Hunter vs Farmer: Which Sales Style Fits Your Team?

Not all sales professionals excel in every sales scenario. Some are cut out to be hunters while others are better suited to be farmers. It often depends on their sales personality. The Hunter vs Farmer methodology is an approach that predicts success in either role based on personality and traits of each sales professional. 

The Hunter-Farmer model can help both sales leaders and salespeople use their team’s strengths to place them in a role they’re more likely to succeed in.

This guide will help you understand the differences between Hunters and Farmers in sales. It will also help you to figure out what type of salesperson you are or that you have on your team. It will also help you when hiring, to know which traits to look for based on the role you’re looking to fill.

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What is the Hunter and Farmer sales model?

The Hunters and Farmers Model describes the differences between the two roles and the personal traits best suited for each. This helps sales leaders find team members best suited for each role. Hunters are people who find and develop new leads while Farmers nurture existing customers and focus on long-term business.

Also Read:

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This model recognizes that different stages of the sales process require distinct skill sets. By separating these roles, companies can maximize efficiency and play to individual strengths.

Key aspects of the Hunter and Farmer model include:

1. Role capabilities: Sales teams are divided based on natural inclinations and skills, allowing each person to focus on what they do best.
2. Balanced approach: The model aims to achieve a mix of new business acquisition and existing account growth.
3. Tailored performance metrics: Hunters and Farmers are evaluated on different key performance indicators (KPIs) that align with their specific roles.
4. Complementary teamwork: While working separately, Hunters and Farmers need to collaborate often to ensure smooth handoffs and consistent client experiences.

Implementing the Hunter and Farmer model effectively requires:

• Careful assessment of individual strengths and preferences
• Clear definition of roles and responsibilities
• Effective communication and collaboration systems
• Regular evaluation and adjustment of the model as needed
• Appropriate training and support for each role

By leveraging the Hunter and Farmer approach, sales teams can create a more targeted and effective sales strategy that harnesses the diverse strengths within their team.

The Hunter Sales Model

Hunters particularly flourish in Account Executive, Field Sales, and Business Development roles. So it’s no surprise they relish the challenge and have thick skin to handle all the rejections they will likely face.

Persistently hungry, eager, unafraid of rejection, and doesn’t need convincing to sell more. The role of the hunter versus farmer is one of the most demanding positions in sales.

Hunter Sales Personality

1. Persistent: Has your candidate called you to ensure you received their resume? Do they call to follow up after the interview? You would expect a Sales Hunter to express these critical traits during the interview process! Skip the ones who don’t call you back or have the courage to ask tough questions in the interview – chances are they’ll treat your prospective customers the same way.

2. Commission hungry: Hunters are motivated by commission. So, always ask your candidates how much money they want to make. If they answer that they want a really high base, show them the door! They won’t care about the base if they strive to be a million-dollar salesperson because they’re focused on the commission. Give them unlimited earning potential!

3. Talkers: Your Hunter candidate should be an expert in building rapport, as they must build rapport within seconds relative to the time they’ll have on calls and appointments. They need to exude confidence and exhibit positive body language because you need someone confident and outgoing to hunt for business.

Capabilities of the Sales Hunter Role

Hunters specialize in acquiring new business, which requires a unique set of skills and responsibilities:

Sales Skills	Capabilities
Prospecting	Hunters excel at identifying potential clients through various methods like cold calling, networking events, and social media outreach.
Qualifying Leads	They quickly assess which prospects are most likely to convert, focusing their energy on high-potential opportunities.
Pitching	Hunters craft compelling value propositions tailored to each prospect’s needs, often thinking on their feet to address objections.
Closing Deals	Their persistence and persuasion skills come into play when finalizing agreements and overcoming last-minute hesitations.
Territory Management	Many Hunters manage specific geographic or industry-based territories, requiring strategic planning to maximize coverage.
Pipeline Management	Keeping a robust pipeline of opportunities at various stages is crucial for consistent performance.
Competitive Analysis	Hunters stay informed about competitor offerings to position their products or services effectively.

