isn’t about pushing product — it’s about understanding peopleYou don’t need all the answers — you need better questions“Put your agenda on hold… and actually care about the person you’re talking to.” Nathan Hrnicek is Director of Sales at NutraDrip, a family-owned business focused on helping farmers maximise performance through irrigation, agronomy and innovation. He describes himself as an “ag conversationalist” — someone driven to connect people, share ideas, and constantly pursue better outcomes across agriculture. If you’re in ag sales and want to sharpen how you show up in conversations — this one’s for you. 👉 Share this episode with a mate in the industry 👉 And if you haven’t already, follow Selling in the Paddock for more real conversations like this

    38 min

  2. 27 APR

    Ep 60 - Building a Brand in the Kimberley: Women’s Workwear, Station Life & Big Dreams with Isabella Thrupp

    What does it take to build a business from one of the most remote parts of Australia? In this episode of Selling in the Paddock, Georgia sits down with Isabella Thrupp from Pardoo Wagyu and Prinking in Pindan — a women’s workwear brand created for life on the land. Based in the Kimberley, Bella shares her journey from moving north for a couple of years as a ringer… to building a life, a career, and a business in one of the most unique and demanding parts of the country. This is a conversation about rural life, resilience, creativity, community, and what it really looks like to back yourself and build something meaningful from the ground up. Bella’s role with Pardoo Wagyu and life in the Kimberley What station life really looks like behind the scenes How Prinking in Pindan was born from a real gap in the market Why women on the land need workwear designed for the job The challenge of creating durable, comfortable jeans for tough conditions The reality of building a product-based business with no design background Finding the right manufacturer and learning through trial and error The power of remote communities and women supporting women Why rural and regional women don’t need to leave the industry to create opportunities Bella’s experience winning the WA AgriFutures Rural Women’s Award and becoming national runner-up How that experience helped shape her confidence, business growth and bigger vision A big idea does not need a city postcode to succeed. Bella’s story is a reminder that innovation can come from anywhere — and that women in rural and remote Australia are building powerful businesses, brands and futures on their own terms. Isabella Thrupp works with Pardoo Wagyu alongside her partner in the Kimberley, helping manage the breeder operation while also building her own business, Prinking in Pindan — workwear for women on the land, designed with purpose, durability and style in mind. She is also the WA winner and national runner-up of the AgriFutures Rural Women’s Award. Honest insight into life on a remote station A brilliant story behind the name Prinking in Pindan Real talk about business resilience and backing yourself A powerful reminder of the strength of rural women and community Coffee order: Cappuccino Music: Country music, with Ella Langley on repeat Watching: Heartfelt series like Bridgerton Send it to a woman in ag who’s building something bold, backing herself, or figuring out her next chapter on the land. And don’t forget to follow Selling in the Paddock for more real stories, practical insights and honest conversations from across agriculture 🌾 🌾 In this episode, we cover:🔑 Key Takeaway📍 About Isabella Thrupp🐂 A few things you’ll love from this episode:⚡ Rapid Fire with Bella📣 Loved this episode?

    26 min

  3. 20 APR

    Ep 59 - Stop Trying to Be Liked: Real Sales, Self-Doubt & Showing Up in Ag (with Pat Owens)

