Sales Team Development
for Small Business Owners

Hunters and Farmers

Salespeople are often grouped into two categories – Hunters and Farmers.

Hunters make things happen. They are action oriented, instinctive in finding opportunities, and relentless in closing the sale. Farmers develop existing accounts and service existing customers. You need both types of salespeople in the successful business.

Small companies with limited resources and personnel must have Hunters in their organization. Often the Owner or President is the “driver” or “A” personality that makes things happen and closes sales. The Owner becomes the Hunter and is often responsible for the sales success. Motivation is critical to Hunters, and nothing motivates like the survival instinct when financial risk and rewards are at stake.

Finding and motivating Hunters is an art which is honed with experience. Today Hunters must also function as part of a team. Getting the Hunter to lead the sales team can be difficult. Chase Wickersham, Principal of Sunrise Associates, has developed tools for finding the Hunters with the right personality and motivation for increasing sales and training them for optimal performance.