Understanding people isn’t a soft skill — it’s a sales skill.

In this episode of The Rural Sales Show, St John Craner sits down with Melina Palmer, an applied behavioral economist who has made it her mission to bring real-world behavioral science into everyday business and sales conversations.

Together, they explore Melina’s unexpected journey into behavioral economics and the powerful lessons it holds for anyone in sales, leadership, or customer-facing roles. From decision-making shortcuts to pricing psychology, Melina reveals why people do what they do — and how small tweaks in language and approach can shift the entire outcome of a conversation.

This is a masterclass in understanding human behavior, delivered in plain English, with practical applications for anyone selling in rural markets.

You’ll learn:

- Why behavioral economics matters more than ever in sales

- The key heuristics and biases that shape customer decisions

- How language influences trust, clarity, and conversion

- Simple pricing strategies grounded in behavioral science

- How to ask better questions to create better conversations

- Why being thoughtful and intentional changes buying behavior

- How understanding human psychology leads to stronger relationships and improved outcomes

Melina and St John unpack the hidden forces behind everyday decisions, the science of influence, and how small behavioral cues can lead to big improvements in your sales results — whether you’re talking to farmers, teams, or customers.

🎧 Listen now to discover how behavioral economics can help you sell smarter, communicate clearer, and build stronger relationships in business and life.

📌 Resources:

- Melina’s ⁠The Brainy Business⁠: https://thebrainybusiness.com/

- Learn more about her books: ⁠https://thebrainybusiness.com/books/⁠

- What Your Customer Wants and Can’t Tell You: ⁠https://thebrainybusiness.com/what-your-customer-wants/⁠

- What Your Employees Need and Can’t Tell You: ⁠https://thebrainybusiness.com/what-your-employees-need/⁠

- The Truth About Pricing: ⁠https://thebrainybusiness.com/the-truth-about-pricing/⁠

- Connect with Melina on ⁠LinkedIn: https://www.linkedin.com/in/melina-palmer-36ab8712/

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Grab your copy from Amazon⁠ here: https://www.amazon.com.au/365-Days-Rural-Sales-Mastery/dp/B0F1489HH4/

(or join our Facebook Group below to get a free online copy).

Want to make more rural sales? Get your FREE copy of my first book “How To Succeed In Rural Sales” ⁠Ebook: www.ruralsalessuccess1.com/ebook

Connect with or Follow me on LinkedIn: nz.linkedin.com/in/stjohncraner

Subscribe to my weekly rural sales email (which goes out to 3500+ rural sales professionals worldwide) here: bit.ly/3voaPS7

To join our private Facebook Group where we share a ton of free rural sales and lead generation tools almost daily join here: www.facebook.com/groups/285326399207141/

For details on our training programmes you can check out what we do for sales teams with our Rural Sales Success™ programme here (www.ruralsalessuccess1.com/programme-invitation) or for managers with our Rural Sales Manager Mastery™ programme here (www.ruralsalessuccess1.com/programme-invitation)

For more on us, what we do and who we work with: www.ruralsalessuccess.com / www.agrarian.co.nz

Sales success in rural markets isn’t about product — it’s about people, leadership, and knowing your patch inside out.

In this episode of The Rural Sales Show, St John Craner sits down with Trevor Dennis, Managing Director of Haifa Australia, for a grounded and insightful conversation on what’s really shaping rural sales performance today.

Together, they explore the fundamentals of great selling and great leadership — from mentoring and mindset to recruitment, relationships, and reading market dynamics. Trevor shares his journey through agribusiness and sales management, revealing why the best reps still win on trust, curiosity, and genuine customer connection.

You’ll learn:

- Why sales managers who coach — not just direct — build better-performing teams.

- How self-awareness and honest feedback shape long-term sales success.

- What to look for when recruiting rural sales talent (and what to avoid).

- Why time in the market still beats time behind a desk.

- How to build deeper customer relationships that last beyond the transaction.

- Why people-first selling outperforms product-first selling every time

Trevor and St John unpack the realities of rural sales, the power of mentoring, and the human side of leading teams in today’s competitive agribusiness landscape — lessons that matter whether you’re managing a territory or developing a national team.

🎧 Listen now to learn how investing in your people, your coaching, and your customer relationships can transform the way you lead and sell.

