How to Sell to Vineyards & Vineyard Management Companies as an Agtech Company

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How to Sell to Vineyards & Vineyard Management Companies as an Agtech Company

How to Sell to Vineyards & Vineyard Management Companies as an Agtech Company

Want to sell your agtech solutions to vineyards? Here's what you need to know:

  • Vineyards face big challenges: climate change, worker shortages, and resource management
  • They need tech to stay competitive and eco-friendly
  • Focus on solving real problems like weather risks, labor issues, and water waste
  • Prove your tech works with test programs and solid data
  • Build relationships with key decision-makers like vineyard managers

Quick tips for success:

  • Show how your tech solves specific vineyard problems
  • Demonstrate clear cost benefits and ROI
  • Offer trials and excellent support
  • Use simple language and avoid tech jargon

Remember: Vineyards want tech that works with traditional methods, not replaces them. Show how your solution fits into their world and makes their job easier.

Key Aspect Why It Matters
Solve Real Problems Address actual vineyard challenges
Prove Benefits Show clear improvements and savings
Know the Industry Demonstrate understanding of vineyard operations
Offer Trials Let them test your tech in real conditions
Build Trust Focus on long-term partnerships

Selling to vineyards takes time, but with the right approach, you can tap into this growing market for agtech solutions.

Common Vineyard Problems

Vineyards face big challenges. Let's look at the main issues and how tech can help solve them.

Weather and Climate Risks

Climate change is shaking up the wine world. A University of East Anglia study says southern England's growing season could get 1.4% warmer in the next 20 years. This brings good and bad news:

  • Weird weather: In 2024, Essex vineyards had a mild winter, then a surprise April frost. Ouch.
  • Too hot: If Earth warms more than 2°C above old levels, 70% of wine regions might not work for grapes anymore.

Tech can help. Bouchaine Vineyards in Napa teamed up with Cisco to use IoT sensors. Now they can check temperature, humidity, and soil moisture in real-time.

Worker Shortage Solutions

Vineyards are short on workers:

  • Vineyard workers are getting older, and young folks aren't jumping in.
  • COVID-19 made it harder for migrant workers to travel.

So, vineyards want robots:

Year Demand for Robot Harvesters
Before 2023 5-10% more each year
2023 20% more

Tech companies can offer:

  • Robot pruners and harvesters
  • AI that sorts grapes
  • Drones that watch the vineyard

Pellenc's smart pruning machines can cut a 20-person job down to 3-5 people.

Better Resource Use

Using resources wisely keeps vineyards green and profitable. Tech can help:

  • Water smarts: Tule Vision checks how thirsty grape leaves are, so vineyards know when to water.
  • Less chemicals: WEED-IT uses cameras to spot weeds and only sprays them, saving on weed killer.
  • Healthy soil: Mixing in compost and biochar can make grapes taste better and help the environment.

Meeting Industry Rules

Following farm rules is getting trickier. Tech companies can offer:

  • Auto-paperwork tools: These make reports fast, so audits are easier.
  • Grape tracking: Blockchain and IoT can follow grapes from vine to wine, showing customers where their drink came from.

Who Makes Buying Decisions

Let's break down how vineyards choose new tech. It's all about knowing who to talk to and how they make decisions.

Key People to Contact

When you're selling to vineyards, you need to know who calls the shots. Here's a quick rundown:

Role What They Do How Much Say They Have
Vineyard Owner Runs the whole show Big boss - final word on big purchases
Vineyard Manager Handles daily operations Major player - suggests and uses new tech
Winemaker Keeps wine quality top-notch Some input - cares about tech that affects the wine
Purchasing Manager Deals with suppliers and buying Looks at costs and contracts
Sustainability Director Focuses on eco-friendly stuff Growing influence - pushes for green tech

Here's a tip: Get to know those vineyard managers. They're often the ones who spot problems and push for new tech solutions.

How Vineyards Choose Tech

Vineyards don't just buy tech on a whim. They follow a process:

1. Spot the Problem: Managers identify issues like not enough workers or water waste.

2. Look for Answers: They check out what's out there, often asking other vineyard folks what works.

3. Compare Options: They look at:

  • How well it works
  • If it's worth the money
  • How easy it is to set up
  • If it plays nice with their current setup
  • How much money it might save or make them

4. Try It Out: Most vineyards like to test new stuff on a small scale first.

5. Make the Call: The final "yes" usually involves a bunch of people, including the owners and money folks.

A survey showed that EVERY vineyard wants top-quality products and services. And 98.1% said great customer service is a must.

