Selling to Farmers & Leading with Empathy: Lessons in Rural Sales from Sinjin Cramer

St. John “Sinjin” Cramer is a dynamic sales strategist, keynote speaker, and host of the Rural Sales Success podcast. A UK native now based in New Zealand, Sinjin helps businesses understand how to sell with empathy, especially in high-stakes, rural environments. His philosophy? Stop selling. Start serving.

1. “If you don't like where you are—move. Even a small shift can be a catalyst for growth.”

2. “Don’t sell to farmers—or anyone. Help them make informed decisions.”

3. “Be a buyer’s assistant. If you're not helping people feel safe in a purchase, you're not selling—you’re pushing.”

Sinjin Cramer shares wisdom from decades in rural sales, exploring why trust and understanding context matter more than tactics. From metaphors on movement and mindset to book recommendations and rugby strategy, this episode uncovers how small actions, curiosity, and service can create lasting transformation—for both buyers and sellers.

---

🔑 5 Key Takeaways

1. Movement Creates Momentum

• Small shifts, like rearranging your desk or changing your routine, can spark meaningful change.

• “Little and often over the long haul” beats intense bursts of action.

• Movement—literal or metaphorical—fuels growth.

2. Help, Don’t Sell

• Farmers and other buyers don’t want to be sold to; they want help making smart, lasting decisions.

• Shift from “salesperson” to “buyer’s assistant” to build trust and long-term success.

• Sales is a service, not a transaction.

3. Context is Everything

• Understand the world your customers live in—their risks, community, and long-term vision.

• Farmers, for example, live with their purchases—literally seeing them every day.

• Specificity in how you serve different buyers makes all the difference.

4. Trust Is Earned, Not Titled

• Becoming a “trusted adviser” isn’t a label you give yourself—it’s a role others bestow on you.

• It takes time, reps, and a true focus on the buyer’s needs.

• Curiosity and service build credibility over time.

5. Books as Catalysts

• Books like Man’s Search for Meaning, Legacy, and The Talent Code offer timeless insights on mindset, resilience, and leadership.

• Rereading key books can reinforce principles you’re working to live.

• Reading fiction, too, can ignite creativity and empathy—criti