You didn’t make the sale. Your pitch was great, the product is great and the customer was the ideal candidate. But something didn’t click for them.
Sales in a rural market requires a different outlook than in urban locations. At TBHC Delivers, many of the communities we serve proudly have just one stoplight and a few mom and pop shops. We love those towns – and the people in them – but it takes a unique approach to close a deal. Whether you’re selling pizza or sunglasses, these tactics can be used in any rural market.
Start from the outside in. A common strategy for urban markets is to start by meeting with the prospective customer then getting to know the area and your competitors within it more in-depth. In smaller towns, everyone knows everyone else, and it becomes much more crucial to know the people within the community in addition to the ones you’re trying to do business with. Don’t start by approaching the customer directly. Visit the post office and the mayor’s office. Make small talk with residents to find out where they currently purchase a product or service similar to yours, who owns the local shops and even basic information like who the high school football coach is. If there’s one thing most rural towns can get behind, it’s the high school football team.
Education is key. Those relationships that already exist can also be one of the most difficult challenges you face in rural markets. Local business owners already have connections with other local business owners. They’re often their friends, neighbors or even family members. They don’t want to be viewed as trying to take a friend’s business away by adopting your product or service. Our goal is to let them know it comes down to two different types of businesses, and the challenge is painting that picture for them so they don’t feel like they will be stepping on anyone’s toes.
Get involved. Making a sale is one thing. Building a relationship and becoming a part of a community is another. Work with your team to hold fundraisers that benefit local organizations. Donating a dollar every time a product is sold is often perceived better than offering a limited time special that’s only available on certain days of the week. People often don’t view fundraisers as a business tactic. They view them as a company investing in their home and their people, making you a worthwhile brand to support. If possible, dedicate a day to give out free samples or offer free advice to folks. It’s another way to connect with the community and start a conversation.
Regardless of the type of market, establishing what a successful sales person looks like within your organization is essential. Customers should feel comfortable and secure in their decision to work with you. Even if you have 10,000 other accounts, they should feel like they’re the only ones you work with. I want that type of experience for my customers. I’m sure you do too.
Andy Kelly is the Director of Sales for TBHC Delivers, which helps convenience store owners grow their business through high-quality, turn-key food service programs. He has been with the company for nearly 12 years, starting as an account manager where he managed and serviced more than 50 accounts and increased sales through promotions and on-site training.