📌 Resources:

- Learn more about ⁠Haifa Australia⁠: https://www.haifa-group.com/haifa-australia⁠

- Connect with Trevor Dennis on ⁠LinkedIn: https://www.linkedin.com/in/trevor-dennis-310965/

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Grab your copy from Amazon⁠ here: https://www.amazon.com.au/365-Days-Rural-Sales-Mastery/dp/B0F1489HH4/

(or join our Facebook Group below to get a free online copy).

Want to make more rural sales? Get your FREE copy of my first book “How To Succeed In Rural Sales” ⁠Ebook: www.ruralsalessuccess1.com/ebook

Connect with or Follow me on LinkedIn: nz.linkedin.com/in/stjohncraner

Subscribe to my weekly rural sales email (which goes out to 3500+ rural sales professionals worldwide) here: bit.ly/3voaPS7

To join our private Facebook Group where we share a ton of free rural sales and lead generation tools almost daily join here: www.facebook.com/groups/285326399207141/

For details on our training programmes you can check out what we do for sales teams with our Rural Sales Success™ programme here (www.ruralsalessuccess1.com/programme-invitation) or for managers with our Rural Sales Manager Mastery™ programme here (www.ruralsalessuccess1.com/programme-invitation)

For more on us, what we do and who we work with: www.ruralsalessuccess.com / www.agrarian.co.nz

Selling with confidence isn’t about being pushy — it’s about people, performance, and purpose.

In this episode of The Rural Sales Show, St John Craner heads across the ditch to Sydney to chat with Yvonne Hilsz, an award-winning sales trainer and coach who helps teams sell with confidence and leaders lead with clarity.

Together, they explore what really drives sales success — from mindset and motivation to coaching, connection, and confidence. Yvonne shares her journey from hospitality to high-performance sales training, revealing how trust, rapport, and great questioning underpin every successful sale.

You’ll learn:

- Why confidence is the cornerstone of consistent sales performance

- How to coach your team instead of just managing them

- The difference between high and low performance types — and how to lead each one

- Why mindset and self-awareness matter more than scripts or KPIs

- How to build rapport that leads to long-term customer relationships

- Practical ways to recognise top performers and lift underperformers

Yvonne and St John unpack the psychology of selling, the art of coaching, and the human side of leadership — lessons that apply whether you’re leading a rural sales team or running your own business.

🎧 Listen now to discover how shifting your mindset and coaching approach can transform how you lead, sell, and build trust with every client.

📌 Resources:

- Learn more about Yvonne Hilsz: ⁠https://yvonnehilsz.com/

- ⁠Connect with Yvonne on ⁠LinkedIn⁠: https://www.linkedin.com/in/yvonnehilsz/

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Grab your copy from Amazon⁠ here: https://www.amazon.com.au/365-Days-Rural-Sales-Mastery/dp/B0F1489HH4/

(or join our Facebook Group below to get a free online copy).

Want to make more rural sales? Get your FREE copy of my first book “How To Succeed In Rural Sales” ⁠Ebook: www.ruralsalessuccess1.com/ebook

Connect with or Follow me on LinkedIn: nz.linkedin.com/in/stjohncraner

Subscribe to my weekly rural sales email (which goes out to 3500+ rural sales professionals worldwide) here: bit.ly/3voaPS7

To join our private Facebook Group where we share a ton of free rural sales and lead generation tools almost daily join here: www.facebook.com/groups/285326399207141/

For details on our training programmes you can check out what we do for sales teams with our Rural Sales Success™ programme here (www.ruralsalessuccess1.com/programme-invitation) or for managers with our Rural Sales Manager Mastery™ programme here (www.ruralsalessuccess1.com/programme-invitation)

For more on us, what we do and who we work with: www.ruralsalessuccess.com / www.agrarian.co.nz

Selling isn’t about pressure — it’s about positioning, psychology, and trust.

In this episode of The Rural Sales Show, St John Craner speaks with Blair Enns, world-renowned sales trainer and author known for helping creative professionals master the art of selling expertise.

Together, they unpack what truly drives sales effectiveness — and how mindset, framing, and confidence shape every client conversation.

You’ll learn:

- Why mindset matters more than tactics in high-trust selling

- How to sell your expertise instead of discounting your value

- Smart strategies for pricing, packaging, and bundling services

- The four conversations that define every successful sale

- How to handle objections without losing authority or rapport

- Why not everyone needs to be a “salesperson” — and what to focus on instead

Blair and St John explore how to lead better sales conversations built on clarity, trust, and curiosity — lessons that apply whether you’re selling creative services or complex rural solutions.

