The B2B Sales Hunters vs Farmers Sales Model
The role of B2B sales hunter vs sales farmer has been discussed in business sales training workshops for decades. In general, the roles represent two different, and often related, approaches to selling with each having an important part to play in sales growth. The roles differ mainly in how they go about generating revenue.
Typically, B2B sales hunters focus on new customer acquisition while B2B sales farmers are responsible for nurturing and growing current accounts.
What Makes a Good B2B Sales Hunter?
Effective B2B sales hunters love going after and winning new business. They are typically motivated by finding, chasing, and winning new opportunities. They are excited about prospecting and getting meetings. High performing B2B Sales Hunters consistently open new doors and win new business. In general, the best B2B Sales Hunters:
What Makes a Good B2B Sales Farmer?
A good B2B Sales Farmer is about much more than customer service. High performing B2B Sales Farmers retain and grow current accounts profitably. In general, the best B2B Sales Farmers:
What Works Best for You?
To meet growth targets, most sales organizations need the right combination of sales hunting and sales farming. Top sales managers understand the value of each role and structure their sales force in alignment with their unique value proposition, ideal target client profile, and sales plan.
The mix of sales hunter vs sales farmer depends on the aggressiveness of your growth targets, the growth of your current accounts, the size of your sales force, the size of your target market, and your sales process.
Some successful solution selling teams split the skills across different roles while others expect their sales reps to simultaneously hunt and farm at the same time.
The Bottom Line
Done right, the B2B sales hunters vs farmers model can work for both you and your customers by playing to strengths if you properly align sales metrics and rewards. What makes sense for your unique sales strategy and culture?
To learn more about increasing sales performance, download The 4 Most Important Attributes to Look for When Sales Reps Miss Their Targets
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