--- title: Tractors, Training, and Tactics With New Zealand's St John Craner description: New Zealand's St John Craner shares tips on selling big ticket items in rural settings on The Sales Podcast with Wes Schaeffer, The Business Fixer image: https://thesaleswhisperer.com/hubfs/St%20John%20Craner%20693%20The%20Sales%20Podcast.png --- [Skip to content](https://thesaleswhisperer.com/blog/st-john-craner#main-content) [![Wes Schaeffer is The Sales Whisperer®](https://thesaleswhisperer.com/hs-fs/hubfs/wes-header-lockup.png?width=1560&height=360&name=wes-header-lockup.png)](https://www.thesaleswhisperer.com/) - Work With Me Show submenu for Work With Me - [Fix Your Follow-Up](https://thesaleswhisperer.com/follow-up) - [Best Day Ever](https://thesaleswhisperer.com/best-day-ever) - [HANK The AI](https://thesaleswhisperer.com/hank) - [12 Weeks To Peak™](https://thesaleswhisperer.com/12-weeks-to-peak) - [48-Hour Fix](https://thesaleswhisperer.com/48-hour-fix) - [Start](https://thesaleswhisperer.com/start) - [Blog](https://thesaleswhisperer.com/blog) - [The Daily](https://thesaleswhisperer.com/daily) - [Speaking](https://thesaleswhisperer.com/sales-keynote-speaker) - [Podcast](https://thesaleswhisperer.com/podcast) Show submenu for Podcast - [Podcast Guests](https://thesaleswhisperer.com/podcast-guests) - [About](https://thesaleswhisperer.com/about) Open main navigation Close main navigation - Work With Me Show submenu for Work With Me - [Fix Your Follow-Up](https://thesaleswhisperer.com/follow-up) - [Best Day Ever](https://thesaleswhisperer.com/best-day-ever) - [HANK The AI](https://thesaleswhisperer.com/hank) - [12 Weeks To Peak™](https://thesaleswhisperer.com/12-weeks-to-peak) - [48-Hour Fix](https://thesaleswhisperer.com/48-hour-fix) - [Start](https://thesaleswhisperer.com/start) - [Blog](https://thesaleswhisperer.com/blog) - [The Daily](https://thesaleswhisperer.com/daily) - [Speaking](https://thesaleswhisperer.com/sales-keynote-speaker) - [Podcast](https://thesaleswhisperer.com/podcast) Show submenu for Podcast - [Podcast Guests](https://thesaleswhisperer.com/podcast-guests) - [About](https://thesaleswhisperer.com/about) - [Get The Daily](https://thesaleswhisperer.com/daily) [Get The Daily](https://thesaleswhisperer.com/daily) Mar 24, 2026 # Tractors, Training, and Tactics With New Zealand's St John Craner ![Picture of Wes Schaeffer](https://thesaleswhisperer.com/hs-fs/hubfs/Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png?width=50&name=Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png) [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://thesaleswhisperer.com/blog/st-john-craner) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://thesaleswhisperer.com/blog/st-john-craner) [Twitter icon](https://twitter.com/intent/tweet?url=https://thesaleswhisperer.com/blog/st-john-craner) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://thesaleswhisperer.com/blog/st-john-craner) [envelope icon](mailto:?body=https://thesaleswhisperer.com/blog/st-john-craner) ## "Get curious about people to thrive in sales." ***[\[ LISTEN NOW ON APPLE PODCASTS \]](https://itunes.apple.com/us/podcast/the-sales-whisperer-wes-schaeffer-hosts-the-sales-podcast/id655310847?mt=2)***   [![Listed to The Sales Podcast on Spotify](https://no-cache.hubspot.com/cta/default/443614/interactive-185369604869.png)](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLKwuT93M4t4A6R%2Fmq20rjKqk7idUxA8StzCQ0c7grT8Mc8Ait%2BVgCzOo3Nl9CcVgd%2FoM%2B0%2BKHMatLRgz%2BNAAbGBbdMkbvVV2ByOHVu3jXwDZoydj%2FT33RGiJ9V9cpX%2B7Ho6UVZUoDHLNDR9fQ%2F0PVm9Cq4rRsww5WyxMMwVTnvlIymXXOi62aJOyut6QmbbvBiaOgj3cVta%2F64eKoKKxse3&webInteractiveContentId=185369604869&portalId=443614)   ## [Sales Tips](https://thesaleswhisperer.com/daily) you'll learn today on [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)... St John Craner of New Zealand and I delve into the intricacies of [sales training](https://thesaleswhisperer.com/daily), particularly within the rural sector. St John shares his journey from marketing to sales training, emphasizing the importance of understanding the psychology behind selling. We get into the unique challenges faced by rural salespeople, the significance of building [genuine relationships](https://thesaleswhisperer.com/blog/leadership-principles-jon-ferrara) with clients, effective strategies for attracting clients, and the necessity of focusing on the basics of sales rather than gimmicks. 00:00 Introduction and Personal Stories 03:01 Transitioning to [Sales Training](https://thesaleswhisperer.com/daily) 06:08 Understanding the Rural Sales Landscape 09:02 [The Psychology of Selling](https://thesaleswhisperer.com/blog/steven-sisler-2) 12:03 Coaching Mindsets and Sales Success 14:53 The Importance of Client Relationships 18:04 Finding and Attracting Clients 21:03 Building a Reputation in Niche Markets 23:56 [Effective Referral Strategies](https://thesaleswhisperer.com/blog/bob-burg-referral-word-of-mouth-marketing) 30:53 Building Relationships for Success 33:19 The Importance of Consistency in Sales 35:29 Mastering the [Fundamentals of Sales](https://thesaleswhisperer.com/daily) 37:41 The First Sale: [Selling to Yourself](https://thesaleswhisperer.com/blog/be-confident-like-the-stupid-ones) 42:25 Warm Calling vs [Cold Calling](https://thesaleswhisperer.com/blog/how-to-master-cold-calling) 45:59 Serving Over Selling - Invest in yourself. - He grew up a farmer's son. - Farmers are the most oversold group of buyers, so they are a great training ground for how not to sell. - They buy big, expensive things. - Focus more on the person than on the product. - [Be genuinely curious](https://thesaleswhisperer.com/blog/abc-selling) about them and want to help them. - Seek to serve and [ask good questions](https://thesaleswhisperer.com/blog/professional-selling-skills-17). - Become a buyer's assistant. - If you have a closed mind and you think you know everything, you know nothing. - Loser Larry...Mediocre Mike...Super Steve. - Most suffering in sales is self-inflicted. [![Score My Pipeline](https://no-cache.hubspot.com/cta/default/443614/interactive-178194433547.png)](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLJoVbu%2F6PCSxy8ETdHWnFayHcTTDQpj9ioxuXDEV89pjmDEdiol8taTqLdkzNQ0eDLFNwf%2FPNo0mrsBJSKVeotjL33XGDrn0y5Q4jD2Z3hHhh5zxqb1zRKX71T%2BCOxKWVYTmI137cdcQPSY4ZfHzdqY0dbPU6JbnVwwD5KFRT0zu66iywxqlv3It8UQn4bSvHfLn37huCP%2B&webInteractiveContentId=178194433547&portalId=443614) - Selling is all about serving and helping people. > Most suffering in sales is self-inflicted.” - "My [sales training programs](https://thesaleswhisperer.com/daily) are not for everyone." - It's not happy-clappy. - Your best prospects look like your best customers, and your best customers look like your best prospects...so pick better customers. - Find your tribe. - Generalities stall. Specificity sells. - Road before region. - Farmers hang out with other farmers. - Before you go across town, go next door. - Be brilliant in the basics and focus on the fundamentals. - [Ask for