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Hunter vs Farmer Sales: What's the Difference?

January 26, 2024 (3mo ago)

Understanding the differences between Hunter and Farmer sales models is crucial for developing a comprehensive sales strategy that maximizes a company's growth potential.

Hunter vs Farmer Sales: What's the Difference?

In the realm of sales strategies, two predominant models have emerged over time, often discussed and debated for their effectiveness and applicability across various industries. These models are commonly referred to as the "Hunter" and "Farmer" sales approaches. Understanding the fundamental differences between these two strategies, their advantages, disadvantages, and how they can be effectively implemented within a business context can significantly enhance a company's sales performance and overall growth.

Hunter Sales Model

The Hunter sales model is characterized by a proactive, aggressive approach to finding new clients or customers. Sales professionals who follow this model are always on the lookout for new opportunities, ready to "hunt" down leads and close deals. This model is particularly effective in industries where new client acquisition is essential for growth and where the market is large and relatively untapped.

Characteristics of Hunter Sales Approach

  • Proactive and Aggressive: Hunters are always on the move, seeking out new prospects and opportunities. They are not afraid to cold call, send cold emails, or use social media to reach potential clients.
  • Short Sales Cycles: The Hunter approach often involves quick, transactional sales. Hunters aim to close deals as efficiently as possible, moving swiftly from one prospect to the next.
  • Focus on Acquisition: The primary goal of a Hunter is to acquire new customers. They spend little time nurturing existing relationships, instead focusing on expanding the client base.
  • High Risk, High Reward: Hunters thrive in environments where there is a significant reward for landing new clients. This often involves higher risk, including the potential for rejection and failure.

Advantages of Hunter Sales Model

  1. Rapid Growth: By continually acquiring new customers, businesses can experience fast-paced growth.
  2. Market Expansion: Hunters help companies break into new markets and territories.
  3. Competitive Edge: A successful Hunter can give a company a significant advantage over competitors by securing new business opportunities first.

Disadvantages of Hunter Sales Model

  1. Customer Retention: The focus on new acquisitions can lead to neglect of existing customers, potentially harming long-term relationships.
  2. Burnout: The aggressive nature of hunting can be exhausting, leading to high turnover rates among sales staff.
  3. Brand Perception: Aggressive sales tactics can sometimes damage a brand's reputation if not executed with care.

Farmer Sales Model

In contrast, the Farmer sales model emphasizes building and nurturing long-term relationships with existing clients. Sales professionals who adopt this approach work to cultivate their current customer base, focusing on satisfaction, loyalty, and repeat business. This model is especially beneficial in industries where the lifetime value of a customer is high and where deep, ongoing relationships contribute to sustained revenue.

Characteristics of Farmer Sales Approach

  • Relationship-focused: Farmers invest time and effort into understanding their clients' needs and preferences, fostering trust and loyalty.
  • Long Sales Cycles: Sales under the Farmer model can take time to develop, as the emphasis is on building relationships rather than quick transactions.
  • Focus on Retention and Growth: The primary aim is to keep existing customers happy and to grow sales through upselling, cross-selling, and referrals.
  • Lower Risk, Steady Reward: Farmers enjoy more predictable, steady income streams from established clients, with less risk of rejection compared to Hunters.

Advantages of Farmer Sales Model

  1. Customer Loyalty: Strong relationships lead to higher customer retention rates and loyalty.
  2. Sustainable Growth: While growth may be slower, it tends to be more sustainable and less volatile over time.
  3. Positive Brand Reputation: A focus on customer satisfaction and long-term relationships enhances a brand's reputation and market position.

Disadvantages of Farmer Sales Model

  1. Slower Initial Growth: Building relationships takes time, which can slow down initial sales and revenue growth.
  2. Dependence on a Few: Relying heavily on existing customers can be risky if those relationships falter.
  3. Resource Intensive: Maintaining relationships and providing ongoing support to clients can require significant resources and investment.

Implementing Hunter and Farmer Sales Strategies

For most businesses, a balanced approach that incorporates both Hunter and Farmer strategies is often the most effective. This dual strategy allows companies to continuously acquire new customers while also nurturing and retaining existing ones, leading to both short-term gains and long-term sustainability.

Identifying the Right Mix

The optimal balance between Hunter and Farmer approaches depends on several factors, including the nature of the industry, the size of the market, the business's growth stage, and the competitive landscape. Companies should assess these factors regularly and adjust their sales strategies accordingly.

Training and Support

Implementing a dual strategy requires providing sales teams with the appropriate training and support. Hunters and Farmers require different skills, tools, and resources to be successful. For instance, Hunters may benefit from training in prospecting and cold outreach, while Farmers may need support in customer relationship management (CRM) systems and account management.

Performance Metrics

Measuring the success of Hunter and Farmer strategies requires distinct performance metrics. For Hunters, key metrics might include the number of new clients acquired, the value of new contracts, and the speed of the sales cycle. For Farmers, metrics such as customer retention rates, average account growth, and customer satisfaction scores are more relevant.


Understanding the differences between Hunter and Farmer sales models is crucial for developing a comprehensive sales strategy that maximizes a company's growth potential. By recognizing the strengths and weaknesses of each approach, businesses can allocate their resources effectively, tailoring their sales efforts to achieve both immediate wins and long-term success. Ultimately, the most successful sales organizations are those that can skillfully blend the dynamism and aggressiveness of Hunters with the relationship-building and nurturing approach of Farmers.