Why Farming Is Different

Here's what most non-farmers don't understand about farm decisions:

The downside isn't "losing money"—it's losing the farm.

When you recommend a farmer try something new, here's what they hear:

• "Risk my land (collateral)"
• "Risk my family's income (only source)"
• "Risk next year's operating capital (no second chance)"
• "Risk my reputation with the bank (future access to credit)"
• "Risk my legacy (multi-generational farm)"

That's not an exaggeration. That's literally what's at stake when a farmer implements your advice and it doesn't work out.

Compare that to most other decisions:

• Try a new restaurant? Worst case: bad meal, wasted $50
• Try new software? Worst case: frustration, wasted time, cancel subscription
• Try a new workout routine? Worst case: sore for a week

But farming:

• Try new seed variety? Worst case: crop failure, no income this year, debt spiral
• Try different application timing? Worst case: pest outbreak, yield loss, can't pay bills
• Try new equipment? Worst case: debt you can't service, forced to sell land

The Asymmetry of Farming Risk

Here's what makes farming decisions especially hard:

Downside: Catastrophic Upside: Modest

Even when your advice works perfectly:

• A 10% yield increase might generate $20,000 more revenue
• But a failed bet could cost $200,000 and the farm

That 10:1 downside-to-upside ratio makes farmers rationally risk-averse—or more accurately, trust-averse.

What This Means for You

When a farmer doesn't immediately implement your recommendation, they're not being stubborn. They're not resisting change. They're not "behind the times."

They're doing the math on catastrophic risk.

And that math includes: "How much do I trust this advisor to have my back if this goes wrong?"

If the answer is "I'm not sure"—they won't act. No matter how good the advice is.

The Questions Farmers Are Really Asking

When you're explaining your recommendation, farmers are simultaneously asking themselves:

1. "What happens if this fails?"

   • Can I absorb the loss?
   • Will my family be okay?
   • Will the bank still work with me?

2. "How confident is this advisor?"

   • Have they seen this work before?
   • Do they understand MY farm, or just farms in general?
   • Are they selling, or recommending?

3. "Will they still be here if it goes wrong?"

   • Will they take my call?
   • Will they help fix it?
   • Or will they blame me?

4. "Can I afford to be wrong?"

   • What's my financial buffer?
   • How many bad years can I handle?
   • What else is competing for resources?

Notice: NONE of those questions are about whether your advice is technically correct.

They're all about trust and risk management.

Example: The Fertilizer Timing Recommendation

Let's say you recommend shifting nitrogen application timing to improve uptake efficiency. Agronomically sound. Research-backed. You've seen it work.

What you see:

• 8-12% yield increase potential
• Better nitrogen use efficiency
• Lower environmental impact
• Net revenue gain of $15-20/acre

What the farmer sees:

• Changing 40-year family practice
• Weather risk if timing is off
• Equipment scheduling complexity
• "What if it doesn't rain?"
• "What if I lose 20% of my crop?"
• $30,000-50,000 potential loss on their operation
• Explaining to their spouse/partner why they tried something new
• No way to reverse it once committed

Your risk calculation: "This should work."

Their risk calculation: "Can I survive if it doesn't?"

Completely different equations.

And whether they trust you determines which equation they use.

Two Kinds of Trust

Not all trust is the same. Researchers distinguish between thin trust and thick trust:

Thin Trust:

• Surface-level confidence
• "They seem to know what they're talking about"
• Based on credentials, presentation, initial impression
• Enough to have a conversation
• NOT enough to act on advice that carries risk

Thick Trust:

• Deep confidence built over time
• "They've proven they have my back"
• Based on consistent behavior, follow-through, demonstrated care
• Enough to implement significant changes
• Takes time and repeated interactions to build

The Trust Progression

Most advisor-farmer relationships progress through stages:

Stage 1: No Trust (Initial Contact)

• "Who is this person?"
• "What do they want?"
• "Are they here to sell me something?"
• Farmer is polite but guarded

Stage 2: Thin Trust (Early Relationship)

• "They seem competent"
• "Their advice makes sense"
• "I'll listen to what they say"
• Farmer might implement low-risk recommendations

Stage 3: Testing (Critical Phase)

• Farmer tries small pieces of advice
• Watches to see if advisor follows up
• Tests whether advisor remembers previous conversations
• Evaluates whether advisor admits what they don't know

Stage 4: Thick Trust (Established Relationship)

• "I trust them with big decisions"
• "They've earned the right to challenge me"
• "I know they'll be here if things go wrong"
• Farmer implements high-risk recommendations

Stage 5: Partnership (Rare)

• Farmer calls YOU when problems arise
• Your number is in their phone
• They ask your opinion before deciding
• You're part of their decision-making team

The Mistake Most Advisors Make

Most advisors try to jump from Stage 1 (no trust) to Stage 4 (thick trust) in a single visit.

