Gain the Upper Hand: Positioning Yourself in Rural Sales Success

In any sales environment, the goal is to avoid feeling powerless. This concept becomes even more critical when dealing with rural sales, where the balance of power between the vendor and the seller can significantly impact the outcome of negotiations.

When you have strong deal flow, you create options. This means you have the confidence to say yes to prospects who align with your business, and just as importantly, to say no to those who don’t. It’s a position of power.

In contrast, when your pipeline is weak and you’re reliant on just one or two deals, it creates an uncomfortable dynamic. Prospects can sense this, and it puts pressure on your pricing and negotiation strategies. So how do you generate deal flow that allows you to stay in a position of power?

The Importance of Deal Flow in Rural Sales

To create a consistent deal flow, communication is essential. We still encounter many businesses that are under-communicating with their prospects, and this can lead to missed opportunities.

The principle is simple: Out of sight is out of mind. If you’re not regularly engaging with your prospects, they may forget about your business or consider your competition as their go-to option. Therefore, it’s vital to ensure consistent communication to stay top of mind.

This is where the three to five-legged stool metaphor comes into play. Relying on just one or two lead generation tactics is risky—it creates instability. A better approach is to diversify your lead generation efforts. But, spread yourself too thin, and you risk losing focus and wasting resources. The objective is to have a strong, stable foundation with a few key strategies that work well for your business.

Quality Over Quantity in Communication

Quality communication is key. It’s not about ticking off a checklist or sending out generic content. The goal should be to offer valuable content that is relevant and useful to your prospects. This is what keeps them engaged and invested in what you offer.

Here’s a simple guideline: Content should be rare, useful, and not self-serving. As Jonah Berger puts it, it’s “news you can use.”

So, what types of communication channels should you focus on to generate deal flow?

• Blogging: A blog is a great way to position yourself as an authority in your industry. Google loves fresh content, and it helps build credibility.

• Weekly Emails: Regular communication through email keeps your business on your prospects’ radar.

• Media Outreach: Have you written any press releases for industry publications or guest blogged for others in your field?

• Podcasts: If you’re not hosting one, you should consider being a guest on other relevant podcasts.

• Trade Events and Workshops: Hosting or speaking at events like “lunch n’ learns” or industry conferences puts you in front of a qualified audience.

• Lead Magnets: Offering a free download like an e-book or cheat sheet in exchange for an opt-in helps build your database and creates future deal flow opportunities.

While the possibilities for communication touch points are abundant, the key is to master a few, not try to do everything. Effective communication requires quality content, which means taking the time to research and develop material that provides true value to your audience.

The Link Between Deal Flow and Power

Deal flow is more than just a pipeline of prospects; it’s your ticket to power. When you have a steady stream of potential deals, you’re not desperate to close just any sale. You can be selective, ensuring that you’re working with clients who align with your business goals and values.

This selectiveness is crucial. It gives you the confidence to walk away from deals that aren’t right for your business, which is exactly the kind of position you want to be in.

In contrast, when your pipeline is dry, there’s a risk of becoming needy. And neediness is the quickest way to lose control in a negotiation. When you’re in a position of need, you’ll likely agree to unfavorable terms just to close the deal. When you have a healthy deal flow, the opposite happens: it turns your sales meetings into two-way discussions where you’re equally qualifying your prospects as they are qualifying you.

This shift in dynamic is what creates balance. Instead of being a desperate vendor who says yes to everything, you become a valuable, in-demand partner who has the ability to choose which clients to work with.

How to Maintain Control

The reality is, the more options you have in your deal flow, the more control you have in your sales process. You’re not stuck trying to close any deal to keep the lights on. Instead, you can focus on opportunities that are genuinely a good fit for your business.

It’s a long-term game, but the payoff is significant. By maintaining consistent communication, diversifying your lead generation strategies, and staying focused on quality over quantity, you’ll find yourself in a position of power—not just during negotiations, but throughout your entire sales cycle.