September 2021

The Critical Role of Sales Farmers A s sales organizations continue to adapt to new challenges what we often see is common sales roles emerge. We have the Hunter, who as the name implies is focused on new business, acquiring new clients to serve and increase your market share position. We experienced a new role emerge, the fisherman, as we shared in a recent issue of Soar to Success. The fisherman is in direct responses to organizations investing heavily in digital marketing and By Mark Roberts Farmers as the role implies are not out actively hunting for net new clients but they are constantly planting new seeds of opportunity at existing customers. They nurture and grow their current customers and continuously explore opportunities to win a greater share of wallet in existing accounts. What skills are required today to be a successful sales farmer? Data Analytics – Farmers today are data driven and customer engagement. Their primary role is to help “reel in” opportunities that nibble on marketing content and help guide them through the sales process and ultimately land them as a customer. A role that seldom receives the praise deserved, given its critical role, is the famer. In this article we discuss the sales farmer role, the skills required to be a successful farmer, and why sales organizations need hunters, fishermen and farmers today.