referrals](https://thesaleswhisperer.com/blog/bob-burg-referral-word-of-mouth-marketing) ahead of time. - "Ask in the afterglow." - Consistency beats intensity. - You must sell yourself. - The inner work is the hardest work. - That reflection is hard. - I just want to project my issues onto you. - "[Cold calling is for losers](https://thesaleswhisperer.com/blog/how-to-master-cold-calling)." (Make gold calls.) - Combine math and psychology. - Be a lifelong learner. - It's not B2B, it's B to Me. - You have to be generous and give and give and give. [![Score My Pipeline](https://no-cache.hubspot.com/cta/default/443614/interactive-178194433547.png)](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLJoVbu%2F6PCSxy8ETdHWnFayHcTTDQpj9ioxuXDEV89pjmDEdiol8taTqLdkzNQ0eDLFNwf%2FPNo0mrsBJSKVeotjL33XGDrn0y5Q4jD2Z3hHhh5zxqb1zRKX71T%2BCOxKWVYTmI137cdcQPSY4ZfHzdqY0dbPU6JbnVwwD5KFRT0zu66iywxqlv3It8UQn4bSvHfLn37huCP%2B&webInteractiveContentId=178194433547&portalId=443614) **GUEST INFO:** - Guest Site: https://www.ruralsalessuccess.com/ - Guest LinkedIn: https://www.linkedin.com/in/stjohncraner/ - Guest Facebook Group: https://www.facebook.com/groups/285326399207141/ ## [Sales Growth Tools](https://thesaleswhisperer.com/inner-circle) Mentioned In The Sales Podcast - [Need a sales keynote? I’m Wes Schaeffer, The Sales Whisperer®. Start here.](https://thesaleswhisperer.com/sales-keynote-speaker) - [Book the Fit Call for 12 Weeks To Peak™](https://thesaleswhisperer.com/12-weeks-to-peak) - [Use These Tools To Grow](https://thesaleswhisperer.com/best-crms) - [Get The “Whisper Starter Pack](https://whisperpack.carrd.co/)" [![Score My Pipeline](https://no-cache.hubspot.com/cta/default/443614/interactive-178194433547.png)](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLJoVbu%2F6PCSxy8ETdHWnFayHcTTDQpj9ioxuXDEV89pjmDEdiol8taTqLdkzNQ0eDLFNwf%2FPNo0mrsBJSKVeotjL33XGDrn0y5Q4jD2Z3hHhh5zxqb1zRKX71T%2BCOxKWVYTmI137cdcQPSY4ZfHzdqY0dbPU6JbnVwwD5KFRT0zu66iywxqlv3It8UQn4bSvHfLn37huCP%2B&webInteractiveContentId=178194433547&portalId=443614)   [The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast) ## Related posts [![The Secret to Transformational Leadership & Business Growth, Tim Shurr — AI-powered sales insights from Wes Schaeffer, The Sa](https://thesaleswhisperer.com/hs-fs/hubfs/Blog_Featured_Images/pexels-33090487.jpg?height=200&name=pexels-33090487.jpg)](https://thesaleswhisperer.com/blog/tim-shurr-transformational-leadership) [The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast) ## [The Secret to Transformational Leadership & Business Growth, Tim Shurr](https://thesaleswhisperer.com/blog/tim-shurr-transformational-leadership) ![Picture of Wes Schaeffer](https://thesaleswhisperer.com/hs-fs/hubfs/Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png?width=50&name=Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png) [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer) Dec 12, 2020 Business growth comes from personal growth, which you can change on a dime . [Read more](https://thesaleswhisperer.com/blog/tim-shurr-transformational-leadership) [![](https://thesaleswhisperer.com/hs-fs/hubfs/CTAs/Make_Every_Sale_Close_Less_Sell_More.png?height=200&name=Make_Every_Sale_Close_Less_Sell_More.png)](https://thesaleswhisperer.com/blog/close-the-sale-tim-sanders) [The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast) ## [Close The Sale, Professional Sales Trainer Tim Sanders](https://thesaleswhisperer.com/blog/close-the-sale-tim-sanders) ![Picture of Wes