How Can Hunters Be Successful in Their Role?

Understanding the unique attributes of Hunter sales reps is crucial for maximizing their potential within your sales team. 

These goal-driven professionals bring a specific set of skills to the table, but they also face distinct challenges. Here are some key elements that define their performance:

Strengths

1. Resilience in the face of rejection
2. High energy and self-motivation
3. Ability to quickly build rapport with new contacts
4. Strong closing skills
5. Thrives in high-pressure situations like handling objections

Weaknesses

1. May struggle with long-term relationship-building
2. Can become impatient with slower-moving deals
3. Might overlook details in pursuit of quick wins
4. May have difficulty adapting to account management roles
5. Can experience burnout due to constant pressure

Supporting Hunters in Their Growth

While the Hunter-Farmer model works well for larger organizations, smaller companies often can’t afford to have sales reps specialize in just one approach. In these cases, sales leaders need to develop more versatile professionals who can both hunt and farm. Here are some strategies to help Hunter-type reps become more well-rounded:

1. Develop patience: They will need to implement structured follow-up processes to stay engaged with longer sales cycles.
2. Enhance relationship skills: They need to go for active listening and empathy training to practice using it to improve long-term client interactions.
3. Improve attention to detail: They need to learn to use CRM tools more effectively to track important client information and deal with specifics.
4. Cross-train with Farmers: Have them shadow account managers to learn relationship-nurturing techniques.
5. Practice self-care: They need to develop stress management techniques to prevent burnout and maintain high performance.

Identifying and Finding Hunters

The key trait that distinguishes top-performing hunters from the rest is drive. These individuals consistently go the extra mile and put in the effort needed to close deals. Drive reflects their internal motivation and determination. To identify drive in a sales representative, consider using a personality assessment like The DriveTest (affiliate link). This helps identify sales professionals with 3 keys characteristics: Need for Achievement, Competitiveness and Optimism.

The Farmer Sales Model

The Hunters Vs. Farmers Model dictates that whilst Hunters find new business, Farmers cultivate customer loyalty. Usually found in customer-centric roles such as Account Manager, Customer Success, and Inside Sales.

Farmer Sales Personality

1. Friendly: Although a hunter will call a potential employer and follow up, a farmer is unlikely to make a peep. Instead, look for how they build rapport. Are they engaging you on the phone? Do they have a bright smile in person? Do they know how to come across as being friendly in email? All of these are skills essential to cultivating lasting relationships.

2. Rapport-centric: The best Farmers are true friends to their customers. They connect with them on social media and might even meet outside work. Farmers should be rapport-centric, the type of person that everyone loves. This relationship will ensure they are always at the top of customers’ minds.

3. Relationship-builders: To like someone enough to buy from them once is one thing; to like and trust someone so much that you always look to them to solve your problems is another. When trust and relationships exist, repeat business is natural, and referrals come easily. This is why Farmers are experts in building and maintaining long-term relationships.

Capabilities of the Sales Farmer Role

Farmers focus on nurturing and expanding existing client relationships, which involves:

1. Account management: They oversee a portfolio of clients, ensuring their needs are met and problems are solved promptly.
2. Upselling and cross-selling: Farmers identify opportunities to increase the value of existing accounts by introducing new products or services.
3. Customer retention: They work proactively to maintain high levels of customer satisfaction, reducing churn rates.
4. Relationship mapping: Farmers create and maintain detailed maps of key decision-makers and influencers within client organizations.
5. Strategic planning: They develop long-term account strategies to align with clients’ business objectives and growth plans.
6. Contract renewals: Farmers handle the delicate process of renegotiating and renewing contracts, often navigating complex approval processes.
7. Customer advocacy: They often serve as the voice of the customer within their own organization, providing feedback for product development and service improvements.

