Hunter vs Farmer: The difference
In sales, Hunters are professionals focused on generating new leads, while Farmers dedicate their energy to nurturing existing relationships and expanding revenue from current accounts.
Hunters = outbound prospecting, filling the pipeline, chasing new opportunities.
Farmers = relationship management, renewals, upsells, customer retention.
In short: Hunters open the doors, Farmers make sure the house is lived in for years.
What skills are required in Hunter Sales?
Hunters need thick skin. They face daily rejection and sometimes outright hostility. Their strengths are:
Persistence and resilience to follow up multiple times.
Ability to use tools for prospecting (cold email, cold calling, social selling).
Networking skills, especially on LinkedIn or industry communities.
Personal branding to stand out in crowded markets.
A Hunter is usually extroverted, high-energy, and thrives on chasing goals under pressure.
What skills are required in Farmer Sales?
Farmers work in a safer but equally demanding zone. They deal with warm leads and current customers, where the responsibility is high: if the deal is lost, the fault is on them.
Key skills:
Patience to manage long sales cycles (weeks to months).
Relationship building and trust management.
Adaptability to different personalities and client expectations.
Strong communication to guide renewals and expansions.
Farmers are often more introverted, comfortable with building deeper one-to-one connections.
In a sales organization, who is usually a Hunter or a Farmer?
Hunters: BDRs (Business Development Representatives) and SDRs (Sales Development Representatives). Their daily job is outreach, cold calls, and qualifying prospects.
Farmers: Account Executives (AEs) and Heads of Sales. They focus on handling opportunities, closing, and managing top accounts.
In small businesses, one salesperson may wear both hats. In enterprises, roles are usually separated.
What sales tools are favored by Hunters vs Farmers?
Hunters rely on: outreach automation, email finders, prospecting databases, and engagement platforms.
Farmers prefer: CRMs, account management systems, and customer engagement tools to strengthen relationships.
Advantages and disadvantages of Hunter vs Farmer Sales: which one has the best ROI?
Advantages of Hunter Sales
Constant pipeline generation → never running out of leads.
Low-cost prospecting tools make it scalable.
Good for early-stage companies that need traction fast.
Disadvantages of Hunter Sales
High churn risk: chasing new deals while neglecting existing ones.
Quantity over quality: leads may be poorly segmented.
Aggressive tactics can damage brand reputation.
Advantages of Farmer Sales
Stronger customer satisfaction → lower churn.
Existing clients become ambassadors → word of mouth growth.
More feedback → product/service improvement.
Higher lifetime value through renewals and upsells.
Disadvantages of Farmer Sales
Not effective if you don’t already have a base of clients.
Low-ticket offers (e.g. <$25/month) make retention less impactful.
Growth can plateau without new leads feeding the pipeline.
Farmer Sales has the best ROI
Retention and expansion generate sustainable growth. While Hunters bring speed, Farmers bring stability.
Example of ROI with a Farmer model
30 existing customers paying $2,500/month = $75,000 MRR.
5 warm prospects in pipeline.
3 AEs costing $20,000/month in total.
Close 4 out of 5 prospects + each client brings 1 referral.
Result = $160,000/month. ROI = 4.25.
Example of ROI with a Hunter model
Same base: 30 existing customers = $75,000 MRR.
5 warm prospects.
1 AE ($6,666/month) + 2 SDRs ($10,000/month).
Generate 20 new leads, close 7.
Result = $92,500/month. ROI = 0.875.
The difference is clear: Farmers maximize existing revenue, Hunters struggle to match ROI unless volume is huge.
How can Hunters and Farmers work together?
Lead generation phase
Hunters prospect aggressively.
Farmers guide them by defining the ICP (Ideal Customer Profile).
Sales pipeline phase
Stage 1: Prospecting → Hunters bring leads.
Stage 2: Qualification → Farmers validate fit.
Stage 3: Demo/Meeting → role depends on deal size.
Negotiation phase
Stage 4: Proposal → collaboration between Hunters (insights) and Farmers (closing).
Stage 5: Negotiation → handled mostly by Farmers.
Retention phase
Stage 6: Opportunity won → both celebrate.
Stage 7: Post-purchase → Farmers ensure satisfaction.
Stage 8: Word of mouth → feedback from Farmers helps Hunters refine outreach.
Should you choose the Hunter or Farmer model for your business?
Early-stage = Hunter sales to fill the pipeline.
Growth stage = Farmer sales to create loyal customers.
Scale stage = Hybrid (80% Farmer, 20% Hunter) for balance.
Is there a difference in compensation?
Yes.
Hunters are often paid based on pipeline contribution (qualified opportunities).
Farmers are rewarded on renewals, upsells, and expansions.
Hunter vs Farmer isn’t about choosing one side forever. The smartest companies design hybrid teams where Hunters feed the pipeline and Farmers build lifetime value. ROI comes when both roles reinforce each other, not when they compete.
