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BLOGHunters and Farmers

by Randall CraigFiled in: Blog, Business Development, Make It Happen Tipsheet, Networking, SalesTagged as: ,

Sales managers use an interesting description for their salespeople: they are either farmers or hunters. Farmers sell more by cultivating existing relationships, while hunters sell more by developing completely new ones.

Most people don’t think of themselves as salespeople, but in truth, everyone has at least one thing to sell: themselves. Whether you are pitching a new concept to your colleagues, pitching a new service to your clients, or pitching yourself for a new role, you are definitely in the profession of sales, and you are either a hunter or a farmer.

Farmers build their network by asking their network for introductions; hunters add to their network themselves at events, association meetings, social events, and trade shows.

Think about yourself: are you more one than the other?

  • Farmer: Do you go deeper into your area of expertise, developing a depth of knowledge and valuable experience? Do you look for new tasks closely related to your existing ones? Or with people that you currently have a great relationship with?
  • Hunter: Are you always looking for the next challenge, to develop breadth of knowledge? Do you look for completely new experiences? Do you throw yourself into networking activities, excited about meeting new people?

Not surprisingly, each person really is a bit of both; sometimes we farm, and sometimes we hunt. But unfortunately, we are also creatures of habit, and we gravitate to the mode that is most comfortable.


Determine whether your comfort zone is more a hunter or a farmer; then look for an activity to strengthen the other skill.

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