🎧 Listen now to learn how shifting your mindset can transform how you sell, price, and build long-term client relationships.

📌 Resources:

- Books by Blair Enns:

**The Win Without Pitching Manifesto: https://www.winwithoutpitching.com/book/the-win-without-pitching-manifesto/

**Pricing Creativity: https://www.winwithoutpitching.com/book/pricing-creativity/

**The Four Conversations: https://www.winwithoutpitching.com/book/the-four-conversations-a-new-model-for-selling-expertise/

- 2Bobs Podcast with David C. Baker and Blair Enns: https://2bobs.com/

- Learn more at winwithoutpitching.com

- Connect with Blair on LinkedIn: https://www.linkedin.com/in/blairenns

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Grab your copy from Amazon⁠ here: https://www.amazon.com.au/365-Days-Rural-Sales-Mastery/dp/B0F1489HH4/

(or join our Facebook Group below to get a free online copy).

Want to make more rural sales? Get your FREE copy of my first book “How To Succeed In Rural Sales” ⁠Ebook: www.ruralsalessuccess1.com/ebook

Connect with or Follow me on LinkedIn: nz.linkedin.com/in/stjohncraner

Subscribe to my weekly rural sales email (which goes out to 3500+ rural sales professionals worldwide) here: bit.ly/3voaPS7

To join our private Facebook Group where we share a ton of free rural sales and lead generation tools almost daily join here: www.facebook.com/groups/285326399207141/

For details on our training programmes you can check out what we do for sales teams with our Rural Sales Success™ programme here (www.ruralsalessuccess1.com/programme-invitation) or for managers with our Rural Sales Manager Mastery™ programme here (www.ruralsalessuccess1.com/programme-invitation)

For more on us, what we do and who we work with: www.ruralsalessuccess.com / www.agrarian.co.nz

What does it take to go from farm life to becoming a top rural sales performer?

In this episode of The Rural Sales Show, St John Craner talks with Jade Sklenars of Power Farming, New Zealand, who shares his inspiring journey from a dairy farming background to thriving in agricultural machinery sales.

Jade opens up about the lessons he’s learned along the way — from finding structure in routines to shifting from a traditional “product-pitch” approach to a service-first, customer-focused mindset.

You’ll discover:

- Why routines and consistency are critical for sales success

- How to ask the right questions to uncover true customer needs

- The shift from selling products to building trust and serving clients

- How to stay productive without feeling overwhelmed

- The role of effective training and coaching in levelling up your sales career

- Why investing in relationships is the key to long-term results in rural markets

Jade’s story is proof that with the right mindset, structure, and focus on serving rather than selling, anyone can rise to the top in rural sales.

🎧 Listen now to hear Jade’s journey — and the practical lessons you can apply to your own sales career.

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Grab your copy from Amazon⁠ here: https://www.amazon.com.au/365-Days-Rural-Sales-Mastery/dp/B0F1489HH4/

(or join our Facebook Group below to get a free online copy).

Want to make more rural sales? Get your FREE copy of my first book “How To Succeed In Rural Sales” ⁠Ebook: www.ruralsalessuccess1.com/ebook

Connect with or Follow me on LinkedIn: nz.linkedin.com/in/stjohncraner

Subscribe to my weekly rural sales email (which goes out to 3500+ rural sales professionals worldwide) here: bit.ly/3voaPS7

To join our private Facebook Group where we share a ton of free rural sales and lead generation tools almost daily join here: www.facebook.com/groups/285326399207141/

For details on our training programmes you can check out what we do for sales teams with our Rural Sales Success™ programme here (www.ruralsalessuccess1.com/programme-invitation) or for managers with our Rural Sales Manager Mastery™ programme here (www.ruralsalessuccess1.com/programme-invitation)

For more on us, what we do and who we work with: www.ruralsalessuccess.com / www.agrarian.co.nz

CRM systems fail not because of the technology, but because sales teams never buy in.

In this episode of The Rural Sales Show, St John Craner talks with John Golden, Chief Marketing Officer at Pipeliner CRM and host of SalesPOP! podcast. John shares how sales leaders can successfully implement CRM systems, avoid common pitfalls, and turn them into true performance drivers.

