Hunting aims to enter the world, identify potential customers, and close deals. On the other hand, Farming seeks to increase revenue by retaining existing customers and expanding current accounts.
How the Hunter vs. Farmer model works:
When you operate a synchronized hunter-farmer sales model, you’ll see significant growth with new customers while retaining the customers you’ve already closed.
You can’t keep deals that aren’t closed, and you can’t close deals if your best customers are walking out the back door. So, both these roles are essential for the success of your company.
Here’s how hunters and farmers work jointly to close and maintain deals in a typical sales process.
Lead Generation and Prospecting | Hunter:
New leads are generated through either inbound or outbound strategies. Hunter sales representatives begin the sales process by researching potential leads and conducting cold outreach.
Qualification | Hunter:
At this point, the alliance has shown some interest in the product. It is the marketer’s job to determine if the lead is a good fit and if their product can successfully solve the challenges the information is currently facing.
Sales Pitch and Product Demo | Hunter:
A well-grow sales pitch at this stage is individualized to the prospect’s needs and highlights how they will benefit from the purchase. Rather than a monologue, it’s a moment to engage prospects and prove your product’s value.
Negotiation and Close | Hunter:
Negotiation is usually the hunter’s final stage and is where their sales skills are tested. Negotiations can be complex. Hunters must work with their POC to convince stakeholders with budget control that this purchase is worth the money they invested.
Customer Onboarding | Farmer:
Customer Onboarding is usually the final stage for the hunter, and this is where their sales skills are truly tested. Negotiations can be complex. Hunters must work with their POC to convince stakeholders with budget control that this purchase is worth the money they invested.
Retention | Farmer:
Like a real farmer in the field, the role of a sales farmer requires a lot of hard work to cultivate the growing plants and turn them into valuable fruits and vegetables for the company.
Upsell and renew | Farmer:
Hunter and Farmer’s sales model is shiny and aligned with your target market and team. Hunter and Farmer contribute to increased sales and a high-value customer base, leading to solid long-term results.
Resource:
https://blog.close.com/hunter-farmer-sales/
https://aircall.io/blog/sales/hunting-farming-customers/
Disclaimer:
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