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What if the secret to better sales isn’t selling harder—but helping buyers feel safe enough to buy?

In this episode of Small Business Pivots, I sit down with St John Craner, founder of Agrarian Rural Marketing, to explore a fresh, psychology-driven approach to sales that flips traditional methods upside down.

Drawing on his unique background—farm life in rural England combined with decades of psychology and sales expertise—St John explains why most sales training fails: it activates the wrong part of the buyer’s brain. He breaks down the three parts of the buyer’s brain (fear, feel, and think) and shows how to keep prospects in the “feel” brain, where trust and connection are built.

Instead of pushing products, St John teaches how to become a “buyer’s assistant”—a trusted guide who asks better questions, creates urgency naturally, and helps prospects close themselves when they’re ready.

We also dig into his proven lead generation strategies, including:

• Building multiple “legs” for your lead generation stool so your business never wobbles
• How a weekly sales email generated hundreds of thousands in revenue over time
• Why closing problems are really opening problems—and how to fix them
• How consistency beats intensity in sales success
• Why “out-teaching” your competitors is the ultimate sales advantage

Whether you’re a small business owner, rural entrepreneur, or sales professional, this conversation will help you rethink everything you know about selling—and replace pressure tactics with trust, psychology, and proven systems that actually work.

St John Craner: Founder & CEO of Agrarian Rural Marketing

Website: https://www.agrarian.co.nz/

Website: https://www.ruralsalessuccess.com/

LinkedIn: https://www.linkedin.com/in/stjohncraner/

Podcast (Apple): Click Here

Podcast (Spotify): Click Here

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