Schaeffer](https://thesaleswhisperer.com/hs-fs/hubfs/Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png?width=50&name=Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png) [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer) Aug 08, 2016 You must amplify your message affordably to grow. Here's how to do that on Facebook. Closing Tips... [Read more](https://thesaleswhisperer.com/blog/close-the-sale-tim-sanders) [![Ben Gay III on The Sales Podcast with Wes Schaeffer](https://thesaleswhisperer.com/hs-fs/hubfs/_Podcast_Images/ben_gay_3rd_sales_podcast_544.png?height=200&name=ben_gay_3rd_sales_podcast_544.png)](https://thesaleswhisperer.com/blog/ben-gay) [The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast) ## [Sales Coach to Zig Ziglar, Trained by Napoleon Hill! Ben Gay, III](https://thesaleswhisperer.com/blog/ben-gay) ![Picture of Wes Schaeffer](https://thesaleswhisperer.com/hs-fs/hubfs/Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png?width=50&name=Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png) [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer) Feb 11, 2022 From $100/week to $40k/mo \[ LISTEN NOW ON APPLE PODCASTS \] Part 1 [Read more](https://thesaleswhisperer.com/blog/ben-gay) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Wes Schaeffer", "url" : "https://thesaleswhisperer.com/blog/author/wes-schaeffer" }, "dateModified" : "2026-10-01T01:07:48.730Z", "datePublished" : "2026-03-24T12:00:00.000Z", "headline" : "Tractors, Training, and Tactics With New Zealand's St John Craner", "image" : [ "https://thesaleswhisperer.com/hubfs/St%20John%20Craner%20693%20The%20Sales%20Podcast.png" ], "mainEntityOfPage" : { "@id" : "https://thesaleswhisperer.com/blog/st-john-craner", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://thesaleswhisperer.com/hubfs/wes-header-lockup.png" }, "name" : "Fixer Wes" } } ``` ```json { "@context" : "https://schema.org", "@id" : "https://thesaleswhisperer.com/#organization", "@type" : "Organization", "founder" : { "@id" : "https://thesaleswhisperer.com/#wes" }, "legalName" : "TSW Group, Inc.", "logo" : { "@type" : "ImageObject", "url" : "https://thesaleswhisperer.com/hs-fs/hubfs/Wes%20Schaeffer%20The%20Business%20Fixer%20white.png" }, "name" : "The Sales Whisperer®", "sameAs" : [ "https://www.instagram.com/fixerwes", "https://x.com/fixerwes", "https://www.linkedin.com/in/thesaleswhisperer/", "https://www.youtube.com/@TheSalesWhispererWes" ], "url" : "https://thesaleswhisperer.com/" } ``` ```json { "@context" : "https://schema.org", "@id" : "https://thesaleswhisperer.com/#website", "@type" : "WebSite", "name" : "The Sales Whisperer®", "potentialAction" : { "@type" : "SearchAction", "query-input" : "required name=search_term_string", "target" : { "@type" : "EntryPoint", "urlTemplate" : "https://thesaleswhisperer.com/hs-search-results?term={search_term_string}" } }, "publisher" : { "@id" : "https://thesaleswhisperer.com/#organization" }, "url" : "https://thesaleswhisperer.com/" } ``` ```json { "@context" : "https://schema.org", "@id" : "https://thesaleswhisperer.com/#wes", "@type" : "Person", "alternateName" : "The Sales Whisperer", "image" : "https://thesaleswhisperer.com/hubfs/wes-suit-forward.jpeg", "jobTitle" : "Founder", "name" : "Wes Schaeffer", "sameAs" : [ "https://www.instagram.com/fixerwes", "https://x.com/fixerwes", "https://www.linkedin.com/in/thesaleswhisperer/", "https://www.youtube.com/@TheSalesWhispererWes" ], "url" : "https://thesaleswhisperer.com/about", "worksFor" : { "@id" : "https://thesaleswhisperer.com/#organization" } } ```