There are two very different types of salespeople: hunters and farmers. Knowing the difference can significantly impact your company’s success. Let me share a story to explain.
A few years ago, I started working with a company eager to grow its revenue. They relied heavily on a few large customers, which left them feeling vulnerable and wanting to diversify their customer base. Before I joined them, they had gone through several unsuccessful hires in the sales department. When we explored the issue, it became clear: they didn’t understand the different types of salespeople they needed to achieve their goals.
Hunters thrive on the thrill of the chase. They excel at finding new opportunities and getting their foot in the door, driven by the excitement of pursuing fresh business. Their strength lies in skills for successful sales in a competitive environment, where they’re adept at making initial connections and securing new accounts.
Farmers, on the other hand, are exceptional at nurturing and developing existing relationships. They’re patient, empathetic, and dedicated to growing customer accounts over time. Their strength lies in building trust, which is essential for cultivating long-term partnerships.
The company had been hiring experienced salespeople from environments where leads came in easily, people who excelled in farming roles. These new hires were comfortable managing established customer portfolios, but when placed in an environment that required them to hunt for new business from scratch, they struggled. This mismatch in sales resource allocation made it challenging for the team to meet their goals.
I’ve also seen clients make the opposite mistake by placing hunters in farming roles. Hunters can lack the patience needed to nurture and develop existing accounts, often becoming disengaged without the excitement of chasing new sales.
The key takeaway here is understanding what balance you need within your sales team. Are you focused on expanding your existing customer base or primarily driving new business? If you need both, then it’s crucial to be clear in your sales recruitment process that these are different roles requiring specific qualities.
The next time you hire for your sales team, take the time to review your sales resource allocation and understand your sales strategy. Determine whether you need hunters, farmers, or a blend of both, and ensure that your recruitment process finds candidates with the skills for successful sales suited to the role. This careful consideration will help you build a stronger, more successful sales team.
By recognising and leveraging the unique strengths of hunters and farmers, you can align your sales strategy with the right talent, ensuring sustained growth and success for your business.
Ready to elevate your business? Discover how my tailored business coaching services can transform your strategy and drive success. For more insights and guidance, visit my homepage and explore the MYOB section for free business advice to keep you ahead in the competitive market.
One last thing, if you’ve found this content helpful and believe it could benefit other business owners, please subscribe to my YouTube channel. Your support helps us reach more entrepreneurs like you. Thank you!
