Scaling Advisory-Led B2B Sales: How Osadkowski Brought Self-Service to Its Farming Customers

Osadkowski had long been known for expert consulting and on-the-ground support. But even though their sales model worked well, scale exposed several pressure points:

• The burden of order entry fell heavily on internal staff. Orders generated by Sales Representatives – a key sales channel – as well as those via phone or email, had to be manually processed, as there were no client-facing digital tools.
• Product data, availability, and delivery information were confined to internal applications, meaning they were not directly accessible to external clients.
• Service relied entirely on personal contact. While customers were supported by a dedicated Customer Service team and expert Sales Reps, the absence of self-service tools meant clients could not manage simple tasks independently.
• Loyalty programs were disconnected from order behavior.
• The existing tech stack couldn’t support the advisory-led selling their customers relied on.

Mobile use added another layer. Many customers worked straight from their phones in the field, often on unstable connections. The old tools weren’t built for that reality, which kept customers dependent on sales reps for even basic information.

Leadership saw the writing on the wall: agriculture was moving fast, and to stay relevant, they needed to digitize without losing the personal, high-touch reputation they’d built.