Don’t Ask a Hunter to Farm and Don’t Ask a Farmer to Hunt

This post is on an “aha” from one of our recently published THiNKaha books, ask #DEMAND GENERATION tweet Book01: 140 Insights on Powering Your Sales Pipeline by Gaurav Kumar.  Allow us to elaborate on aha #12: Don’t ask a hunter to farm and don’t ask a farmer to hunt.

Sales executives will no doubt be familiar with the idea of hunters and farmers in the sales arena. It’s a distinction that has governed business practices since the late 20th century.

The idea is that sales people are divided into one of two categories. While hunters are tasked with generating sales from new clients, discount farmers are responsible for growing sales from already existing ones.

But the questions remain, more about why can’t sales people do both? And why can’t one do the other? Continue reading