Ep 25 - From Alsace to the Outback: Ag Machinery, Sales & Trust with Michael “Frenchy” Murer
Description
Welcome back to Selling in the Paddock!
In this episode, Georgia sits down with her first French guest, Michael Murer(aka Frenchy), a passionate product and marketing leader in the world of agricultural machinery.
Michael’s journey takes us from the family farm in Alsace, France, to managing product launches and sales teams across Australia. From combining in WA as a backpacker to managing dealer networks and introducing new machinery to the harsh Aussie landscape, Michael’s story is one of grit, growth, and genuine love for ag.
In this episode, we explore:
🌍 Michael’s transition from automotive engineering in France to ag machinery in Australia
🚜 What it really takes to launch a new product in the Aussie market
🤝 Why internal buy-in is just as important as customer trust in sales
🔧 The importance of having both technical knowledge and power skills (aka soft skills)
🧰 When machinery launches flop — and how the best teams respond with accountability and transparency
🛠️ Why farmers still crave genuine relationships, not pressure sales tactics
🇦🇺 Why Australia’s vast conditions make it one of the most complex ag markets in the world
✈️ And Michael’s challenge to young Aussies: consider taking your ag career global!
Michael also shares why he thinks backing your team — not just your product — is critical, and how being side-by-side with reps and dealers builds the kind of trust that can't be faked.
💡 Whether you’re selling machinery, seed, or services, this one is packed with insights on leading with passion, building lasting relationships, and finding your lane in the ag industry.
🔗 Connect with Michael Murer on LinkedIn: (1) Michael Murer | LinkedIn
💬 Like what you heard? Share the episode, tag Georgia and Michael, and let us know your biggest takeaway.
🎧 Listen now on Spotify, Apple or wherever you get your podcasts.
United States
