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Rural Selling Requires a Solid Strategy & Effort to Understand Your Buyer

In this week's North American Ag Spotlight Chrissy Wozniak speaks with St John Craner, the founder of Agrarian, a New Zealand based company that helps businesses gain access to more effective sales and marketing strategies in the agribusiness space. He is an author, speaker, blogger, and podcaster. He writes for NZ Marketing, Idealog, Dairy Exporter, Farmers Weekly, and St John is also a regular Chair and speaker on the New Zealand and Australian Ag conference circuit.

St John has over 25 years of corporate sales and marketing agency experience in the UK, Australia, and New Zealand working for the likes of McCann Erickson, Young & Rubicam and Westpac. He comes from a farming family in the UK and is a Lincoln University Kellogg scholar.

His current focus is in sales coaching, helping rural companies and agribusinesses bridge the gap between sales and marketing with an emphasis on supporting the buyer’s buying process (learning to speak the buyer’s language) vs traditional, self-serving selling. Though he has mastered the rural sales space, St John’s expertise in teaching sales teams world-wide how human-centered psychology changes the selling process is universally applicable. St John has advised leading agribusiness companies such as John Deere, Vodafone, Bayer, DeLaval, DLF Seeds, Gallagher and World Wide Sires.

Agrarian is New Zealand’s most trusted rural sales and marketing training company, dedicated exclusively to the business of agribusiness. Agrarians help agribusiness grow using digital strategies, marketing campaigns, sales training, and farmer panel research. This positions them better in their marketplace to uphold margin and sell more products for more revenue to more customers more of the time.

Learn more at -

Free How To Succeed In Rural Sales ebook -

Rural Sales Training Calculator -

St. John Craner -


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This episode is sponsored by AMS Galaxy - BRINGING PRECISION DAIRY EQUIPMENT TO THE AMERICAN FARMER. Spend more time doing what you love. Use technology to your advantage.


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