Are you a hunter or farmer?

Are you a hunter or farmer?

Every entrepreneur understands clearly that without sales they have no business. In business domain, some salespeople types are farmers and some are hunters.

Farmers, like to plant many seeds among prospects, water them, nurture them, and help them grow. Hunters, scouting for prospects and pursuing people who could become customers.

However, it seems this scenario is changing rapidly, giving consideration to the role that social media now plays in business development and sales. In the past, salespeople were generally hunters or farmers. 

Hunting vs Farming

It isn’t sustainable to always be hunting. The cost of finding new customers is estimated to be very high compare to repeat sales to existing customers so it is vital to build own loyal customer base instead of always running around chasing down new leads.

If you look at your customer base as an area, you have to do a lot as a farmer to keep that area healthy and growing. But you also have to protect it from other market forces, so you also need hunters who will patrol the perimeter and expand it from time to time.

Businesses should not lose their existing customer base or market share, simultaneously need to find new territories, new customers to expand and grow.

Hunter vs Farmer

 In sales HUNTERS are people who hunt for the new opportunity and they are often consultative sales people who find and assess an opportunity within a prospect and find a solution that meets the specific need whereas FARMERS build and cultivate relationships and opportunities, typically within existing accounts.

Hunter: Focus on quantity of sales, independent (key skill), high initiative, doer, Independent and solution driven, focus on quick acquisitions and big deals, use their network to build their business.

Farmer: Focus on long-term customer relationships, collaborative (key skill), creates lasting impact, Nurture client relationships, Cultivate strong customer loyalty, Foster collaboration with business partners.

So, sales hunters close deals, then go hunting for more prospects so they can close more deals. They love to hunt for sales. Sales farmers love to take care of their clients. Farmers don’t necessarily love to hunt and hunters don’t necessarily love to farm. Hunters and farmers are different personalities indeed, which is why it is so critical to know who you want on your salesforce, a hunter, a farmer or a combination of both.

Farmers will underperform when you expect them to be hunters and vice versa.

Another perspective would be using hunters for business development activity and once territory is seized and secured, it can be handed over to Sales (farmers).

Best approach. Best of both worlds...

While the debate goes on about which is the best persona, the fact is having a balance between the two to actively grow sales and keep clients. Practically any organisation should have both kind of people. In today’s globally connected world business needs to be conducted with a balance approach. Find the balance and create a sustainable winning team, both bring rewards and each has its season.

Best is to have, farmers who know how to hunt or hunters who know how to farm. You need both types on your team and it is vital to regularly encourage and motivate them to learn from one another.

salespeople who can learn and adapt to a constantly changing sales environment is a big competitive advantage.

Having a Business Development team consisting hunters and sales team consisting farmers can also be seen as balance approach!!