Farmer vs. Hunter

Anyone who deals more deeply with the topic of sales and distribution channels cannot avoid the two terms “farmer” and “hunter.” But what do these terms mean in a sales context?

The two terms are metaphorical in nature and essentially describe two different approaches in the sales process. In this blog post, we briefly and concisely address the most important differences.

farmer

The focus of a farmer is on maintaining and expanding existing customer business. His job is to retain existing customers over the long term in order to generate repeat business.

Farmers care about the needs of their existing customers, provide support, ensure customer satisfaction, and try to offer additional products or services. So you're “farming” what's already there.

Hunter

Hunter, in turn, take care of new customer business. They focus on acquiring new customers and finding new business opportunities. The focus is on identifying potential customers, establishing contacts, identifying sales opportunities and closing new deals.

In other words, they “chase” new customers. They are therefore often more willing to take risks and are proactive, while farmers are more likely to rely on long-term, more stable customer loyalty.

Conclusion

Both approaches are important in sales, and successful sales teams often combine elements of “farming” and “hunting” for a balanced strategy. Ultimately, the choice between “Farmer” and “Hunter” depends on individual goals, the industry, and the products or services that play a role in the sales process. It is crucial to identify the respective strengths and effectively integrate them into the overall sales approach to ensure sustainable success.