When customers walk onto the lot on sale day, they are not just looking for new replacement heifers or a herd bull. They’re also searching for a sense of trust, the feeling that they’re doing business with people who stand behind their cattle and the reassurance that, long after the sale is final, someone will still pick up the phone when they call. In an industry where seedstock can be bought anywhere, how producers treat and develop relationships with their customers can define the long-term success of an operation. Garrett Knebel, a veteran sale manager and seedstock breeder, and Tierra and Randy Kessler of Kessler Angus shared their insights on how producers can create meaningful, long-lasting relationships with customers.
Every operation – and every customer – has different goals, priorities and ways of doing business.
As Knebel explains, it all starts with clarity.
“The potential customers you could have in selling cattle varies widely,” Knebel says. “Are you selling bulls? To registered or commercial producers? Are you selling females? Weaned calves? Show cattle?”
Each type of buyer has unique expectations, and meeting them requires more than a one-size-fits-all approach.
At Kessler Angus, that means taking the time to understand what each customer’s program needs to succeed. For some, it’s calving ease and dependable disposition; for others, it’s predictable performance and consistent, heavy calves. When buyers walk through the bull pens, the Kesslers are upfront about which sire groups will fit – and which ones won’t. Even if it means telling someone they might be better off with a different bull, the goal is to make sure the customer leaves confident in their purchase.
Knebel puts it simply: “If you know who your customer is, how they operate and what is important to them, you’ve solved 80 percent of the equation.”
That understanding doesn’t just guide the sale itself – it shapes how producers communicate, how they follow up and how they stand behind their cattle when challenges inevitably come up.
Honesty isn’t a sales tactic to the Kesslers – it’s the cornerstone of their business. When customers come to view cattle, they often hear more about what the Kesslers don’t like in the animal before they hear about its strengths.
“Oftentimes, you’ll hear things we don’t like or would change about a cow before we brag on what she has done right,” Tierra shares. “We want customers to know as much as we do about these cattle so they can be successful in their own programs.”
Some buyers are surprised to hear a producer talk them out of a certain animal, but that candor pays off in the long run. It creates trust and enables customers to make decisions that set their own operations up for success.
Knebel has seen the same principle at work from the sale management side. While the product matters, what people remember most is whether they felt respected and informed.
“The strongest customer experience and relationship is built when the conversation goes deeper than ‘How is the bull doing?’ That’s where the true connection is made," Knebel says.
Clear, proactive communication can make the difference between a one-time buyer and a lifelong customer. Not returning calls or failing to follow up after a sale are missteps that can damage trust.
For the Kesslers, staying in touch is a priority that begins well before sale day. They make a point to call prospective buyers in the weeks after catalogs are mailed to remind people that the sale is coming up, to see if the catalog arrived and to answer any questions about the cattle before sale day. After the sale, if a customer has an issue with the animal – an injury or breeding problem – the Kesslers handle it quickly and respectfully, often replacing or warranting bulls with "few to no questions asked."
Knebel also emphasized the importance of supporting buyers beyond sale day. That might mean helping arrange transportation, making sure registration papers get transferred or simply being available when customers call with questions later in the season.
In today’s market, communication isn’t limited to phone calls and catalogs. The Kesslers have built a social media presence to share updates and connect with buyers. Even so, they believe print advertising still carries the most weight when it comes to credibility and reach.
When sale day arrives, it’s often the busiest – and most stressful – day of the year. That’s why making the experience smooth and welcoming matters. On sale day, Tierra manages check-in and check-out personally, knowing the buyers and their histories, so there are no awkward surprises. “No one wants to hear, ‘Let me go check with the owner about that,’’’ she says. An organized process shows buyers that their time and business are valued.
Helping arrange delivery, having paperwork ready and standing by your guarantees all reinforce your commitment to customer care. When the day is over, buyers remember whether they felt supported and valued or rushed and overlooked.
Strong relationships are what set producers apart. It isn’t fancy marketing or the shiniest catalog that keeps customers loyal. It’s showing up, telling the truth and being there when it matters.
As Knebel puts it, “People just want to do business with good people.” When producers lead with honesty, clear communication and genuine care, they build more than a transaction – they build trust and relationships that last long after the cattle are sold.
