Course day 2: from misunderstanding to understanding

When we talk about spraying, everyone in the sector knows what we are talking about. In short: you speak the same language. However, how do bystanders from outside the sector view the concept of spraying?

Agricultural poisons, environmental pollution and bee deaths are examples of the arguments that are accepted when it comes to plant protection products. This last word is like the reply to the accusation: "It is not poison, but crop protection." As an entrepreneur, how do you deal with people who use such arguments in a discussion? That is the subject of the second meeting of the Agricultural Sprayer Academy (ASA): communication with society.

This training was given by Dirk Jan Verdoorn of Verdoorn Bedrijfstrainers and was based on case studies provided by the participants. The cases related to situations in which they themselves had to communicate, justify or discuss with society. With the help of an actor, certain situations were acted out and the participants could practice how to work communicatively.

Incomprehension
One of the examples related to the spraying of a seawall. A passerby posted a photo on social media asking what happened. Several people then reacted and there was a lot of commotion. There is therefore a lack of understanding about the fact that a dike must be sprayed against weeds. What is being sprayed? Is that good for the environment? Those are questions from society.

If a passerby comes up to you to ask a question, it is important to find out why there is misunderstanding. If this is clear to the sprayer, then a specific answer can be given. "By asking counter questions, you will at some point have the opportunity to explain the situation," says Verdoorn. If there is indeed a lack of understanding about safety, it can be explained why a dike must be protected against weeds.   

Not on the defensive
When someone comes to you when you are spraying, the participants regularly experience this as a moment when they often have to defend themselves. It is then important that you adopt a neutral attitude. This attitude is equivalent to a listening attitude.

"By not immediately taking an opinion about this person, you can find out what the arguments are by asking counter questions. In this way, the other person feels taken seriously. If you immediately give a counter-argument, it means that you are not listening properly." said Verdoorn.

Communication target
You would like to share with society that you are involved in crop protection. This allows you to produce good and healthy food. That should be the main communication goal. "What can society object to that?" Verdoorn continues: "Believe in the message you take and tell it, this can help you get ahead of the discussion."

Discussing the cases together was a good method to improve communication skills. The training was a good refresher to be able to speak to society better in the future.

Continuation
The next meeting is about the digitalization of agriculture. The application of precision technology in crop protection will be discussed in particular here.

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