They show up with great advice, good data, clear presentation—and expect farmers to act on it immediately.

But trust doesn't work that way.

You can't shortcut the stages. You can only move through them efficiently.

What Moves Farmers Through the Stages?

From Thin Trust to Thick Trust:

What DOESN'T work:

• Better presentations
• More data
• Louder confidence
• Pressure tactics
• "Trust me, I'm an expert"

What DOES work:

• Showing up consistently
• Following through on commitments
• Remembering previous conversations
• Admitting what you don't know
• Being right (most of the time)
• Being there when things go wrong
• Demonstrating you care about THEIR success, not yours

Notice a pattern? Thick trust is built through behavior over time, not through credentials or charisma.

The One-of-Fifty Problem

Remember the "fertilizer guy" from Session 1?

That's someone stuck at thin trust.

The farmer thinks:

• "They're competent enough"
• "Their advice is probably fine"
• "But I'm just one of 50 stops they're making"
• "They won't remember me next time"
• "They're not here for ME—they're here for the sale"

And you know what? The farmer is usually right.

That advisor might have great technical knowledge. But they haven't earned thick trust because they haven't demonstrated care over time.

What Thick Trust Feels Like

When you've built thick trust with a farmer:

• They call you before problems get big
• They tell you the truth (even uncomfortable truths)
• They ask your opinion, not just your answer
• They implement your recommendations
• They forgive mistakes (because they know you care)
• They refer other farmers to you
• They defend you when others criticize

That's what you're building toward. Not just credibility—partnership.

The Hidden Tests

Here's something most advisors don't realize:

Farmers are constantly testing you—and they're not telling you they're doing it.

These aren't formal tests. They're not conscious. But they're happening in every interaction.

Test #1: "Will they remember?"

What it looks like:

• Farmer mentions their daughter's soccer schedule
• Farmer mentions planting is delayed
• Farmer mentions concern about a specific field

What they're testing:

• Will you remember this next time?
• Do you care enough to track details?
• Am I memorable, or just another stop?

How farmers evaluate:

• Next visit: "How'd your daughter's game go?"
• = You remember. Trust increases.
• Next visit: No mention of previous conversation
• = You forgot. Trust erodes.

Test #2: "Will they follow through?"

What it looks like:

• "Can you send me that article?"
• "Could you check on that for me?"
• "Let me know what you find out"

What they're testing:

• Do you do what you say you'll do?
• Is your word reliable?
• Can I count on you?

How farmers evaluate:

• You send the article within 24 hours
• = You follow through. Trust increases.
• You forget
• = Your word doesn't mean much. Trust erodes.

Test #3: "Do they know what they don't know?"

What it looks like:

• Farmer asks a technical question you're not sure about

What they're testing:

• Will you BS an answer to look smart?
• Or will you admit uncertainty and find out?
• Can they trust your judgment about your own limitations?

How farmers evaluate:

• "Good question—I'm not 100% sure. Let me check and get back to you."
• = You're honest. Trust increases.
• You give a confident answer you're not sure about
• = (If it's wrong, trust collapses)

Test #4: "Are they here for me, or for them?"

What it looks like:

• The entire conversation

What they're testing:

• Are you listening or waiting to talk?
• Are your recommendations tailored or generic?
• Do you care about MY constraints, or just your solution?
• Will you recommend against your own interest if that's what's best?

How farmers evaluate:

• You recommend they wait a year because conditions aren't right
• = You care about their success. Trust increases.
• You push a solution that benefits you more than them
• = You're selling, not advising. Trust erodes.

Test #5: "Will they still be here when things go wrong?"

What it looks like:

• Something doesn't work as expected
• Results are mixed
• Farmer calls with a problem

What they're testing:

• Will you take responsibility?
• Will you help fix it?
• Or will you disappear/blame them?

How farmers evaluate:

• You show up, help troubleshoot, take ownership
• = You have their back. Trust locks in.
• You ghost, deflect, or blame them
• = They'll never trust you with high-risk decisions again

Why This Matters

Every interaction is an opportunity to build trust or erode it.

Farmers aren't keeping a formal score card. But they're noticing:

• Did you do what you said you'd do?
• Did you remember what mattered?
• Were you honest when you didn't know?
• Did you care about them, or just the sale?

And those observations accumulate into trust (or lack of it).

The good news: You can ace these tests by being intentional about simple behaviors.