    What if the biggest thing holding you back in sales… is in your own head? In this episode of Selling in the Paddock, Georgia sits down with Pat Owens to unpack one of the most common (and rarely talked about) challenges in agricultural sales — the need to be liked. From self-doubt on farm visits to overthinking every interaction, Pat shares why so many sales reps get stuck in their heads early on… and how that impacts the way they show up with growers. This is a grounded, honest conversation about confidence, identity, and learning to sell in a way that actually works — not just what you think you should be doing. Why new sales reps overthink whether growers like them How self-doubt shows up (and sabotages your next visit) The difference between being liked vs being trusted Why you can’t judge a relationship in the first 6–12 interactions Understanding farmer personalities and communication styles The reality of selling on-farm — no desk, no script, just people Why emotions play a bigger role in ag decisions than we admit The power of persistence (and finding your own version of it) Learning from other reps without trying to copy them Why your sales story must be about the customer — not you You don’t need to be liked to do good business. Know your strengths. Show up consistently. Play the long game. Trust is built over time — not in a single visit. “You might think they don’t like you… but chances are, you’ve just got no concept of how they show it.” Pat brings a wealth of experience across consulting, research coordination, and frontline agricultural sales. From chasing invoices while self-employed to riding shotgun with reps across the Midwest, his perspective is grounded in real-world experience — not theory. Share it with a mate in ag who’s overthinking their next farm visit — or someone who needs a reminder that they don’t have to be perfect to be effective. And if you haven’t already, hit follow on Selling in the Paddock for more real conversations from the field 🌱

    40 min

  4. 13 APR

    Ep 58 - How Great Ag Reps Build Trust Over Time with Mick Wearne

    In this episode of Selling in the Paddock, I’m joined by Mick Wearne from Pursehouse Rural, where he works as Business Manager – Seed. Mick and I first met at a recent Pursehouse Rural conference, and from the moment we started chatting, I knew he’d be a brilliant guest for the podcast. He brings decades of experience across agricultural retail, branch management, seed, fertiliser and customer relationships, and this conversation is packed with practical insight for anyone working in ag sales. We talk about Mick’s path into agriculture, despite not growing up on a farm, and how he built a long career in the industry after starting out as a motorbike mechanic in Walgett, NSW. From there, we get into the real substance of selling in agriculture: forecasting, uncertainty, supplier relationships, difficult conversations, and why trust is everything. A big theme throughout this episode is that great ag sales isn’t about having all the answers. It’s about being honest, staying in communication, offering solutions, and helping customers navigate uncertainty when conditions, timing and supply keep shifting. We also dive into what separates a good rep from a great one, how to handle pressure when things don’t go to plan, and why phone calls still matter so much in an industry built on relationships. And because Mick and I share a love of triathlon and training, we finish by talking about the crossover between fitness, resilience and decision-making in business. Mick’s story and how he built a career in agriculture What drew him into ag, even though he didn’t grow up on a farm The reality of managing seed across 25+ branches Why forecasting is critical in agricultural sales How to navigate difficult conversations up and down the supply chain What builds trust with growers over time Why transparency and prompt communication matter The difference between a good rep and a great rep How to handle not having all the answers The role relationships play across suppliers, branches and customers Lessons from triathlon and CrossFit that carry into work and leadership Trust is built through transparency Good news can wait, bad news can’t You don’t have to know everything, but you do need to communicate Great reps don’t disappear when things get hard In ag, relationships and forecasting go hand in hand This is a really grounded conversation about the realities of selling in agriculture — the unknowns, the pressure, the moving goalposts, and the importance of staying connected through all of it. If you enjoy the episode, make sure you share it with someone else working in ag sales, branch management or agronomy.

    52 min

  5. 12 APR

    Ep 57 - Selling in the Paddock Is Live

    This is a pretty special episode… the book is officially live. This hasn’t just been a few months of writing — it’s been years in the making. Built off 15 years in ag sales, getting it right, getting it wrong, and learning what actually works in the paddock — not just in theory. I didn’t write this to be an author.I wrote it because there’s a gap. We’ve got incredibly technically strong people coming through agriculture… but many are struggling with the conversations, the confidence, and the connection that actually drive results. This book is about helping good people in ag become great at the conversations that matter. Inside, I walk through my Selling in the Paddock framework: Know YourselfUnderstand ThemHandle the Hard BitsDrive It HomeIt’s packed with real stories, real conversations, and tools you can use straight away. No fluff. No b******t. If you’ve ever walked away from a conversation thinking “I should’ve said that differently” — this one’s for you. A massive thank you to the people who’ve backed me along the way — my coaches, clients, the industry, and you listening. This book doesn’t exist without that support. 👉 The book is live now —purchase hereGrab a copy, share it with someone in ag, and if it resonates, I’d love you to post about it. This is just the beginning.

