Farmers and Hunters are two different breeds of salespeople. Or are they.
Generally, a farmer is someone who develops existing relationships while hunters are focused on new logos. A hunter is someone who spends most of their time searching for new business and developing new relationships.
Both types of salespeople present the same challenges in an ever changing technology landscape.
For one, people rarely pick up their phones anymore. Also, buyers are getting bombarded with information everyday. It’s information overload and a lot of that information isn’t good, which results in getting stereotyped in the sea of bad salespeople messaging.
Don’t get discouraged, because you just need a strong and sustainable strategy. When you have good messaging, it eventually rises to the top.
Salespeople need to adapt to new selling strategies like Value Selling, Strategic Selling, and Social Selling, integrating these into an Omnichannel approach. Whether you’re a farmer or a hunter, reaching key stakeholders both online and offline is essential.
The truth is, farmers and hunters are more alike than different. Farmers must build new relationships within an organization to grow and provide value, much like hunters who don’t have existing relationships to leverage.
Both types of salespeople need to:
- Be strong marketers
- Apply value selling strategies
- Communicate effectively
- Evangelize company messaging
- Utilize resources efficiently
- Simplify the purchasing process
Hunters might do this more initially, but farmers must stay relevant to fend off competitive hunters targeting their clients.
Effective marketing is at the heart of this strategy—reaching your target audience when they need information. New logos and revenue streams are the lifeblood of sales.
Stand out with effective social selling. It helps you and your company build a strong brand. Even the best pitch or product won’t matter if you’re not securing New Business Meetings to build your pipeline.
Farmers and hunters, it’s time to embrace the Omnichannel strategy today.
Anthony Lobosco
I’m Anthony Lobosco, editor and Technology Sales Veteran with a BDR Mindset. Throughout my 25 year career, I’ve sold in all markets – Commercial, Enterprise, and Public Sector. I wear multiple hats – Farmer, Hunter, and Demand Generation Expert all rolled into one. My passion lies in blending insights from these unique perspectives on Lobo Social.
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I’m Anthony Lobosco, editor and Technology Sales Veteran with a BDR Mindset. Throughout my 25 year career, I've sold in all markets - Commercial, Enterprise, and Public Sector. I wear multiple hats – Farmer, Hunter, and Demand Generation Expert all rolled into one. My passion lies in blending insights from these unique perspectives on Lobo Social.