Using B2B Wine Prospects

B2B Wine Prospects is a tool that can help you reach the right people. It's got:

  • Contact info for U.S. wineries and vineyards
  • Checked and verified info
  • Direct lines to decision-makers

Here's how to use it smart:

  1. Pick Your Targets: Find vineyards that match what you're looking for.
  2. Make It Personal: Tailor your pitch to each vineyard's size and needs.
  3. Keep Track: See who's responding and tweak your approach.
  4. Stay Current: Keep your list fresh as things change.

Remember, tools like this are just the start. As Justin Reynolds puts it:

"Setting up an approval process improves transparency, which helps with auditing and compliance. This makes it easy for decision makers and auditors to see exactly how different teams are spending money."

It's all about building relationships and showing how your tech can solve real problems for vineyards.

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Creating Your Sales Plan

A solid sales plan is key when selling agtech to vineyards. Here's how to make one that works:

Showing Product Benefits

Show how your tech solves real vineyard problems:

Problem Tech Solution What It Does
Weather risks IoT sensors Tracks temperature, humidity, soil moisture in real-time
Labor shortages Robotic harvesters Cuts need for manual work, boosts efficiency
Resource waste Smart irrigation Uses water better, lowers costs
Compliance headaches Auto-reporting tools Makes audits easier, helps follow rules

Take Bouchaine Vineyards in Napa. They teamed up with Cisco to use IoT sensors. Now they can "dial in" to different vineyard spots, growing better grapes and managing resources smarter.

Proving Cost Benefits

Show the money they'll save:

  • Vineyard nets can save up to 30% of grapes each season.
  • A New Zealand vineyard grew 15% better grapes after using protective tech.
  • Good vineyard nets last up to 8 years, spreading out the cost.

Here's a simple way to show return on investment (ROI):

ROI = (SALES X Margin - PROGRAM COSTS) / PROGRAM COSTS

Let's say your $10,000 solution boosts sales by $50,000, with an 85% margin:

ROI = ($50,000 X 0.85 - $10,000) / $10,000 = 325%

Standing Out from Others

Make your agtech solution shine:

  1. Show how it works with stuff they already use.
  2. Explain how it fits vineyards of all sizes and types.
  3. Offer top-notch training and always-there support.

Take AgCode, the big dog in vineyard management software. They're special because they put all the info in one place and enter data automatically. Their CEO, Lance Donny, says: "AgCode can tell the office if the tractor guy worked all night (so don't call him early!) or show how profitable each part of the vineyard is."

Vineyard owners want tech that works with old-school methods. Chris Kajani from Bouchaine Vineyards puts it well: "Not using one recipe for the whole vineyard lets us grow better grapes and stop wasting resources."

Proving Your Tech Works

Selling agtech to vineyards? You need to show real results. Here's how:

Running Test Programs

Set up trials that put your tech in the spotlight:

Start small with a pilot program on part of the vineyard. Test across different soil types, grape varieties, and microclimates. Set clear goals and metrics. Get the vineyard team involved - train them and listen to their feedback. And don't forget to document everything.

Agtonomy's nailed this approach. They've been running on-farm tests from day one, starting at Trattore Farms. Now? They're scaling up for 2024, with big players like E & J Gallo and Treasury Wine Estates joining their paid pilot program.

Using Results Data

Turn your test data into a compelling story:

Metric Measurement Why It Matters
Water savings Before vs. after usage Shows efficiency
Labor reduction Hours saved on tasks Proves cost-cutting
Yield increase Crop output difference Links to profit
Quality improvement Grape quality metrics Adds value for premium wines

Here's a real-world example: Ryan Decker, viticulturist at Clos du Val Winery, uses Tule Vision to track soil moisture, evapotranspiration, and plant stress. This data drives his irrigation decisions, leading to smarter vineyard management.

Success Stories

Craft case studies that speak to vineyard owners:

Focus on outcomes and use specific numbers. Tell a story - what was the challenge, how did you solve it, and what were the results? Let your satisfied customers do the talking with quotes.