By understanding these specialized roles and responsibilities, sales leaders can better structure their teams, assign tasks, and develop targeted training programs to maximize the effectiveness of both Hunters and Farmers.

How Can Farmers Be Successful in Their Role?

Farmer sales reps bring unique strengths to the table, particularly in client retention and account growth. However, they also face specific challenges. Understanding these can help sales leaders support their Farmers more effectively:

Strengths

1. Excellent relationship-building skills
2. Strong active listening and empathy
3. Detailed knowledge of client needs and history
4. Ability to identify upselling and cross-selling opportunities
5. Patient and methodical approach to sales

Weaknesses

1. May struggle with starting contact with new prospects
2. Can be less comfortable with aggressive closing techniques
3. Might have difficulty adapting to fast-paced, high-pressure situations
4. Can become overly attached to clients, potentially compromising being objective
5. May miss opportunities for quick wins while focusing on long-term strategies

Supporting Farmers in Their Growth

In smaller companies with limited resources, sales reps often need to wear multiple hats. While Farmers excel at nurturing existing relationships, they may need to expand their skill set to include some Hunter-like qualities. Here are some ways sales leaders can help reps with farmer sales personas become more versatile:

1. Enhance prospecting skills: Have them participate in networking events or training to become more comfortable with new client acquisition.
2. Develop assertiveness: Have them practice more direct closing techniques in a supportive environment.
3. Improve flexibility: Have them engage in role-playing exercises simulating high-pressure scenarios.
4. Maintain professional boundaries: Have them receive coaching on balancing client advocacy with company objectives.
5. Sharpen opportunity recognition: Train them to identify and act on short-term sales opportunities within existing accounts.

Both Hunters and Farmers can become more well-rounded sales professionals while still harnessing their inherent strengths. The key is to create a balanced approach that enhances overall performance without necessarily changing the unique value each type of sales rep brings to the team.

Is it better to be a hunter or a farmer in sales?

The Hunter-Farmer model isn’t just about different skill sets; it reflects fundamental differences in personality and mindset that profoundly affect sales performance and job satisfaction.

The persistent nature of the hunter’s sales persona is what makes them great – You can step aside and trust them to bring in the sales! Hunters are no strangers to risk, so they’ll often settle for lower base wages in favor of higher commission rates.

Hunters are often driven by a need for achievement and the thrill of the chase. Their high-energy, goal-oriented nature thrives in fast-paced environments where quick wins are celebrated.

This mindset can lead to impressive short-term results but may also contribute to burnout if not properly managed. Hunters’ resilience in the face of rejection is a double-edged sword – while it helps them persist through tough times, it can also lead to a dismissive attitude towards valuable feedback.

On the other hand, Farmers are typically happy with lower compensation rates in exchange for a stable income.

Farmers, in contrast, are motivated by building and nurturing relationships. They find satisfaction in the long-term growth of accounts and the trust they build with clients.

Building relationships is critical, but sales are what keep the business running. Farmers need direction on how to ask for the sale. Remind them to ask for referrals and the importance of their role in bringing in repeat business.

This patient, detail-oriented approach often results in stable, predictable revenue streams. However, Farmers may struggle with feelings of stagnation or missed opportunities if not given chances to grow their skills or take on new challenges.

How To Find Hunters or Farmers When Hiring?

When building a sales team using the Hunter-Farmer model, tailored interview questions can help identify the right candidates for each role.

Interview Questions for Potential Hunters

1. “Describe a time when you had to persistently pursue a challenging prospect. What was your approach?”
2. “How do you handle repeated rejections during a sales campaign?”
3. “What motivates you more: a higher base salary or uncapped commission potential?”
4. “Tell me about a time when you successfully closed a deal with a tight deadline.”
5. “How do you typically research and approach new prospects?”

Look for candidates who demonstrate resilience, high energy, and a strong drive for results. Only consider using the SalesDrive test (affiliate link for free trial).

