Selling in the Paddock

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

Fresh produce has never been easy... and according to Harvest Moon's Commercial Operations Manager, Nathan Bisha, it's only getting tougher.
Recorded live from the floor at Hort Connections, Georgia catches up with Nathan to discuss the realities of today's horticulture industry, why creating value has never been more important, and how Harvest Moon continues to stand out through innovation, quality and exceptional customer service.
Having worked together for many years, first as supplier and customer and now as business partners, the conversation also highlights the importance of long-term relationships across Australian agriculture.
In this episode you'll learn:
Why fresh produce businesses are under more pressure than ever
The challenge of rising costs and shrinking margins
How Harvest Moon is creating value through innovation, not just price
The success story behind Snackable Carrots
Why innovation extends beyond products into farming practices
How service has become one of Harvest Moon's biggest competitive advantages
Nathan's biggest takeaways from Hort Connections and why industry events continue to matter
Whether you're a grower, supplier, agronomist or sales professional, this episode is a reminder that in challenging markets, businesses that continue to innovate and invest in relationships are the ones that stay ahead.
Connect with Georgia Stormont
If you're passionate about improving the way agriculture sells, communicates and builds stronger customer relationships, follow Selling in the Paddock for practical conversations with the people shaping Australian agriculture.
🎧 New episodes released every week.

Selling in Agriculture Starts with Authenticity, Empathy and the Long Game
In this episode of Selling in the Paddock, Georgia sits down with Ged Sippel, Head of Vegetable Seeds at Syngenta, responsible for Australia, New Zealand, Japan, Korea and Taiwan.
Recorded live at Hort Connections in Adelaide, they discuss what it's really like leading a global seed business through challenging market conditions and why the future of agricultural sales isn't about having all the answers—it's about asking better questions.
Ged shares why Syngenta sees itself as part of the same ecosystem as growers, experiencing many of the same pressures, and why empathy, authenticity and curiosity are essential for building trusted relationships in agriculture.
Together they explore why selling in agriculture is different, why growers value genuine partnerships over polished sales pitches, and why the best salespeople are prepared to learn before they lead.
Why agriculture is different from almost every other sales industry
How empathy builds stronger customer relationships during difficult seasons
Why authenticity matters more than trying to be the expert
The importance of curiosity when working alongside growers
How trial work creates trust long before it creates sales
Why farmers are some of the best teachers if you're prepared to listen
The value of industry events like Hort Connections for both customers and teams
Why strong internal relationships are just as important as external ones
How networks built today often become opportunities months or even years later
Whether you're selling seed, fertiliser, machinery, finance or advisory services, this episode is a reminder that the strongest commercial relationships are built on genuine conversations, shared learning and playing the long game.
Key Quote
"Come from a genuine, authentic position. Our role isn't to tell growers how to grow a crop—it's to understand their challenges and see where we might be able to help."
— Ged Sippel
Connect with Georgia
If you're passionate about changing the way agriculture thinks about selling, make sure you follow Selling in the Paddock for more conversations with leaders from across Australian agriculture.
Connect with Georgia on LinkedIn for practical insights on sales, communication, leadership and commercial confidence in agriculture.
In this episode you'll hear:

What separates a good agricultural salesperson from a great one?
According to Danny Thornton from Agreva, it starts with understanding the value you bring.
In this episode of Selling in the Paddock, Georgia Stormont sits down with Danny at Hort Connections to explore what it really takes to build trust with growers, introduce new technology into agriculture, and have commercial conversations that create long-term relationships.
They discuss why technical credibility matters, how biological products are changing the future of Australian agriculture, and why growers don't buy claims—they buy confidence.
One of the biggest takeaways?
Trust isn't built by telling someone your product works.
It's built by proving it.
Danny also shares why Agreva invests heavily in local Australian trials, recognising the outstanding work of Steve Lorimer and the technical team in generating the evidence growers need before making important decisions.
• Why understanding your own value changes the way you sell.
• The difference between technical knowledge and commercial confidence.
• How biologicals and traditional chemistry can work together.
• Why Australian field trials are essential for building grower trust.
• How great salespeople focus on adding value instead of visiting everyone.
• Why face-to-face conversations still matter in agriculture.
• How challenges such as rising fertiliser costs are creating opportunities for innovation.
If you work in agricultural sales, agronomy, crop protection or horticulture, this episode is packed with practical insights on building trust, creating value and having better commercial conversations.
Because in agriculture...
Selling isn't about convincing.
It's about understanding.
Connect with Georgia Stormont
Follow Selling in the Paddock for weekly conversations with some of the best minds in Australian agriculture, sharing practical lessons on sales, leadership and communication.
If you enjoyed this episode, share it with someone who sells into agriculture and leave a review to help more people discover the podcast.
In this episode you'll learn: