Selling in the Paddock

Georgia Stormont
  • 0.0 (0)
  • Marketing
  • Updated Weekly

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. 6d ago

    Ep 65 - “Tell the Truth.” What Farmers Really Want from Sales Reps | Jared Clarke

    This week on Selling in the Paddock, Georgia heads across the ditch to chat with New Zealand dairy farmer Jared Clarke — and this one is packed with insight for anyone working in agriculture, sales, leadership or ag tech. Jared and his wife Victoria run a 1,000-cow dairy operation in Canterbury on New Zealand’s South Island, milking through a 60-bail rotary with a strong focus on grass management, genetics, technology and team culture. But this episode goes far deeper than dairy farming. From AI-powered Halter collars and wearable technology through to what farmers actually value in a sales rep, this is a raw, practical conversation about trust, knowledge, follow-through and building genuine relationships in agriculture. A few standout moments: Why Jared believes “staff” and “workers” are the wrong wordsHow Halter collars are changing the future of grazing managementThe balancing act between milk production and pasture performanceWhy some reps earn trust — and others get sent straight back down the drivewayThe importance of product knowledge, honesty and follow-through in ag salesHow WhatsApp groups and communication systems are streamlining farm operationsGenetics, breeding worth and the economics behind dairy decisionsJared’s experience as a 2026 Nuffield Scholar travelling the world studying energy and agricultureOne of the biggest takeaways from this episode?Farmers don’t just want products. They want people who know their stuff, tell the truth and actually follow through. Whether you’re an ag sales rep, grower, agronomist or someone passionate about the future of agriculture, there’s plenty in this conversation for you. Dairy farming in Canterbury, NZHalter collar technologyGrass-fed dairy systemsAg sales and relationship buildingArtificial breeding and geneticsTeam culture on-farmFollow-through in salesNuffield Scholarship experiencesSpain, energy systems and global agriculture☕ Coffee order: Small flat white🎵 Music: Pearl Jam & Red Hot Chili Peppers📺 Watching: Narcos (again) 🎙 Podcast: Selling in the Paddock📘 Book: Selling in the Paddock🌾 Agricultural sales coaching, workshops & keynote speaking If you enjoyed this episode, share it with someone in ag and leave a review — it helps more people find the show.

    41 min

  2. May 25

    Ep 64 - Closing Without the Ick: Keeping Sales Conversations Moving in Ag

    In this solo episode of Selling in the Paddock, Georgia dives deep into one of the biggest challenges in agricultural sales… closing. Not the pushy, awkward “are you buying today or not?” type of closing.The real kind. The kind that keeps conversations moving forward, builds trust, creates momentum, and helps customers make confident decisions over time. Because in Ag, sales cycles are long. Relationships matter. And most deals aren’t won in one conversation. Georgia shares practical closing strategies she teaches inside her workshops, including: Why “let me know” quietly kills momentumHow to use micro-closes throughout the sales processThe difference between pressure and progressWhy hearing “no” is actually valuable informationReal examples from her coaching business and onion seed sales roleDifferent closing styles every sales rep should have in their tool beltHow transparency can strengthen trust in the sales cyclePractical next-step questions you can start using immediatelyThis episode is packed with practical examples, paddock conversations, and real-world sales lessons from over 15 years in agricultural sales. If you’ve ever struggled to ask for commitment, feared rejection, or felt awkward closing… this episode is for you. Closing isn’t about pressure.It’s about helping people make decisions and keeping the conversation moving forward. 🎧 Listen now and challenge yourself this week:In every sales conversation, ask for one next step. Not the order.Just movement. To purchase my book: Link here #SellingInThePaddock #AgSales #Agriculture #SalesTraining #Leadership #Communication #ClosingTheSale #Agribusiness #SalesConfidence #Podcast

    25 min

  3. May 18

    Ep 63 - Why Great Teams Don’t Happen by Accident | Jess Weiss on Leadership, Culture & Accountability

    This week on Selling in the Paddock, I sit down with Jess Weiss, founder of Human Tribe — a leadership and people development consultancy built on one simple belief: When people thrive, businesses thrive. Jess shares her journey from personal trainer to leadership consultant and why managers are one of the biggest levers for performance, culture and wellbeing inside any organisation. We unpack: Why technically strong people often struggle in leadership rolesThe difference between high-performing individuals and high-performing teamsWhy culture is behavioural, not fluffyThe danger of keeping toxic high performersAccountability, KPIs and creating genuine buy-inWhy discomfort is essential for growthThe neuroscience behind pushing yourself outside your comfort zoneAI, leadership and the future of workplace performanceWhy great managers change the trajectory of people’s livesThere are so many practical takeaways in this episode for leaders, salespeople, business owners and anyone wanting to build stronger teams and better workplace culture. “A bad culture will beat a good person every time.” A massive thank you to Jess for such an honest, insightful and energising conversation. 🌐 Human Tribe💼 Jess Weiss LinkedIn

    46 min

  4. May 11

    Ep 62 - “Go Outside”: The Simple Advice We’ve Forgotten | Debbie Feyh

    Today on Selling in the Paddock, I’m joined by Debbie Feyh from Go Experience Nature, joining us all the way from Kansas in the United States. Debbie is a farmer’s daughter, farmer’s wife, entrepreneur and passionate advocate for reconnecting people back to nature, agriculture and the outdoors. This conversation goes far beyond farming. We chat about: Why people are becoming disconnected from natureThe mental and physical benefits of slowing down and getting outsideCommunication in agriculture and why farmers need to tell their story moreConsumer understanding around food production and farming practicesHealthy soil, healthy food and healthy peopleTeaching the next generation to reconnect with the outdoorsEntrepreneurship, purpose and building something meaningful from the ground upThere are also some beautiful moments throughout this episode around grief, perspective, family and learning to notice the world around us again. A powerful conversation about agriculture, communication and being human. 🎧 Listen now and let me know your biggest takeaway. You can connect with Debbie and learn more about Go Experience Nature here:https://www.goexperiencenature.com/ 📘 My book:Selling in the Paddock — People First Conversations for Selling Confidently in Agriculture Available here:Selling in the Paddock: A Proven, People-First Framework for Selling with Confidence in Agriculture eBook : Stormont, Georgia: Amazon.com.au: Kindle Store

    31 min

  5. May 4

    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

  6. Apr 27

    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

  7. Apr 20

    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

  8. Apr 13

    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
See All (70)

Trailer

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
    70
  • Rating
    Explicit
  • Copyright
    © Georgia Stormont
  • Show Website
    Selling in the Paddock

You Might Also Like