In this episode of Selling in the Paddock, I’m joined by Mick Wearne from Pursehouse Rural, where he works as Business Manager – Seed.

Mick and I first met at a recent Pursehouse Rural conference, and from the moment we started chatting, I knew he’d be a brilliant guest for the podcast. He brings decades of experience across agricultural retail, branch management, seed, fertiliser and customer relationships, and this conversation is packed with practical insight for anyone working in ag sales.

We talk about Mick’s path into agriculture, despite not growing up on a farm, and how he built a long career in the industry after starting out as a motorbike mechanic in Walgett, NSW. From there, we get into the real substance of selling in agriculture: forecasting, uncertainty, supplier relationships, difficult conversations, and why trust is everything.

A big theme throughout this episode is that great ag sales isn’t about having all the answers. It’s about being honest, staying in communication, offering solutions, and helping customers navigate uncertainty when conditions, timing and supply keep shifting.

We also dive into what separates a good rep from a great one, how to handle pressure when things don’t go to plan, and why phone calls still matter so much in an industry built on relationships.

And because Mick and I share a love of triathlon and training, we finish by talking about the crossover between fitness, resilience and decision-making in business.

• Mick’s story and how he built a career in agriculture

• What drew him into ag, even though he didn’t grow up on a farm

• The reality of managing seed across 25+ branches

• Why forecasting is critical in agricultural sales

• How to navigate difficult conversations up and down the supply chain

• What builds trust with growers over time

• Why transparency and prompt communication matter

• The difference between a good rep and a great rep

• How to handle not having all the answers

• The role relationships play across suppliers, branches and customers

• Lessons from triathlon and CrossFit that carry into work and leadership

• Trust is built through transparency

• Good news can wait, bad news can’t

• You don’t have to know everything, but you do need to communicate

• Great reps don’t disappear when things get hard

• In ag, relationships and forecasting go hand in hand

This is a really grounded conversation about the realities of selling in agriculture — the unknowns, the pressure, the moving goalposts, and the importance of staying connected through all of it.

If you enjoy the episode, make sure you share it with someone else working in ag sales, branch management or agronomy.