Agriselling Series from Purdue Track 3: Communicating Value

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Speaker: Dr. W. Scott Downey

Session Description

Value forms the basis of all transactions. Participants in transactions have two primary approaches to how they think about that value. This session will present determinants of those perceptions and how those concepts may be applied in transactions across the grain industry

Meet The Speaker

Dr. W. Scott Downey


Purdue University

Dr. W. Scott Downey is a professor in the agricultural economics department at Purdue University and director of the Center for Food and Agricultural Business. He oversees the Bachelor of Science in Sales and Marketing degree program and the Certificate in Industrial Selling. He has taught undergraduate and executive courses at Purdue for more than 20 years, including a highly rated sales course to 300 students each semester.  He has been recognized with national and university-wide awards for his teaching.  He is lead on author on one of the top books in this field, ProSelling, which is used in more than 80 different sales courses across the United States and Canada. He graduated from Purdue with bachelor and doctoral degrees and received his MBA from Cal Poly in San Luis Obispo, California.  His PhD is in buyer behavior, which drives his research on customer buying decisions, sales processes that lead to them, and sales management activities that maximize ROI of those efforts. He has led action-based workshops with industrial sales groups all over the world and is a frequently published author in a variety of magazines.