Interview Questions for Potential Farmers

1. “Describe a situation where you significantly grew an existing account. What strategies did you use?”
2. “How do you maintain long-term relationships with clients?”
3. “Tell me about a time when you turned a dissatisfied customer into a loyal one.”
4. “What’s your approach to upselling or cross-selling to existing clients?”
5. “How do you stay updated on your clients’ business needs and industry trends?”

Seek candidates who show patience, strong interpersonal skills, and a genuine interest in client success.

Have Proper Collaboration Systems in Place

Effective communication between Hunters and Farmers is important for seamless customer transitions and overall sales success. Here are some strategies you can apply to foster collaboration:

1. Using the Same CRM: Ensure both Hunters and Farmers use the same CRM system to log all customer interactions, providing a comprehensive view of the customer journey.
2. Regular Team Meetings: Schedule weekly or bi-weekly meetings where Hunters and Farmers can discuss accounts, share insights, and strategize together.
3. Shadowing Programs: Encourage Hunters and Farmers to occasionally shadow each other to better understand each other’s roles and challenges.
4. Collaborative Handoff Process: Develop a structured process for transitioning clients from Hunters to Farmers, including a joint meeting or call to introduce the Farmer to the new client.
5. Incentive Alignment: Create compensation structures that reward successful handoffs and continued account growth to encourage cooperation between Hunters and Farmers.
6. Knowledge Sharing Platform: Implement a system (like a company wiki or shared drive) where both groups can document and share best practices, industry insights, and customer preferences.

Finding the Right Balance

The ideal ratio of Hunters to Farmers depends on your business model, industry, and growth stage. You can consider these approaches:

Structure	Description
Growth-Focused Structure: More Hunters than Farmers	– Suitable for: Startups, companies entering new markets, or those with aggressive growth targets    – Ratio example: 70% Hunters, 30% Farmers    – Pros: Rapid customer acquisition    – Cons: There can be higher customer churn
Retention-Focused Structure: More Farmers than Hunters	– Suitable for: Established companies in stable markets, subscription-based businesses    – Ratio example: 40% Hunters, 60% Farmers    – Pros: Strong customer loyalty, steady revenue    – Cons: Slower new customer acquisition
Balanced Approach: Equal mix of Hunters and Farmers	– Suitable for: Mid-sized companies balancing growth and retention    – Ratio: 50% Hunters, 50% Farmers    – Pros: Versatile team capable of both acquisition and retention    – Cons: May lack highly capable reps in either area
Hybrid Model: Develop versatile sales reps	– Suitable for: Smaller companies or those with limited resources    – Approach: Train all reps in both hunting and farming skills    – Pros: Flexible team, well-rounded skill sets    – Cons: May not excel in either specialty

When structuring your team, consider your company’s current needs and long-term goals. Regularly assess and adjust your Hunter-Farmer ratio as your business evolves. The most effective structure often combines specialized roles with opportunities for skill development across both areas.

The Hunter-Farmer Model is Not One-Size-Fits-All

A one-size-fits-all approach to sales is no longer sufficient. As you implement this model, remember that the goal isn’t to create rigid divisions but to foster a collaborative environment where diverse strengths complement each other. Encourage your Hunters and Farmers to learn from one another, creating a culture of continuous improvement and flexibility.

The most successful organizations understand that a harmonious blend of Hunters and Farmers creates a sales ecosystem that can adapt to various customer needs and market conditions.

Moreover, the Hunter-Farmer model should be viewed as a flexible framework rather than a fixed rule. As your business evolves, your sales approach should evolve with it. Regularly reassess your team composition, adjust your strategies, and stay open to hybrid roles that may emerge as your business landscape changes.

Ultimately, the true power of the Hunter-Farmer model lies in its recognition of individual strengths and its emphasis on strategic teamwork and cultivating a dynamic, resilient sales force ready to conquer any challenge and seize every opportunity.