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Hunters and Farmers



Image by Mohamed Hassan from Pixabay

In the sales industry, the terms "hunters" and "farmers" are commonly used to describe specific roles within a sales team. "Hunters" are responsible for acquiring new business, while "farmers" focus on nurturing existing accounts. Both roles play an important role in driving sales and generating revenue.

Disadvantages of Exclusive Hunting or Farming

However, relying solely on salespeople for lead generation has limitations. Sales representatives can only engage with one person at a time. With technological advancements, there are now more efficient and scalable methods, such as the internet and social media, to engage with potential customers. The traditional approach of relying solely on salespeople as hunters, particularly through cold calling, is considered outdated.

Focusing exclusively on farming, without incorporating hunting activities, can lead to limited growth and missed opportunities. Solely managing existing accounts may result in complacency and a lack of emphasis on acquiring new customers. Neglecting the hunting aspect can lead to missed leads and potential revenue sources. Additionally, heavy reliance on a limited customer base can be risky if key accounts discontinue their business or face financial difficulties.


Dividing sales teams Dividing a sales team into hunters and farmers offers the opportunity for individuals to specialize in their respective strengths and responsibilities. Hunters can dedicate their efforts to prospecting, lead generation, and bringing in new clients, leading to increased efficiency in generating new business. Farmers, on the other hand, focus on building strong relationships with current clients, maximizing customer retention and loyalty. My Perspective In my perspective, the issue extends beyond the division between hunting and farming; it also concerns the approach adopted by sales representatives when it comes to hunting. Over the last couple of years, I spoke with many candidates and I have discovered that many are receptive to the idea of cold sales as long as it doesn't solely rely on cold calling. To attract and retain effective hunters, it is crucial to ensure that they are not overly dependent on cold calling. Instead, they should be encouraged to employ creative outreach strategies, diversify their approaches by consulting clients, and build strong relationships. The role of a salesperson has evolved in today's landscape. Customers now seek brands they know, like, and trust before making a purchase. Therefore, establishing genuine relationships and offering assistance to customers are essential.

While it is feasible to have a dedicated hunting role, it tends to be more appealing to individuals who graduated some time ago, rather than experienced sales representatives. Furthermore, it is less likely for a sales representative to remain exclusively in a hunting role for an extended period, typically ranging from 3 to 5 years.

Conclusion In the sales industry, the division between "hunters" and "farmers" plays a critical role in driving sales and generating revenue. Technological advancements have provided more efficient and scalable methods for customer engagement, rendering traditional approaches such as cold calling outdated.

While farming is essential for customer retention and account management, exclusive focus on farming without incorporating hunting activities can hinder growth potential and expose the business to risks associated with over-reliance on existing accounts. Encouraging sales representatives to adopt modern outreach strategies, diversify their approaches, and build strong relationships is key in today's customer-centric landscape.

In my experience, many candidates are open to engaging in cold sales as long as it extends beyond cold calling. It is important to note that while a dedicated hunting role can be appealing to some individuals, it is less likely for experienced sales representatives to remain exclusively in a hunting role for an extended period.

To thrive in today's competitive sales environment, businesses must strike a balance between hunting and farming activities. The evolution of the salesperson's role emphasizes the importance of establishing connections and genuinely helping customers before making a purchase.

The division between hunters and farmers provides specialization and benefits to sales teams. However, a balanced approach that incorporates modern strategies, technology, and relationship-building is necessary to maximize sales success and revenue growth in today's dynamic sales landscape


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