How to spot the difference between a farmer and a hunter in sales

May 19, 2022 - 3min. read

Today we’re going to talk about farmers and hunters in sales, two terms that are often used – and misused.

Clients vs. candidates

‘Are you a hunter or a farmer?’ To be honest, we hear this way too often. Clients are often looking for a hunter profile, yet candidates tell us they don’t want to solely hunt anymore.

So, what does this mean? Are we in trouble?

What is hunting?

Hunting is often associated with cold calling, prospecting, and everything that comes with it. But the problem for candidates is that hunting is often solely associated with the cold calling part.

What are trackers?

Maybe we should bring in a third term called ‘trackers’. During the hunt, trackers chase the animals while hunters carry the big guns and shoot the animals when they’re in sight. So in sales, hunters only close the deal.

But of course, there’s more to sales than closing the deal.

What is a good hunter?

So the question is, how do you spot a good hunter? And what makes you a good hunter?

It’s way more than just picking up your phone and doing 100 calls a day. It’s more of an attitude. Good hunters get themselves out there and they see sales as a trade of its own.

The importance of job titles

As we said before, we don’t like the term ‘farmer’ or ‘hunter’ in sales, especially when a company is looking for one or the other. Instead, companies should talk about job titles.

An SDR, for example, has to hunt for new leads and is therefore more of a hunting type, whereas a customer success manager is more of a farmer type because they need to build a long-term relationship.


Whether you’re looking for farmers or hunters, SDRs or a VP of Sales, Headlight is here to help. Are you struggling to find the right profile? Contact us. We’ll gladly meet up to discuss your needs and wishes.