Sales Hunter, Sales Farmer, or Sales Trapper: Who are you?
Type? Do sales reps also have a type? I thought they’re all the same.
Salespeople do have types – they are either hunters, farmers, or trappers. Aggressive words, yes, but when you look at the personality traits of each category, you will realize how accurate these are for the ways in which salespeople work. Based on the way they go about their sales activities, reps can be classified into one or more of these categories.
Experts say that sales reps usually exhibit a number of characteristics common to all three personality types, but the individual tends to evolve into one and gradually glide into that method of operation for sales. In this article, we will be talking about the behavior these three personality types exhibit.
Are you ready to find out which one are you?
Who is a Sales Hunter?
You must have seen the way Hunters get their prey – with patience and tactic. That applies to the sales rep belonging to this category as well.
The name very well covers the personality of sales reps who resonate with the Hunter kind of personality. They are always on the ‘hunt-out’ for new prospects and accounts. Sales reps are independent predators who are deeply motivated towards reaching their quotas, and hence they work tirelessly towards working new leads. They are enthusiastic participants of networking events and conferences, super-active on social media, and do not hesitate from asking for referrals.
Sales leaders also say that hunters do not really spend time on nurturing leads for the future, but act more on leads who are already interested and nurtured by others. It means that they enter the sales process a little late when the prospect has already established the fact that they need a product. They are more like a vulture who swoops in and picks up a prospect from an unsuspecting salesperson, attributing the win to being agile in their prospecting process.
The only drawback of this personality type is that they can build a rapport with a prospect quickly but are unable to convert it into a trustworthy relationship. They work best when working as lone wolves.
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Who is a Sales Farmer?
The farmer persona is in a complete contrast to the hunter.
Just like the farmer looks to continually water and fertilizes his fields, a sales rep belonging to this category is more preferable in nurturing the relationships with existing clients. They work towards building a long-time relationship with the accounts that are already a part of their consumer base.
This makes the farmer salesperson super reliable because, through their interaction and communication skills, the consumer knows that the rep will be available to solve their problem, if it arises at any point during the sales process, transaction, or even the implementation phase.
Farmers work best with popular products and familiar companies, and it takes them a considerable amount of time to close deals. The drawback of a sales farmer is that they are not consistent, especially when it comes to a new product or a new market, because the scope of targeted marketing is very less.
When it comes to deals, the farmer salesperson is defeated by prospects who choose to go without making any decision, because they do not risk the relationship they have developed with the prospect in favor of ‘forcing’ the deal on the prospect.
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Who is a Sales Trapper?
Sales Hunters and Farmers are on the opposite extremes of the spectrum, and that makes room for a new category to develop – the trapper. It lies midway between hunters and farmers, incorporating some characteristics of both types to create a new persona.
Trappers have a thorough knowledge of their target audience and buyer personas, as well as their competitors. Because of the extensive knowledge they have, tappers are prepared to talk through and find a solution to all the doubts and objections that a prospect might have regarding the product and its utility to them.
If there is anything to be said about the Trapper persona, it is that they know their prospect like the back of their hand. All of the account’s psychological and behavioral patterns as well as their decision-making and revenue process are deeply engraved in the mind of the Trapper. They are able to predict the kind of situations they would fall in, and are hence armed with all weapons to fight it.
Sales Trappers are more inclined to using inbound marketing techniques to make a proper outreach to their prospect and effectively sell the value of their product. They rely heavily on social proof, like testimonials and case studies to make their point, which eventually leads to the prospect trusting them and building a relationship (farmer tactic).
At the same time, they meet with prospects who are already into their buyers’ journey (reminder: hunter tactic). The feature that sets the Trapper apart from the hunters and farmers is that they lure the prospects into buying products, by acting as expert advisors instead of poaching sales reps.
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All three different personas have behaviors that are important in prospecting, closing deals, and ultimately generating revenue. And it is difficult to find someone who is a pro in all three personalities. As said earlier, one might have features of all three, but they tend to gravitate towards one and make it their predominant style.
As a salesperson, it is more important for you to master the strengths of your personality type, instead of looking to change into someone you are not. If you are a recruiter, hire people who are complementary to your style of business so that you can make a team that is on the same page and is reliable enough.
Every business model and its leaders’ style will be the determinant of what kind of blend of sales personas will be ideal for your team. If you have difficulty finding the sweet spot, seek advice from expert B2B sales and marketing consulting firms, they will help you create a plan backed by their experience and expertise.
Remember, a good sales team will have a blend of all the three personas, and will work in harmony to build a profitable venture.
Do you also want to create an ideal mix of all three in your sales team? Contact us today and we will do the rest!