    4 min

  6. 6 APR

    Ep 56 - Questions, Transparency & Regenerative Thinking: Building Better Ag Conversations with Ciara Douglas

    In this episode of Selling in the Paddock, Georgia Stormont is joined by Ciara Douglas, founder of Herd to Home, regenerative agriculture advocate, and multi-business operator based in Western Australia. Ciara’s journey into agriculture isn’t linear — and that’s exactly what makes it so powerful. Originally from Northern Ireland, Ciara moved to Australia as a child, grew up surrounded by farming, and has since carved out a diverse career spanning regenerative agriculture, cattle, horses, kelpie working dogs, education, and direct-to-consumer farm products. This conversation dives deep into regenerative thinking, transparency, asking better questions, and why lived experience matters just as much as data. Growing up in Northern Ireland and moving to Australia — and how Irish and Australian agriculture differ Ciara’s recent university studies in regenerative agriculture and why she deliberately tackled controversial topics Red meat and climate change: why cattle, when managed correctly, can reverse climate damage Genetically modified crops: separating emotion from data and what the science actually says Why transparency builds trust — in agriculture, business, and selling A producer’s perspective on what sales reps get right (and wrong) Why admitting limitations strengthens credibility Ciara’s experience as a jillaroo and working across WA cattle properties Building multiple businesses: horse re-education and training kelpie breeding and working dog programs agricultural merchandise Herd to Home and the paddock-to-plate vision Launching tallow-based skincare while regenerating land and rebuilding soil health The importance of questioning your own beliefs — and being willing to change your mind Advice for women entering agriculture: self-education, resilience, and standing firm in your values Transparency over spin Questions over assumptions Long-term thinking over quick wins Education, lived experience, and adaptability “If we can acknowledge where the technology actually is — and where it isn’t — trust grows.” “The worst you’re going to get is a no. And that’s just a redirection.” “There’s nothing that beats life experience.” Ciara Douglas on LinkedIn Herd to Home – paddock-to-plate, regenerative-focused products and education ☕ Coffee order: Small iced latte with an extra shot, raw milk preferred 🎧 Listening to: Everything from Eminem to Cody Johnson — plus emerging artists discovered online 📚 Winding down: Reading (The Seven Sisters), learning, and the occasional episode of Game of Thrones or Yellowstone

    31 min

  7. 30 MAR

    Ep 55 - Healing from the Ground Up: Holistic Health, Rural Women & Thriving (Not Just Surviving) with Kristy Hollis

    In this episode of Selling in the Paddock, Georgia is joined by Kristy Hollis, founder of Everlasting Health and a naturopath based in Darwin, working closely with women across regional and remote Northern Territory communities. Kristy’s journey into health didn’t start in a clinic — it started in the paddock. From applied science and entomology work with CSIRO, through to biological weed control and time spent in agricultural research, Kristy brings a grounded, science-backed and deeply human approach to health and wellbeing. Together, Georgia and Kristy explore what holistic health really means (and why it’s often misunderstood), the parallels between health and sales problem-solving, and why supporting rural women requires context, choice, and genuine understanding — not one-size-fits-all solutions. Kristy’s journey from ag science and entomology to naturopathy What “holistic” actually means — and why it’s not woo-woo Why symptoms are rarely the real problem (in health and in life) The link between stress, burnout, hormones, immunity and gut health Supporting women in regional and remote communities like Katherine The importance of choice in healthcare, alongside traditional GP medicine Working respectfully with Indigenous women and two-way learning in community Kristy’s work with First Nations women’s groups and DV support services Winning the AgriFutures Rural Women’s Award (NT) and what it unlocked How visibility, voice and networks change impact for rural women Why thriving matters more than just “getting through” The hidden cost of doing it all — and how burnout shows up years later What success really looks like at this stage of life Hitting pause, asking for help, and redefining balance Rapid-fire fun: coffee orders, Fleetwood Mac, U2, and winding down well This episode is a powerful reminder that whether you’re selling, leading, parenting, or building a business — the real work starts by looking at the whole picture. If you’re in the Northern Territory (or anywhere in Australia) and want to learn more about Kristy’s work with women’s health, holistic wellbeing, or community programs, you’ll find her links in the show notes. 📍 Enjoyed this episode?Make sure you follow Selling in the Paddock so you don’t miss what’s coming next.If you’ve got 30 seconds, leaving a quick review helps more people in ag find the show and learn alongside us. Know someone who should be our next guest?Send Georgia a DM or tag them — real conversations with real people are what this podcast is all about. See you next time 🌾

