In Sales, There’s an Ocean of Methods, Strategies – and Sellers. Just as there are countless sales strategies and methods, there are just as many types of salespeople. While most sellers have traits that resemble both hunters and farmers, it’s common to categorize them into these two main groups.
The Difference Between Hunters and Farmers
Hunters are known for being effective door openers. They quickly establish contact, break down barriers, and close deals – qualities that make them invaluable to companies focused on growth and fast results.
Farmers, on the other hand, think long-term. They build strong relationships and invest time in understanding their customers’ needs, with the goal of nurturing and developing these relationships over time.
My 10 Principles for a Farmer’s Approach to Sales
With over 15 years of experience in sales and sales support, I’ve never seen sales as merely closing deals. For me, it’s rooted in the same core principles as customer service: building trust, understanding the customer’s needs, and creating lasting, meaningful relationships.
I’m probably as far from a hunter as you can get. Cold calling and “kicking down doors” to chase new customers simply isn’t my thing – and that’s why I can’t take just any sales job. Many companies are looking for a salesperson who actively expands the portfolio through outbound efforts, but that’s not where I shine. What I do excel at is being a farmer – if I have a meeting booker doing the door-kicking part for me. Once I’m in the room with a customer, I thrive on nurturing relationships, building trust, and making sure they don’t just buy once – but keep coming back again and again.
Here are my 10 principles for a farmer’s approach to sales:
1. I Have to Believe in the Product
When I recommend a product or service, you can trust it’s something I genuinely believe in. I operate by the principle that I don’t sell anything I wouldn’t buy myself. Standing in front of a customer and pretending? That’s not me – I need to speak from the heart to create real credibility. If I wouldn’t want to buy what I’m selling, how can I expect the customer to?
2. Customer Focus
Putting the customer first is non-negotiable. I’m dedicated to understanding their needs and priorities, so I can ensure that the solutions I offer are tailored to their specific requirements.
3. Education and Information
I don’t see sales as persuasion – I see it as enabling the customer to make an informed choice. My meetings are informative and solution-oriented. Whether they buy or not, I want them to feel confident they made a sound decision.
4. Relationship Building
While closing deals is important, I focus more on building long-term relationships. My goal extends far beyond a single transaction. I like to think that if a former customer sees me at a bar, they’d want to buy me a drink and thank me for the help.
5. Problem Solving
I want my customers to see me as their problem solver. When challenges arise, I collaborate with them to find the best solution – whether it involves my product/service or not.
6. Listening Skills
Active listening is a cornerstone of my approach. The customer’s concerns, goals, and ambitions shape the conversation, ensuring that the solutions we explore are aligned with their needs.
7. Value Proposition
I speak with enthusiasm about the value and benefits of what I offer, and I always try to view things from the customer’s perspective – showing how the solution can truly improve their business or life.
8. Honesty and Integrity
Trust is a high currency, and it’s built on honesty and integrity. I’m always transparent about what my product or service can and cannot do.
9. Follow-up
The customer journey doesn’t end with a sale. I’m committed to delivering an exceptional experience and am always ready to address any post-sale concerns to ensure the customer continues to get value from our collaboration.
10. Referrals
Happy customers are the best ambassadors. If I do my job well, I hope they’ll recommend me – not because I asked, but because they truly believe I delivered value.
Real-Life Example
In a meeting with an unhappy customer – a deal originally closed by a “hunter” colleague – I used active listening to fully understand their frustrations. They wanted to return everything and walk away. Through empathy, understanding, and a solution-oriented approach, I was able to offer a more tailored solution that truly met their needs. The result wasn’t just a positive turnaround in customer experience – it nearly doubled the profit margin. The key was acknowledging the customer’s pain points, taking responsibility rather than shifting blame, and focusing on solutions instead of defense.
I’m here to help – to ensure every interaction builds confidence in the decision being made. While many focus solely on the sale, I focus on delivering genuine and lasting value to every customer I have the privilege of working with.
