Selling in the Paddock

What do 500+ conversations with people across Australian agriculture teach you about selling?
Quite a lot, as it turns out.
In this episode of Selling in the Paddock, Georgia sits down with Oli Le Lievre, founder of Humans of Agriculture, to unpack what years of interviewing people across the industry have taught him about curiosity, trust, relationships and what makes people open up.
Oli shares why genuine curiosity is one of the fastest ways to build connection — and why people can tell when you're asking questions because you're truly interested versus simply waiting for your opportunity to sell.
They explore the difference between listening and actually hearing someone, why there are no shortcuts to trust, and how your reputation in agriculture often arrives at the farm gate before you do.
The conversation also gets into an interesting tension Oli is experiencing as Humans of Agriculture grows: how do you remain deeply relationship-focused while being unapologetic about the fact that business ultimately needs a transaction?
And then there's the question that might just require a whole new podcast…
Apparently, according to the next generation, when you're doing something brilliantly, you're “cooking”.
When you're doing something terrible?
You're “selling”. 😂
Which raises a much bigger question: if so many people have a negative reaction to the word selling, particularly in agriculture, do we need to rethink what great selling actually looks like?
This episode is ultimately a conversation about people — understanding them, listening to them, earning their trust and building relationships that last.
Because as Oli puts it, in agriculture there may not really be sales roles at all.
They might just be relationship management roles.
🎧 If you work in agricultural sales, leadership, recruitment or simply spend your days building relationships across the industry, this one's worth a listen.

What separates a good salesperson in agriculture from a great one?
According to Edward O’Dwyer, it might be something surprisingly simple: patience.
In this episode of Selling in the Paddock, I sit down with agribusiness capital markets strategist Edward O’Dwyer for a wide-ranging conversation about agriculture, sales, relationships, investment and the value of knowing when to stop talking and start listening.
Edward’s career has taken him from growing up on a cattle property south of Toowoomba, to jackarooing, horse racing stables, selling LandCruisers, working in major agribusiness real estate and negotiating multi-million-dollar agricultural transactions.
And through all of it, one theme keeps coming back: people.
We talk about why some of the best salespeople Edward has worked with have been calm, patient listeners who are genuinely more interested in their customer than themselves.
We also unpack:
🌱 Why patience can get you everywhere in agricultural sales
👂 Why listening is one of the most underrated sales skills
🤝 What turns a sales rep into a genuine trusted advisor
💰 Why knowing your own value matters when you sell
🚜 How Edward went from the farm to major agricultural property transactions
🐂 Why understanding both sides of a deal matters
📈 How the capital landscape in Australian agriculture is changing
🌏 Where Edward sees opportunities emerging across agriculture, sustainability and investment
💡 Why farmers need to continually adapt, take calculated risks and go back to the drawing board
✈️ Edward’s advice for young people wanting to build a career in agricultural sales
One of my favourite parts of this conversation is Edward’s story about the rural sales rep who essentially managed his farming calendar for him — knowing what he needed, when he needed it and, importantly, understanding where Edward could afford to cut a corner and where he absolutely couldn’t.
That’s not order-taking.
That’s becoming a trusted advisor.
There’s plenty of gold in this one for anyone working in agricultural sales, agribusiness or simply interested in what makes great relationships work.
🎧 Grab a coffee — piccolo if you're joining Edward — and enjoy this episode of Selling in the Paddock.

