Crossing ‘borders’ in international agrimarketing

In international agrimarketing, it’s all about crossing borders: new markets, new regions, new rules. But one border is almost always forgotten: the psychological border that keeps prospects from taking the first step.

Your website is the backbone of your business, your ‘digital business card’. When farmers and growers visit your site, it should feel effortless for them to step over that psychological border and connect with you.

Yet too often, the first options they see are “Request a Quotation” or “Contact Us.”

Both are high-commitment. But before prospects take those steps, you usually have to build trust and spark curiosity about your offering. For many prospects, these call-to-actions aren’t invitations at all: they’re barriers.

So the real question is:

What low-threshold entry points does your website offer?

Which touchpoints make it easy for prospects to explore, learn, and build trust before they’re ready for a sales conversation?

To reduce friction and guide international buyers step-by-step toward conversion, we build funnels that look like this:

1. Request the Catalog / Pricelist: a simple, no-pressure starting point that lets visitors explore at their own pace.
2. Request a Price indication: a lighter alternative to a formal quotation: ideal for prospects who are still orienting.
3. Request a Demo: perfect for those who want to see the product in action before talking numbers.
4. Request Contact: a direct conversation when the prospect is informed, confident, and ready.
5. Request a Quotation: a sign of clear buying intent, backed by the trust built in earlier steps.

This structured approach removes barriers, supports buyers who may not know your product yet, and ultimately increases both lead volume and lead quality.

Want to learn more about international lead generation in agri & horticulture?

Request the Playbook and discover the strategies, funnels and tools we use to help agribusinesses grow across borders.