Check out this example from Caine Thompson at O'Neil Vintners:

"We have higher juice yields because the regenerative organic canopies are significantly larger, providing more shade over the fruit in the hot Paso Robles climate, so we had less dehydration of the skins."

The result? They expanded their regenerative agriculture trial from 40 to 130 acres.

Vineyards want tech that plays nice with traditional methods. As Chris Kajani from Bouchaine Vineyards puts it:

"Not using one recipe for the whole vineyard lets us grow better grapes and stop wasting resources."

Prove your tech can do that, and you're golden.

Steps to Make the Sale

Selling agtech to vineyards isn't rocket science, but it does take some know-how. Here's how to nail it:

First Contact Tips

When you're reaching out to the big shots at vineyards:

  • Do your homework. Know their pain points and tailor your pitch.
  • Use your network. A warm intro beats a cold call any day.
  • Focus on their problems, not your product. Show them you get it.

Here's a quick do's and don'ts:

Do Don't
Make it personal Spam them
Give value first Push for a quick sale
Keep it simple Geek out with tech talk

Product Demo Guide

Showing off your tech? Here's how to make it stick:

1. Set the scene

Paint a picture of how your gadget fits into their world. If you're pushing IoT sensors like Bouchaine Vineyards uses, show how it plays nice with their current setup.

2. Let them see it in action

Don't just talk about it. Fire it up and let them see the magic happen. If you can, take it for a spin right in their vineyard.

3. Tackle their worries head-on

Got a vineyard freaking out about water waste? Show them how your tech can help. Labor shortage keeping them up at night? Demonstrate how you can ease the load.

Test Period Best Practices

Want to seal the deal? Nail the trial run:

  • Get crystal clear on what "success" means for both of you.
  • Be their tech guru. Train them up and be on call for hiccups.
  • Keep them in the loop. Share the good, the bad, and the ugly of how the trial's going.

Take a page from Agtonomy's playbook with Silver Oak Cellars. Their paid pilot lets vineyards kick the tires on TeleFarmer™ in real conditions. It's a "try before you buy" that works.

Deal Terms Guide

Closing time? Here's what to keep in mind:

Term What to Think About
Pricing Give options (subscription or buy outright?)
Support Spell out what they're getting (training, fixes, upgrades)
ROI timeline Be real about when they'll see the payoff

Josh Mickolio from DigiKey puts it well:

"As technology continues to scale and evolve toward precision and adaptability, vineyard owners will reap the rewards, which range from increased land productivity to less reliance on manual labor and staffing."

When you're hashing out the deal, hammer home these long-term perks.

Summary

Selling agtech to vineyards and vineyard management companies isn't just about pushing a product. It's about understanding their world and offering solutions that make a real difference.

Here's the deal:

Vineyards are facing some tough challenges. Climate change, not enough workers, and managing resources are just a few of the headaches they're dealing with. Your tech needs to tackle these issues head-on.

Take Bouchaine Vineyards, for example. They teamed up with Cisco to set up IoT sensors. Now they're making smarter choices based on real data, not guesswork.

When you're pitching your solution, focus on the good stuff:

  • Show how it solves specific problems. Tule Vision, for instance, helps viticulturists like Ryan Decker at Clos du Val Winery make better calls on irrigation.
  • Back it up with numbers. Caine Thompson at O'Neil Vintners was so impressed with his regenerative agriculture trial that he more than tripled the area from 40 to 130 acres.
  • Talk about sustainability. Adam Koeppel from Agrology puts it well: "In a world of climate change, wine grapes have the potential to be very climate positive."

Here's a quick look at what matters:

Key Aspect Why It Matters
Customer Needs Your solution should fix real vineyard problems
Tech Benefits Show how it improves operations and saves money
Industry Knowledge Prove you get what vineyards are all about
Proof of Concept Let them try it out and show off your success stories
Relationship Building Think long-term partnership, not just a quick sale

One last thing: be patient. Selling to vineyards takes time. Use tools like B2B Wine Prospects to find the right people to talk to, but remember that trust is key.

As Chris Kajani from Bouchaine Vineyards says, "Technology is incredibly helpful. It's not going to replace a person, but that doesn't mean it's not insanely helpful." That's the sweet spot you're aiming for.