Sales are the bottom line for any rural business
Rural sales should always be your biggest priority so that’s why we made it ours.
We created Agrarian to be New Zealand’s most trusted rural sales and marketing training company, dedicated exclusively to the business of agribusiness. We can say this because rural is all we do.
We will show you how you get more qualified leads using rural marketing and messaging that doesn’t miss its mark. We have a tool box of proven sales training systems, strategies, tools and techniques that we can quickly and easily teach you and your team. And we use customer insights to accurately inform your rural marketing strategy so it aligns to what your market wants.
We teach you what we know works. We even guarantee it.
Let us show you how.
We help agribusiness grow using digital strategies and marketing campaigns, to sales training and farmer panel research. This positions them better in their marketplace to uphold margin and sell more product for more money to more customers more of the time.
We can share the insights, knowledge and learnings we have gained over many years to improve your rural sales and marketing results. We draw from the depth and breadth of experience we have working with many well known and respected rural companies over many years.
Agrarian was created to help agribusiness companies gain access to more effective rural sales and marketing strategies using an independent, lower overhead model.
We take a more technical and targeted approach to rural sales and marketing. It’s no longer about “hit and hope, spray and pray,” advertising or getting the crayons out just to make things pretty. Your rural business deserves better than that.
It’s all about delivering solid, attributable commercial results using effective, media-neutral rural sales and marketing strategies that are proven to work.
Find out how we can help improve your rural sales and marketing results.
Here is some recent client work we completed using our creative community. Work includes brand story, brand positioning and strategy, brand identity, naming generation, marketing campaign collateral, product launch, sales support materials, websites, customer case studies, video and photography.
Rural sales teams get a lot of support from their managers but who supports the sales manager? We know high-performing sports teams are only as good as their coaches (think Graham Henry, Dick Tonks, Noeline Taurua, Steve Hansen or even Phil Jackson). The same goes for any rural sales team. Coaches need continual coaching so […]
The All Blacks have a “no dick heads” policy and so should your rural business. Dealing with dickhead clients drains a disproportional amount of energy that could be invested far better working with better prospects. In 4 years of business we have walked away from three clients who weren’t the right fit. And to be […]
It’s so important to properly define your problem. Rural companies come to us saying they have a marketing problem when in fact, after some digging and diagnosis, we find it’s a selling problem instead. The problem comes back to the connotations associated with sales as a concept. Sales isn’t sexy, it’s grubby. Far better to […]
Let me be controversial: marketing is and always will be a servant of sales. I can hear the cries of anguish from aggrieved marketers. But why they ask? Because marketing has always been about creating qualified leads and sales’ job is to close them. The definitions for each discipline are simple. Where do you think […]
Poor behaviour in children is often more about bad parenting than bad kids. If you want to make more rural sales you need to learn how to relate and motivate more. I came across this amazing sales manager research from the brilliant book The Challenger Sale based on a survey of 2500 Sales Managers in the US: […]
The Sale Experience is often over-shadowed by its cooler cousin Customer Experience (CX). This is because anything to do with “sales” has always been seen as a business that is below most marketers. Yet the Sale Experience is the primary impression you customer will get of your rural business so you need to make it […]
Facebook is designed by the best psychologists and anthropologists in the business. And if you’ve watched The Social Dilemma you now know this for sure. Sadly, it’s an addiction for many rural marketers too. None of us never know how many of our company Facebook page followers are real people. We do know with Twitter […]
When times get tough your rural customers will tolerate less risk when it comes to purchases, especially big ones. They will do their homework more They will ask around more They will ask more qualifying questions than they usually do They will get more quotes and hunt out more online options as they know they […]
SouthWest Airlines some years ago decided it was better to focus on their happier 5, 6 and 7 ranked customers rather than their unhappier 1, 2 and 3 ranked customers. Research showed them that a ‘4’ customer only spent $800, whereas a ‘7’ customer spent $2,200. The happier the customer, the more money they spent. […]
High performing rural sales rep are worth their weight in gold but can be as rare as rocking horse shit. That’s why it pays to look after them and work out what makes them tick. However, there are 7 habits you can use to help cultivate your good rural reps into becoming great rural reps. By being […]
- General Manager, DLF Seeds NZ
“Agrarian appealed to us because of their proven knowledge of our sector. They’ve helped re-establish us in the fodder beet market with an effective hard-hitting campaign that gave us the results we needed. We like how they think and what they bring to our business."
- Owner, Top Notch Calves
“Agrarian have helped us broaden our thinking in terms of how important technology is in supporting our business. Whilst we make the call and stay in control, they provide us with options and recommendations that are backed by the insights and knowledge they have of our sector.”
- Managing Director, FOMS
“Agrarian are both professional and pragmatic in their advice and service. We like their no-nonsense, approach which works well our team who don’t tolerate fluff merchants. They get us and our industry and where we’re wanting to go as a business."
- Director, Archway Group
“Agrarian were recommended to us after a less than impressive experience with an agency. We put them to the test with a tight deadline for Fieldays. They delivered, nothing was a problem and they were quick and responsive. They’re good sorts who are down to earth, get the industry and know what needs to be done."
- General Manager, AGMARDT
"We chose Agrarian because of its model. We are a charitable trust with a need to demonstrate prudence with our entrusted funds. St John worked with our Board and developed our Future Shapers theme. If you’re after a rural marketing company that is responsive, cost effective and demonstrates a great understanding of rural, St John and his team at Agrarian are a great choice."
- AgRecord/Cloud Farmer
“We’re a small, agile company so every penny we spend on marketing and sales needs measurable, instant results and with St John it does. His insights and advice mean that the value we get out of one strategic planning session far surpasses expectations. As one of my sales people said ‘I got more out of a 90 minute phone call with St John than I did from all my previous sales training’. "
- Marketing Manager, Contact Energy
"St John’s knowledge and passion for what he does is second to none which makes him a true rural marketing specialist and a joy to work with. His enthusiasm for the sector is infectious and I would highly recommend him to anyone looking to better understand this complex and often misunderstood sector."
- Bayer Animal Health NZ
“Bayer has worked with St John across multiple strategy projects and farming panels in the animal health area. As a dedicated specialist in the rural sector, we find St John to be a highly competent and professional qualitative researcher. St John has the distinct ability of being able to read a room, has the understanding or rural to demonstrate empathy and build rapport quickly.”
- Head of Industry Relations, Chorus
“St John led and facilitated a rural immersion project to help Chorus better understand the rural market. St John brought together leading thinkers to help myself and Victoria Crone distill these insights to validate the approach we ended up taking with our RBI roll out. St John is enthusiastic and knowledgeable. I would not hesitate in recommending him to anyone who wants to better understand and communicate with the rural market in New Zealand.”
- Creative Director, Stick Advertising/99/Just One
"I have worked alongside very few people who can match St John’s passion for, and commitment to, doing the right thing by his rural clients. His intelligent and thoughtful approach to every brief, and his willingness to ask the tough questions, makes him a rarity and one you want to partner with in your business."