    37 min

  8. 23 MAR

    Ep 54 - Why Salespeople Discount Too Early (and How to Fix It) with Kurt Newman

    Episode: Why Sales People Discount to Early with Kurt NewmanPodcast: Selling in the PaddockHost: Georgia StormontGuest: Kurt Newman, Managing Director — Sales Consultants (Sydney / Southern Highlands) In this episode, Georgia sits down with sales coach and author Kurt Newman (MD of Sales Consultants) to talk about the hidden places profit disappears, why salespeople discount before they’re even asked, and how trust (not likeability) is what actually drives big-ticket decisions. Kurt has spent decades in frontline B2B sales, won global sales awards across multiple industries, and now works with organisations worldwide to improve sales performance — from mindset and confidence through to margin protection and practical sales behaviours. Why “just being liked” is fragile — and what matters more: like, trust and belief The real cause of margin leakage (hint: it starts in the salesperson’s head) The subtle tells that destroy value: hesitation before price, vocal tone shifts, and over-explaining Why technical people can become “liquid gold” in sales once they build people skills The importance of doing your homework (and how the right research can break the ice instantly) Why sales leaders can’t manage purely from a CRM — and why face-to-face still wins How to build confidence and resilience in younger salespeople (and why it’s needed more than ever) The difference between using AI as support vs expecting it to replace human coaching “Margin leakage starts in the salesperson’s mind.” Kurt’s story about the power of silence: asking for the close… then genuinely shutting up Why discounting is often a self-worth issue, not a pricing strategy If you’re selling into farmers or rural retail, this episode is a reminder that: Confidence + value clarity beats discounting Trust-building is a skill you can learn (even if you’re technical) Face-to-face conversations still create the strongest differentiation Coffee order: Skinny flat white (mug), no sugar Music: Loud 70s rock (Boston, Rod Stewart) Wind down: Family time, movies/series, and quality time with the fur babies Connect with Kurt Newman on LinkedIn: Learn more about Sales Consultants: Kurt’s article on why face-to-face still matters post-COVID: If you drop me your rough timecodes or a Descript export, I can format timestamps like: 03:10 — Kurt’s background and why sales 14:20 — Trust vs likeability 22:40 — Margin leakage and discounting 30:00 — Silence and closing 34:30 — Rapid fire

    45 min
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5
out of 5
9 Ratings

About

Selling in the Paddock is a podcast about real sales in agriculture. Hosted by Georgia Stormont, The Ag Sales Coach, it cuts through the noise and gets to the point—how to sell better, lead stronger, and get results. Guests include Paul Roos, AFL premiership coach turned leadership consultant, and Troy Williams, CEO of the National Farmers’ Federation, plus top ag reps, buyers, and business owners. If you work in ag and want to sell smarter and build better teams, this podcast is for you.

Information

  • Creator
    Georgia Stormont
  • Years Active
    2025 - 2026
  • Episodes
    66
  • Rating
    Explicit
  • Copyright
    © Georgia Stormont
  • Show Website
    Selling in the Paddock

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