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Preparing Cattle For Sale Day

published: October 13th 2010
by: Merridee Wells
source: Simbrah World

LaMuneca Cattle Company’s, Carlos Guerra said it best, “In life we never have a second chance to make a first impression!”

With this mantra in mind, cattlemen interested in marketing their purebred stock to other breeders need to always be mindful of this statement. Never let your guard down. Your reputation as a breeder is at stake if you allow yourself to market inferior stock and attention to details starts long before sale day.
 

Guerra goes on to say that if it doesn’t hurt to sell, then you are not selling the proper quality. As a long-time Simbrah breeder, Guerra has extensive experience marketing this American breed. Guerra’s LaMuneca of Linn, Texas, has, since 1963 marketed hundreds of show heifers, breeding females and bulls to purebred and commercial cattlemen across the US and to foreign buyers as well. His marketing techniques are well-known.
 

“Selling quality will always pay. While it may seem easy to sell something you don’t want, your reputation is at stake. Quality is job one, when it comes to sale selection,” echoed Mark Cowan, American Marketing Services, Detroit, Texas. “And don’t stop at the animal. Quality photos, quality ads, it all works together to build your reputation as a breeder and marketer of quality seedstock.
 

The phenotypic quality of the animal serves as a first impress to draw the buyer in, however, remember that other issues such as pedigree, disposition, udder quality and fertility in females, all are characteristics of a “quality” sale animal. 
 

Eddie and Matt Sims, a father-son marketing team from Oklahoma have managed and sold hundreds of purebred cattle sales. When they take on events they send an outline. Here are a few of their suggestions.
 

• Plan ahead. Think about upcoming sales and what you might offer. Also if it’s a female consider calving or breeding dates and sire selections. Heavy bred cows might be easier to handle and look better than a cow with a young baby. A.I. service to a popular bull will usually outsell something bred naturally.
 

Cowan suggests that breeders look three years ahead. What are your goals, will you be offering cattle in this sale for the next three years, or will you host your own sale? Each sale builds momentum off the last.
 

Guerra suggests making a check list of deadlines and adhering to it.
 

• Selection criteria. Only sell something you would be willing to keep yourself. It sounds simple, but if you follow that rule you will always get along well in the sale ring.
 

They echo Guerra’s sentiment…make it hurt. Only sell something you would like to own yourself.
 

• Preparation. Once a selection is made sort them from the herd and begin increasing their nutrition plane. A) Bulls need to be fed to maximize genetic potential, but still maintain soundness & fertility. B) Females need a body condition score of 6 or better. Nursing females, especially first calf heifers, may require several weeks to be sale ready if they have been allowed to get milked down, so allow plenty of time. C) Creep feed your calves. The nutritional start they receive has a tremendous impact on their development. This will also affect weaning and yearling performance and how they scan, if you are utilizing ultrasound.
 

Cowan said, “There is a difference between being in good pasture shape and sale shape. Recognize the difference and have them in ‘sale’ shape.”
 

“Halter broke” and gentle are two other suggests Guerra makes, recognizing that not all sale cattle need to be halter broke, but certainly when offering show heifers and even bulls, it’s a value-added bonus.
 

• Look at the big picture. When you make breeding decisions, make sure the bull complements the cow and vice-versa. Recognize the points of weakness in your female (phenotypically, genetically, and numerically). The perfect one has never been created, but you can find a sire that will help fill those voids. Avoid single trait selection, and don’t make your mating selections from numbers alone.
 

• Establish an identity. When you look at the most successful operations in any field they commonly share these characteristics: brand name and recognition; quality service and customer relations.
 

A) Decide what you want your program is to be (ie, show heifer specialist, range-ready bull producers). Once you see what niche you want to specialize in, then address the needs of that market. Work to gain that brand recognition through advertising and by taking every opportunity to have your cattle in front of the buying public. Remember the cattle you are selling are as much of an advertisement (good or bad) for your operation as any print or web ad you place.
 

Cowan and Guerra are both believers in aggressive advertising. “It doesn’t always have to be a big four color ad,” Cowan said. “But it does have to be frequent and with a similar look and message. You want that brand recognition so that when they see the ad, they recognize it’s you.”
 

Guerra said, “NO SEE, NO TELL=NO SELL. A quality photo, taken by a professional will help impress your potential clients. Place the photo in ads, on your website or the sale website, in the catalog, email it to potential buyers. Videos are also great tools to help you market your product.”
 

B) Quality service and customer relations. Keeping existing customers is as important as finding them. Make sure you maintain contact with them after the sale and invite their feedback. Don’t miss opportunities to let them know when and where you will be selling your cattle. Don’t rely solely on the sale advertising to get your customers to the sale.
 

“Two-thirds of the word proMOTION is MOTION,” said Guerra. “Stay in motion, call some people, visit old and prospective clients. Help yourself.
 

Build a customer list suggests Cowan. Don’t be embarrassed to ask people to buy your cattle. It is your program, be proud of them.

Other suggestions made by Cowan and Guerra included presentation of the sale cattle. Cattle should always be clipped (professionally) and clean. Like photographs, too many times breeders think; “how hard can it be to take a picture or clip an animal”. These two are best left to professionals who have the equipment and know how to perform these services. Yes, these are added expenditures, but a bad picture will cost you money and subsequently a good animal that is not well presented sale day will also cost.
 

Finally, don’t forget the paperwork. Transfer the papers immediately (pay close attention to ownership or sale deadlines for show heifers). And send a thank you note. Buyers want to be appreciated.
 

Remember the words of Guerra, “we never have a second chance to make a first impression.” Take that to heart when selecting, developing and presenting cattle for a sale. Your future success may be riding on it!