Saturday Morning Sales

Kevin Latchford


Hunt vs Farm - July 29, 2017

In the world of sales, the phrase hunting versus farming is certainly not new, but has been lost on the current younger generation of up and coming sales people. I’ve met dozens of younger sales people recently and almost none could explain the phrase hunt versus farm. Making matters worse, while they were familiar with terms (or titles) like account executive, account manager or business development professional, none liked the idea of being referred to as a sales person.


A simple explanation of the phrase is this: a sales hunter seeks out a new business relationship that do not currently exist (prospects), nurtures and develops the relationship (sells), and then manages the ongoing relationship (account management) all while repeating the process with new prey (prospects); while farming on the other hand is based around the concept that crops are already planted (a book of business already exists) and you must nurture the existing relationship (account manage) while not having any pressure of ongoing sales or new business development.


Organizations who employee more farmers and less hunters are causing issues in the market on two levels. One, they are not challenging young sales people to grow books of business, rather relying on the older or more experienced members of the team to bring in new deals. And two, they are leaving the general marketplace without qualified sales people, thus a lack of knowledge and experience exists where people become afraid of what real sales and real business development is all about.


I’ve had to get past my own frustration that many simply have never heard of the phrase hunter versus farmer. However, once I explain the difference between the two I ask one question, are you a hunter or a farmer (or who do you want to be)? If the answer is farmer, the conversation ends immediately, and the opportunity to discuss our open sales positions comes quickly to an end.


There is no denying that our society has changed and opinions and views on sales people or a sales career has changed as well. There are still a few out there that want to make an above average annual income and believe sales is a career choice that will help them. However, all too often companies hold back these talented individuals because their opinion too has changed, and they have become more and more accepting of farmers. Where have all of the hunters gone? Where are the “never take no as an answer sales people”?


Sales is not a dirty word and has provided many a professional a wonderful career. Hunters can change the course of their company’s growth. Hunters can call their own shots, make their own schedules, and have much more control over their own career destiny. Like hunting animals for food, one must be successful, or they do not eat. Sales hunters must be successful or they do not close business, bring in new revenue, and earn commission. In other words, they must hunt, be a successful hunter, or they do not eat.


As a longtime sales manager, I want to be surrounded by hunters, for the more success we hunters achieve, the more we will eat. Are you a hunter or a farmer? Are you an aggressive sales person hellbent on success? I am seeking a real sales hunter to join my team. Contact me if this post resonates with you.

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