Why We Hate Sales People and How Serving First Turns the Tide in Rural Sales

Let’s face it: most people don’t like salespeople.

It’s not personal—it’s a natural reaction driven by loss aversion. Our brains, specifically the amygdala, are hardwired to protect us. When we encounter a salesperson, our first instinct is: “What are they trying to sell me?” or “They’re going to push something I don’t need.”

It’s almost an automatic shutdown. We close ourselves off with a polite “I’m just looking, thanks,” dodge their calls, or decline their meeting requests. We’ve been conditioned to view salespeople with skepticism and distrust.

But here’s the issue: this mindset creates an opportunity.

Salespeople can be trusted, but they need to demonstrate it. Instead of just pushing for a sale, the key lies in shifting the mindset from selling to serving.

Shift From Selling to Serving

If you want to succeed in rural sales, you need to prioritize the needs and interests of your prospects over your own. Rather than asking, “What can I sell this person?” ask yourself, “How can I serve this person?”

This long-term approach is a game changer. It’s about taking a real interest in what your prospects value and truly listening to their concerns. Because when you approach sales with genuine care, your prospects can pick up on it—subconsciously, they know whether you’re in it for the sale or for their success. This is where trust comes in.

You can demonstrate this duty of care through the types of questions you ask. It’s why I emphasize the art of questioning in rural sales training. It’s not about dumping information on your prospects—“show up and throw up” doesn’t work. It’s about showing that you understand their needs and are genuinely interested in solving their problems.

Quality Questions Build Trust

The right questions can open up deeper insights into what your customers are truly looking for. For example, instead of pushing for the sale, ask:

• “Why are you looking at this now?”

• “What made you reach out?”

• “What problem are you trying to solve?”

These are simple but powerful questions. Yet, you’d be surprised how many businesses fail to ask these kinds of questions. Often, salespeople assume they already know what the prospect wants, but in reality, it’s vital to ask them directly.

Warren Buffett summed it up best: “Price is what you pay, value is what you get.”

So, what is your customer really buying? Is it simply price, or is it something else? It could be risk reduction, peace of mind, credibility, competency, status, or even a sense of significance.

Don’t assume that price is the only factor—because it rarely is. You may need to be competitive, but you don’t need to be the cheapest.

Play the Long Game

True success in rural sales doesn’t happen overnight. It’s about building relationships and investing in trust equity. The more you invest in understanding your prospect’s needs, the more likely they are to trust you with their business.

So, ask yourself:

• What can you share with them that would be valuable to their business?

• What action can you take that shows you’ve been thinking about them?

• How can you surprise them with a gesture of goodwill?

Remember, actions speak louder than words. Don’t rush to close the deal. Build trust first, and the sales will follow.

You wouldn’t walk into a bank and demand a loan without first depositing some money into your account. The same goes for trust—you must build up “trust equity” before you can make a withdrawal. Without it, you’ll find it much harder to secure the sale.

Customise Your Approach

Every prospect is different, so every sales pitch should be tailored to their specific needs. Don’t take the “vanilla” approach that treats all prospects the same. Customize your content, focus on their unique pain points, and offer specific solutions that speak to their individual situation.

Instead of being seen as a “sleazy salesperson,” focus on being a trusted sales professional. Demonstrate your character through your actions, interactions, and your genuine intent to help.

Give Before You Get

People don’t like to be sold to, but they do enjoy buying. Most of the time, when someone purchases something, they’re not saying, “Wow, I just got sold to!” They’re telling their friends, “Hey, check out this awesome thing I just bought!”

So, give first—offer insights, helpful content, or valuable ideas that show you’re the expert. Maybe provide some proprietary insights into their specific sector to showcase your authority.

Remember, it’s not about the hard sell. It’s about building a relationship. The more you focus on giving value first, the easier the sales conversation becomes.

Conclusion: Put Your Customer First

In the end, rural sales success boils down to one simple concept: put your customer’s interests ahead of your own. When you do this, you’ll be in a much stronger position to make the sale.

It’s really that simple.