Don’t ask a Hunter to farm and don’t ask a Farmer to hunt.
Imagine its big game hunting season. You’ve got your heart set on bringing home a sizable creature, and you want to enlist some help to ensure that your hunt is a success.
Likely, this individual is quite familiar with the nuances of the natural world and has an interest in its utility for producing food. Farmers and hunters share these qualities and at times even the land on which they practice their craft. But would you ever enlist the skills of a farmer to hunt big game?
If the sales arena were divided in two, it would be comprised of both hunters and farmers. Both offer valuable benefits to companies, but they contribute to it in different ways. To boost your company’s sales pipeline, it is important to understand which role each of client‐facing employees embody. Once this knowledge is acquired, you can leverage employees’ strengths for positions that will keep them happy and contribute positively to your bottom line.
So, who is a hunter?
A hunter is incredibly focused on seeking out a single target. They are thrilled by the chase and the prospect of capturing a client. A hunter’s energy comes in bursts, increasing as they approach the close. They are independent and charismatic, talented at luring in prospects. Once they’ve acquired their target, they immediately move on to the next, creating a quickly moving cycle of customer attrition.
Where should a hunter hunt?
Hunters are great Account Executives and excel in Outside Sales roles. They are good at raising awareness and excitement for a product offering that potential customers have never heard of.
When should I use a hunter?
Hunters are ideal for increasing your client roster. They can tackle lead generation and move into territories that haven’t been explored before.
Then, who is a farmer?
Like his real‐life counterpart, farmers have a steady crop of customers that they cultivate and maintain. Typically operating within existing accounts, farmers nurture clients into lifetime customers by focusing on client‐specific needs and upselling them in the process. These are your multitaskers with a long‐term view that enjoy having a variety of clients.
Where should a farmer farm?
Client services teams thrive with farmers. Account Managers, Customer Service and Inside Sales all cultivate relationships that will see you through each season.
When should I use a farmer?
Farmers enable a company to build customer loyalty and retention. As customer relationships grow, so will your business volume. They grow your company at a smaller cost, and studies show that companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost (Forrester Research).