If you’re hiring in sales, you’ll have heard the question:
Do we need a hunter or a farmer?
I’ve asked it thousands of times in my 30+ years working in sales recruitment.
It sounds straightforward. It rarely is.
Hiring the wrong profile is one of the main reasons sales appointments fail within the first year.
What’s a Hunter?
A hunter is focused on winning new business.
They:
- Prospect consistently
- Open new accounts
- Thrive on targets and competition
- Aren’t fazed by rejection
Hunters are typically suited to:
- New market entry
- Start-ups and scale-ups
- Product launches
- Businesses with limited inbound demand
However, once the deal is done, their attention often shifts quickly to the next opportunity.
What’s a Farmer?
A farmer grows what’s already there.
They:
- Build long-term relationships
- Retain and expand existing accounts
- Focus on lifetime value
- Prefer depth over constant pursuit
Farmers work well in:
- Established businesses
- Subscription or recurring revenue models
- Account management environments
- Complex, relationship-led sales
What they don’t usually do is generate significant new pipeline from scratch.
The Mistake Many Businesses Make
They hire someone who succeeded elsewhere without understanding why they succeeded.
A salesperson from a well-known brand with steady inbound enquiries joins a business that requires heavy outbound prospecting.
Performance dips. Frustration builds. Six months later, everyone is disappointed.
It wasn’t a poor hire. It was a misaligned one.
So, What Do You Actually Need?
Before you brief a recruiter, ask:
- Is our challenge new business or account growth?
- Do we have sufficient inbound leads?
- Are we entering a new market?
- Where is revenue currently being lost?
If your growth depends on winning new business, you need a hunter.
If profitability depends on developing existing accounts, you need a farmer.
A Final Thought
In my experience, most unsuccessful sales hires aren’t down to ability, they’re down to fit. Getting clear on whether you need a hunter or a farmer before starting the search dramatically improves outcomes. It’s a conversation worth having early.
Carl – 07766552676