Ep 13 - Straight Talk, Real Change: Troy Williams on Leadership, Language & Trust in Ag Sales
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Ep 13 - Straight Talk, Real Change: Troy Williams on Leadership, Language & Trust in Ag Sales
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About this listen
Troy pulls back the curtain on what it really takes to lead, influence, and drive change in agriculture. We unpack:
🔄 Why the same issues are spoken in different languages between Canberra and the paddock—and how sales reps can bridge the gap
💬 The make-or-break role of language in building trust with farmers (ditch the jargon, keep it real)
🚀 Sales reps as the connectors and catalysts for innovation, resilience, and growth in ag
🔥 The cost of change—and how to take your customers on the journey, not just pitch the product
🧠 Listening as the ultimate leadership skill, both on-farm and in policy
💡 What we can learn from the Ag Career Start program and the future of talent in the ag industry
✅ And his number one tip for building authentic trust with farmers (spoiler: they have the best bullshit detectors around)
This episode is packed with practical takeaways for sales reps, managers, and ag professionals who want to sell smarter, lead better, and speak the language that actually lands.
🔗 Links & Resources:
→ Learn more about the Ag Career Start Program Home - AgCAREERSTART→ Connect with Troy and the NFF: nff.org.au
→ Let’s chat! DM me or head to curiousgeorgiacoaching.com for upcoming workshops, coaching and more.