Farming occurs when customers are given a perspective or point of view that allows the firm to “put its best foot forward.” Farming can be as simple as making sure customer realize all the benefits or cost savings afforded by the firm’s offerings, or becoming more involved and influential in the thought process behind how customers view the economics of purchasing, owning, using, and disposing product offerings. Farming requires understanding how business customers currently think of and choose among products and services, and then determining how they should ideally think and choose.
Farming is the specific wording of information, which can influence decision making.