The Story Of The Hunter And The Farmer
Simply put, we can say that there are two sales personalities: the hunter and the farmer. Let’s take a look at what makes them different.
- focuses on making a single sale to potential customers
- tries to get a decision in the short run, based on his capacities to inspire and generate trust
- can stir up buying interest and is focused on closing the deal
- is willing to and knows how to prospect. Enjoys the hunt for new customers
- is motivated by challenges or competitions. Winning spirit. Wants the trophy
- likes to penetrate the market and expand the company’s activity
- likes repeat sales to existing customers
- builds and cultivates relationships on the middle or long term. Creates customer relations and loyalty. Sells based on his capacities to achieve credibility and trustworthiness.
- is focused on giving excellent service
- doesn’t really enjoy prospecting. Enjoys deepening long-term relationships through communication.
- protects the market share and helps the company with customer retention
The truth is that to be successful a company needs both types of sales people, as they need to acquire new customers and build relationships with existing customers. The only problem is that it’s not so hard to find farmers, whereas hunters can be difficult to find. Not every sales person is suitable for prospecting, as it requires a well-developed hunting instinct, a winning spirit, resolution and lots of perseverance. Hunters don’t hang their head when they are confronted with setbacks. Nothing will keep them from getting results. But this isn’t enough. The modern day hunter is a true professional: efficient, well-structured, organized and disciplined. He or she is a communication expert who knows how to be an active listener and ask relevant questions. Because hunters are assertive people they sometimes can appear pushy, but this is something they can learn to keep under control through communication training.
So, which type are you? Hunter or farmer?