Want to Close More Rural Deals? Focus on the Buyer Instead of the Sale

Here’s a truth bomb for rural sales teams: no one sells anything without someone buying. 

It seems obvious, right? But too often, salespeople focus so much on selling that they forget the crucial part of the equation: the buyer. 

The problem? Most rural sales teams are obsessed with the process of selling when they should be obsessed with the process of buying. 

If you want to make more sales, you need to flip the script. Stop thinking about what you’re selling, and start thinking about what your customers are buying. 

Why Buyer Mindset Beats Seller Mindset 

When you steam into a sales conversation focused solely on your goals, your buyer can feel it. They sense the self-serving energy, and guess what? They back away. You’ve lost them before you’ve even started. 

But when you focus on their goals—what they need, want, and fear—you build trust. And trust is the currency of sales. 

Questions to Get Into the Buyer’s Mindset 

Next time you prepare for a sales conversation, flip your thinking. Ask yourself: 

• What outcomes do they want?
  Forget features—what’s the result they’re chasing? 

• What are their specific issues?
  Specific is the key word here. Blanket assumptions won’t cut it. 

• What are their biggest challenges?
  Understand their pain points. Speak to them directly. 

• What reassurances do they need?
  Buying is risky. How can you ease their fears? 

• What experiences have they had before?
  Past wins (or failures) shape current decisions. 

• What risks do they need to manage or mitigate?
  How does your solution help them feel safe? 

• What proof do they need?
  Testimonials, case studies, data—what will convince them you’re legit? 

• What process will they use to make their purchase?
  Every buyer has a method. Know it. Respect it. 

• Who influences or interacts with this purchase?
  Buying decisions are rarely made in isolation. 

• Have you ranked the role of these influencers?
  Think of the user, the buyer, the payer, the critic, and the supporter. Who matters most? 

• What conversation are they having with themselves?
  Tap into their internal dialogue. 

• And my personal favorite: Why would they buy?
  The simpler the answer, the better. 

Serve to Sell: The Trust-Building Mantra 

When you approach sales with a serve to sell mindset, everything changes. Instead of pushing your agenda, you focus on serving the buyer’s interests first. 

• Ask more, talk less. Listening is how you learn. 

• Build trust early. Buyers need to believe you’re here to help, not hustle. 

• Solve their problems, not yours. When they see you as a problem-solver, not a product-pusher, the sale becomes a natural next step. 

Trust is especially critical in the early stages of a rural sale, where skepticism can run high. Serve your buyer’s needs, and they’ll reward you with their business. 

The Buyology Advantage 

If you’re serious about understanding buyer behavior, pick up Buyology by Martin Lindstrom. It’s the best book I’ve read on how people make purchasing decisions. (And loyal subscribers can find my breakdown of it for free right [here].) 

Lindstrom’s insights confirm what we already know instinctively: buyers don’t make decisions logically. They’re driven first by emotion, then by function, and finally by financials. If you lead with price before getting the emotional and functional fit right, you’re setting yourself up to fail. 

Final Thought 

Sales isn’t about what you’re selling—it’s about what your buyer is buying. When you focus on their mindset instead of your own, you’ll create deeper connections, build more trust, and close more deals. 

Make “serve to sell” your mantra, and you’ll see the difference. Trust me, your buyers—and your bottom line—will thank you.