"Cultivating Success: Sales Strategies for Agribusiness"Introduction of our esteemed guest, St John Craner, (pronounced SIN JIN) founder of Agrarian, sales coach, author, and speaker in the agricultural domain.Introducing St John Craner,his business: Agrarian based in New ZealandNew Zealand’s most trusted rural sales and marketing training company, dedicatedexclusively to the business of agribusiness.share some strategies, tools, and techniques he teaches on human-centered selling and sale psychology to rural sales teams and managersHis podcast (48 episodes so far): The Rural Sales Show & he has been featured on many othersHis book: “How To Succeed In Rural Sales”highlighting his diverse roles as founder, author, speaker, and contributor to reputable publications in the agribusiness space.Who needs sales skills?Farmer to landlordsFarmer to understand sales peopleDirect to consumerWhat else?The Changing Landscape of Agribusiness SalesDiscussing the evolving dynamics of agribusiness sales and how it differs from traditional selling methods.Exploring St John's emphasis on supporting the buyer's buying process and the importance of speaking the buyer's language.Trusted parties rather than a race to the bottom priceHuman-Centered Psychology in Salesapplying human-centered psychology to transform the sales process.universal principles that can be applied to sales teams worldwide, emphasizing the significance of understanding and connecting with the buyer on a deeper level.Does this work in reverse when connecting with a seller?Can we use this as a leg up in negotiations?Bridging the Sales-Marketing GapWhat is the gap between sales and marketing in rural companies?buyer's buying process versus traditional, self-serving selling techniques.Should our listeners be building their own brand?Learning to Speak the Buyer's LanguageUnpacking the essential skill of learning to speak the buyer's language and its impact on sales success.practical tips and techniques for sales professionals in the agribusiness sector.Where does one gain perspective?Winning negotiationsIs it true to never split the difference?Does anchoring work when starting a discussion?What are some good tips for our farmers to get better outcomes in negotiations?Thanks to St John Craner for sharing invaluable insights into sales strategies for agribusiness.SummaryChallenge