Many producers avoid making a marketing decision because they want a better price. In volatile markets, waiting can increase risk, reduce flexibility, and create regret. Here is why disciplined planning often matters more than trying to time the top.
Midwest Market Solutions works with producers from offices in Yankton, South Dakota and Thief River Falls, Minnesota, serving farming operations across South Dakota, Minnesota, Iowa, and nationwide.
The Real Cost of Waiting
Many producers do not lose profitability because they made one “bad sale.” More often, losses come from waiting too long to act. In fast-moving markets, the window to capture profitable pricing can open and close quickly, especially when volatility increases.
Waiting for a better price can feel conservative, but it can also reduce flexibility. The longer grain or livestock remains unpriced, the more exposed the operation is to downside movement. The result is often stress, second-guessing, and decisions made under pressure.
Why Marketing Hesitation Happens
Marketing hesitation is common, even among experienced operators. It is not a lack of knowledge. It is often a human response to uncertainty and the desire to avoid regret.
Fear of Selling Too Early
Producers worry that pricing now means missing higher prices later. This fear can lead to delayed action, especially during rallies.
Regret Avoidance
The fear of looking back and thinking “I should have waited” can be powerful. Unfortunately, regret avoidance often leads to no action until the market has already moved lower.
Anchoring to Past Highs
When the market traded higher in the past, it is easy to anchor expectations to those highs. Markets do not owe anyone a return to a previous price level.
Inaction Is Still a Decision
Not pricing is not neutral. It is a decision to remain exposed to the market. Unpriced inventory carries price risk every day, just like an open hedge position carries risk.
When producers delay decisions, they often lose more than price. They lose time, flexibility, and the ability to make choices calmly. Instead, they may be forced into decisions when they need cash flow, storage space, or when the market has already moved against them.
Missed Opportunity vs Managed Risk
The goal of a marketing plan is not to capture the exact high. The goal is to protect profitability and reduce uncertainty through structured decisions.
A disciplined approach tends to reduce regret because it is based on a process rather than a single moment in time. Incremental execution is a common way producers manage this:
- Setting realistic price objectives tied to margins
- Making sales in increments instead of all at once
- Using futures and options to manage downside risk
- Adjusting as conditions change instead of guessing the top
This approach often produces more consistent outcomes over time than waiting for the “perfect” price.
How a Marketing Plan Removes Emotion
A written marketing plan creates decision points in advance, when emotions are lower and clarity is higher. It helps producers replace fear and hesitation with structure and discipline.
A strong plan typically includes:
- Production expectations and sales benchmarks
- Cost of production and margin targets
- Cash flow timing and delivery needs
- Downside protection strategies using futures and options
- Crop insurance alignment with marketing decisions
- Ongoing review as markets move
The best plans are tailored to the operation, not pulled from a template. What works for one producer may not fit another.
When Producers Decide to Get Help
Many producers reach out for professional guidance when volatility makes decisions feel heavier than they should. If you find yourself consistently waiting, second-guessing, or feeling behind the market, it may be time to consider a more disciplined approach.
Midwest Market Solutions helps producers integrate cash sales, futures, options, and crop insurance decisions into one cohesive plan. The objective is clear: reduce downside exposure while staying positioned to act on market opportunities.
Next Steps
If waiting for better prices has created stress or uncertainty in your marketing decisions, a structured plan can help you regain control. The right approach does not require perfect timing. It requires discipline, clarity, and consistent execution.
