Today we head west with Justin Haydock from West Coast Wool & Livestock. Justin breaks down how wool is classed (in plain English), why micron matters to price, what lice means for clips, and how transparency and follow-up win trust with sheep producers. We also dig into export realities (hello, China), the ebb and flow of supply, and why asking clients, “What do you expect from your broker?” has changed his results.

• Justin’s path: from ag school trainee to Melbourne auction rooms, then home to WA, buying into the business and mentoring younger reps.

• Wool 101 (made simple): micron = fibre diameter (fine vs broad); how classing lines work; staple strength, colour, tenderness, and what gets skirted out.

• Lice & loss-affected clips: practical treatment options (off-shears and long-wool) and how prevention protects value.

• Price & planning: setting expectations before shearing; using last year’s tests, season context and deciles to map a marketing plan.

• Relationship-first broking: be “next in line” without the hard sell; bring useful data if they want it—and leave it out if they don’t.

• Comms that actually land: when to phone vs text; group updates; personal calls for holders; documenting visits and always following up.

• Export reality check: most Australian wool is exported; China remains the dominant buyer, with structural reasons why.

• Industry change: why parts of wool are behind on tech, and the opportunity for younger brokers to lift traceability and grower portals.

• Ask this early: “What do you expect from your broker?” Clarifies success and avoids guessing.

• Match their style: analytics for the data-driven; straightforward summaries for the rest.

• Record → remind → follow up: every visit, every promise.

• Plan the sale window: agree triggers and options before the clip hits the floor.

• Treat early, protect value: factor lice/long-wool treatments against likely discounts.

Justin Haydock — Wool & Livestock, West Coast Wool & Livestock (WA). Auctioneer, broker and mentor, passionate about data-led advice, sustainability and long-term client relationships.

• Coffee: strong long black.

• TV: dabbles in true-crime/series when kid-time allows.

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