You’ll learn:

- Why defining your sales process is essential before rolling out CRM

- The common mistakes businesses make during CRM implementation

- How AI can enhance CRM and sales effectiveness

- Why sales leaders should focus on the early pipeline stages

- How to prepare properly for sales calls to improve close rates

- The role of incentivization in driving CRM adoption

- How to align sales strategies with changing buyer behavior

John brings decades of experience in sales enablement, coaching, and marketing leadership — making this episode a must-listen for anyone struggling with CRM adoption or looking to sharpen their sales process.

📌 Resources:

- Learn more about ⁠Pipeliner CRM⁠: https://www.pipelinersales.com/

- John Golden’s podcast: ⁠SalesPOP!: ⁠https://salespop.net/

🎧 Listen now to discover how to make CRM work for your sales team, not against it.

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Grab your copy from Amazon⁠ here: https://www.amazon.com.au/365-Days-Rural-Sales-Mastery/dp/B0F1489HH4/

(or join our Facebook Group below to get a free online copy).

Want to make more rural sales? Get your FREE copy of my first book “How To Succeed In Rural Sales” ⁠Ebook: www.ruralsalessuccess1.com/ebook

Connect with or Follow me on LinkedIn: nz.linkedin.com/in/stjohncraner

Subscribe to my weekly rural sales email (which goes out to 3500+ rural sales professionals worldwide) here: bit.ly/3voaPS7

To join our private Facebook Group where we share a ton of free rural sales and lead generation tools almost daily join here: www.facebook.com/groups/285326399207141/

For details on our training programmes you can check out what we do for sales teams with our Rural Sales Success™ programme here (www.ruralsalessuccess1.com/programme-invitation) or for managers with our Rural Sales Manager Mastery™ programme here (www.ruralsalessuccess1.com/programme-invitation)

For more on us, what we do and who we work with: www.ruralsalessuccess.com / www.agrarian.co.nz

What does it really take to succeed in rural sales?

In this feature episode of The Sales Podcast with Wes Shaeffer, St John Craner shares his journey from a corporate marketing background to becoming one of Australasia’s leading rural sales trainers. He explains why rural selling demands a different mindset, one grounded in psychology, consistency, and service over pushy sales tactics.

You’ll learn:

- Why referrals are the lifeblood of rural business growth

- How to build daily sales routines that create consistency and resilience

- The psychology behind selling in rural markets — and why mindset matters most

- Why the most important sale is the one you make to yourself first

- How to move from selling to serving, and build trust that lasts

- Practical strategies for finding clients and deepening relationships

If you’re in rural sales, agribusiness, or B2B markets, this episode gives you a clear blueprint for building a referral-driven, service-led business that thrives long term.

🎧 Listen now to discover how routines, psychology, and service can transform your rural sales success.

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Grab your copy from Amazon⁠ here: https://www.amazon.com.au/365-Days-Rural-Sales-Mastery/dp/B0F1489HH4/

(or join our Facebook Group below to get a free online copy).

Want to make more rural sales? Get your FREE copy of my first book “How To Succeed In Rural Sales” ⁠Ebook: www.ruralsalessuccess1.com/ebook

Connect with or Follow me on LinkedIn: nz.linkedin.com/in/stjohncraner

Subscribe to my weekly rural sales email (which goes out to 3500+ rural sales professionals worldwide) here: bit.ly/3voaPS7

To join our private Facebook Group where we share a ton of free rural sales and lead generation tools almost daily join here: www.facebook.com/groups/285326399207141/

For details on our training programmes you can check out what we do for sales teams with our Rural Sales Success™ programme here (www.ruralsalessuccess1.com/programme-invitation) or for managers with our Rural Sales Manager Mastery™ programme here (www.ruralsalessuccess1.com/programme-invitation)

For more on us, what we do and who we work with: www.ruralsalessuccess.com / www.agrarian.co.nz

In this podcast episode, I share 54 valuable lessons I wish I had learned in my 20s, covering a wide range of topics including personal development, health, resilience, sales strategies, time management, and the importance of relationships. We emphasize the significance of continuous learning, self-awareness, and creating a supportive environment for success. Each lesson is designed to provide insights and practical advice for listeners to apply in their own lives.

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Grab your copy from Amazon⁠ here: https://www.amazon.com.au/365-Days-Rural-Sales-Mastery/dp/B0F1489HH4/

(or join our Facebook Group below to get a free online copy).