Agriculture has always had its challenges — labour shortages, rising costs, seasonal pressures, changing markets and plenty of things completely outside our control.
So when times are tough, how do we keep moving forward?
Recorded live at Hort Connections, Georgia sits down with Michael Rogers, CEO of Agri Labour Australia, to talk about people, connection and why agriculture needs to keep telling its story.
Michael shares the enormous task of helping supply Australian agriculture with the people it needs — including around 1,000 farm workers and 1,500 backpackers working across horticulture, meat processing, nuts, cotton and grain.
They explore the realities of managing seasonal workforces, navigating language and cultural differences, and why sometimes the most effective communication isn't complicated at all: show people what good looks like.
The conversation then turns to something much bigger — the importance of connection when agriculture is doing it tough.
Michael explains why events like Hort Connections matter: they get people out of their own businesses and paddocks, talking to others, sharing what's happening and realising you're not the only one finding things difficult.
And while the challenges facing Australian agriculture are real, Michael offers an important reminder:
Look at how far we've already come.
From international market access to innovation and workforce development, agriculture has solved enormous problems before — and looking backwards can sometimes give us the perspective we need to look forward.
Georgia and Michael also discuss why agricultural businesses need to continue telling their stories, celebrating what's working and being willing to put their hands up when things don't go to plan.
Because whether you're selling a product, attracting workers or building trust in an industry, people need to understand the story behind what you do.
🎧 A short conversation about people, perspective and continuing to move agriculture forward — even when the road ahead feels difficult.

Recorded live at Hort Connections, Georgia Stormont sits down with Hany Erian, Business Manager – Agrichemicals Australia & New Zealand at Bisley & Company, to discuss what it really takes to build lasting customer relationships and successfully grow into new markets.
After relocating to Christchurch to establish Bisley's New Zealand operation, Hany shares how persistence, preparation and genuine customer focus helped grow the business to more than $1 million in sales within six months.
Rather than simply chasing orders, Hany explains why the best salespeople become trusted advisers—understanding market trends, sharing valuable insights before customers ask, and consistently putting the customer's success first.
Whether you're selling into agriculture or any relationship-driven industry, this conversation is full of practical lessons on creating trust, adding value and becoming the person your customers call first.
Establishing Bisley's presence in New Zealand.
Why persistence is one of the most important sales skills.
Using research and preparation to open new opportunities.
Building relationships through consistency and follow-up.
Why customers care more about what's in it for them than what's in it for you.
How to stay ahead of market trends and provide proactive advice.
Moving from being a salesperson to becoming a trusted adviser.
Creating long-term partnerships instead of simply winning orders.
If you enjoyed this episode, don't forget to subscribe, leave a review, and share it with someone looking to build stronger customer relationships and greater commercial confidence.
In this episode, we discuss:

This week's guest is a little different… and that's exactly why I wanted her on the podcast.
Jo Townsend is Head of Crime and Investigations at Ronde. Over a career spanning more than two decades, she's worked as a reporter, producer, executive producer and director across some of Australia's biggest newsrooms, including Nine News, 60 Minutes and the ABC's 7.30 Report. Today she's creating some of Australia's most watched true crime documentaries and podcasts.
So why invite a true crime journalist onto a sales podcast?
Because when you strip away the cameras and courtrooms, Jo's work is built on the same foundations as great selling:
Building trust quickly.
Asking better questions.
Listening more than talking.
Helping people feel safe enough to open up.
Understanding that people rarely behave the way we expect them to.
In this conversation we explore:
Why people never behave the way you expect them to.
The importance of meeting people where they are.
How to build trust in difficult conversations.
Why "Tell me more…" might be the most powerful question you can ask.
The role of silence in uncovering what really matters.
Why understanding your value makes it easier to walk away from the wrong opportunities.
What true crime, storytelling and sales all have in common.
Jo's journey through a male-dominated industry and the lessons she's learnt along the way.
How AI is changing journalism—and what it still can't replace.
Whether you're selling tractors, agronomy advice, professional services or documentaries, this episode is a masterclass in human behaviour.
Because at the end of the day…
People buy from people they trust.
Jo Townsend is the Head of Crime and Investigations at Ronde, leading the development of investigative documentaries and podcasts seen by millions of viewers in Australia and around the world. She has worked as a journalist, producer, executive producer and director for more than 20 years, including roles with Nine News, 60 Minutes and the ABC's 7.30 Report. Today she continues to tell some of Australia's most compelling true crime stories while championing thoughtful journalism and powerful storytelling.
One small suggestion: I'd consider tweaking the title to make it even more clickable:
🎙️ The Sales Lessons Hidden in True Crime | Jo Townsend
It creates a stronger curiosity gap and aligns beautifully with your audience—they'll immediately wonder, "What on earth could true crime possibly teach me about selling?"
About Jo Townsend