When I engage with a new client and its sales teams, we always begin with a discussion on the behavioral differences between hunters and farmers. There are some very significant similarities and, likewise, there are major differences. I use a couple of well-vetted/validated behavioral assessments to help the conversation and provide for a common frame of reference for the salespersons and sales managers. While both hunters and farmers have some basic common behaviors, each has its own unique behaviors that need to be nurtured and developed.
So, let’s begin with the similarities of hunters and farmers. When we look at the top behaviors, both sales roles have these in common: sets goals, takes action, high energy level, healthy self-esteem and excellent time management. These five behaviors are the most critical for each. For example, if you don’t know where you are going or you have no goals, any road will get you there. If you wait for the phone to ring (takes action), need to be kick started every morning (energy level) or think you are a loser (self-esteem), then you will have a hard time hunting and farming.
The next set of behaviors is where the differences occur. For the hunter (and in order of importance) the key behaviors for success are: managing conflict, being assertive, competitive, forward thinking and imaginative. These behaviors are the ones that separate the two classes of salespersons. The hunter, by its very nature, creates conflict, makes things happen and wants to win, which needs to be done in a way to preserve relationships and not burn bridges.
The farmer’s next five key behaviors are: communicating, friendliness, sensitivity, organization and focus. Now, compare that to the hunter’s second five behaviors. The farmer needs to be a whiz at communicating, warm, sensitive, OCD and laser-like. Imagine if you will, what would happen if you put a hunter in a farmer’s job (or visa versa), or better yet, put a hunter and farmer in the same person. For these reasons, you need to know the favored behaviors of your sales folks and ensure they are in the right seats on the right bus.
Dave Harman is an associate with Sandler Training. He has over 30 years’ experience in sales and sales management with Fortune 500 companies as well as small, family-owned organizations. He has held positions from sales to senior management with companies such as Conoco/Vista, Amresco and Ohio Awning, and owns his own business. He earned his MBA with a concentration in Marketing from Miami University, Oxford, Ohio. You can reach him at [email protected] or (888) 448-2030.