Want to make more rural sales? Get your FREE copy of my first book “How To Succeed In Rural Sales” ⁠Ebook: www.ruralsalessuccess1.com/ebook

Connect with or Follow me on LinkedIn: nz.linkedin.com/in/stjohncraner

Subscribe to my weekly rural sales email (which goes out to 3500+ rural sales professionals worldwide) here: bit.ly/3voaPS7

To join our private Facebook Group where we share a ton of free rural sales and lead generation tools almost daily join here: www.facebook.com/groups/285326399207141/

For details on our training programmes you can check out what we do for sales teams with our Rural Sales Success™ programme here (www.ruralsalessuccess1.com/programme-invitation) or for managers with our Rural Sales Manager Mastery™ programme here (www.ruralsalessuccess1.com/programme-invitation)

For more on us, what we do and who we work with: www.ruralsalessuccess.com / www.agrarian.co.nz

In this conversation, Steve Benson, CEO of Badger Maps, shares his journey from a field salesperson to an entrepreneur, discussing the challenges faced in territory management and the inefficiencies in field sales. He highlights the importance of technology in optimizing sales routes and improving productivity. The discussion also covers the significance of fair territory distribution and how Badger Maps addresses these issues through its software solutions.

If you want to connect and find out more about Steve, do it here in ⁠⁠LinkedIn: https://www.linkedin.com/in/stevenbenson

To know more about his product Badger Maps go to https://www.badgermapping.com/

Also, make sure you follow his podcast:

Outside Sales Talk: https://www.outsidesalestalk.com/

Apple: https://podcasts.apple.com/us/podcast/outside-sales-talk/id1378407033

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Grab your copy from Amazon⁠ here: https://www.amazon.com.au/365-Days-Rural-Sales-Mastery/dp/B0F1489HH4/

(or join our Facebook Group below to get a free online copy).

Want to make more rural sales? Get your FREE copy of my first book “How To Succeed In Rural Sales” ⁠Ebook: www.ruralsalessuccess1.com/ebook

Connect with or Follow me on LinkedIn: nz.linkedin.com/in/stjohncraner

Subscribe to my weekly rural sales email (which goes out to 3500+ rural sales professionals worldwide) here: bit.ly/3voaPS7

To join our private Facebook Group where we share a ton of free rural sales and lead generation tools almost daily join here: www.facebook.com/groups/285326399207141/

For details on our training programmes you can check out what we do for sales teams with our Rural Sales Success™ programme here (www.ruralsalessuccess1.com/programme-invitation) or for managers with our Rural Sales Manager Mastery™ programme here (www.ruralsalessuccess1.com/programme-invitation)

For more on us, what we do and who we work with: www.ruralsalessuccess.com / www.agrarian.co.nz

In this conversation, David Brock, author of the "Sales Manager Survival Guide", discusses the evolving role of sales management, emphasizing the importance of maximizing team performance over merely hitting numbers. He explores the challenges faced by sales managers today, including time pressures and the impact of AI on sales strategies. David advocates for integrating coaching into daily activities and highlights the significance of human connection in coaching, warning against outsourcing critical thinking to AI. The discussion also touches on the use of OKRs to clarify objectives and the necessity of stopping outdated practices to enhance productivity.

If you want to connect and find out more about David, do it here in ⁠LinkedIn⁠: https://www.linkedin.com/in/davebrock/

Also, get his book "Sales Manager Survival Guide" on ⁠Amazon⁠ to help you become a great sales manager: https://www.amazon.com/dp/0997560207/

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Grab your copy from Amazon⁠ here: https://www.amazon.com.au/365-Days-Rural-Sales-Mastery/dp/B0F1489HH4/

(or join our Facebook Group below to get a free online copy).

Want to make more rural sales? Get your FREE copy of my first book “How To Succeed In Rural Sales” ⁠Ebook: www.ruralsalessuccess1.com/ebook

Connect with or Follow me on LinkedIn: nz.linkedin.com/in/stjohncraner

Subscribe to my weekly rural sales email (which goes out to 3500+ rural sales professionals worldwide) here: bit.ly/3voaPS7

To join our private Facebook Group where we share a ton of free rural sales and lead generation tools almost daily join here: www.facebook.com/groups/285326399207141/

For details on our training programmes you can check out what we do for sales teams with our Rural Sales Success™ programme here (www.ruralsalessuccess1.com/programme-invitation) or for managers with our Rural Sales Manager Mastery™ programme here (www.ruralsalessuccess1.com/programme-invitation)

For more on us, what we do and who we work with: www.ruralsalessuccess.com / www.agrarian.co.nz